For business owners, reinvesting in employees and the organization itself is one of the smartest moves for long-term growth. This can look like a lot of things, depending on the industry, but the best leaders recognize that a business is only as strong as the people behind it and the culture they create.
We reached out to two experienced and respected leaders in our business community: Melissa Martindale, the CEO of Promotion Physical Therapy, and Kevin Welborn, the Managing Director at Joshua Creek Ranch (JCR). Join in our conversation as we explore why strategic reinvestment is the key to lasting success.
(Responses edited for length and clarity.)
Let’s start with the basics. How do you define “reinvestment,” and why is it important?
Martindale: Reinvesting in our business means prioritizing continuous growth and improvement by investing in our team members and resources. This includes providing opportunities for continuing education, staff development, and access to cutting-edge physical therapy techniques and state-of-the-art equipment. As a business serving the community for nearly 20 years, reinvestment is vital for staying sharp, innovative, and trustworthy.
Welborn: Quite simply, it means you care! I spent 22 years in the corporate world before joining JCR, and it seemed like I worked for companies who were always “running lean” or with clients who cut expenses for the “wrong reasons.” It’s so nice to work for Joe and Ann Kercheville, who truly understand the importance of reinvesting heavily in our business and how there is a direct correlation to becoming the best in the world at what we do over the last 35 years!
What has reinvesting looked like for you and your organization?
W: I hear all the time from JCR clients how amazing our staff is and how we continue to raise the bar. Whether it’s small improvements to our dining services, building new resort amenities, or adding sporting activities, we invest so much in trying to enhance our guests’ experiences. That, combined with our best effort to retain top talent in every department by offering competitive pay, good benefits, and a meaningful work environment, results in a recipe for success over the long term.
M: We dedicate significant time and resources to mentoring and developing our team members. This includes one-on-one training, continuing education opportunities, and staff development days. Beyond professional growth, we also focus on building authentic relationships with our team members and patients. By walking alongside them and understanding their needs, we create an environment that supports, nurtures, and serves everyone with excellence.
How have you seen your business grow and change because of reinvestment?
M: We have cultivated a thriving workplace culture where many of our team members have been with us for 5, 10, 15, and even 18 years. This longevity creates a familial atmosphere that is felt by our patients, leading to trust and loyalty. As a result, our patients confidently refer their family and friends to us when they need our services which allows us to build relationships for life and foster a community that values and supports what we do.
W: In the last 10 years, we have increased sales by over 200% and net profit by over 2,500%. We have become one of the most-visited hunting and sporting lodges in the world, with endorsements and accolades from Orvis, Beretta, Federal Premium Ammunition, and Shooting Sportsman Magazine. Most importantly, we have maintained an extremely high retention rate of our core staff, accumulated more than 5,000 five-star customer reviews across multiple online platforms, and grown our business every year since 1990.
For the business owner who is skeptical or feels like they can’t afford to reinvest, what encouragement do you have?
W: You can’t afford not to reinvest! If you don’t, your competition will leave you in the dust, and you will lose your best people—most likely to your competition. Yes, it is important to weigh risk-versus-reward potential, and every business has to reinvest according to its own financial thresholds. But if you try to hire and retain the best people, empower them to maximize their strengths, and always try to do the “right thing” for your customers, your appetite toward reinvestment will develop organically and be more feasible and effective.
M: The most valuable resource any business has is its people. When you invest in your team, you not only empower them to serve others well, but you also create a ripple effect of positivity and growth within your organization. Reinvesting in your people builds a foundation of trust, loyalty, and collaboration that will carry your business through challenges and ensure long-term success.
In what ways do you expect this reinvestment to set you up for success in the future?
W: Reinvesting in your business over time will become a self-fulfilling prophecy. It won’t always happen as fast as you want, but the alternative is not an option if you want to be successful. Put simply, your business will never reach its full potential without reinvesting in your staff, assets, and operations for the benefit of your customers.
M: Markets fluctuate, and challenges like COVID and inflation arise, but staying true to our values of authenticity and compassion has been—and will continue to be—our guide. Reinvesting in our team ensures we have the tools, mindset, and resilience to adapt and thrive in any environment. As we celebrate 20 years of service to our community this year, we are proud to continue building on this foundation and look forward to many more years of serving generations to come.
SIDEBAR:
Promotion Physical Therapy
Promotion Physical Therapy specializes in helping patients achieve their goals, with a strong focus on athletic rehabilitation and performance. From injury recovery to peak performance, Promotion tailors their services to every individual’s needs.
promotionpt-sa.com | 830-331-1114 | 904 East Blanco Rd.
Joshua Creek Ranch
Since 1990, Joshua Creek Ranch has been dazzling guests from all over the world with its prime outdoor sporting, luxury resort amenities, and Hill Country hospitality. With a commitment to unparalleled service and unforgettable experiences, JCR has become a premiere destination for locals and visitors who love the adventure, flavors, and lifestyle of the outdoors.
joshuacreek.com | 830-537-5090 | 132 Cravey Rd.
“Your business will never reach its full potential without reinvesting in your staff, assets, and operations for the benefit of your customers.” —Kevin Welborn, Joshua Creek Ranch
“Reinvesting in our business means prioritizing continuous growth and improvement by investing in our team members and resources… As a business serving the community for nearly 20 years, reinvestment is vital for staying sharp, innovative, and trustworthy.” —Melissa Martindale, Promotion Physical Therapy