So how did you approach developing a customer experience or patient experience that was different in something as established as dentistry? Like, where did you guys start with that?

I took a lot of inspiration from the restaurant and hospitality industry and from spas and places where people want to go and actually feel good.

So I'm a giant foodie.

I spend my life chasing down experiences and things that are going to spark joy.

And so I was looking at dental clinics and thinking, what could we do that would be different and make people actually want to go and be in the chair? Because it's a pretty miserable experience that most people I think just put up with.

And so I started to think like, what can we do that would make people actually want to do it? So we started little with little things like we have a comfort menu where people can specify what do they want to have in our equipment today that will be comfortable.

And at first, our comfort menu had like three options.

Are a lot of kids like really nervous when they first come in? How do you interact with a small person versus an adult client, for example?