Built To Stay Independent.

Before Choice City, Sam worked in other PT clinics. The work itself was never the problem—it was the way the work was managed.
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There were productivity numbers to hit. Expectations about what to treat and how to treat it. More patients meant better numbers for the clinic, but not necessarily better care for the patient.
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Eventually the bigger question was simple: Was he going to keep complaining about it, or try building something different?

Choice City opened in 2018 in a small space on the west side of Fort Collins. There weren’t any big investors or business loans, so a lot of the early investment was his own time. He laid flooring. Fixed drywall. Built out the space. Then, toward the end of the year, he started seeing patients.
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He didn’t arrive in Fort Collins with a big referral network either. He had practiced in Denver and Loveland, knew very few local physicians, and was opening in a town that already had plenty of physical therapy clinics. Not exactly the easy route!

Choice City has grown since that first little clinic; but, the basic idea hasn’t changed.
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We hire physical therapists we trust to make good calls and treat people like people. We want enough time with each patient to actually pay attention. We want to make decisions based on what makes sense for the people who come here, not what makes sense for some corporation's annual profit margin.

There were a lot of bad name ideas first. Most of the decent ones were already taken. Then Sam started noticing the same phrase around Fort Collins: Choice City.
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Choice City Butcher & Deli. Choice City Auto. Other local businesses had been using the name for years. Fort Collins itself has a long history with the 'Choice City' nickname, so Sam checked the important part.
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The URL was available. Done.
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Choice City started as a practical name for a brand-new clinic. Somewhere along the way, Fort Collins became a much bigger part of what the practice is. Sam and the team live here, work here, and spend a lot of time with the same people they run into at gyms, races, trails, schools, and around town.

Choice City has grown, and so has the team.
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What hasn’t changed is the kind of place we’re trying to run.

Small enough that people know each other.

Independent enough to make our own calls.

Serious about physical therapy without taking ourselves too seriously.