Appreciate the Grind - Clayton Cross of Coast Performance Rehab

Appreciate the Grind - Clayton Cross of Coast Performance Rehab

I met Clayton while filming his first podcast, a roundtable conversation between four of Vancouver’s top physiotherapists, set inside a basketball-themed sports bar. It was one of the most unique shoots I’ve done, not just because of the setting, but because of the message. Here was a group of people in the business of helping others move, talking openly about how their own industry is evolving.

That’s what first stood out about Clayton. He’s not just running a clinic. He’s creating dialogue. He’s building community. And he’s doing it all while leading one of Vancouver’s most respected rehabilitation and performance teams: Coast Performance Rehabilitation.


The Path to Purpose

For Clayton, the calling came early.

“When I saw what some of my teachers and mentors were doing, I realized this is what I wanted to do for a living.”

That vision set him on a path of study, sacrifice, and steady growth. But the defining moment came when he decided to take a leap and to build something of his own.

“It was a combination of long-term planning, being unhappy where I was, and realizing it was a ‘now or never’ scenario.”

Leaving home, family, and friends behind wasn’t easy. But that move set the foundation for everything that followed.


A Mindset Built on Reps

Clayton doesn’t romanticize the process of building, he respects it.

“The habit of hard work and resilience has always been my anchor.”

Through every chapter, from starting as a self-employed practitioner to growing a full multidisciplinary team, that mindset hasn’t changed. Progress isn’t defined by personal accolades, but rather to see others thrive.

“Progress these days is seeing new staff build caseloads faster than before.”

That’s the real mark of leadership: creating opportunities for others to grow beyond what you achieved.


Quiet Work, Big Vision

Behind the scenes, Clayton is building what’s next.

“Right now, I’m working on possible expansion for the company, and a couple of audacious, moonshot projects in the performance and health industry.”

He knows the grind never really stops. It just changes shape.


The Plain Pillars

Impact First
“By mentoring and helping staff develop their caseloads.”

Identity is Earned
“Honing my rehabilitation and strength and conditioning skillset through constant continuing education. Listening and learning from entrepreneurs across industries.”

Small Bets, Big Ideas
“Working in various clinics as a self-employed practitioner in the early days. Each one taught me something new.”


The Middle of the Journey

Right now, Clayton’s story is being written in real time, balancing expansion, mentorship, and long-term vision.

“It’s exciting, challenging, and exhausting at times. But that’s what makes it worth it.”

And if he could whisper one thing to someone just starting out?

“Be a grinder and appreciate the grind.”

 


Follow Clayton: @atclaytonc
Visit: www.coastperformancerehab.com/
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