About Us

We’re the leading orthodontic consulting firm committed to helping our clients achieve a higher level of excellence in their practices.

Why Choose Us?

Founded by LeeAnn Peniche in 1989, Peniche & Associates is a team of professional consultants who have worked with practices nationwide, both large and small.

We train orthodontic practices to increase their case acceptance, perfect their communication techniques, enhance operational efficiency, and create professional marketing campaigns.

Our clients gain the tools they need to give their patients an excellent experience at every visit.

Years of Combined Experience

We Know Orthodontic Practices

As a premier orthodontic consulting firm, we understand the intricacies involved in the daily operations of your orthodontic practice. We specialize in case acceptance, the new patient process, treatment coordinating, orthodontics marketing and practice management.

In fact, we've developed a proprietary and extraordinary case acceptance system that's patient-centered and produces amazing results!


Always By Your Side

We provide hands-on training to our clients both in-office and through collaborative workshops.

With offices in Portland, Phoenix, San Diego, Atlanta and Chicago, our consultants and support staff are always available to offer valuable training to our clients nationwide.

We also support many industry organizations like the American Association of Orthodontists and the Pacific Coast Society of Orthodontists.

LeeAnn is a frequent speaker at industry events across the country and is always involved in seminars and workshops organized by leading orthodontic associations.

Office Management Academy- small

Successful Industry Partnerships

We're recognized for our knowledge and experience in the orthodontic industry as a whole.

We support leading industry manufacturers and developers and we've helped develop new orthodontic technologies through our comprehensive consulting services.

For six years, we were the exclusive training team for Align Technology and OraMetrix®. Through this program, we helped more than 2,500 orthodontic offices integrate new technology into their practices through seminars and in-office training.

Meet Our Founder

Orthodontic Business Development

LeeAnn Peniche


As an international lecturer and presenter, LeeAnn Peniche is a recognized leader in the orthodontic consulting arena.

She was the PCSO staff co-chair in 2007, 2008, 2010 and 2011 and is also a recognized member of the PCSO CEC board. She is a valued member of the board of Smile for a Lifetime, a non-profit organization dedicated to providing underprivileged children with orthodontic care, free of charge, through participating orthodontists across the country.

LeeAnn is proud to hold these leadership roles and encourages her consultants to give clients the tools necessary to become leaders in their own offices and communities. Peniche & Associates will continue to offer clients the leadership and guidance needed for continued success in the challenging times ahead.

Peniche & Associates is my vision, a consulting company devoted to enhancing orthodontic practices and creating service with a smile. After 30 years in the profession and 25+ years developing as a company, I can truly say I am proud of what we’ve become.

My team of exceptional consultants will blow you away with their knowledge and expertise. It's been a pleasure to share my first-hand experience in the orthodontic field with my team and our clients.

As a veteran in the areas of case acceptance, scripting, practice marketing, clinical proficiency and managing a successful orthodontic practice, I'm especially proud of the proven methods of success my team has developed and implemented in more than 800 private orthodontic practices.

Meet the Team

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Vice President of Operations

Sheila is the woman behind the woman, acting as LeeAnn’s right hand and the one responsible for the daily operational hum of Peniche & Associates. Sheila is a financial and organizational whiz, without whom we couldn’t possibly run as smoothly.

Over the course of her career with Peniche & Associates, Sheila has honed her operations savvy and expertise, and we rely on her for her great ideas and the management of both our daily operations and our many events, site visits and conferences.

She is our go-to girl for financial and organizational assistance, and we can’t deny that she keeps our company running like a well-oiled consulting machine.

Not only is she a master of operations, her warm and approachable style also makes her a favorite among staff and clients alike.

Sheila is truly a jack-of-all-trades and a master of all!

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Wizard of All

Sandy is our longest-tenured team member....she’s been with us since 1997! Boasting 30 years of experience in orthodontics, Sandy has literally mastered each role in the orthodontic practice from chair-side assisting to office management with stops along the way as a lab and records tech.

She completed the prestigious Roth-Williams Course exclusively for orthodontists and served as our integration specialist for the “Roth-Williams philosophy”. She's also our expert on integrating Invisalign and SureSmile into the orthodontic practice.

She is an avid Chicago sports fan and never passes up a chance to watch a good hockey game; she is also Mom to SIX animals!

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Director of Training

Enthusiastic and educated, with more than 31 years of orthodontic experience and a degree in Business Marketing, Cindi has much to offer.

Cindi’s attention to detail and analytical approach to problem-solving are complemented by her energy and expertise in the areas of treatment coordinating, marketing, office management, and clinical assisting. You’ll cheer when you see what Cindi can do!

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Senior Consultant

Pamela is a true extrovert! Her spirited personality, endless optimism and cheerful demeanor are contagious.... and sure to make you smile!

But even more than her glass-half-full attitude, we know you will appreciate her personal drive to succeed, which can’t help but rub off on her clients.

Not only is she committed to personal excellence, Pamela is deeply dedicated to the growth and success of your practice.

With a passion for beautiful smiles and more than 20 years of experience in both Treatment Coordinating and Marketing roles, Pamela understands all the ins and outs of the orthodontic practice and what it takes to excel.

She is one asset you will wonder how you ever lived without!

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Director of Innovation

In a world that’s ever-changing, there are always new opportunities for innovation. Tony has been a creative innovator in everything he touches.

Thanks to his vast experience in business development, marketing, entrepreneurship and building several profitable companies, he knows that innovation and creativity are at the heart of today’s most successful companies.

