See final results from the End of Year Wellness Sale on page 6, then find details for the Step Into Wellness Sale on page 10
FROM SANJIV'S DESK
President and CEO, Sanjiv Razdan
Dear Franchisees and The Joint Community,
Registration is underway for our Align 2026 National Conference which will take place in Scottsdale, Arizona on April 13, 14 and 15. The curated schedule of events is focused on moving our business forward together through clear and achievable growth strategies, and here is what you can expect by attending.
1. Reduced Rates and Fees – Registration costs, hotel room rates and resort fees are all lower than our last national event in 2024, reflecting our efforts to listen and respond to systemwide feedback to keep event costs as manageable as possible.
2. Resort Location Preferred by Franchisees – The beautiful Talking Stick Resort is a resort that many of our franchisees know and love. It offers the right-sized environment for learning, connecting and stepping away from the day-to-day to focus on the bigger picture.
3. Opportunities to Reconnect and Network – Between planned receptions, meals and natural breaks around our sessions, attendees will have a generous amount of time for important moments of connection with each other.
4. Learning From Each Other – There is tremendous value in hearing about the processes, tools and day-today practices that your peers are implementing to drive results. We have dedicated a half day to Breakout and Exchange Sessions where top operators will co-present how they are finding success and approaching shared challenges so that all attendees can leave with actionable insights that can be put into motion right away in their own clinics.
Read more about Align 2026 on page 8 or by visiting our conference website - https://align.thejoint.com/align26 If you haven’t registered yet, take advantage of our Early Bird rate, make the time to connect with your peers and sign up to join us in Scottsdale.
Earlier this month, the Clinic Support Center hosted our NFAB representatives for a day of productive and engaging discussion. I am so appreciative of their support and partnership in co-bringing many of our key initiatives to life, and I look forward to continuing our work together throughout the rest of the year.
NFAB also elected officers for the new term year, and I would like to congratulate:
• President: L.S. Carper (re-elected for a third term)
• Vice President: Dr. Daniel Rae, D.C. (re-elected for a second term)
• Secretary: Connor Davis
I’d like to extend my gratitude to all of our incredible clinic teams for the effort that you put into a successful End of Year Wellness Sale. Your focus, execution and commitment produced strong results, and we saw yearover-year growth in total sales and the number of plans sold. Complete results are on page 6
Our upcoming Step Into Wellness Sale is the perfect opportunity to re-engage lapsed patients and connect with Walk-In and single-visit patients. More details and resources are on page 10 These patient groups are an important piece of our strategy for driving active member growth, and I appreciate the ongoing effort by our franchisees and clinic teams to deliver meaningful value to our patients.
Thank you for all you do for The Joint. I am looking forward to accomplishing many great things together in the new year.
Together we serve,
Sanjiv Razdan
December Clinic Openings
ERIC & PATRYCJA CECH (San Antonio, TX)
TOBY HINES & JOHN WASH (Kissimmee, FL)
ALENA GORDY (Fort Wayne, IN)
GREGORY KILBRIDE & PATRICIA EARING (Yulee, FL)
TOTAL CLINICS OPEN: 960 FRANCHISED UNITS: 885
GO Elite: A New Level of Best in Class for Grand Openings
There are no GO Elite clinics during the period of December 6, 2025 to January 5, 2026.
National Franchise Advisory Board (NFAB) Zones
Area A: Dr. Daniel Rae, D.C. dr.daniel.rae@thejoint.com CA and NV
Area B: Brad Remington brad.remington@thejoint.com AZ and NM
Area C: Dr. Kris Birkeland Dr.Kris.Birkeland@thejoint.com ID, MT, WA, WY, OR, UT, CO and AK
Area A: Greg Busch greg.busch@thejoint.com IA, MN, NE, ND, MO, WI, IL, MI, SD and KS
Area B: Connor Davis connor.davis@thejoint.com Houston TX, AR and LA
Area C: Billy Perkins billy.perkins@thejoint.com OK and TX, except Houston
Welcome Ron Stilwell, Senior Vice President of Operations and Patient Experience
We are pleased to welcome Ron Stilwell to The Joint as our new Senior Vice President, Operations and Patient Experience!
