On this episode of AIM In Practice, I talk to Max Morin about the challenges faced by practitioners in the wellness industry. We discuss the lack of sustainability in the industry and the difficulties practitioners face in running their businesses effectively. Max shares his experience of owning a clinic with a partner and the financial struggles they faced. He also discuss the challenges of transitioning from a practitioner to a business owner and the importance of having a strong business acumen in addition to expertise in one's respective practice. Max also highlights the challenges faced by new massage therapists and suggests a subscription model to create loyalty and consistency for clients. Overall, this episode sheds light on the realities of the wellness industry and offers potential solutions to the challenges practitioners face.