From Chiropractor to Roll-Up CEO: Healthcare, EOS & AI | Dr. Justin Brown (#39)

In this episode, I sit down with Dr. Justin Brown, a chiropractor turned serial entrepreneur who has built one of the most compelling healthcare roll-up stories in the upper cervical chiropractic space. He is the owner of Friends and Family Spinal Care, CEO of Serve Bigger Collective, and co-founder of iHelp Moms, an on-demand parenting platform connecting experts to parents globally. Justin grew up in a multi-generational family of business owners, discovered chiropractic after a soccer injury led to chronic fatigue syndrome, and has now trained over 35 chiropractors, acquired 3 practices in the last 10 months, and has plans to acquire 30 more over the next 5 years.

This episode is a masterclass for any service-based business owner who wants to scale through acquisition, build enterprise value in a fragmented industry, and actually get out of the day-to-day.

We discuss:
– How a soccer collision led to a chronic fatigue diagnosis, which led Justin to discover upper cervical chiropractic care, and ultimately to building a 20-year career in a niche practiced by only 3,000 of the world's 75,000 chiropractors.
– How Justin transitioned from being the hands-on clinician seeing patients all day to spending 50% of his time on acquisitions and deal flow, and why the E-Myth concept of getting out of the kitchen was the key unlock.
– The roll-up thesis behind Serve Bigger Collective: why the upper cervical chiropractic industry is deeply fragmented, why most practices never sell and doctors work 35 to 55 years for poor or zero exit value, and how consolidation creates enterprise value where none existed before.
– How Justin is taking individual practices with a 1X or 2X EBITDA multiple and building toward an 8X to 12X enterprise valuation through organization, shared resources, recurring revenue, and operational excellence.
– Why private equity and family offices love fragmented healthcare industries, and what it takes to professionalize a niche well enough to attract institutional capital.
– The intrapreneurship model: how Justin retains the chiropractors he acquires by creating a structure where staying inside the collective is more financially compelling than going out on their own, including salary, profit share, and equity upside.
– The holding company structure: how Justin built a holding company overseeing a managed service organization with a CFO, CMO, and controller that services all operating entities, creating the backbone for scalable growth.
– How Serve Bigger doubled some practices within 6 months of acquisition through community, shared marketing, buying power, and operational alignment.
– People and leadership as the core operating principle: why EOS and the traction framework, training systems, meeting rhythms, and clarity around vision and role have been the real engine of growth.
– The danger of AI negotiating against AI in M&A deals and why human context is still irreplaceable in deal flow and due diligence.
– How Justin uses AI for pro forma modeling, financial analysis, deal scenarios, comp structure design, and even real estate amortization schedules.

Connect with Dr. Justin Brown on Instagram at @DrJustinBrown, visit servebigger.com for more, or reach out at servebigger@gmail.com.

Check out iHelpMoms.com if you have kids ages 0 to 10.

Ready to grow and plan your exit? Visit www.BizExitGrow.com.