Rising Stars: Meet Amy McMillin of Cleveland

Today we’d like to introduce you to Amy McMillin.

Hi Amy, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Amy McMillin is a vestibular physical therapist and the founder of Custom Care Rehab, a concierge physical therapy practice. After more than 15 years working within a major hospital system, Amy launched her own company in the midst of the COVID-19 pandemic. At the time, her patients with dizziness—a condition she specializes in—were deemed “non-essential” and unable to receive care. Determined to fill that gap, Amy brought therapy directly to her patients’ homes.

Over the past five years, Amy has grown Custom Care Rehab from a solo operation into a thriving team of six therapists, each specializing in unique areas of care. Together, they provide mobile physical therapy and wellness services across Northeast Ohio. Their mission is clear: “Delivering Solutions Directly to Your Doorstep.”

Beyond her work as a therapist and entrepreneur, Amy is a proud wife to her supportive husband, Scott, and mother to two wonderful children, Madeline and Bryson. She is active in her community, volunteering at Immaculate Heart of Mary, where she teaches an Intro to Entrepreneurship class. Amy is a graduate of the prestigious Goldman Sachs 10K Small Business Program, a member of NAWBO (National Association of Women Business Owners), and a participant in the Strongsville Working Women’s Connection. Amy is passionate about building community, supporting women in business and in life, and using her network to uplift fellow small business owners.

She recently published The McMillin Method: How to Treat Chronic Dizziness and continues to expand her educational reach through YouTube and digital courses, with the goal of spreading vestibular treatment strategies worldwide. Dizziness is an invisible disorder, and many people worldwide lack access to highly trained healthcare providers. Over the past year, she has used digital media to supply free medical education to people suffering from dizziness worldwide through her YouTube channel, Treat Dizziness at Home.

In 2025, Custom Care Rehab launched the StrongHer Women’s Health Care Division to serve busy women seeking to prevent disease or manage existing conditions but who lack the time, knowledge, or support to do so effectively. After experiencing the loss of both of her family’s matriarchs, Amy deeply realized the critical role women play as the cornerstone of families and communities. This inspired her to expand her mission by helping women live healthier, longer lives—ensuring those essential family bonds and traditions endure.

The StrongHer division offers a personalized, all-in-one approach to women’s wellness, blending virtual and in-person services to provide convenience, clarity, and accountability. Programs are designed to address preventable conditions like cardiovascular disease, osteoporosis, falls, musculoskeletal decline, hypertension, and poor body confidence.

Each program features comprehensive treatment plans paired with complementary services to deliver optimal results—making healthcare both convenient and accessible.

The Signature StrongHer Programs Include:

-StrongHer Bones: Osteoporosis Prevention Program

-Strength Training and Longevity Program

-Monthly Maintenance Injury Prevention Program

-Balance Booster Program

From osteoporosis prevention to vestibular therapy, women’s health, and pain management, our physical therapy approach equips women with the care, tools, and support they need to stay strong, steady, and confident—at every stage of life.

Our mission: Helping women thrive, not just survive.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
When I started Custom Care Rehab in the middle of the COVID-19 pandemic, I had no idea what kind of journey I was stepping into. At the time, my vestibular patients—those dealing with debilitating dizziness—were considered “non-essential” and were cut off from care. That didn’t sit right with me. Dizziness is invisible, but it’s incredibly disruptive, and the thought of people suffering without access to treatment pushed me to take a leap. I launched my concierge physical therapy company with one clear mission: bring high-quality care directly to the people who need it most.

What began as a one-woman operation soon became a movement. But building a business from the ground up hasn’t come without challenges. One of the biggest shifts I had to make early on was in redefining the traditional physical therapy model. Our healthcare system is largely built around reaction—wait until someone gets hurt or sick, and then treat them. I believed in a different model: proactive, preventive care designed to keep people moving, strong, and healthy before injury or illness sets in.

Convincing others of that vision was not always easy. Many clients were understandably conditioned to use their insurance for physical therapy services. The idea of investing out-of-pocket in wellness-based care required ongoing education about the benefits—convenience, personalization, and the power of prevention. At the same time, I was hiring and growing a team. I knew I needed therapists who didn’t just want a job, but who truly believed in this mission of forward-thinking, whole-person wellness. Over the past five years, I’ve been fortunate to find those people. Today, our team of six therapists brings a diverse set of specialties to the table, but we all share a common commitment: to treat clients as whole humans and prevent health issues before they arise.

