After a steep drop in locations and systemwide sales, the regenerative medicine franchise is reworking its marketing and putting existing franchisees at the center of its turnaround.
QC Kinetix is shifting its attention toward franchisee performance after several years of declining unit counts and systemwide sales, with new CEO Peter Holt drawing on his previous experience leading a franchise turnaround. The franchise, based in Charlotte, North Carolina, provides regenerative medicine treatments for musculoskeletal and joint pain related to injuries, arthritis and other chronic conditions. According to an Aug. 14 Franchise Times article, Holt took over the company in April after the brand finished 2025 with 110 locations, down from 167 at the beginning of the year.
Holt previously served as CEO of The Joint Chiropractic, where he stepped into the top role in 2016 as the company dealt with its own challenges. During his tenure, The Joint grew from fewer than 300 locations to nearly 1,000, with Holt focusing on franchisee relationships and unit economics. At QC Kinetix, he is again taking over a franchise system in need of a reset.
The brand’s early franchise growth was rapid. QC Kinetix went from launching its franchise program in 2020 to 169 clinics by 2022, but performance problems at the unit level soon began to weigh on the system. Sales fell from $157 million in 2023 to $112 million in 2024 and an estimated $101.6 million in 2025.
Holt said part of the problem was that the company’s early marketing approach became less effective as the regenerative medicine market changed.
“When we look at QC Kinetix, they went through this explosive growth, which is exciting, and they had the most innovative marketing program in that the franchisees were spending millions of dollars to educate the consumer,” Holt said. “Then, the market evolved, macroeconomic conditions and competition came into play, and that strategy didn’t work with the same effectiveness.”
The company is now using patient data to rethink how it reaches prospective customers, including a greater emphasis on digital marketing. Holt said QC Kinetix’s previous reliance on talk radio and TV also left opportunities to reach women, who account for a significant share of the regenerative medicine market.
According to Holt, QC Kinetix’s rapid early growth came during a very different market environment. “We have to focus on the economics of the business we have, because if we get that right, the franchise sales will come,” he said.
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