BackBone: October 2025 by The Joint Corp.

FROM SANJIV'S DESK

President and CEO, Sanjiv Razdan

Dear Franchisees and The Joint Community,

This month marks one year for me as President and CEO of The Joint. It is such a privilege to serve our passionate franchise system and a real joy to impact lives by providing easy access to great chiropractic care. Our move to Scottsdale has also sparked joy for me and Nisha. I am happy to report that I am well settled, and Nisha and I are constantly exploring fun new things to do in our sunny city!

I have invested time in meeting as much of our franchise community as possible to learn about our areas of opportunity as well as the pockets of best practice. Thank you to all the franchisees and clinic teams that warmly welcomed me into their clinics this past year. I’ve also been engaging and building bridges with chiropractic luminaries outside of The Joint, including leadership and representatives from most chiropractic schools.

These meaningful conversations helped us frame a multi-year plan to reignite growth and strengthen clinic economics. You will recall that we have been working towards The Joint 2.0 by transitioning to a pure play franchisor, building a culture of accountability, strengthening our leadership team, improving quality of operations and working to improve clinic sales and profitability.

Our business has been facing pressures during the second half of this year due to challenges in driving active member growth and the impact of inflation that we have not offset with pricing adjustments. Hence, our singular focus remains on driving sales and clinic profitability through initiatives including dynamic pricing, shifting marketing funds to national media and SEO to lift new patient growth and reducing attrition by introducing new product innovation such as Align One. In addition, we are preparing to test new products and services to drive average clinic volumes.

"These meaningful conversations helped us frame a multi-year plan to reignite growth and strengthen clinic economics."

Here are some specific initiatives we have been working on in collaboration with the NFAB:

• Starting on November 1, we will shift $500 per clinic from local to national marketing in order to drive brand awareness and grow organic leads by leveraging high impact national media.

• We have also been making early and encouraging progress in our SEO efforts to enhance our overall visibility and drive more organic leads and a portion of the $500 reallocation to national marketing will further accelerate these efforts in Q4 2025.

• On November 3, we will begin piloting $2, $5 and $10 price increases in select optin markets with a view to taking pricing nationally in Q1 2026.

• Based on feedback, we extended the Align One promotion to November 15 and will shortly determine if it becomes a core offering that replaces the Flex Plan.

• Early analysis of our new “Life, Unpaused” brand awareness campaign indicates that audiences are strongly resonating with our messaging around finding relief from pain at The Joint.

I remain incredibly excited about what lies ahead for our brand. The purpose of shifting to being a pure play franchisor is to serve our number one internal customer: our franchisees. We are committed to ensuring every voice is heard, from the largest franchisee system leaders to the single-clinic owners driving impact in their local communities.

As outlined in our Franchise Partnership Pact, the path forward will only yield results if we work together. We are listening to, and responding to, your feedback. I look forward to your continued support and to work together on setting up a stellar 2026.

Together we serve,

Sanjiv Razdan

CONGRATULATIONS

to these September clinic openings

BARRY GOODMAN & DR. CHRISTINA JUDON, D.C. (Gallatin, TN)

DR. CHERESE SCOTTON BRATCHER, D.C. & TROY BRATCHER (Dover, DE)

TOTAL CLINICS OPEN: 962 FRANCHISED UNITS: 884

GO Elite: A New Level of Best in Class for Grand Openings

There are no GO Elite clinics during the period of September 6, 2025 to October 5, 2025.

HONORABLE MENTION

Katherine and Dr. Cole Young, D.C.

The Joint Chiropractic – Lawton (OK)

• $34,693 in sales and 614 New Patients in the first 60 days

Represents clinics achieving honorable mention status from September 6, 2025 to October 5, 2025.

The Joint Welcomes Debbie L. Gonzalez as Chief Marketing Officer

We are excited to introduce Debbie L. Gonzalez as The Joint’s new Chief Marketing Officer!

Debbie brings a wealth of experience in brand building, marketing innovation, and customer experience. Most recently, she served as CMO/ SVP of Global Marketing and Communications at Concentrix, a Fortune 500 company. She was Chief Brand/Marketing Officer at Massage Envy where she helped shape the franchise membership model, built out digital and performance marketing programs and increased brand awareness.

