More starts from the demand you already have.

CEO & Founder

Tracy Martin

Tracy “grew up” in dentistry and orthodontics, building her career around one core belief: practices grow when patients feel understood. Her experience inside the industry gives her a rare ability to see the full picture — the systems, the team dynamics, the consult experience, and the emotional decisions that drive patient starts.

As the vision behind Straight Consulting, Tracy helps practices simplify what feels complicated, strengthen the patient journey, and create consult experiences that feel both human and high-converting. Her approach blends practical orthodontic expertise, modern buying psychology, and a passion for using AI in smart, approachable ways — helping teams streamline daily workflows, improve consistency, and create more space for meaningful patient connection.

Partner Consultant

Alisha Holbert

Every client engagement at Straight Consulting Partners runs through Alisha’s hands. As Partner Consultant, she oversees delivery for every practice we serve and owns our clients’ success. Like Tracy, she grew up in orthodontics. She started as a dental assistant and worked nearly every role from scheduling to treatment coordination, so she never hands a team a system she hasn’t run herself.

To team members in practices across four countries, Alisha is a big sister. She’s the one they call when they’re stuck, and the one who believes in them before the numbers do. She speaks fluent Gen X and Millennial, designs systems for Gen Z, and is raising a Gen Alpha of her own. Our industry is better because she’s in its corner.

Make sure you don’t miss Alisha’s next webinar or lecture!

Consultant

Candace Ackerman

With more than two decades in ortho and pedo practices, Candace has worked nearly every seat in the operatory — from Patient Coordinator and Clinical Assistant to Registered Dental Assistant, a credential she still holds today. Her perspective is rare because she doesn’t consult from theory; she consults from the chair.

Candace’s greatest strength is peer-to-peer coaching. Because she is still in active consults today, team members connect with her instantly — she understands their daily challenges, speaks their language, and knows what it takes to build trust with patients in real time. Today, she helps practices create consistent, high-converting patient experiences using real clinical insight, coordinator expertise, and SCP’s generational buying psychology framework.