Partner Consultant
Alisha Holbert
Oversees delivery for every practice we serve — and never hands a team a system she hasn’t run herself.
About Straight
Moving the standard of practice growth forward.
Straight Consulting helps orthodontic and dental practices build the systems, teams, and intelligence required for the next era of patient decision-making, AI, and operational growth.
Founder-ledOperator-poweredMission-driven
Pushing progress, tearing down walls.Pass us a mic, let's go!
Professional Growth
We believe practices grow when people do.
Systems matter. So do the people trusted to run them. Sustainable growth does not come from one heroic leader carrying the practice. It comes from people who understand the standard and know how to execute it.
Principle 01
Entrepreneurship requires systems.
Vision matters, but systems make it repeatable.
Principle 02
Team members deserve growth.
The people closest to the patient experience should be equipped, respected, and developed.
Principle 03
The future rewards adaptability.
AI, consumer behavior, and patient expectations are changing. Teams need to change with them.
Why Straight Exists
More advice was never the answer.
Practices do not need more binders, scripts, or motivational workshops. They need operating rhythms that turn good ideas into daily behavior — from the first inquiry to the consult, financial presentation, follow-up, and accountability cadence.
Straight was built to install those rhythms, strengthen the people running them, and help practices adapt before the market forces them to.
Founder-Led · Operator-Powered
Founder-led by Tracy Martin. Stronger in partnership.
You may meet Tracy first. Straight is not a one-person show — human or otherwise.
Founder-Led
Tracy built Straight for practices that are done guessing. Her work sits at the intersection of practice operations, consumer psychology, AI-supported execution, and team growth.
Her goal is not to make practices dependent on her. It is to help leaders and teams build systems they can trust, repeat, and keep improving.
Tracy and her husband, Scott, are raising seven kids while running multiple businesses — a life that requires clarity, resilience, discipline, and a deep respect for what actually works.
Her faith shapes the way she leads: tell the truth, keep promises, do the right thing when it is inconvenient, and build work that can stand behind its results.
That same conviction drives Straight’s mission: helping the next generation of orthodontic and dental practices move into the frontier of AI, consumer change, and operational excellence with courage and integrity.
Family, faith, and the standards behind the work.
The Team
Operators, not advisors.
Straight is built by people who understand what it means to run the system, not just recommend one. Our team works inside the realities of practice growth: patient flow, TC confidence, financial conversations, follow-up, accountability, and team adoption.
Consultant
Candace Ackerman
Coaches team members peer-to-peer from two decades in ortho and pedo — she consults from the chair, not from theory.
AI Operations Team
Roger
Roger leads our team of AI bots — keeping scorecards, follow-up, and accountability moving between meetings, so the human work gets more time.
01
With our team
Different strengths. One standard.
02
With client practices
We install the system with you, not at you.
03
With industry partners
The future will require the best people building together.
We do not believe we are better because we stand apart. We believe we are stronger because we know how to partner.
Next Era
Leading practices into the next era.
The next generation of orthodontic and dental practices will not be built on scripts alone. It will require buyer psychology, operational discipline, AI-supported workflows, and teams who can adapt as consumers change.
Straight exists to help practices move first.
Straight Acceleration Intelligence™
Human judgment, buyer psychology, and practice knowledge made faster, clearer, and easier to apply through AI-supported workflows. AI supports the human moment. It never replaces it.
Giving
Growth should give back.
Each month, Straight Consulting gives to organizations whose missions reflect causes close to our hearts, including St. Jude Children’s Research Hospital and the ASPCA.
It is a small but consistent expression of what we believe: growth should create more capacity to serve, protect, and care for others.
Growth Assessment
Ready to see where your practice can grow next?
Meet with Tracy for a 30-minute Growth Assessment. You'll identify the biggest constraints in your patient flow, consult process, follow-up, and accountability rhythm — and leave with a clearer sense of what your practice needs next.
30 minutes with Tracy
Your biggest constraints, named
A clear next step