Welcome therapists and group practice owners! I’m Nicole McCance, a psychologist turned business coach for therapists (I scaled my own practice to 55 therapists and multiple 7-figures before I sold it). I recently sat down with Tricia Wright, Founder and CEO of Arnica Counselling Inc. in British Columbia, for part one of my group practice success series.
Tricia is one of my favourite Clinic Growth Map™ members, and when she pulled up her numbers the night before our chat, here’s what she found: her gross revenue in March 2026 was 120% higher than it was in March 2025. That’s more than double, in one year (yes, seriously).
So how did she more than double her revenue in twelve months? If you’re a group practice owner who feels stuck right now, her story is something you should read.
P.S. Not a huge fan of reading blogs? (I’m more of a podcast girl myself) You can listen to my full conversation with Tricia by clicking here or watching the video below!
Where Tricia Started: Stuck at a Revenue Ceiling
Tricia’s journey is a little unconventional. She graduated grad school in May 2020 (yes, mid-pandemic) and opened a six-room clinic that November with a colleague. Her partner has since retired, and Tricia now runs it with 14 therapists plus herself and two admin.
By the time she found my podcast in 2023, she was already doing well by any objective measure. But she’d hit a ceiling.
She listened to every episode, commented on my Instagram posts, downloaded the free guides, and joined the intro coaching calls, but she couldn’t quite take the leap (so many of you will recognize yourselves here).
She knew she needed more, and she said it perfectly, “I knew there was so much more potential and we could just tighten it up. I felt really stuck, like I needed a guide.”
What Was Actually Holding Her Back
When I asked Tricia what she was struggling with before she joined, she didn’t hesitate. The gaps were the same ones I see in almost every stuck group practice owner.
Here’s what was getting in the way:
- Systems. The big one. Without them, everything ran through her.
- Marketing. She knew it mattered but didn’t have a repeatable strategy.
- Metrics. She didn’t fully understand her own numbers, so she couldn’t make confident decisions.
- Delegation mindset. She was holding onto things she could have handed off.
- Hiring practices. Inconsistent hiring made everything downstream harder.
If you read that list and felt a little seen, you’re in good company. Knowing what you need and building it are two different things, and that gap is exactly what a map is for.
How She Made Room for the Work (Without Burning Out)
Here’s the part I really want you to hear. Tricia didn’t just find the money for the program, she found the TIME.
When she joined in March 2025, she was seeing four to five clients a day, and that caseload was the only thing keeping the lights on. She couldn’t give the program what it needed with her whole day booked. So a couple of months before she started, she told her team changes were coming, began handing clients over, and blocked off her mornings.
She did all of this while navigating a major personal health season, which makes her commitment even more remarkable.
Her friends kept asking why. Her answer was that she wanted more. She wanted to be the person who could answer the phone and say, “Yes, I have the most incredible team, and I have someone for you.”
Hot Tip: If clearing space feels impossible right now, start by mapping which clients you could transition and which mornings you could protect. You don’t have to do it all at once. Tricia gave her team months of runway, and that’s what made the shift feel exciting instead of scary.
The Hiring Shift That Made It Click
I asked Tricia if there was a specific moment where things clicked, and her answer was seriously so good.
It was when she finally followed my six-step hiring model exactly as it’s laid out. Before that, she’d cut corners (skip the screening call, skip the personality test, skip a reference check). Once she committed to running every step the same way every time, she started hiring incredible people, their caseloads filled faster, and the whole thing started to flow.
How much faster? She used to tell new hires it would take six months to fill a caseload. After she tightened her hiring, she hired someone who was completely full in six weeks.
They had to turn off her online bookings. “What just happened?” was her exact reaction (I love that moment so much).
What 120% Revenue Growth Actually Looks Like Day to Day
Doubling your revenue is one thing. The life behind that number is what I find most beautiful.
Tricia kept the structure she built for the program, and now her days look completely different. She sees two clients a day instead of four or five, blocks her mornings for the business and her team, does her clinical work in the mid-afternoon, and is home by 3pm with her kids.
She kept seeing clients because she loves the one-on-one work, but reducing it means it finally feels restorative again instead of draining. That balance is literally the whole point. More revenue, more team, and more of her life back.
The Marketing That's Working for Group Practices in 2026
I also asked what’s giving her the highest return right now, and her answer is worth writing down.
Her top marketing strategies:
- SEO is her engine. She works with an SEO company and went from ranking number eight in her search terms to mostly top three (often number one). If people can’t find you on Google, it’s hard to get anyone in the door.
- Specialty pages and website copy. Not just adding pages, but beefing up every service description, bio, and FAQ based on what people are actually searching. This was a huge turning point for her.
- Community relationships. She knows the doctors, OTs, and RMTs in her town. She followed my outreach approach (which felt scary at first!) and dropped off brochures and referral pads with QR codes. The offices were overjoyed and asked to put them in every room.
With more people asking ChatGPT for recommendations, the practices that win have clear, search-aligned content on their site. Your job is to be the match the bot goes looking for.
Your Group Practice Has More Potential Than You Think
If you’ve been piecemealing it the way Tricia did, downloading the guides and listening to the podcast but not quite taking the leap, please hear her advice, “If there’s somewhere inside of you where you think I’m capable of more, do it.”
She did the hard things, she did them a little scared, and she more than doubled her revenue (and is still growing) while building a life with real freedom in it. You’re capable of that too! I promise.
If you’re ready to stop guessing and finally get the map, book a free strategy call with my team and let’s talk about what scaling your group practice could actually look like.
And come say hi on Instagram for more real talk about scaling a 7-figure group practice without burning out.
Your business bestie,
Nicole
