Victoria King Victoria King
Communications Coordinator, U.S. Chamber of Commerce


May 31, 2023


In Houston, Texas, one small business has become a beacon of inclusivity and patient-centered care in the field of physical therapy. CROM Rehabilitation, founded in 2012 by Dr. Roy Rivera, prides itself on offering a safe and welcoming space for everyone, regardless of their background or identity. Offering outpatient physical therapy for orthopedic injuries, musculoskeletal disorders, and post-operative conditions, the clinic goes beyond the conventional approach to healthcare. 

We recently visited CROM Rehab to learn more about the dedicated team that prioritizes quality customer service and nurturing meaningful relationships with clients.

When Dr. Rivera founded CROM Rehab, he realized that the LGTBQ+ community often faces discrimination in healthcare settings. Driven by a desire for change, CROM Rehab works to challenge these disparities. The clinic strives to create an inclusive environment where every individual feels respected and supported. 

Unlike traditional healthcare offices with individual rooms and cubicles, Dr. Rivera designed an open floor plan to encourage patient interaction and healing together. Here, individuals can engage with one another, share their experiences, and find solace in a supportive community of like-minded individuals. 

The team at CROM Rehab believes that creating an open dialogue about health concerns leads to better care, improves patient retention, and ensures long-term well-being. 

"It's not about the dollar sign, even though that’s important, right?” says Rivera. “If you can build an emotional connection beyond the dollar sign, that actually is going to pay off in the long run."  

This mindset permeates CROM Rehab's management philosophy, centered around core values of honesty, reliability, positivity, good humor, and dependability. 

The success and impact of CROM Rehab are evident as the business expands its reach. In addition to opening its fourth clinic in Houston this year, the establishment has become a national franchise, with its first franchise location set to open soon.  

Reflecting on the journey thus far, Dr. Rivera shares his greatest lesson: "Building relationships is critical." CROM Rehab stands as a testament to the transformative impact a small business can have when it prioritizes inclusivity, genuine care, and community.  

"What makes us different is our culture and the way that we treat our patients and the environment that we provide our patients,” Rivera states. “That's what's made us very successful in our endeavors." 

Read more about CROM Rehab on CO— by U.S. Chamber of Commerce’s website. 

About the authors

Victoria King

Victoria King

Victoria is a communications coordinator at the Chamber. She previously worked at the U.S. Small Business Administration as a program support assistant.