About

Clinician. Operator. Builder.

I've built and operated group therapy practices in Oregon for over a decade. The consulting work comes from that — not from a business school curriculum.

Aaron Potratz
  • Licensed Professional Counselor, Oregon
  • Practice Owner · Portland Metro
  • Approved Supervisor, LPC Associates
  • Host, The Shrink Think Podcast
  • Consultant, Healthcare & Wellness Founders

Where I started

I came to therapy the way most people do — drawn to the work itself, with little preparation for everything that surrounds it. Building a group practice means learning operations, HR, finance, billing, and technology alongside the clinical work. Most of that learning happens by trial and error, which is expensive. I know because I paid for most of those lessons myself.

My own education in practice ownership was mostly error. I've made most of the mistakes a practice owner can make, and I've spent years building systems to make sure I don't have to make them again — and that the people I work with don't have to either.

What I do now

Today I own and operate multiple therapy practices in the Portland, Oregon metro area: Discover Counseling, a multi-clinician insurance-based group practice, and Life Discovery Counseling Services, co-owned with a partner across two locations.

I also supervise LPC Associates and graduate interns, host The Shrink Think Podcast, and consult with therapy practice owners and group practice leaders on operational systems, process design, SOP development, and practical AI integration.

What I believe about sustainable practice

The practices that last aren't the ones that grow the fastest. They're the ones that were designed with the right constraints from the beginning — where the owner's values are legible in the organization's structure, where systems do the work that shouldn't require human memory, and where the people inside the practice actually want to stay.

That's not a philosophy. It's just what I've observed in practices that work, compared to the ones that don't.

Shrink Think

Shrink Think is a co-owned podcast and platform for therapists — produced alongside Nathan Hawkins, co-owner of Life Discovery Counseling Services. What started as a podcast has grown into a platform with membership resources, client orientation courses, and clinician onboarding tools for therapy practices. Visit shrinkthink.com for the full picture.

Consulting

I work with a small number of therapy practice owners and group practice leaders each year on operational clarity. My consulting practice is deliberately limited in scope — I'm not building a consulting firm. I work with founders who are serious about systems and willing to do the unsexy work of making them function.

See consulting services


Outside the office

I'm based in Portland, Oregon. When I'm not working, I try to stay out of optimization mode entirely — which is harder than it sounds for someone who builds operational systems for a living.

Let's talk
Work that's worth doing
should be built to last.

If you're a therapy practice owner looking for operational clarity, I'd like to hear about what you're building.

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