When Dr. Lori Noga first opened the doors to her dental practice, Tranquility Dental Wellness, in Tacoma, Washington, she never imagined how far the journey would take her. What began as a single-location general dentistry practice quickly grew into a thriving, four-location group practice built with intention, grit, and the shared vision of Lori and her husband. Together, they navigated the highs and lows of entrepreneurship, scaling a business with the kind of care and ambition that’s rare in the dental industry.

But after years of relentless dedication, Lori faced a turning point.

“My husband came home one day and said he was ready to step away from practicing dentistry. That moment hit hard. He’s someone who can push through anything—and if the demands of the business had reached him, it was a wake-up call for me too.”

That realization planted the seed. After building something extraordinary, Lori began to consider what life might look like on the other side of ownership.

The Turning Point

While Lori was still weighing her options, a dental support organization (DSO) came forward with an unsolicited offer to acquire her practice. It was a clear signal that her business had real value—but she wasn’t ready to make a decision without knowing what else was out there.

That’s when she turned to someone she had known and trusted for over a decade: Kevin Cumbus, founder of TUSK Practice Sales.

Lori and Kevin first connected when she was just getting started in the DEO and early in the journey of building Tranquility Dental. Over the years, Kevin and Lori stayed in contact, checking in, and when the time came to explore a sale, she knew TUSK would understand both the numbers and the emotional weight of the decision.

“Kevin had been part of my journey from early on,” said Lori. “He knew how much I poured into this business. I needed a partner who understood that selling wasn’t just transactional—it was deeply personal.”

The TUSK Process

Instead of accepting the initial offer, TUSK launched a full-market sales process. The team brought the deal to over 50 potential buyers, securing 9 signed NDAs and identifying 3 DSOs that offered not just the right valuation, but the right cultural and clinical fit for Lori and her team.

“TUSK elevated everything,” Lori said. “They didn’t just negotiate. They strategized. They advocated. They respected the business my husband and I built, and they helped me see the full value of what we’d created.”

The result? A significantly higher valuation than the original unsolicited offer, a competitive deal structure, and a buyer Lori felt confident passing the torch to.

A New Chapter

In a market where dental consolidation is accelerating and valuations are still strong, Lori’s story underscores a powerful truth: choosing the right advisor makes all the difference.

“We’re in a unique time,” said Kevin Cumbus, President of TUSK Practice Sales. “There’s strong buyer demand, but not all buyers are created equal. Our job is to help doctors like Lori find not just any deal—but the right deal.”

“There’s a moment when you realize that building doesn’t have to mean holding on forever,” Lori reflected. “Sometimes, the most powerful thing you can do is make space for the next chapter.”

A Legacy Preserved

Today, Lori looks back on the decision to sell her dental practice not with regret—but with gratitude. She knows the legacy she built will continue, and that her team and patients are in good hands.

“This was the right time, and TUSK was the right partner to make it a reality,” she said. “Selling wasn’t easy, but it was the right decision—for my family, my team, and myself.”

And for other practice owners wondering whether it’s time to explore a sale?

“Do it on your terms. Work with people you trust. And don’t settle for less than what your life’s work deserves.”

Letting Go to Move Forward:

Hear Dr. Lori Noga’s Story Below