We were lucky to catch up with Justin Decker recently and have shared our conversation below.
Hi Justin, thanks for joining us today. If you had a defining moment that you feel really changed the trajectory of your career, we’d love to hear the story and details.
I have had many moments that have completely changed my life, but the most recent moment that changed the trajectory of my career was when I signed the paper to start franchising Athlecare.
Athlecare is 4 years old and I have had to get through many massive obstacles to even get to where I am now.
This all started with a desire to change the status quo of health. To do this I had three goals.
1. Create a clinic focused on preventative health.
2. Have the value of service be focused on outcomes rather than time.
3. Create a unique experience.
Turns out most people don’t value preventative care. Or if they do, they don’t prioritize it to invest their time and money. Prevention requires consistency over time, prediction, and specific recovery and training strategies. I had to become creative in how to market and help people understand the value of prevention.
In healthcare you are constantly paying for everyone’s time. For a practitioner this can be hard as a business because to make more money you either have to reduce your appointment times or raise how much you charge per hour. I wanted to take time out of the equation and focus on the outcomes. This way it doesn’t matter if it takes 5 minutes or 30 minutes to solve the issue the practitioner will get paid and the patient is getting the experience they desire.
Creating a unique experience has definitely been the most rewarding.
Recently we had a quarterly training for the leaders in our company. I asked the question, “what is healing?” Here are some of the answers I got:
– Sometimes you need someone to help you heal
– Sometimes you can’t always see the healing
– Healing is a full body experience
– Sometimes to be able to heal you have to look beyond the injury
– People need to be empowered to take accountability
– You have to be safe and have trust in the healing
– Being healed brings peace
– Healing requires consistent effort
When people are looking to be healed they often look for “the magic pill”. They are looking for a pill, technology, the perfect training, the healing guru, or some other instant relief. At times this is possible, but most healing requires consistent care over a long time.
To create the unique experience we wanted to create a space of healing that allows for all the principles of healing to occur. We wrapped up all the principles into 4 principles of healing.
1. Full body optimization
2. Stability before strength
3. Periodization
4. Adaptation focused
At Athlecare you will experience real healing and team of individuals dedicated to helping you not only find healing, but find lifelong performance and wellness.
For me signing the franchise agreement was the moment I knew I was able to achieve my dream of changing lives through love and service (our vision) in a much bigger way. I’m excited to share healing, wellness, and a unique experience with thousands of people.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
Hi, I’m Justin, and the roots of Athlecare go far deeper than fitness or rehab — they’re rooted in personal pain, relentless searching, and a deep desire to help others avoid the same road my family and I had to walk.
My story started at 16 years old, playing football. I was undersized — 5′7″ and scrappy — but I held my own. Then one day, I slipped on wet grass and dislocated my shoulder in a freak accident. That injury led to two years of surgeries, therapy, and rehab. It was my first real exposure to sports medicine, and I was instantly hooked. I became obsessed with the body’s ability to adapt, recover, and perform — and what happens when recovery is handled right versus when it’s ignored or rushed.
But what truly lit the fire under me wasn’t my own injury — it was watching someone I love suffer for years with no answers.
Shortly after marrying my wife, I found out she was living in chronic, debilitating pain. She had been for years, since she was a teenager. We spent the next two years going from doctor to doctor, running test after test, only to be told repeatedly, “You look fine.” But she wasn’t. Her weight dropped drastically, she was in constant pain, and no one could give us an answer. Until one day, after swallowing a diagnostic camera pill that never came out, she was rushed into emergency surgery. Her intestines had started to die. She ended up in the ICU, clinging to life. That was the darkest, most terrifying month of my life.
Through a combination of faith, lifestyle change, and pure determination, my wife pulled through. She had to relearn to walk, eat, live. We turned away from the traditional “drug it and pray” route and focused on functional, sustainable healing.
That’s when the vision for Athlecare was born.
What We Do at Athlecare
Athlecare isn’t just a recovery clinic — it’s a movement. We’re building a space where athletes and active people can access the same high-level care as the pros, without needing a referral or a massive paycheck.