As CMO, Debbie will leverage her strong foundation in franchise operations and the broader wellness industry to deliver innovative strategies that will help The Joint create a premium patient experience and grow demand, usage and loyalty. She is excited about The Joint’s growth and evolution and our long-term goal of becoming America’s most accessible health and wellness services company.

Debbie received her Bachelor of Business Administration degree in Economics from the University of San Diego and holds an MBA in International Business from Thunderbird School of Global Management. She currently serves on the board of El Pollo Loco.

Debbie, her husband, Matt, and her 17-year-old daughter, Mia, live just outside of the Scottsdale area with their two miniature dachshunds. In her spare time, Debbie enjoys traveling, hiking, Pilates and cooking.

Read the complete press release  on Debbie’s appointment.

Welcome to The Joint, Debbie!

Google Business Profiles, BrightLocal and More Now Managed by the CSC

Beginning on October 1, the Clinic Support Center (CSC) began managing several marketing functions previously supported by OTT.

• Google Business Profile set up and management

• Meta (Facebook) page set up and management

• BrightLocal

• Support for Advantage Tools, including:

• 1:1 SMS Tool

• Email Scheduler

• Adding Advantage Users

• Enabling/Disabling the Automated Attendent

For assistance with any of these services, please submit a ticket via the IT HelpDesk. Please allow up to 7 business days for any requests or issues to be addressed.

Marketing Listing and System Access Request: Request user access for marketing listings such as Google Business Profile, Facebook and Advantage.

BrightLocal and Advantage Support: Request support or report an issue concerning BrightLocal or Advantage.

 Questions? Contact your RD or FBC partner.

Ownership of Local Facebook Pages

Transferring from OTT to The Joint

The CSC Marketing Team is currently transferring all clinic Facebook Pages from OTT’s Business Manager to The Joint Corp.’s Business Manager. We anticipate completing this process by the end of Q4, and no interruption to active Facebook or Instagram advertising campaigns is expected.

After a Page is moved, all approved media partners (OTT, Coegi and VistaOne) will be re-granted access automatically.

Franchisees may submit an IT Help Desk ticket to reestablish Page access for themselves or other managers within their organization that assist with social media such as Marketing Managers, Lead Wellness Coordinators, etc.

Restoring Facebook Page Access

1. Log in to the IT Help Desk and access the “ Marketing Listing and System Access Request ” ticket.

2. List all Facebook Pages as well as the first name, last name and email address of each person requiring access.

IMPORTANT NOTE: Per Meta’s requirements, for each person needing access, you must list the email address that is connected to their personal Facebook account .

Additional Action for Facebook Pages Connected to Instagram

Connecting your clinic’s Instagram account to Facebook allows you to post content to both platforms simultaneously and answer Instagram direct messages and Facebook comments from one central location.

The ownership transition process may interrupt the link. To reestablish the connection between Facebook and your clinic’s Instagram account, please follow the prompts outlined in the “Marketing Listing and System Access Request” Help Desk ticket

These changes are designed to build the baseline functionality needed to support our technology ecosystem and are part of a bigger transformation to become a digital-first marketing organization. Thank you for your patience and support during this transition

 Questions? Contact Reagan Concha, Digital Marketing Specialist, at reagan.concha@thejoint.com

Display In-Clinic Pricing with New Designs and Customized Updates

The Joint has redesigned in-clinic pricing display elements with modern designs and clinic-specific customization updates. Keeping franchisee feedback about costs in mind, some items have been consolidated - resulting in fewer items to display - and streamlined to support an easier repurchase during future pricing updates.

All clinics are required to display the new material by December 1.

CLICK HERE to select, personalize and order materials today!

Order by November 14 to avoid holiday delays and get your materials in time for the December 1 compliance date.

Current pricing materials may continue to be used and distributed through November 30. After November 30, these materials will no longer be available to order on Dokshop.

 Questions? Please contact creative@thejoint.com

Dr. Chris Judge, D.C. and Family Celebrated at Palmer for 100 Years of Chiropractic

When Dr. Chris Judge, D.C. decided to pursue a career as a chiropractor, he was not the first person in his family to do so. He wasn’t even the second, third or fourth. In fact, since 1925, four generations of the Judge family have been helping their communities find relief from pain as practicing chiropractors.