Ron holds more than 30 years of senior leadership experience in franchise operations at organizations including FullSpeed Automotive, Marco’s Pizza and Kahala Brands. Throughout his career, his consistent focus on operational discipline and unit-level performance has helped brands strengthen their operational fundamentals, improve consistency and elevate the customer experience.
Most recently, Ron served as President and Chief Development Officer of FullSpeed Automotive which has nearly 1,000 franchised, company and licensed locations. Prior to that role, he helped position Marco’s Pizza as a top franchise brand known for industryleading growth and operational excellence. Ron also founded a successful franchise development and
real estate consultancy that partnered with leading brands, including Massage Envy, to strengthen operations, strategy and performance.
Area A: Rita Sellers rita.sellers@thejoint.com CT, DC, DE, MD, MA, ME, NY, IN, NH, NJ, OH, PA, RI, TN, VT and KY
Area B: LS Carper ls.carper@thejoint.com NC, SC, WV and VA
Area C: Dr. Patrick Greco, D.C. dr.greco@thejoint.com FL, GA, MS, AL and PR
Ron holds a Bachelor of Business Administration from Blackstone University. He is a Certified Franchise Executive with the International Franchise Association and a member of ICSC.
Ron and his wife Sarah reside in North Phoenix. In his spare time, he enjoys reading a good business book, spending time with his grandchildren and going to the movies.
Read the full press release on Ron’s appointment
Welcome to The Joint, Ron!
End of Year Wellness Sale Outperforms 2024
In Sales, Plans Sold
Anew wellness routine is top of mind for many as a new year approaches, and The Joint’s End of Year Wellness Sale helped thousands of patients make routine chiropractic care part of their New Year’s resolution. Here are results and some key highlights:
• Total sales exceeded $14.5 million, an 11.7 percent increase over 2024.
• Average revenue per clinic was $15,372, an 11.5 percent increase from 2024.
• Over 6,500 patients purchased a 5 + 1 plan, an increase of nearly 20 percent as compared to 2024.
2025 End of Year Wellness Sale: Complete Results
the third
Top 10 Clinics by Sales
Meet Gemma: The New, Recommended Way to Craft DC Bios for Clinic Microsites
We are excited to introduce Gemma, our Gemini-powered virtual writing assistant built to help our doctors draft highquality, SEO-optimized bios. Gemma simplifies the writing process while keeping final review and submission in your control.
The Importance of an Updated DC Bio
A current, well-written DC bio helps patients quickly understand the expertise within a clinic by introducing the chiropractor in a clear, professional way. This helps build confidence for patients, especially those who are deciding where to book their first visit. An updated bio can also improve the microsite’s performance by highlighting trusted experience and authoritative credentials.
Gemma’s Role in Crafting an Engaging Bio
IMPORTANT LINKS
Gemma: DC Bio Authoring Tool
Gemma User Guide
Add Doctor Bio to Microsite HelpDesk Ticket
Gemma guides DCs through a few questions and generates a draft that reads authentically and professionally and follows a clean structure that is easy for patients and search engines to scan. With Gemma, DCs can produce a bio that is consistent, patient-friendly, and microsite-ready, without turning this into a time-consuming writing project.
How To Submit Your Updated Bio
Gemma doesn’t publish anything directly to your microsite. When the updated bio is complete, submit a Add Doctor Bio to Microsite HelpDesk ticket, and the CSC Marketing team will post it. You can attach your headshot to the same ticket, or submit it separately later.
The start of the new year is an ideal opportunity to begin using Gemma to strengthen and standardize your bios. Our clinic microsites are an important touchpoint for patients, and a professional chiropractor bio helps build trust, reinforce credibility, and supports a more consistent, polished experience across our digital footprint.