We offer:
Unlimited Sports Recovery Plans — including massage, stretching, e-stim, contrast therapy, dry needling, and more.
Injury Prevention & Performance Programs — built on strength, stability, mobility, and science.
Body Optimization & Education — so clients learn how to stay active and pain-free for life.
Whether you’re coming in for pain relief, performance enhancement, or proactive care — we’ve got you.
The Problems We Solve
Too many people are told to “just rest” or “take these pills” or worse — “you’re fine” — when they’re clearly not. At Athlecare, we fix that. We give people answers, consistent treatment, and most importantly — we listen. We help prevent injuries before they start, support recovery when they happen, and help clients understand how to take care of their bodies in a way that lasts.
We’re not a quick-fix shop. We’re a long-term solution.
What Sets Us Apart
We offer unlimited access to recovery tools and therapies under one affordable plan.
Our team blends clinical expertise with deep care and personal connection.
We believe in education over dependency — we teach people how to care for themselves, not just keep them coming back.
We treat every client like family. Because we’ve been there. We know what it’s like to feel helpless, confused, or broken. And we’ll never let you go through that alone.
What I’m Most Proud Of
Honestly? That my wife is alive and thriving. That I turned pain into purpose. That every day, someone walks into Athlecare and says, “I’ve been looking for something like this forever.”
I’m proud that we’re creating something different. Something real. A place where people feel safe, heard, and empowered to take charge of their health and performance.
Final Words
Athlecare isn’t just my business — it’s my mission. I built it because I believe the right care at the right time can change — and even save — lives. Whether you’re an athlete chasing PRs, someone coming off an injury, or just tired of living with unexplained pain, we’re here to help.
This is Athlecare. This is personal.
How’d you build such a strong reputation within your market?
I think what’s helped me build a reputation in this market is that I actually care — and people feel that. From the beginning, I wasn’t just trying to start a business; I was trying to solve a problem that I experienced firsthand. When my wife was suffering and no one had answers, I learned how powerful it is when someone really listens, takes time, and doesn’t treat you like just another case file.
At Athlecare, that mindset is baked into everything we do. Our clients feel seen. They feel heard. They trust that we’re not just here to treat their symptoms, but to help them understand their bodies, prevent future issues, and perform at their highest level — for the long haul.
We’ve also built a reputation for consistency and accessibility. Unlimited recovery plans are rare, especially with the kind of personalized care we provide. We made recovery simple, approachable, and affordable for everyday athletes and active people, not just pros.
On top of this I have also worked with many pro athletes in basketball, pickleball, baseball, dance, UFC, beach volleyball, rugby, and running.
Ultimately, I think it’s a mix of authenticity, relentless care, and results. We’re not the flashy option — we’re the one that deliver real results. And that kind of reputation spreads.
Do you have any insights you can share related to maintaining high team morale?
One thing I’ve learned is that good leadership isn’t about being in charge. It’s about helping your team become stronger, more confident, and more capable. At Athlecare, I try to focus on self-empowerment by giving each team member the tools, support, and space they need to grow into leaders themselves. When people feel like they have ownership over their role and can see their own progress, morale naturally improves.
Ownership is a big part of our culture. Everyone here knows they’re not just showing up to do a job. They’re helping build something meaningful. I don’t want a team that just takes instructions. I want a team that thinks for themselves, contributes ideas, and takes pride in what we’re creating together.
Purpose matters too. I think it’s important that your team sees you’re in it with them. I try to be the kind of leader who works alongside the team, not above them. If someone’s struggling, I want to be there. If something’s going well, I want to celebrate it with them. That kind of shared effort builds trust, and trust is the foundation of any strong team.
At the end of the day, it’s not about being the motivator. It’s about creating an environment where people feel supported, respected, and challenged in a healthy way. That’s where real morale and long-term culture are built.
Contact Info:
- Website: www.athlecare.com and www.thepowerliftinggym.com
- Instagram: https://www.instagram.com/athlecaresportsrecovery/ and https://www.instagram.com/tpg.utah/
- Facebook: https://www.facebook.com/athlecaretips/
