Reporter Shoshana Walter gets a message from a stranger: Penny Rawlings has just read one of Walter’s stories about Cenikor, a drug rehab with a facility in Baton Rouge, Louisiana. Rawlings is desperate to learn more because her brother Tim Roe is a participant there. Rawlings helped send him to Cenikor — but didn’t realize getting him out of treatment was going to be the bigger problem.

Cenikor’s model has its roots in Synanon: a revolutionary, first-of-its-kind rehab that started in the 1950s on a California beach. Its charismatic leader, Charles Dederich, mesmerized the nation by claiming to have developed a cure for drug addiction. But as it spread across the country, Dederich wanted the rehab to turn into something else: a business.

This is the first episode in our series American Rehab, which we first broadcast in 2020. Listen to the whole series here.

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Bloomberg Businessweek Weekend - December 5th, 2025

Bloomberg Businessweek

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