PRO TIP:
Don’t Forget the Headshot!
An updated DC headshot matters! A current, professional photo helps patients recognize the DC, builds trust, and elevates the overall look and credibility of your Microsite.
New Mobile App Update Improves Check-In Process, Resolves Reported Issues
An updated version of the mobile app is now live in the App Store (iOS) and the Google Play Store (Android). This release addressed several reported issues and improved some important features for patients, including:
• Easier check-in across all devices: We’ve adjusted the required distance for clinic check-in to better accommodate devices with less precise location tracking.
• Loading screen fix: Resolved an issue that could cause the app to remain stuck on the loading screen.
• Duplicate check-in fix: Resolved an issue that could cause duplicate check-ins to appear in AXIS.
Patients will either be notified that a new version is available the next time they open the app, or the app may automatically update, depending on their device settings. If patients continue to experience issues, please first ensure they are using the latest version of the app.
If the app is fully up to date and issues persist, please submit a Mobile App Bug ticket through the IT HelpDesk so our team can further investigate and assist with troubleshooting.
Questions? Contact Reagan Concha, Digital Marketing Specialist, at reagan.concha@thejoint.com
It’s time to reconnect with colleagues across our system and unite around shared insights and growth strategies at The Joint’s largest networking and recognition event of the year.
Conference and hotel registration is now open so visit https://align.thejoint.com/align26 for more information and to secure your spot today!
April 13, 14 and 15, 2026
Talking Stick Resort Scottsdale, Arizona
Align 2026 will focus on moving our business forward. Through dedicated sessions, leadership discussions and peer-to-peer connections, this event will center on what it takes to strengthen performance, improve alignment across the system and build momentum for the year ahead.
CONFERENCE ATTENDEE REGISTRATION
• Franchisees as listed on the franchise agreement
• Managers within a franchise organization
• Doctors of Chiropractic
• Regional Developers and RD Team members
• Any other member of the franchise system
What’s Included? Access to all Align 2026 conference content and breakout sessions and all networking receptions and special events.
Early Bird Rate: $800 through February 16
FRIENDS & FAMILY ATTENDEE REGISTRATION
Any adult guest of a conference attendee who is not a member of the franchise system, such as a spouse or partner.
What’s Included? Participation in all networking receptions and special events, plus breakfast and lunch on both days of the conference. Conference access is not included.
Friends & Family Rate: $550
The final day to register is March 9, 2026
Questions? Check out the Frequently Asked Questions section of the Align 2026 website, or reach out to Margie Wojciechowski, Director of PR & Communications, at margie.wojciechowski@thejoint.com
Tools and Resources for the System
Each month, we’ll share newly-available support materials and guides that have been developed by the CSC to support franchisees and clinic teams. Explore the latest resources below!
FOR DC s :
“Back Office Best Practices” Video - Outlines the newer features of AXIS Back Office and offers best practices to get the most out of using the system. Download and watch the video.
Download the complete list of available toolkits, user guides, and instructional webinars
January’s Patient Newsletter Focuses on Building Realistic Routines for the New Year
The January edition of our patient email newsletter was delivered to all email subscribers via Iterable beginning Tuesday, January 13.
View the newsletter
This month’s content focuses on helping patients build realistic routines that support better movement and everyday comfort in the new year. Inside is guidance on setting movement goals, simple habit-stacking strategies to make healthy routines easier to maintain, and practical tips for resetting stretching habits to support mobility and reduce tension. We’re also sharing a wellness checklist to help patients stay proactive throughout the year, along with expert insight from Dr. Dustin DebRoy, D.C., Manager of Education and Relations, on staying active while training around shoulder pain.
