MARIETTA - A new type of club opened in January and the owner and manager said it will cause a big adjustment for Cobb.
A new chiropractic office, The Joint, celebrated its grand opening on the corner of Powers Ferry and Terrell Mill roads by offering free adjustments and massages to first-time visitors.
Dyas Tucker said he has been a practicing chiropractor in Cobb since 1995, when he moved from Mississippi to get his degree from Life University, a private school in Marietta best known for its doctoral degree program in chiropractic medicine.
Tucker will be administering treatments while running The Joint, which he said has a unique business model that will likely change the industry.
The Joint is the first membership-based chiropractic clinic.
The space does not feel like a doctor's office with exam rooms or white coats. Instead, The Joint has an open area with a few portable padded chiropractic tables and massage chairs, with staff dressed in blue-gray uniforms, similar to a spa.
The newest location is in the Terrell Mill Village Center next to LA Fitness, which Tucker said he hopes will attract patrons going to and from the gym.
Tucker said chiropractic care fits into a routine for people "who want to achieve a certain goal."
Consistent chiropractic treatments can be an alternative approach to health care for a better quality of life. Tucker said it can do more than just relieve pain, it can be preventative.
The Joint promotes visits as more about "maintenance care," Tucker said.
"When you free up the joints in your back and neck, you relieve the body's nervous and endocrine systems," Tucker said.
The Joint membership
To push that consistency in visits, the nation-wide chain is making chiropractic alignments affordable and convenient.
The Joint does not take medical insurance, no appointments are necessary and the staff is always accepting new clients.
Visitors are treated as walk-ins, with the local spot open Monday through Friday from 10 a.m. to 7 p.m. and Saturday from 10 a.m. to 4 p.m. The initial appointment will educate the new clients, including paperwork, consultation and an exam. The first visit could take up to 20 minutes, Tucker said.
Tucker said after a treatment there is a release of hormones, so "you may feel a little lighter after the first adjustment."
Each follow-up appointment can take as little as 5 minutes, making it convenient for residents on a break from work, said the owner Lee Penland.
Penland has owned a local Massage Envy clinic, also part of a national chain, for more than six years. The Massage Envy is a much larger operation, with 24 therapists serving 1,700 members at his Windy Hill Road location.
The Joint has 190 locations across the nation and 30 in the Atlanta area, Penland said.
The club aspect is emphasized with payment options that include a monthly plan for $49 that entitles a client to four visits a month. There are also family plans with more discounts.
Penland said a patient's medical information is stored on a plastic card, similar to discount cards from pharmacies and grocery stores, which is scanned when a client stops in.
"This is the future of chiropractic care," said Penland.