About Us

Dr. Peter G. Fernandez, D.C.


The statistics are shocking – almost 50% of all DC’s fail within the first year of opening their practice. Dr. Pete Fernandez has spent the last 40+ years of his life with one commitment – “Let no D.C. fail.”

Shortly after graduating from Logan College of Chiropractic in 1961, Dr. Pete opened his first practice in St. Petersburg, Florida – where he almost failed… At the same time, he made a huge discovery – he found a system of instruction that dramatically increased the odds of new practice success. It wasn’t perfect, but Dr. Pete immediately began experiencing practice success.

What Dr. Pete really discovered was that success can be taught. It was because of his frustrations and struggles witnessing hundreds of Chiropractors entering practice that Dr. Fernandez created and perfected the Practice Starters® Program.

Since then, Dr. Pete has taught management procedures to over 10,000 Chiropractors and over 20,000 Chiropractic support personnel. He has helped open more than 3,000 highly successful practices, and consulted with more than 5,000 in-practice doctors. Dr. Pete has authored 18 books on how to manage a chiropractic practice; and written over 100 articles relating to practice management procedures, examination procedures, neurology and athletic injuries.

Dr. Fernandez teaches new doctors what Chiropractic Colleges can’t – the business principles of chiropractic practice such as Personal Injury, adding Associate Doctors, Insurance Procedures, Practice Finance, Patient Retention, New Patient Acquisition, Advertising & Marketing, Legal Issues, Staff Training, Exam Procedures, etc.

Dr. Fernandez’ personally owned a chain of 12 Chiropractic clinics, directing six associate doctors and was also a Professional Football Trainer. Other accomplishments include:

  • President of the Florida Chiropractic Association
  • Member of the Board of Directors of the Florida Chiropractic Association
  • Treasurer of the Florida Chiropractic Association
  • Chairman of the Public Information Committee of the Florida Chiropractic Association
  • Member – Insurance Review & Peer Review Committees of the Florida Chiropractic Association
  • President of the Central Florida Academy of Chiropractic Studies
  • President of the Pinellas County Chiropractic Society

Dr. Fernandez has been honored for his remarkable entrepreneurial and management training skills by the profession and the states of Maine, Indiana, Florida, Tennessee, Missouri, Louisiana, Virginia, Indiana, Nebraska, Ohio, Kansas, Kentucky and was an Adjunct Professor at Texas Chiropractic College.

Dr. Pete is a father of seven children, three of which are Chiropractors, and the proud grandfather of 15. Nothing makes Dr. Pete more upset than seeing a Chiropractor fail in their practice, thus his lifelong commitment to “Let no DC fail.” Don’t make that same mistake – call Dr. Pete today to discuss The Practice Starters® Program.

Dr. Dianne M. Fernandez, D.C.

Dr. Dianne M. Fernandez (daughter of Dr. Peter Fernandez), literally grew up with the success principles and philosophies that stand as the cornerstone of The PracticeStarters® Program. She’d been attending Dr. Pete’s seminars and workshops since junior high, and watching him practice since childhood.

Her first day in practice is legendary – before noon, she was calling her father and other successful chiropractors pleading with them to come to her office and help… Her office was jam-packed FLOODED with new patients – standing room only!

In her first month, Dr. Dianne saw 212 new patients, and rendered $82,000 in services – well on track for a million dollar year! Dr. Dianne’s practice was a walking – talking and living model of the success principles and office procedures that The Practice Starters® Program uses to build outstanding Chiropractic practices.

Dr. Dianne’s involvement in Chiropractic began over 30 years ago – first as a Chiropractic Assistant for over 7 years, and then as a practicing chiropractor for 20+ years.

A 1987 graduate of Life Chiropractic College (now Life University), Dr. Fernandez is a mother of two very active little girls. She has lectured extensively in her community on a wide array of topics ranging from business networking, industrial consulting, community relations, commonly treated chiropractic health conditions and automobile safety education.

Dr. Dianne’s high-volume practice credentials and experience are extensive – spanning 20+ years of active practice with intense focus on the areas of Personal Injury, Neurology, Nutrition and Scoliosis Management. She practiced, owned, and managed a large associate practice in a multi-disciplinary facility. Her clinic currently houses physicians practicing in the fields of Neurology, Podiatry, Dermatology, Osteopathy, and Pain Management. It is this unique holistic approach to patient care that has fostered a cooperative environment where large numbers of patients visit her clinic for a broad spectrum of healthcare needs.

A noted lecturer for over 13 years, Dr. Fernandez retired from active practice in 2007 to pursue her passion with DrFernandez.com Practice Starters® as a full-time coach and consultant. Her consulting time is equally focused on helping other Chiropractors establish new practices – or increasing established practices.

Dr. Dianne’s expertise is in problem solving in the areas of Personal Injury, Associate Doctor, Insurance Procedures, Practice Finance, Patient Retention, New Patient Acquisition, Advertising and Marketing, Legal Issues, CA Training and Exam Procedures.

Don’t hesitate to contact Dr. Dianne to discuss joining The Practice Starters® Program today!

Ms. Susie Hensley

Ms. Susie Hensley has been actively serving the chiropractic profession for the past 23 years. She was personally trained by Dr. Peter G. Fernandez to guide beginning DC’s in the opening of their practices.

Ms. Hensley has consulted with beginning chiropractors on all facets of opening some of the most successful chiropractic offices in the United States. Her experience includes the analyzing of demographic/ psychographic studies, location studies, site analysis, designing and producing cost-saving and efficient floor plans, advising in lease negotiations, sign design, preparation of bank proposals, marketing campaigns, Yellow Page ad design, newspaper ad design, equipment leasing or purchasing, as well as hiring the proper staff.

As a Dr. Fernandez.com instructor and a Practice Starters Program Specialist, Ms. Hensley has created, written and instructed classes pertaining to opening new practices and has taught these classes in California, Georgia, Illinois, New Jersey and Texas.