Dr. Judge’s great-grandfather, James B. Judge, grew up in the Midwest and was intrigued by natural healing. He became the first in the family to attend Palmer College, graduating in 1925. Since then, over 60 members of the family have become chiropractors, all graduating from Palmer. Today, 22 members of Dr. Judge’s family are practicing chiropractors in Arizona, Illinois and Iowa, primarily.

“This is a special and lasting legacy to be part of,” said Dr. Judge. “Not many people have that in any industry, let alone chiropractic.”

When he was making the decision to become a chiropractor, Dr. Judge’s grandfather advised him to attend Palmer and complete his degree regardless of his post-graduation plans.

“He told me that I should still go through college, even if I ended up just treating my own family,” said Dr. Judge. “He knew the knowledge and experience would be well worth it just in that aspect.”

During Palmer’s Homecoming celebration earlier this month, the college honored the Judge family’s chiropractic legacy and connection to Palmer. The campus dining hall was dedicated to the Judges and several plaques were installed near the library and in other areas of the campus. They capped off the occasion with an afternoon event and luncheon.

Dr. Judge opened The Joint Chiropractic – Hilton Village in Scottsdale, AZ in 2010 and the clinic has been named the area’s best chiropractor in the Scottsdale Progress’ annual “Best of Scottsdale” issue every year since 2020.

In 2019, the clinic received the Most Improved –Attrition award at The Joint’s national conference and achieved Bronze Level Sales Achievement in 2022.

Congratulations to you and your family, Dr. Judge, and thank you for making The Joint part of your story!

Dr. Spencer Story, D.C. Receives October’s Top Doctor Award

Each month, franchisees, Wellness Coordinators and doctors nominate outstanding chiropractors from our system who are going above and beyond to elevate the patient experience, provide compassionate care, advance the chiropractic profession and serve as a leader in their community. Thank you to all those who nominated a deserving doctor for consideration!

Please join us in congratulating Dr. Spencer Story, D.C., the Top Doctor Award recipient for October!

Patient Service: Dr. Spencer Storey, D.C.

The Joint Chiropractic – Stetson Hills in Colorado Springs, CO

Nominated by: Kayla Dublin, Wellness Coordinator

Dr. Storey’s passion for healing through chiropractic care shines in every patient interaction. Patients find comfort in Dr. Storey’s casual, yet educational approach which helps them speak openly and honestly about their pain so that Dr. Storey can treat the root cause of the issue. He ensures all patients understand the importance of ongoing chiropractic care and follows up with real-time results. In September, he treated 1,259 patients with a 75 percent conversion rate. In addition, Dr. Storey consistently offers support and guidance to colleagues and clinic team members. Dr. Storey graduated from Logan College of Chiropractic in 2014 and holds a master’s degree in sports rehabilitation.

Ready to nominate a Top Doctor? Review the eligibility requirements, then complete the nomination form Submissions are accepted on an ongoing basis.

 Questions? Contact Dr. Dustin DebRoy, Manager of Education and Relations, at dr.dustin.debroy@thejoint.com

WC Profile: Lexis Nault

The Joint Chiropractic – Park West (AZ)

When Lexis Nault began her professional career, she knew The Joint would offer her valuable experience as an administrative professional. She didn’t realize how deeply connected she would be to The Joint’s mission.

“I realized I wasn’t just taking a receptionist position,” says Lexis. “I was stepping into a role where I could actively contribute to the lifechanging wellness journeys of our patients. Becoming an integral part of a system that makes quality chiropractic care both accessible and affordable is what truly inspired me to join The Joint.”

Lexis began working at The Joint Chiropractic – Park West (AZ) in May 2023 and has since been promoted to Senior Wellness Coordinator and Certified Trainer. Her consistent professionalism, strong work ethic and commitment to doing what’s right have built a positive and supportive environment for patients and the clinic team. She treats every patient as family, creating a warm and welcoming environment where people feel genuinely cared for.

“It is incredibly rewarding to be a firsthand witness to the profound positive changes in our patients’ lives,” says Lexis. “I am privileged to be a trusted guide and familiar face on our patients’ path to optimal health, making this more than just a job; it's a heartfelt commitment to service and community.”

