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The DSO Project


Jeromy R. Dixson DMD, MBA

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Jeromy R. Dixson DMD, MBA,  The DSO Project, in Bend, OR

Founder, CEO

Dr. Jeromy Dixson serves as CEO of The DSO Project where he is responsible for the overall strategy, design and implementation of consulting services, and provides overall guidance for clients. Additionally, Dr. Dixson is CEO of DSO Project Advising, a healthcare-focused M&A Advisory Firm where he advises institutional investors and DSO’s. He also works as a trusted advisor on PE-backed DSO boards and dental-focused Advisory Boards.

Dr. Dixson is a three-time INC Magazine 500/5000 awarded entrepreneur, Former CEO Member-Board of Directors of The Association of Dental Support Organizations (The ADSO), Former Member of The ADSO's Membership Committee, the Founder/Former CEO of Smiles Services LLC and Founder/Former President of Smiles Dental Group PC. In 2019, Dr Dixson was named to Group Dentistry Now's Inaugural ‘DSO Influencers to Watch’ List.

He is a visionary, transformational leader, enlightened mentor, keynote speaker and DSO architect who assists driven entrepreneurial dentists in building unified teams, cultures, and world-class organizations.

Dr. Dixson possesses vast experience in all phases of DSO construction, operation and liquidation. He became the managing partner of Smiles Dental in 2008. In 2010 he finalized a buyout of his former partners, assumed the role of President and immediately accomplished a successful re-launch of the organization, setting Smiles Dental on a path to explosive growth. The company proceeded to double its number of locations, triple revenue and quadruple its valuation in the ensuing three years. From 2013 to 2015, Smiles Dental roughly tripled the number of locations, revenue, EBITDA and organizational valuation again. If you are interested in obtaining funding for your dental group or DSO, please visit DSO Project’s M&A advisory website www.dsoprojectadvising.com

Under Dr. Dixson's leadership, Smiles Dental was recognized three years in a row (2015-2013) by INC Magazine as one of the fastest growing privately held companies in the United States, topping out at #550 in 2013. Additionally, in 2013 he completed a successful private equity transaction.


MBA in Healthcare Management, Oregon Health and Science University
DMD, Southern Illinois University
BS in Zoology, Brigham Young University
Y Combinator Startup School


In 2016, Dr. Dixson commenced on a one-year RTW (round the world) sabbatical with his wife and three boys, visiting six continents, over thirty-five countries and making memories which will bond his family forever. If you are interested in learning more about Dr. Dixson, a chronicle of these adventures can be found here: www.dixsonsout.com

Ian McNickle, MBA

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Ian McNickle, MBA,  The DSO Project, in Bend, OR


Ian McNickle, MBA serves as President of The DSO Project. He works alongside Dr Dixson to advise clients in all aspects of DSO development in order to help clients develop, scale and exit their DSO.

Ian is a nationally recognized expert on dental practice and DSO marketing and growth. He has developed significant expertise in online marketing, website optimization, lead conversion, search engine optimization (SEO), pay-per-click marketing (PPC), social media, video marketing, online reputation management, direct-to-consumer marketing, marketing strategy, and related topics. In 2019, Ian was named a Top CE Leader and Consultant by Dentistry Today.

In addition to being President and Partner at The DSO Project, Ian is a Co-Founder and Partner at WEO Media, a four-time award winning “Best of Class” dental marketing agency (2019–2016). Under his leadership WEO Media has grown quickly to become one of the most widely respected dental marketing firms in North America and has garnered an impressive list of industry endorsements and awards. If you are interested in a customized marketing program for your practice or group, please visit www.weomedia.com, or email info@weomedia.com.

Ian lectures all over North America at major dental conferences, study clubs, private events, and conducts numerous seminars and webinars. His teaching style breaks down the complexities of dental marketing in an easy to understand approach that the non-marketer can comprehend and implement. He has written dozens of articles on various aspects of digital marketing for publications such as Dental Economics, Dental Products Report, Orthodontic Practice US, Implant Practice US, Endodontic Practice US, Dental Sleep Practice US, The Progressive Dentist, and others. In the Fall of 2019, look for his upcoming book "Mastering Practice Growth" which will provide dentists a detailed roadmap to grow their practice or group.

Prior to The DSO Project and WEO Media Ian worked in the high-tech industry for 10 years in various engineering and management positions at Siltronic and Xerox. He left high-tech in 2006 to start a regional business and marketing consulting firm which he ran for several years before eventually co-founding WEO Media in 2009.


MBA, University of Washington
BS in Mechanical Engineering, Washington State University
Honors College Graduate, Washington State University


Ian is an avid endurance athlete having completed dozens of endurance events including Ironman triathlon, marathon, and ultramarathon events. His favorite activity is simply spending time with his wife and three kids.

Seth Holmes

Seth Holmes,  The DSO Project, in Bend, OR


Seth Holmes serves as the CFO of The DSO Project, working closely with Dr Dixson and Ian to advise clients in all aspects of DSO finances, analyses, and investor relationships.

Seth is a seasoned professional in dental/medical practices and DSO finances. He has developed significant expertise in business planning, strategy, financial analyses, capital management, joint-venture partnerships, and related topics. He has experience in financial services, auto, leisure, and healthcare industries. Seth served as Dr Dixson’s Controller as he grew Smiles Dental from 6 locations to over 16; oversaw the cash to accrual accounting transition and ERP conversion; and aided in a successful private equity transaction.

In addition to his work with The DSO Project, Seth is a respected Finance Partner in a large inter-region healthcare organization; providing finance and operational oversight for over 240 departments, 12 service lines, and $800MM+ annual revenue. He owned and operated his own successful franchise while attending college; achieving the President’s Club award for sales, customer, and employee satisfaction. He has achieved over 10+ years of progressively responsible finance and accounting leadership roles.


BA, Business Administration, Warner Pacific University
HFMA Member


When Seth is not "playing" in Excel, he enjoys playing piano and golf. His favorite activities include hiking, camping, or just playing games with his wife and two boys. He loves serving in his community and is on the Board of Directors for a local credit union.

Are you energized and ready to begin your journey to create a world-class DSO?
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DSO consultants - dental group consultants
Dr Jeromy Dixson and Ian McNickle are industry leading dental DSO consultants fully capable to help grow and scale your DSO.
The DSO Project, - | - | www.dsoproject.com | 11/5/2022 | Page Terms:DSO consultant, DSO consultants, dental consultants, dental group consultants