We caught up with the brilliant and insightful Noora Cholagh a few weeks ago and have shared our conversation below.

Hi Noora, thanks for joining us today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?

So this is actually a question I’ve never been asked before, and I’m so glad I finally get to share the story!

When the idea for my physical therapy practice first started to take shape, the very first thing I thought was, “What should I name it?” I knew I wanted something unique, something that reflected my vision, inspired motivation, and honored my roots.

Growing up in San Diego, I’ve always been drawn to the sunsets. They’ve been my constant: a source of calm, inspiration, and grounding. No matter what was happening in life, the sunsets made me feel like anything was possible. That’s exactly the feeling I wanted to create for my clients.

I wanted the name to represent what it feels like to work with us, that with functional physical therapy and thoughtful care, you can reflect, reset, and elevate your performance in every area of life. And just like that, Sunset Performance Physical Therapy was born.

At Sunset Performance, we help clients move forward, feel stronger, more aligned, and free from limitations, so you’re ready to take on your next achievement at your absolute best.

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 Dr. Noora, PT, DPT, CAFS! My path to becoming a physical therapist started on the martial arts mat, where I first discovered the amazing way our bodies can heal through movement. That experience sparked something in me – a deep desire to help others heal naturally, without relying on medications or surgery.

After completing my Kinesiology Degree at San Diego State and my Doctorate in Physical Therapy at the University of St. Augustine, I was fortunate to train in Steamboat Springs, CO with two incredible mentors, Gregg and Vicky Johnson. They taught me the art of functional manual therapy, and how powerful healing of one area can create positive changes throughout the entire body. I’ve seen this approach help countless clients find relief from chronic headaches, back pain, sports injuries, and even digestive issues. My extensive training includes specialized work in areas that many don’t realize physical therapy can help with – from jaw pain and TMJ issues, to pelvic health, to anxiety and breathing problems. Since then, I’ve dedicated myself to constant learning, taking over 150 hours of advanced courses each year to better serve my clients.

At Sunset Performance, you’re getting doctorate level care and a full treatment session without interruptions. I combine deep tissue work, targeted stretching, exercise programming, and practical wellness guidance – all while making you an active participant in your recovery. I especially enjoy helping clients who haven’t found success with other providers and are finally ready to experience relief. Whether you’re dealing with chronic pain, preparing for a marathon, recovering from surgery, or just wanting to move without discomfort – my care is tailored to help you thrive in whatever matters most to you.

My treatment philosophy focuses on creating lasting changes by identifying and treating restrictions throughout your body to restore natural movement and function. Together, we’ll build stability, prevent issues from recurring, and make you stronger than when you first started.

I love being part of the San Diego community, offering workshops, functional activities, and free injury prevention screenings. When I’m not in the clinic, you’ll probably find me surfing, hitting the hiking trails, or walking my dog – I believe in living the active lifestyle I encourage in my patients!

What’s a lesson you had to unlearn and what’s the backstory?

A big lesson I had to unlearn was that physical therapy should be rushed, impersonal, and crammed into 15–20 minute time slots. During my second clinical rotation in PT school, I was placed in what we call a “PT mill,” a high-volume clinic where therapists were expected to juggle 2–3 patients at once and see up to 20 people a day. It didn’t feel like healing; it felt transactional. And sadly, I realized this was the norm in many insurance-driven clinics.

It was disheartening because I entered this field to provide meaningful care and truly help patients. But I didn’t give up, I knew there had to be a better way. That belief was confirmed during my final clinical rotation in Steamboat Springs, where I had the chance to work with some of the most intentional, patient-centered therapists in the country. That experience, combined with my training under Gregg and Vicky Johnson with the Institute of Physical Art, completely changed my path. I’ve since taken over 10 of their courses and finally feel like the kind of therapist I set out to become.

That experience shaped my mission: to create a physical therapy space that prioritizes people over productivity and healing over hustle.

What’s been the most effective strategy for growing your clientele?

The most effective strategy for growing my clientele has been offering incredible services to my clients, which has in turn led them to refer their family, friends, and neighbors to me. There have been so many instances where one client books with me, has an amazing experience with unique and effective physical therapy, and then refers their spouse, friend, and daughter. One client even referred his co-worker, brother, sister, and mother to me. It’s truly the greatest joy of my life to provide extraordinary care and earn the trust of clients who want their loved ones to experience the same.

Another key strategy has been showing up online with honesty and clarity. In a world full of flashy “bulletproof” exercises and quick-fix fitness accounts, I’ve chosen a different route: one built on truth, evidence-based, and real-life tools. I avoid giving people false promises, I show up to educate, support, and empower. And people can feel that difference.

At the end of the day, the best growth has come from being the kind of physical therapist people can trust, with their health, their goals, and their loved ones.

Contact Info:

• Website: https://sunsetperformance.org/
• Instagram: sunsetperformancept – https://www.instagram.com/sunsetperformancept/?igsh=OGQ5ZDc2ODk2ZA%3D%3D&utm_source=qr#
• Yelp: https://www.yelp.com/biz/sunset-performance-physical-therapy-san-diego

Image Credits

Kyla Clark, photographer