When it comes to pain, there are two kinds of chiropractic patients. There are those who withdraw into themselves, becoming silent and tense as their therapist applies defibrillator-strength movements to their spinal joints. Then there are those who react.

The mixed martial artist and model Michelle Waterson is the latter. “Ayeeeeeeee,” she cries out as chiropractor Beau Hightower deftly digs his thumbs into the muscles between her right shoulder and neck, straddling the strap of her lilac crop top with his fingers. Waterson delivers a long, pitiful mock wail.

“Please be nice to me,” Waterson said. “I don’t want to cry today.”

Waterson, who has been a patient for ten years, is a favorite guest on Hightower’s YouTube channel, @DrBeauHightower. The page has more than 1.5 million subscribers, and the most watched videos on the channel boast 12 million views. It’s clear this chiropractor to the stars is fast becoming a star himself, one pop, click, and wince at a time.