As a business owner, I’ve also had to navigate challenges that have nothing to do with clinical care. Human Resources isn’t something they teach in PT school—but it became very real, very fast. One of the most emotional chapters of this journey came when one of my therapists lost his significant other to breast cancer. Supporting him through her illness and the months following her passing taught me what it means to lead with compassion. We adjusted schedules, communicated with patients, and gave him the space he needed to care for her in her final days. It was heartbreaking and beautiful, and I’ll never forget how our team and clients came together in understanding and support. It reminded me that leadership is about people first, always.

At the same time, we’ve had to manage the not-so-human side of healthcare—dwindling Medicare reimbursements, shrinking insurance margins, and the financial pressure that comes with running a hands-on care business. To stay afloat and continue offering exceptional services, we had to get creative. That meant developing concierge packages, launching virtual coaching, expanding into digital programs, and publishing resources like The McMillin Method: How to Treat Chronic Dizziness. Every new offering was designed with our clients’ long-term health and convenience in mind.

Personally, the last five years have stretched me in ways I never expected. I’ve been the therapist, the marketer, the HR manager, the mother, the wife, the entrepreneur. There have been late nights, hard decisions, and moments of doubt. But there have also been moments of pure pride—watching my team thrive, hearing from patients who finally feel seen and supported, and realizing that what we’re building is bigger than just a business.

In 2025, we took a major step forward by launching the StrongHer Women’s Health Division—a line of programs specifically designed for busy women navigating preventable conditions like osteoporosis, cardiovascular disease, falls, musculoskeletal decline, and body confidence. The goal was simple: make healthcare easy, accessible, and empowering for women who are often the glue of their families and communities. Inspired by the loss of the matriarchs in my own family, I wanted to make sure other women had the support they needed to live long, vibrant lives and pass down traditions that matter.

Today, Custom Care Rehab stands on a foundation of empathy, education, and evidence-based care. We’re not just treating conditions—we’re helping people stay strong, steady, and confident at every stage of life. And while we’ve come a long way, I know this is just the beginning. My mission is still the same: to help people—especially women—thrive, not just survive.

Can you tell our readers more about what you do and what you think sets you apart from others?
When people ask me what I do, the simplest answer is: I help people feel better in their bodies so they can live their lives fully. But the truth is, my work—and the mission of Custom Care Rehab—goes much deeper than that. I’m a vestibular physical therapist, a business owner, a mentor, and a passionate advocate for reshaping how we view physical therapy in our everyday lives.

At Custom Care Rehab, we specialize in mobile and concierge physical therapy services, delivering care directly to clients’ homes throughout Northeast Ohio. We focus on treating conditions like dizziness, balance dysfunction, osteoporosis, post-surgical recovery, and pain—but more than that, we help our clients prevent problems before they start. While traditional physical therapy often kicks in after someone is hurt, our model prioritizes wellness, longevity, and proactive care. This is what sets us apart. We believe that waiting for injury or illness should never be the only option—and that health should be something you build every day.

I’m incredibly proud of the team I’ve built over the past few years. One of my greatest accomplishments isn’t just in the programs we offer—it’s in the people who deliver them. I’ve made it a point to hire therapists who want to fall in love with the profession again. So many clinicians are burned out, juggling back-to-back patients in clinics that value volume over connection. I wanted to create a space where physical therapists could rediscover the joy and purpose of their work—where they could have autonomy, a work-life balance, families, and the freedom to build real, lasting relationships with their clients.

At Custom Care Rehab, we don’t clock in and out. We collaborate, we listen, and we care deeply. And our patients feel that difference.

I’m also proud of how we’ve helped expand the definition of physical therapy itself. We’re not just “fixing” people after they’ve fallen—we’re helping them avoid the fall altogether. We’ve launched programs like StrongHer, designed to support women through different life stages and health challenges, with offerings that blend education, movement, mindset, and medical guidance. Our concierge model allows for a level of personalization and continuity that just isn’t possible in traditional clinic settings.

What truly lights me up is seeing someone regain confidence in their balance, manage their dizziness independently, or take control of their long-term health without fear. That’s the heart of our mission: to empower people with the tools and support they need to thrive, not just survive.

So what do I do? I help people reconnect with their bodies, reclaim their independence, and live stronger, steadier lives. And I help therapists fall back in love with a profession that has so much power to heal—when given the space and support to do it right.

We all have a different way of looking at and defining success. How do you define success?
For me, success means living with intention and heart, offering the best of myself in service, expressing what only I can through creativity, and building strong, loving connections. If others can say their lives are a little better because I showed up, then I’ve succeeded — not just for a moment, but in a way that outlives me.

Contact Info:

• Website: https://customcarerehab.com/
• Instagram: https://www.instagram.com/customcarerehab
• Facebook: https://www.facebook.com/customcarerehab
• LinkedIn: https://www.linkedin.com/in/amy-mcmillin-5a837bb4/
• Youtube: https://www.youtube.com/@treatdizzinessathome2023