Lexis loves modified cars and watching Formula 1 racing with her fiancée.

Chiropractic Connections: Building the Brand Across the Country

Last month, The Joint proudly sponsored two exciting and important professional chiropractic events: Life University’s Life Vision Extravaganza (LVE) and the Parker Seminars Dallas.

The Joint Shows Commitment to Chiropractic at LVE 2025

We interacted with approximately 2,500 attendees at LVE 2025, including doctors, students and other professionals within the chiropractic community. At the booth, we highlighted The Joint’s commitment to advancing the chiropractic profession while also positioning the brand as a premier workplace for chiropractors at every stage of their career. President and CEO Sanjiv Razdan and Dr. Steve Knauf, D.C., Vice President of Chiropractic and Compliance, attended the event and were invited to participate in a special President’s Lunch during the event.

Thank you to all those who attended the event in support of The Joint and a special note of appreciation to Dr. Ed Ernstrom, D.C. for coordinating and activating our booth set up!

The Joint Shares Career Opportunities with Students

at Parker Seminars Dallas

Earlier this month, The Joint participated in Parker Seminars Dallas which coincides with Parker University’s Homecoming. We interacted with almost half of the 2,500 attendees, primarily students inquiring about future career opportunities with The Joint.

Our main messaging focused on the experience that students will receive should they pursue a career at The Joint after graduating. During the event, Dr. Jason Lovaas, D.C., Director of Chiropractic for franchisees Phil and Erin Davis, spoke with a student about mentorship opportunities as she finishes her studies, and the two created a plan to stay in contact. She even stopped by the booth the following day to show her appreciation for the impactful conversation.

Relationships with chiropractic schools are pivotal to ensuring that The Joint is top of mind for students who are deciding on their future career path, and we were thrilled to have many students approach our booth to specifically share that working for The Joint is their top choice after graduating.

Thank you to all those who attended on behalf of The Joint including Dr. Lovaas and Bryan Penley from Phil and Erin Davis’ franchise organization, franchisee Dr. Justin Tomblin, D.C. and Courtney Distaso and Taylor Wallace from David and Anne Glover’s RD group.

Pictured (L-R): Dr. Dan Ernstrom, D.C. (PC in Florida), Angelina Burgos (Operations Manager for franchisee Lawrence Rich), Ambria Jones (Operations Manager for franchisee Lawrence Rich), Kim Blume (Operations Manager for franchisees Dan and Dorit Kjaergaard) and Dorit Kjaergaard.

Pictured (L-R): Dr. Jason Lovaas, D.C., Dr. Justin Tomblin, D.C. and Taylor Wallace.

IInstagram’s Newest Update Matters For Local Search

25% prefer to search for brands on social platforms

n July 2025, Google announced that it would begin indexing public content from business or creator Instagram accounts. That means your clinic’s Instagram posts can now appear in Google search results alongside your microsite, Facebook Page and posts, directory listings (like Yelp), and Google Business Profile.

The Impact On Patient Discovery

Instagram offers more than pictures and videos; it’s now a key channel for search and consumer discovery. Potential patients are actively using Instagram to discover businesses, check reviews, and find inspiration. If someone searches Google for “back pain relief” or “wellness tips,” your posts could appear in those results and directly influence their decision.

67%

engage in “social search” and use platforms like Instagram to discover products and services while making purchase decisions

With this new change, there are more opportunities for prospective patients to discover your clinic through your microsite as well as through the content you’re already posting on Instagram. It strengthens your visibility and credibility within your community.

What Should You Do to Improve Local Visibility?

Google wants to connect people to the most relevant local results and Instagram can now play a role in that. When posting content on Instagram, consider incorporating one or more of the best practices outlined below:

• Location tags: Posts that include the city or neighborhood are more likely to appear when people search for businesses in that area.

• Keywords in captions: Posts that include words people commonly search for, like “chiropractic care” or “neck pain,” are more likely to show up when someone types those terms into Google.

• Evergreen content: Posts that answer common questions, highlight services, or explain what patients can expect can appear in search results months or even years later.

68%

are more likely to choose a healthcare provider who is active on social media

• User-generated content: When patients tag your clinic in their own posts, it shows that your business is active and trusted, which can help your clinic appear more often in search results.

