A Leader in Retail Healthcare Business Development

itrac, LLC owns, operates, and invests in companies dedicated to the development of the next generation of retail healthcare


Practice Optimization

Growing retail healthcare practices with proven systems and technology


Patient Attraction

Transforming retail practices into businesses with solid marketing tactics


Proven Technology

Providing robust software solutions to optimize healthcare practice management

Our brands & partners

About Us

The foundations for our company were established in 1995 when, on a shoestring budget, Tyson Steele and his wife, Gjusta Steele, created the nation’s first, full-service boutique marketing company for dentists in Eugene, Oregon. Our growth and success since then has been built on our founding principles of providing our clients with access to the expertise and tools they need to greatly impact the lives of themselves, their teams, and their patients.

Today, itrac LLC is a private-equity backed partnership of companies rooted in three distinct locations that span the United States — Eugene, Boston, and Tampa. Our co-owners, investors, and board members bring diverse insights into the trends and movements taking place in retail healthcare today as we seek to heal retail healthcare for patients and their providers in the United States.


Our portfolio companies operate under a values driven model of teamwork based on what we call Spartan Values. We believe that growing and developing a lean, results-oriented team of like-minded professionals with a passion for creating great organizations is the key to having an outsized positive impact on our clients and their communities


We seek to help retail healthcare providers transform their businesses in ways that enhance practice value and patient care.