We were lucky to catch up with Dr. Erica Franks, PT, DPT, OCS recently and have shared our conversation below.
Dr. Erica , thanks for taking the time to share your stories with us today Are you happier as a business owner? Do you sometimes think about what it would be like to just have a regular job?
Yes, I am happier as a business owner, but there are definitely moments when I think about what life would be like with a traditional job that offers steady income, benefits, PTO, and the ability to truly disconnect at the end of the day.
I remember one particular week recently when I was treating patients during the day, managing business operations and marketing, attending networking events, and then spending my evenings handling operational and insurance issues behind the scenes. There were emails to answer, claims to follow up on, scheduling concerns to address, and constant problem-solving that comes with running a healthcare business. I was exhausted and remember sitting at my computer thinking, “A regular job would probably feel so much simpler right now.”
But the reality of entrepreneurship is that there are truly no days off because the business becomes your baby. You carry it with you everywhere. As a business owner, especially in healthcare, you are also the brand. The way you show up, lead, communicate, and serve people directly impacts your company. That responsibility can feel heavy at times, but it also makes the work feel personal and meaningful.
At the same time, entrepreneurship has given me flexibility, ownership over my vision, and the ability to build something that aligns with my values. I’ve created a business that reflects how I truly believe healthcare should be delivered — personalized, intentional, and centered around people. I can create partnerships, serve my community in different ways, and build opportunities that I may not have had in a traditional role.
Entrepreneurship has taught me that freedom comes with responsibility. Some days are stressful, uncertain, and overwhelming. Other days are incredibly rewarding and fulfilling. I’ve realized I don’t necessarily want an “easier” life — I want a meaningful one. And for me, building something of my own has been worth the sacrifices.
Dr. Erica , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
My name is Dr. Erica D. Franks, and I’m the founder and owner of Invigor Physical Therapy, an outpatient orthopedic clinic in Marietta, Georgia that I opened in 2022. We are now expanding our Concierge Physical Therapy services throughout the Atlanta area to provide more personalized and convenient care for patients. I’ve been a physical therapist for 18 years and am a Board-Certified Orthopedic Clinical Specialist (OCS) passionate about helping people recover from injury, move better, and improve their overall quality of life through individualized care.
I’m originally from Atlanta and have always had a strong connection to movement through dance and sports. I attended Howard University, where I earned my Bachelor of Science degree in Health Science with a minor in Dance Arts, before going on to receive my Doctorate in Physical Therapy from Emory University. My background in movement, performance, and orthopedics heavily influences how I approach patient care today.
After years of working in traditional outpatient settings, I realized many patients were being rushed through healthcare experiences without receiving the individualized attention they truly needed. That inspired me to create Invigor Physical Therapy — a practice centered around one-on-one orthopedic care, intentional treatment, and building meaningful relationships with patients.
At our Marietta clinic, we specialize in orthopedic rehabilitation, sports medicine, post-operative recovery, dance medicine, injury prevention, dry needling, and wellness services. We work with active adults, athletes, dancers, professionals, and individuals recovering from surgery or dealing with chronic pain.
As healthcare continues to evolve, I saw a growing need for more flexible and personalized healthcare options, which led to our expansion into Concierge Physical Therapy throughout Atlanta. Through our concierge services, we provide one-on-one orthopedic care directly in homes, gyms, offices, hotels, and performance spaces for busy professionals, athletes, performers, and individuals seeking a higher-touch healthcare experience.
What sets us apart is our whole-person approach. We don’t just focus on symptoms — we focus on movement quality, strength, recovery, lifestyle habits, and long-term wellness to help patients achieve sustainable results.
What I’m most proud of is building a business that reflects my values and my vision for healthcare: personalized, intentional, and relationship-centered. I want people to know that Invigor Physical Therapy is more than just a clinic or service — it’s a brand built on movement, education, wellness, and genuinely helping people feel their best.