Chiropractic Connections: Building the Brand Across the Country
The Joint is participating in several premiere professional chiropractic events in 2026. If you are interested in assisting at an event, please contact careers@thejoint.com
Event Location Dates
Parker Seminars
ACCRAC 2026
Las Vegas, NV February 26 - 28, 2026
Kansas City, MO March 26 - 28, 2026
Sherman College Lyceum Boiling Springs, SC April 30 – May 2, 2026
Logan University Symposium Chesterfield, MO May 1-2, 2026
FCA National Convention & Expo Orlando, FL August 27 – 30, 2026
Palmer Homecoming Davenport, IA September 17 – 19, 2026
Life University Vision Extravaganza Atlanta, GA September 17 – 19, 2026
Participating in a Local or Regional Chiropractic Event?
If you are a franchise organization or Co-op that is partnering with a professional chiropractic event in your area, email communications@thejoint.com with the name and date of the event for the opportunity to be featured in an upcoming issue of BackBone!
Wellness Sale
The Joint Invites Lapsed, Walk-In Status Patients to STEP INTO WELLNESS
The Step Into Wellness Sale is returning! Starting on February 2, lapsed patients and those not currently on a Wellness Plan or Flex Plan can receive their first month for just $45 and make routine and affordable chiropractic care part of their New Year’s resolution.
Chiropractic provided several discounted opportunities for discover the significant savings of our Wellness Plan. In Joint was able to help those patients rediscover and affordable care with a treatment plan provided by their Doctor New Year with our “Step Into Wellness” Sale, a February existing patients not currently on a Wellness Plan. 2026
When does the sale start? Monday, February 2
When does the sale end? Monday, March 2 at close of business
What is the offer? Purchase a Wellness Plan and get your first month for just $45
and get your first month for just $45!
Target Audience + Marketing Tactics
The Step Into Wellness Sale will be marketed directly to existing patients with a Walk-In status, including onetime visitors and patients who are lapsed or canceled. Existing patients currently enrolled in a Wellness Plan, Flex Plan or Align One Plan and active Package holders are excluded from the promotion. Eligible patients will receive promotion details via the tactics outlined below.
• Promotional mobile app notifications
• Custom, targeted emails distributed to patients through Iterable
• SMS messages distributed to patients by OTT
• Targeted social media advertising
Promotion Guide Now Available! The Step Into Wellness Sale Promotion Guide contains all key details, operational steps and recommendations for executing a successful campaign.
Download the guide and be sure to review it prior to the start of the promotion.
Questions? Please contact your RD or FBC partner.
CSC Set to Begin Managing Online Business Listings and Negative Review Responses
visit since February 2024, and are not currently on a
The CSC will begin managing two systemwide digital functions for all clinics by the end of January.
• Online business listings via YEXT
Align One members.
• Responses to negative reviews on Google, clinic microsites, etc.
CSC Will Manage All Clinics’ Online Business Listings Via YEXT
converted to a plan or package.
Inconsistent or outdated clinic information can hurt your online visibility and confuse patients. The CSC uses YEXT, a digital platform that allows us to update and maintain clinic’s business information across approximately 50 online directories, including Google Business, Facebook and Apple Maps. This ensures your clinic’s:
• Name, address, and phone number stay accurate everywhere.
PROMOTIONAL GUIDE: Step Into Wellness Sale 2026 | 2
• Listings stay verified and protected when platforms update their systems.
• Brand information stays consistent across the network.
CSC Will Manage Responses to Negative Google Reviews
The healthcare industry has seen a rise in lawsuits tied to HIPAA violations often triggered by seemingly harmless social media comments or review responses
The Community & Reputation Management Guidelines established by CSC were designed to safeguard clinic reputation and The Joint Chiropractic brand while mitigating risk and ensuring HIPAA compliance.
CHECKLIST FOR FRANCHISEES & SOCIAL MEDIA MANAGERS
Submit a Marketing Listings Issue Help Desk Ticket for any changes in business hours, contact information, etc. so that information can be pushed out through YEXT.
