Xaña Winans

CEO & Founder

Xaña Winans founded Golden Proportions Marketing in response to a gap in the industry: dentists were being treated like small businesses when they deserved the strategic thinking of a Fortune 500 company. Twenty-five years later, she leads GPM as CEO and principal strategist, bringing pattern recognition and clarity to practices that have been burned by commoditized solutions and empty promises.

Xaña doesn’t sell tactics. She builds strategy – the kind grounded in real ROI measurement, radical transparency, and an understanding of what actually moves the needle in dental practice growth. Her work centers on identifying what’s broken in the full funnel, from brand visibility to lead quality to phone conversion, then creating custom solutions that address root causes instead of symptoms.

She holds the marketing seat on the board of the Academy of Dental Management Consultants and has been awarded Fellowship in the International Academy of Dental Facial Aesthetics. As a recognized authority in dental marketing, she speaks internationally at major conventions and study groups, sharing the strategic frameworks and data-driven insights that separate sustainable growth from short-term fixes.

Before founding GPM, Xaña helped her husband, cosmetic and restorative dentist Dr. Larry Winans, grow his practice from startup through an insurance transition to a successful sale. That frontline experience—combined with three decades of working with practices at every stage—means she understands both the business challenges dentists face and the real-world constraints that shape results.

When she’s not working with practices or speaking at industry events, Xaña splits her time between visiting her adult children Ryder and Savannah, hiking national parks, and tending an ever-evolving garden that refuses to follow anyone’s plan but its own.