How about pivoting – can you share the story of a time you’ve had to pivot?
One of the biggest pivots I’m navigating right now is within healthcare and business ownership itself. As a physical therapist and clinic owner, I’ve seen firsthand how much the healthcare industry has changed over the years. Insurance reimbursements continue to decrease, payments to providers are often delayed, and there is a constant battle to get paid what healthcare professionals are truly worth. At the same time, operating costs continue to rise, creating limited cash flow and making it difficult for many small healthcare businesses to sustain themselves long term.
I recently completed the Goldman Sachs 10,000 Small Businesses program, and honestly, by week three of the program, I knew a major change was needed for the future growth and sustainability of my company in this new economy. The program challenged me to look at my business differently — not just from a clinical perspective, but from a strategic growth and financial standpoint. It forced me to think about scalability, profitability, long-term sustainability, and how healthcare is continuing to evolve.
That realization led me to make a major pivot into expanding Concierge Physical Therapy services throughout Atlanta. While we still operate our outpatient orthopedic clinic in Marietta, we are now growing our concierge model to provide more personalized, flexible, and one-on-one orthopedic care directly to patients in their homes, gyms, offices, hotels, and performance spaces.
This pivot wasn’t just about business growth — it was about adapting to where healthcare is headed and what patients truly want. People are looking for convenience, accessibility, privacy, flexibility, and personalized care experiences. Concierge services allow us to spend more intentional time with patients while also creating a more sustainable business model that is less dependent on insurance limitations.
The transition has required faith, strategy, networking, and stepping outside of my comfort zone. Entrepreneurship constantly teaches you how to pivot under pressure. But one thing I’ve learned is that growth often comes from being willing to evolve instead of resisting change.
This pivot has reminded me that sometimes the challenges we face in business push us toward building something even greater than what we originally imagined.
Do you have any insights you can share related to maintaining high team morale?
I think one of the most important parts of managing a team and maintaining high morale is first understanding what kind of leader you are and being intentional about the culture you want to create. As a leader, your energy, communication style, expectations, and values set the tone for the entire organization.
I’ve learned that self-awareness is extremely important in leadership. I naturally have a “Driver” personality, meaning I’m goal-oriented, strategic, motivated, and always focused on growth and execution. But I also understand that not everyone operates the same way I do, which is why I intentionally surround myself with people who bring different strengths to the table. Some people on my team are also drivers, while others are more amiable, analytical, or expressive. Having that balance is important because different perspectives help strengthen the business.
I also believe strong leadership requires accountability and humility. One of the best decisions I made was building an advisory board in addition to my team. I have people around me who not only support my growth, but also challenge me, ask hard questions, provide honest feedback, and help hold me accountable to becoming a better leader and business owner. I think leaders who stop learning or think they have all the answers can unintentionally limit the growth of their organization.
As my business has continued to grow, I’ve also learned the importance of building systems and trusting the right people. My Virtual Assistant helps manage many of the day-to-day operations by following established Standard Operating Procedures (SOPs), which helps keep the business organized and efficient. I also recently hired an HR and Operations Coordinator to further strengthen our operations and support the continued growth of the company, along with expanding our team of Physical Therapist Assistants (PTAs). As a business owner, you eventually realize you cannot do everything alone, and building the right team is essential for sustainability and long-term growth.
For me, maintaining morale also comes down to communication, trust, and making people feel valued. People want to feel heard, respected, and connected to the mission of the company. I try to create an environment where people know their contributions matter and where growth, collaboration, and professionalism are encouraged.
At the end of the day, leadership is not just about managing people — it’s about building a culture where people can grow, feel supported, and work toward a shared vision together.
Contact Info:
- Website: https://www.invigorpt.com
- Instagram: https://www.instagram.com/invigorpt
- Facebook: https://www.facebook.com/share/1DkUkEGbmH/
- Linkedin: https://linkedin.com/company/invigorpt
Image Credits
Stephon Williams- Photographer