One of my favorite parts of hosting Building Loved Businesses is uncovering the real, behind-the-scenes stories of entrepreneurs who didn’t just build companies—but businesses that people truly love.
Recently, I sat down with Dr. Travis Howell, founder of Howell Chiropractic in the Quad Cities, and his story is one that stuck with me. Not just because of his success, but because of the challenges he faced and the mindset shifts that helped him move forward.
From IT to Chiropractic
Travis didn’t start out planning to be a chiropractor. In fact, he began in IT around the time of Y2K, thinking he’d “save the world” with technology. But life had other plans. After his daughter began struggling with ear infections, his lifelong chiropractor encouraged him to consider chiropractic not just as a patient—but as a career. That nudge changed everything.
After working in practices in New York and Maryland, Travis and his wife decided to return to the Quad Cities—the birthplace of chiropractic—to open their own practice in 2013.
Starting Out in a Saturated Market
Here’s the catch: there are over 260 licensed chiropractors in the Quad Cities. Travis wasn’t stepping into an open lane; he was stepping into a crowded field. But he leaned on his sales background and his confidence that if people got to know him, they’d choose him.
Those early days weren’t glamorous. Without real business training, he hustled. He showed up at county fairs, 5Ks, Y events—anywhere he could stand face-to-face with people. He knew if they recognized his face or name, eventually they’d be more likely to walk through his doors.
The Cash-Only Challenge
When Travis first opened, he followed the advice of mentors who believed chiropractic care should be entirely outside the insurance model. So he ran a cash-only practice.
That decision nearly sank him. After a year, he found himself with only $2,500 in the bank—barely enough to cover rent—and wondering if he could even buy his kids Christmas presents. He admits he felt like a failure, ready to walk away.
Then came a phone call from one of his coaches that shifted everything. His coach reminded him that being “poor” was a mindset, not just a bank account number. More importantly, he gave Travis “permission” to accept insurance—something Travis had resisted for fear of betraying his values.
That small shift changed everything. Within a month, collections doubled. Patients who once said no suddenly said yes. Ironically, many continued paying cash, but his confidence—and his practice—took off.
Standing Out with Experience
So how does a chiropractor stand out in a town with hundreds of options? For Travis, it came down to patient experience.
His office is wide open, with no walls separating patients. Families feel welcome, kids have play areas, and the atmosphere is fun—superheroes hang from the ceiling, coffee is always available, and there’s plenty of laughter (Travis is known for his dad jokes).
He also carved out a niche early on by working with children who have neurodevelopmental challenges. That not only differentiated his practice but gave him a sense of purpose that resonated with parents.
Over time, he’s expanded his focus to serve whole families—recognizing that when mom and dad are cared for, kids benefit too.
From Student to Mentor
Coaching has been a huge part of Travis’s own journey, so it’s no surprise that he now mentors others. He trains interns from Palmer College of Chiropractic, guiding them not only in patient care but in the business side of running a practice—something he wishes he’d had when starting out.
For him, coaching isn’t about creating clones of himself. It’s about helping new doctors find their own path, with the tools and confidence they need to succeed.
Looking Ahead
When I asked about the future, Travis was clear: he sees the need for more collaboration among chiropractors. Instead of every doctor trying to run a solo practice with their own overhead, he envisions multi-doctor clinics that share resources, reduce burnout, and create stronger patient experiences.
It’s an ambitious vision, but if his journey so far has shown anything, it’s that Travis thrives when the odds are against him.
Hearing Travis’s story reminded me that building a loved business isn’t about avoiding struggle. It’s about persevering through it, staying true to your values, and being willing to shift your mindset when necessary.
That’s how businesses—and business owners—grow.