081 - Jonathan Small Don't Live In The Land of Low Fees
Release Date: 05/13/2020
404 - Why Relationships Matter More Than Marketing with Jonathan Shearer
Podiatry Legends Podcast
In this episode of the Podiatry Legends Podcast, I sit down with UK podiatrist and clinic owner Jonathan Shearer to discuss how networking and relationship-building have played a major role in growing his practice. Jonathan shares his journey from working in the NHS to building a successful private clinic, along with practical insights into community engagement, collaboration with other health professionals, and why long-term thinking beats short-term marketing tactics. This conversation is ideal for podiatrists and health professionals who want to grow their clinics in a way that feels...
info_outline
403 - Life Decisions Made at the Beach Bar with Alan and Sharon Cawthorne
Podiatry Legends Podcast
Alan and Sharon Cawthorne from Podiatry & Gait Clinic in Middlesbrough, UK, didn’t plan their biggest career decisions sitting up late at night, stressing about life. They happened on holidays, in a relaxed environment, often at a beach bar. In this episode, we talk about career change, pricing confidence, investing in technology, reducing burnout, and designing a clinic and lifestyle that feels sustainable long-term. This is a conversation about perspective. About stepping back to move forward. And about why sometimes the most valuable thinking happens when you’re not trying to be...
info_outline
402 - Ten Tips to Get More Out of Conferences in 2026
Podiatry Legends Podcast
In this bonus episode, I share ten practical ways to get more out of conferences and professional events in 2026. With so many events coming up, this is the perfect time to stop treating conferences as something you squeeze in between clinic days and start using them as genuine growth opportunities. I cover everything from how to prepare properly before an event, why being fully present matters more than taking endless notes, and how relationships formed at conferences often deliver more long-term value than the presentations themselves. We also look at why leaving early, working during...
info_outline
401 - Is 3D Printing the Future of Orthotics in Podiatry Clinics with Kieran Carew
Podiatry Legends Podcast
3D printing is no longer a future concept in podiatry. It’s already reshaping how clinics think about orthotics, turnaround times, and control over their systems. In this episode of the Podiatry Legends Podcast, I’m joined by returning guest Kieran Carew from , to unpack what’s really happening with 3D printed orthotics inside podiatry clinics. Kieran brings a unique perspective, combining decades of experience in orthotics with a background in engineering and biomechanics. We explore the practical realities of bringing 3D printing in-house, including setup, training, calibration, CAD...
info_outline
400- PAID OFF: Why Financial Literacy Matters for Podiatrists with Andrew Jacobs
Podiatry Legends Podcast
To celebrate this 400th episode, I’m joined by Andrew Jacobs, an osteopath turned mortgage broker who specialises in working with allied health professionals. Andrew is also the author of Paid Off and Healthy Money, two books written specifically to improve financial literacy among health practitioners. In this episode, we explore why so many podiatrists feel uncomfortable talking about money, despite financial stress being one of the biggest contributors to burnout and career dissatisfaction. Andrew explains how understanding basic financial concepts, such as cash flow, debt, lending...
info_outline
399 - Dont Just Set Goals, Solve Problems: A Better Way to Plan for 2026
Podiatry Legends Podcast
In this final episode of my four-part December solo series, I share why traditional goal-setting often fails podiatry business owners and what to do instead. If you’ve ever set goals in December only to forget them by February, you’re not alone. The problem isn’t always motivation; it’s that most goals are too vague, too shallow, or completely disconnected from the real issues holding you back. Rather than chasing surface-level growth targets, I encourage you to shift to problem-first thinking. Because while a goal gives you direction, a problem gives you focus. When you start solving...
info_outline
398 - Designing A Better Work Week
Podiatry Legends Podcast
Small Changes that Make A Big Impact As podiatrists, we’re often guilty of letting the week run us, rather than intentionally designing our schedules to work for us. Patients pile in, admin creeps into every gap, and before we know it, another week (or year) has flown by in a blur. In this solo episode, I discuss why so many podiatry business owners feel overworked and scattered, and how a few small changes can transform your weekly rhythm, energy, and impact. The main culprits behind a chaotic week? Overcommitment – Saying yes to everything, leaving no time to breathe Lack of...
info_outline
397 - Reignite Your Why Rediscovering Purpose in Podiatry Before the New Year
Podiatry Legends Podcast
As 2025 winds down, now’s the perfect time to pause and ask yourself one powerful question: Why did I get into podiatry in the first place? In this episode of the Podiatry Legends Podcast, I invite you to step back from the day-to-day and reconnect with the deeper why behind your work. Because when your podiatry business starts to feel heavy, uninspired, or off-track, it’s rarely a patient problem, staffing issue or business problem; it’s usually a purpose problem. Before You Launch Into 2026... If you rush into the new year without reconnecting to your purpose, you’ll likely...
