How doing the ‘small things’ helped my garage startup turn into a $100m business

In business, there’s often a focus on the big moves—the market disruptions, the major deals, or the leaps into new ventures. However, one of the most valuable lessons I’ve learned from growing Back In Motion from my single carport, home-based physiotherapy practice into a $100 million national business is that success is often built on the small things. writes entrepreneur Jason T Smith.

This is good news for every start-up entrepreneur who is bootstrapping their idea from the ground up. Consistency in the little details, performed well over time, can shape the long-term success of any organisation.

The power of a simple phone call

One small yet pivotal change we made at Back In Motion was shifting our approach to client communication. Early on, we had built our reputation on offering personalised care. However, as we expanded, we began to rely more on automated systems for follow-ups and communication. It was efficient, but we started to lose that personal touch.

Eventually, I returned to the importance of the basics. We decided to reintroduce a simple but meaningful gesture—picking up the phone to check in with clients personally. This small act of care made a significant difference. Clients appreciated the effort, and it strengthened the trust between them and our team. A phone call may seem insignificant in the grand scheme of things, but it was these personal touches that led to increased client loyalty, referrals, and retention.

Clean clinics, big impact

Another seemingly minor detail that had a major impact was the cleanliness of our clinics. I can recall a client’s comment about dust in one of our clinics, with magazines left untidy and the reception area looking less than welcoming. It was a small issue, but it was a symptom of a larger problem: as we grew, our standards around the basics were slipping.

This prompted a renewed focus on maintaining high standards in every aspect of our business, from how the clinics looked to how our equipment was cared for. We made sure that our spaces reflected the professionalism and care we wanted to be known for. In fact, it was something as simple as making sure equipment was properly wiped down between sessions and magazines were neatly arranged that conveyed our commitment to quality and attention to detail.

Clients may not always verbalise their appreciation for these small things, but their experience of our brand is shaped by these details. The cleanliness and order of our clinics reinforced their trust in us, creating a ripple effect that contributed to the larger success of Back In Motion.

Greeting clients properly every time

Another “small thing” that had a major effect was how our staff greeted clients. It may sound trivial, but a warm, genuine greeting at reception set the tone for the entire client experience. We trained our team to not just greet clients as they walked in, but to stand up, smile, and make them feel genuinely welcomed. It was a small effort, but it had a lasting impact on how clients perceived our service.

I vividly remember a client who told us that she felt special every time she walked through our doors because of the way our team treated her. That level of care, conveyed in the first few seconds of her visit, was something she wouldn’t forget. In fact, many of our clients mentioned that the personalised attention they received from the moment they entered our clinic was one of the reasons they chose to stay with us.

This “small thing” created a big difference in client satisfaction and retention. It’s easy to overlook the importance of a warm greeting in a busy, growing business, but it’s these moments that define the client’s experience and, in turn, the long-term success of the business.

Consistency in the details

Doing the small things once is easy, but doing them consistently, day in and day out, requires discipline and attention. Whether it was making sure that phone calls were always followed up, that the clinics were always spotless, or that every client was greeted warmly, consistency was key.

Even when we were growing quickly, we had to maintain a focus on these small details. It wasn’t glamorous, and it didn’t generate immediate results, but it created a strong foundation of trust and reliability. Over time, it was the accumulation of these small, consistent actions that contributed to our larger success.

Small things, big results

The lesson from all these examples, and indeed from my entire journey with Back In Motion, is that small things matter. It’s easy to focus on the big picture and forget about the details, but it’s the details that clients remember. In the early days of Back In Motion, I realised that if we couldn’t consistently deliver on the little things, then we would struggle to grow effectively.

It’s the small things done consistently that build trust, foster loyalty, and drive long-term success. As a leader, paying attention to these details not only sets the standard for your team but also ensures that your clients have an experience that exceeds their expectations. The little things truly do matter because, over time, they add up to something much bigger.

Growing a successful business isn’t just about making bold moves or executing grand strategies. It’s about doing the small things, like making personal connections, repeatedly and consistently well. Focusing on these little things built the foundation for Back In Motion’s long-term success.

In business, as in life, it’s the attention to detail that sets you apart. By doing the small things well, you create the trust, loyalty, and reputation that lead to large-scale success.

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