With his outside-the-box thinking and creative abilities, Tony will surely help your team develop robust marketing programs, build your brand, and think of innovative ways to lead your practice down the road of success.

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Senior Consultant

Kristi is passionate! With more than 17 years of experience in orthodontics, Kristi is passionate about creating a memorable patient experience.

Her background includes financial management, the new patient process and marketing.

Kristi is also a statistical guru who ensures our clients have accurate and efficient tracking systems. Kristi’s sincere enthusiasm and commitment allow her to go above and beyond to assist clients, patients, friends and family to reach their personal and professional goals.

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Director of Finance

Organizing, creating systems, and balancing numbers are what make Gena really SMILE! She has a Bachelor of Science in Accounting and Finance, and as our Director of Finance, she is responsible for all of Peniche & Associate's client accounts and financial records.

With her never-ending desire for professional growth and knowledge, Gena finds her enjoyment in helping everyone be organized.  She assists us all in implementing systems and completing tasks on time with her details for improved systems. Dedicated, reliable, and always happy to help attitude, Gena takes pride in providing accurate service with a genuine service heart!

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Senior Consultant

Paige is a fun and passionate consultant who is always up for a challenge! Her experience in both administrative and clinical roles has allowed her to develop a keen awareness of patient advocacy, as well as all of the “behind the scenes” on what it truly takes to help a business thrive.

Paige is a Treatment Coordinating and Marketing genius with amazing clinical expertise. She’ll help you establish efficiencies within the practice and bring out the best in your team while doing so.

Paige works with the startup practice to the transition years and has mastered everything in between. She is willing and eager to help you and your team succeed in all of your endeavors.

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Senior Consultant

Rachel has a passion for helping others flourish.

Rachel brings with her 18 years of experience in the dental and orthodontic field as a clinical assistant, financial coordinator, scheduling coordinator and her most favorite role of all… treatment coordinating.

Her hands-on approach and optimistic attitude will inspire you and your team. Rachel is committed to helping you grow and be the best practice you can be!

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Senior Consultant

Tomalyn’s 20 years in orthodontic practice management, treatment coordinating, financial management, schedule design, and marketing make her an invaluable asset to your practice.

Driven by her passion to help clients be their best, Tomalyn will go the extra mile for teams, practices, and patients, by providing exceptional customer service and training in all Peniche systems.

Tomalyn‘s detail-oriented style, as well as her knowledgeable and caring demeanor, make an amazing coach.



Senior Consultant

Chris is very dedicated and incredibly detail-oriented with over 20 years of professional business management experience combined with 8 years of orthodontic financial management. She has the tools, systems, and organization needed to reach your practice’s full potential.

Chris works with the startup practice to the transition years and has mastered everything in between.

She has a passion for helping others succeed and is dedicated to getting the job done right!

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Administrative Specialist

A friend in need is a friend indeed… Whatever the question, Brianna is here to set the standard for concierge service.

Her positive attitude and determination are just a small reflection of her amazing customer service skills.

Brianna is eager to find your answers, solve your challenge and is a pure reflection of the Peniche Standards.

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Senior Consultant

With experience in marketing, office management and treatment coordinating, Alex is a true triple threat. Add to that her energetic personality and expertise in both patient engagement and team development and she’s certain to be an asset to your practice.

From California, Alex’s home state matches her bright demeanor and sunny outlook. She’ll help you establish systems for success and bring out the best in your team.

You’ll not only appreciate Alex’s beautiful smile and mindset, but her equally beautiful results for your practice.

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Senior Consultant

With 25 years in orthodontics Sheri brings a blend of excitement and passion for elevating every office to the next level. She has the ability to quickly assess and identify inefficiencies within office systems which aids her in customizing and implementing the Peniche programs.

Her innate ability to communicate with people allows her to equip your team with the tools needed to provide a remarkable experience for your patients. With her extensive and multi-faceted experience, she will help every area of your practice to succeed.

Increase case acceptance


Consulting Manager

With over a decade of experience in the orthodontic industry, Ticia is passionate about every patient who walks through your door!

Specializing in the New Patient Process and Office Management, she has an eye for discerning practice and patient needs. Her goal is to empower you and your team by implementing authenticated Systems that promote practice advancement, teamwork, and very happy patients!

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Administrative Specialist

Katelyn is dedicated, organized, reliable, personable and motivated. With her detail-oriented personality, she thrives on challenges, and does her best work in high-volume settings.

Her experience, professionalism, and proactive demeanor are a perfect match for the “many hats” that she wears as an administrative specialist.

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Emily is the rare millennial that is a blend of the analytical mind with the creative eye. Emily works closely with our clients to create masterful marketing pieces with measurable results.

Never underestimate Miss Emily, she’s a powerhouse with purpose.

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Support Consultant

Samantha is a support consultant that joined the Peniche and Associates family after relocating from Houston Texas.  Samantha has 15 years of commercial real estate, and mediation coordination and holds a Bachelors in Psychology.

Samantha utilizes her business experience and her analytical mind to partner with our senior consultants building extraordinary client practices.  She brings an entirely different element reinventing the traditional business model and practice. Samantha has a quick wit, a sharp eye for excellence and southern charm.



Senior Consultant

With over a decade of orthodontic experience, April is as motivated as they come.

April’s expertise in treatment coordinating, financial presentation, case management and marketing, in both established and start-up practices, is sure to help your practice grow.

Her enthusiasm for your success will always leave you with a smile on your face.

~ Forever in our Hearts