Think of your Instagram content as an extension of your microsite. It’s another piece of online “real estate” that people can land on when they search. The more relevant, helpful, and locally focused your content is, the more likely it is to show up in search results.

Final Takeaway

Instagram has evolved into a discovery tool that extends beyond the app. With posts now appearing in Google search, your content becomes another way for people in your community to find your business.

Download the revised version of the "Social Media Made Simple" Playbook to learn how to optimize your Instagram content and grow your clinic’s visibility.

November Social Media Content Ideas You’ll “Fall” For

Bring warmth, awareness and creativity to your clinic’s social media throughout November by participating in seasonal moments that will help you connect with your community. From honoring families who serve to spotlighting health awareness days, here are some fresh ideas to keep your content calendar as full as a Thanksgiving plate!

Key Dates and Lifestyle Themes

• Military Family Month: Create a short testimonial video featuring a military patient (with signed video release) sharing how chiropractic care helps them stay strong, flexible, or manage stress. Film the patient speaking naturally about their experience, then include supporting b-roll footage of their adjustment, smiling with family, or interacting with the clinic team.

• National Alzheimer’s Disease Month: Create a short “Brain Health Tips Countdown” reel featuring a DC sharing three simple, practical tips—stay active, maintain good posture, and manage stress.

• November 5 – National Stress Awareness Day: Stress takes a toll on the body and the spine! Encourage followers to take a “mindful minute” by pausing for a deep breathing exercise or a quick stretch to support mental health. Film a DC guiding the exercise, then add a closing note on how chiropractic care may also help relieve stress and keep the nervous system balanced.

• November 11 – Veteran’s Day: A time to recognize and honor the service and sacrifice of veterans. Share a respectful post with a message of gratitude for veterans in your community. Pair it with a caption honoring their contributions and highlight the $19 Military New Patient Special as a way your clinic continues to give back.

CLICK HERE for sample posts, fresh content ideas, and more!

This month, we’re highlighting The Joint Chiropractic – Glendale North in Glendale, CA for their strong, community-driven approach to social media. Their content blends education, authentic in-clinic moments, and approachable messaging, making chiropractic care feel both accessible and relevant to their local audience. Here’s what stands out:

Educational + Relatable Reels: Glendale North’s short-form videos strike the right balance of fun and informative. They break down chiropractic benefits into simple, easy-to-grasp messages, helping followers understand what chiropractic care is and why it matters in their daily lives.

Community & Team Highlights: The clinic frequently showcases its team members and patients, putting real faces and experiences front and center. This approach builds trust, makes chiropractic care feel less intimidating, and helps new patients see the clinic as welcoming and approachable.

Consistent, On-Brand Posting: With a steady flow of posts ranging from adjustment reminders to local tie-ins, Glendale North keeps their audience engaged and informed. Their content reflects The Joint’s

Clinic Spotlight: The Joint Chiropractic –Glendale North (CA)

@thejointglendale

commitment to accessibility, convenience, and care, ensuring followers stay connected to both the clinic and the brand.

The Joint Chiropractic – Glendale North demonstrates how approachable, educational, and communityfocused content can inspire followers to see chiropractic care as an important part of their wellness routine. Great work to the team for creating content that connects both locally and authentically!

TLC Courses for Wellness Coordinators

Questions? Contact training@thejoint.com

REAL ESTATE AND CONSTRUCTION TOOLS + RESOURCES

FRANCHISEES

Updated 2025 Construction Manual

The Construction Department has released a revised version of the 2025 Construction Manual. This document outlines the standards, procedures, and expectations for planning, building, and managing a construction project with The Joint.

Download the guide on FranConnect 

 Questions? Please contact construction@thejoint.com

TALENT ACQUISITION TOOLS + RESOURCES

FRANCHISEES

JazzHR Job Posting Guide

The Talent Acquisition Team has announced a new process for submitting job ads in JazzHR that offers more ownership and control over posting about and managing open roles.

