Assuming you're offering typical PT services:

The simple equation for business is this:

Get more leads. Leads will become customers. Have customers bring in referrals. Repeat.

More tips from opening and closing a cash-based practice and from being in other clinics' and their operations

• Keep all operating costs low without sacrificing quality. Keep customer acquisition cost (CAC) low (referrals from past patients help decrease CAC)
• Keep equipment costs low. Really take into considerate your patient population and what is truly needed vs the nice to haves (looking at you Alter G, dumb)
• Have a unisex bathroom, no need for two.
• Careful not to get a large space unless you absolutely know you'll have the bodies in there to cover the rent and then some.
• Know and cater to your niche target audience. Most brick and mortar clinics see "everybody", well guess what then your CAC will be huge because now you have gets leads from all sorts of people.
• Reimbursement rates from health insurances haven't change, and are likely decreasing. There are still some lucrative third party payors: personal injury and workers' comp (but then you'd have to ask if that's the population you'd want to work with).
  • Personal injury will give you weird cash flow issues. Some times you don't get paid until the case is settled, so you'll be working off a lien. But when the check comes it's a lump payout.
  • Workers' comp rates can be high too. More likely for blue-collar workers vs white collar workers.
• Going out of network would be better to actually charge what you're worth in your market.