Continue to own your Local Store Marketing, encourage happy patients to leave reviews, and respond to positive reviews following the Community & Reputation Management Guidelines
Do not respond publicly to negative reviews.
Contact Heather Zielinski, Senior Content Manager, at heather.zielinski@thejoint.com if you have questions or concerns about the guidelines or specific responses.
The CSC will now manage any negative review responses via YEXT using approved language and HIPAA-safe standards. Franchisees and any designated social media managers should continue encouraging and responding to positive social media reviews.
This transition is designed to improve consistency across the brand, lower the risk of HIPAA or compliance violations and streamline budgets by supporting these functions in-house.
Post With Purpose in February
February is the perfect time to connect with your audience around what matters most—feeling better. With seasonal aches, busy routines, and Valentine’s Day reminders to show care, this month is all about highlighting relief, recovery, and movement.
Download the February 2026 Social Media Resource Guide and use the themes, key dates and suggestions to post with purpose and share content that speaks to everyday pain points and helps people move, feel, and live better.
Clinic Spotlight: The Joint Chiropractic –Uptown (MN)
@thejointchirouptown
The Joint Chiropractic – Uptown in Minneapolis, MN creates content that blends education, in-clinic moments, and personality to make followers feel informed and welcomed.
Team & Personality Highlights
Uptown brings its team culture to life through staff-centered content, offering lighthearted, behind-the-scenes glimpses into what it’s like to work at the clinic. These authentic moments help humanize the brand and strengthen connections with the local community.
Clear, Consistent Messaging
Their account bio and many of their posts emphasize The Joint’s core value propositions walk-in care, no insurance needed, flexible plans making their positioning easy to understand at a glance. Followers know what the clinic stands for and what to expect.
Authentic
In-Clinic Moments
Their feed features real, in-clinic action from adjustments to DC preferences on favorite techniques. This gives followers a candid look at what a visit feels like, helping reduce intimidation for new patients and build trust with the audience
Great work to the team at The Joint Chiropractic - Uptown (NM) for showing chiropractic care in a way the community can relate to and trust!
Training Development
IGNITE ACADEMY | FLAME
A new learning experience designed to elevate the patient experience and support clinic success.
FROM VISION TO REALITY
Flame inaugural session
We’re excited to share a major milestone with Ignite Academy! On January 11–12, we proudly hosted the inaugural session of Ignite Academy’s Flame program. This first cohort marked the official launch of the Flame content designed to support our doctors beyond onboarding—focused on strengthening the patient experience, reinforcing operational excellence, and driving clinic success. The energy, engagement, and collaboration over the two days was a great start to this new chapter in training and doctor support at The Joint.
The inaugural session was a success, bringing together doctors for meaningful discussion, shared learning, and practical takeaways that can be applied immediately in their clinics. Participants engaged in facilitated conversations, real-world scenarios, and peer-topeer learning that reinforced consistency, confidence, and performance across key clinic metrics. This pilot session provided valuable insights that will help shape future offerings as we continue to support the training and development efforts for our doctors at The Joint.
The Flame program did a great job covering all aspects of the patient experience. It’s very detailed and really helps you focus in on any areas that you have room for improvement. “ “
— Nick
Porterfield, D.C. —
“ I definitely learned some nuggets that I already started implementing in my own time treating in the office.“
CARRY THE FLAME
REGISTRATION OPENING SOON!
Information and registration will be available in The Learning Center soon!
Pictured (L-R): David Lee, D.C., Justin Brandau, D.C., Kevin Meyer, D.C., Nick Porterfield, D.C., Dustin DebRoy, D.C., Michael Funicello, D.C., Steve Knauf, D.C., Chase Vazquez, D.C., and Edward Ernstrom, D.C.
— Michael Funicello, D.C. —
December Leaderboard Metrics
Each month we highlight the performance leaders on some of our critical metrics. Find out who made the December leaderboards below!