Download the new Job Posting Guide from FranConnect 

NOTE: The Job Opening Request Form has been archived and is no longer accepting responses. Franchisees should post open roles directly in JazzHR through the new process outlined in the Job Posting Guide

 Questions? Please contact careers@thejoint.com

INFORMATION TECHNOLOGY TOOLS + RESOURCES

FRANCHISEES

Windows 11 Upgrade Instructions

The Joint recommends upgrading any in-clinic computers currently operating on Windows 10 to Windows 11 before Microsoft support for Windows 10 ends on October 14, 2025.

Download the Windows 11 Upgrade Instructions from FranConnect 

There are no immediate implications as a result of this change, however it is important to note that any in-clinic computers operating on Windows 10 will not receive security updates or technical support from Microsoft after October 14. This will result in devices becoming increasingly vulnerable to malware and viruses over time

 Questions? Please contact the IT HelpDesk either by submitting a ticket or by calling 480-245-5960, ext. 3.

FRANCHISEES

PCI Questionnaire Support Guide

Each year, franchisees receive an email from support@pciapply.com with a link to log in and complete the PCI questionnaire in order to ensure exemption from monthly PCI fees. To support franchisees with completing this process, the IT Team has created a guide that contains all recommended answers needed to complete the annual PCI questionnaire.

Download the PCI Questionnaire Support Guide 

 Questions? Contact Mark Elias, Regional Sales Director for Paysafe, directly at mcps.thejoint@gmail.com

OPERATIONS TOOLS + RESOURCES

FRANCHISEES + CLINIC TEAMS

Spanish-Language Forms Now Available on Dokshop

Spanish-language versions of the documents outlined below are now available on Dokshop. The forms can be downloaded and customized to reflect each clinic’s business entity and location.

• Purchase Agreements (including Wellness Plan with Kickstart, 5+1 Wellness Plan Addendum, Flex Plan and Packages)

• Intake Bundle

• Cancellation/Freeze Forms

• State Addenda

• Records Request Authorization Form

 Questions? Contact Dr. Kevin Lees, D.C., Director of Chiropractic Operations, at dr.kevin.lees@thejoint.com

FRANCHISEES

Wellness Plan Kickstart Report in MicroStrategy

The Wellness Plan Kickstart 2025 report is now available in MicroStrategy. The report breaks down Wellness Plan Kickstart Pricing option sales and shows incremental revenue gains by clinic.

Access the report 

 Questions? Contact your RD or BSC partner.

FRANCHISEES

Report Card Tool + Training Webinar Recording

The Report Card is a tool for measuring and evaluating performance against key metrics in order to achieve clinic goals and objectives and elevate clinic performance. The Report Card is available in MicroStrategy.

Download the video on FranConnect 

 Questions? Contact Marianne Angell, Sr. Director of Franchise Operations, at marianne.angell@thejoint.com

FRANCHISEES

Clinic Health Report Now Available in MicroStrategy

The Clinic Health Report may now be accessed digitally in MicroStrategy and manual reports will no longer be distributed. Please follow the steps outlined below to access the report in MicroStrategy:

1. Log in to MicroStrategy 

2. After logging in, type Clinic Health Report into the search bar in the top right corner.

3. The report should appear in the search results. Click the report to open it and begin using it.

 Questions? Contact Chad Covington, Director of Enterprise Data Analytics and Architecture, at chad.covington@thejoint.com

FRANCHISEES

One-Page Business Plan Template

The One-Page Business Plan is a tool to support franchisees in goal setting and strategic planning. It allows users to visualize projections and clinic success using customized data.

Download the One-Page Business Plan Template on FranConnect 

View detailed instructions on how to export supporting data from MicroStrategy 

 Questions? Contact Marianne Angell, Senior Director of Franchise Operations, at marianne.angell@thejoint.com

MARKETING + PUBLIC RELATIONS TOOLS + RESOURCES

NEW! Advantage: Email and SMS Best Practices Guide

A resource guide has been created to provide best practices and approval guidelines for franchisees utilizing the Advantage platform to send email and SMS messages to their patient base.

Download Advantage: Email and SMS Best Practices 

 Questions? Please contact regionalmarketing@thejoint.com

Marketing Automation Overview & Messaging Guide

This updated resource outlines The Joint’s marketing automation process and all current campaigns managed by the CSC.

Download Marketing Automation Overview: The Joint Messaging Guide 