info_outline
396 - Embracing the Plateau: What to Do When Growth Stalls in Your Podiatry Practice or Career
Podiatry Legends Podcast
Every podiatrist hits a plateau at some point in their career; when growth stalls, motivation dips, and business feels flat. But a plateau isn’t failure; it is feedback. In this short solo episode, I share how to shift your mindset, avoid impulsive changes, and use a plateau as an opportunity to reset, refocus, and rebuild momentum. I also explore three types of plateaus, REVENUE, MOTIVATION & TEAM, and offer strategies to overcome each one. If you’re ready to move from “stuck” to strategic, this one’s for you. Are you looking for a one-on-one business coach? A business owner I...
info_outline
395 - The Social Media Blueprint for Podiatrists with Paul Macaulay
Podiatry Legends Podcast
In this episode of the Podiatry Legends Podcast, I talk with Paul Macaulay, better known online as Paul the Podiatrist. Paul is a UK-trained musculoskeletal podiatrist now living and practising in Singapore, and over the past three years, he has built an impressive 500,000+ followers across Instagram, TikTok and YouTube. If you’re sitting on the sidelines thinking “social media isn’t for me,” Paul’s story will change the way you look at marketing forever. Content creation isn’t about becoming an influencer; it’s about building trust, attracting ideal patients, and...
info_outlineMy guest Jonathan Small is a UK based podiatrist, and he believes that you should be charging what you're worth, and nothing less. You should also stay away from the land of low fees because it is a dangerous place and nothing good ever comes from it.
If you want to have a financially viable podiatry business, you've got to set your fees correctly. You should never set your prices based on what your competitors are charging.
Jonathan has appeared three times on the Podiatry Legends Podcast. His first appearance was on Ep 006: Work Smart, Not Harder and then on Ep 044: Podiatry Success Is A Mindset.
On this episode we discuss:
- Why podiatrists don't value the service they provide.
- Fee mindset
- When you charge higher fees, you also have to start delivering on service
- COVID-19 is showing why having low fees is not a good business move and is damaging long-term.
- Cashed up podiatrists who charged correctly and now have a cash reserve will ride out this pandemic comfortably.
- When you charge more, you can provide better services, do more CPD, etc.
- Higher fees are a reflection of the value of the education you provide to your patients - What is the value of the solution to the patient?
- The public perception of professionals that charge higher fees (Surgeons, Lawyers...why not Podiatrists)
"My approach is that if a patient comes to me with a foot problem that I can fix it as well as a surgeon can fix why should I charge any different to that surgeon?"
Reboot Your Podiatry Business
NOW is the perfect opportunity to reboot your podiatry business because patients are taking their health far more serious since COVID-19.
So if you think outside the box, there are real opportunities to be had.
Being Busy Is Not A Sign of Success
If you want a successful business, you need to free up time from your diary so you can work on the business.
Therefore you need to get rid of some patients by increasing your fees or take on another employee to see those patients for you, so you have time to work on the business.
Saying you do not have time is not an excuse, especially now.
Marketing
You have to get your marketing systems set and working correctly and to do this right it takes time, which is why you need to free up the time you're spending with patients.
If you don't like working on the business and working on your marketing that fine, you just need to get someone who does like it, or you should work for someone else. Business is not for everyone.
You need to work:
- On the business
- In the business
- And away from the business (time off)
"When you have a good marketing strategy, you create a steady stream of new patients, and this is what makes your business safe and successful".
Final Tip
Make a decision not to live the land of lower fees. Decide that you're going to be the Ferrari of foot care. You will lose patients, but if you have a good marketing strategy, you will quickly fill that void.
If you have any questions about this episode, please send me an email at , or you can connect with Jonathan at Health First Foot & Gait Clinic.
You can also connect with Jonathan on Instagram @footmanj12.
Facebook Page & Group
Facebook Page: Podiatry Legends Podcast - This is where I post each podcast episode and information regarding podiatry events around the world.
Facebook Group: Podiatry Business Owners Club - This is for podiatry business owners, and where I will be adding my business and marketing advice and videos.
One-On-One Coaching & Mentoring
If your podiatry business needs help to develop marketing strategies or business systems, the most efficient way to do this is with one-on-one coaching and mentoring. Please email me at and let's see where I can you.
Newsletter & Events
Please sign up for my NEWSLETTER if you'd like to know more about upcoming EVENTS, I promise not to spam you with daily emails telling you how great I am.
My Book
It's No Secret There's Money In Podiatry. In Australia, you can order directly from my website, but if you live overseas, I would suggest Amazon or the Book Depository.
Tell Your Podiatry Friends
If you enjoy listening to Podiatry Legends, please tell all your podiatry friends, and please feel free to leave a REVIEW on iTunes, or wherever you like to listen to podcasts.
If you enjoyed this episode you might also enjoy:
079 - Grant Duong From Good To Great
It's No Secret with Dr T. Podcast
If you like marketing and small business, please take a look at my other podcast; It's No Secret with Dr T., and you may also enjoy Ep 205: Fans First Experience with Jesse Cole