The Coaching Program

What The Coaching Program does

The Coaching Program is a US-based, founder-led dental practice coaching and consulting firm operated by Dr. Robert Willis out of Tulsa, Oklahoma. Founded around the early 2000s, the company delivers personalized coaching engagements to dental practice owners — primarily sole proprietors and small multi-doctor practices — covering practice management, business and leadership coaching, staff training, case acceptance, scheduling, hygiene programs, and operational systems. The firm has worked with hundreds of dentists over a 20+ year track record, with several documented multi-year client relationships spanning a decade or longer.

The company's core product portfolio comprises three integrated service modules: Dentist Coaching & Training (business and leadership development), Dental Practice Services (overhead/cash flow control, practice valuations, debt refinancing), and Staff Coaching & Training (front desk, hygiene, and operating systems). A complimentary Practice Potential Evaluation serves as a top-of-funnel assessment tool, while Speaker Services for dental conferences and an Articles resource library support lead generation. There is no proprietary software platform, API, or technology infrastructure — service delivery is entirely human-led via phone, on-site consulting, and conference appearances.

The business model is a professional services engagement model with custom, quote-based pricing (the firm explicitly rejects "one program fits all" consulting). Go-to-market is sales-led, anchored by Dr. Willis's direct outreach, phone-based selling (1-800-866-0655), and conference speaking. The firm is bootstrapped and self-funded under founder ownership, with no disclosed institutional investment, M&A activity, or capital structure. Headcount is small (1-10), and operating geography is the United States only.

Name

The Coaching Program

Legal name

Dr. Bob Willis

Website

https://dentalcoach.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

The Coaching Program delivers personalized coaching and consulting to dental practice owners in the United States, founded and operated by Dr. Robert Willis. Services include business coaching, staff training, practice valuations, and operational consulting delivered through direct engagement without any technology platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Tulsa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Dental Practice Coaching and Consulting: Ongoing coaching services for dental practices, tailored to individual dentist needs rather than one-size-fits-all programs. Services include practice assessments, strategic planning, scheduling systems, financial arrangements coaching, hygiene programs, and staff training.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

The Coaching Program is a dental practice coaching and consulting service that helps dentists and their staff improve practice performance, management, and growth. Founded and led by Dr. Robert Willis, it delivers tailored coaching programs for dentists, staff training, practice potential evaluations, and speaker services to dental practices.

Product overview

The Coaching Program is a single, unified dental practice coaching and consulting service led by Dr. Robert Willis. It is not a software platform but rather a personalized coaching engagement that combines Dentist Coaching & Training (business and leadership development), Dental Practice Services (operational consulting on finances and strategy), Staff Coaching & Training (team development), and a complimentary Practice Potential Evaluation tool for prospect assessment. The program is delivered through direct consulting engagement and is complemented by Speaker Services for professional events and Articles for educational content. The approach emphasizes personalized coaching rather than standardized programs.

Differentiator

Problem solved

Functional benefit

Products and services

• The Coaching Program
• Dentist Coaching & Training
• Staff Coaching & Training
• Practice Potential Evaluation
• Speaker Services

Quantifiable outcome

• 40%+ production increase and 45% personal net income increase within first year (Dr. Vic Bateh)
• +5 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• The Madow Group: Run by Dr. David Madow and Dr. Richard Madow, The Madow Group provides coaching, CE, and consulting to dentists on practice growth, marketing, and personal development — overlapping B2B dental coaching positioning.
• Levin Group: Founded by Roger Levin, Levin Group is one of the largest dental practice management consulting firms, offering strategic coaching, marketing, and operational advisory to dental practices — directly comparable service, target customer, and category.
• Fortune Management: Fortune Management delivers practice management coaching, team training, and wealth-building services to dentists and dental specialists — parallel coaching-centric model for the SMB dental market.
• Practice Freedom: Founded by Dr. Todd Williams, Practice Freedom provides coaching and consulting specifically to dental practice owners on business management, team development, and practice growth — a near-identical service model targeting the same SMB dentist segment.
• Jameson Management Solutions: Jameson Management Solutions provides dental practice management consulting and coaching covering operations, marketing, and team development, serving the same solo and small-group dentist buyer.
• Sterling Practice Management: Sterling offers dental practice consulting and coaching focused on scheduling, systems, and team training. Services closely mirror The Coaching Program's front-desk and operating-system modules.

Others

• Academy of Dental Management Consultants: ADMC is the professional association for dental practice management consultants, of which Dr. Willis-type firms are members. It is an enabling/ecosystem organization rather than a competitor, but it shapes the consulting category The Coaching Program operates in.
• Henry Schein One: Henry Schein One bundles dental practice management software (Dentrix, etc.) with adjacent services into a one-stop platform for dental practices — an infrastructure provider whose embedded tools compete with portions of what coaching firms monetize.

Emerging players

• Dental Intelligence: Dental Intelligence offers AI-driven dental practice analytics, KPI dashboards, and patient reactivation tools. It represents the software-enabled alternative to manual consulting that increasingly competes for the same dental practice owner's budget.

Broad incumbents

• Spear Education: Spear Education is a larger dental CE and practice growth platform serving dentists with both clinical and business education. It is broader in scope but overlaps significantly on the practice management and team-development side.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Coaching Program