About

James Goolnik is a dentist with a Masters degree in Conservative dentistry. James was previously President of the British Academy of Cosmetic Dentistry. He is a judge for both the Dental Industry Awards and the Private Dentistry Awards and he lectures internationally on the mouth body connection. He is past chairman of the British Dental Bleaching Society. Twice listed in Private Dentistry’s poll of the top 20 Elite Dentists, James has also been voted the most influential person in dentistry in the UK in 2011 and 2012 by the trade magazine, Dentistry. In 2024 again voted one of the 50 most influential people in Dentistry. His first book ‘Brush’ about marketing in Dentistry with all the profits going to the charity, Dentaid. His second book was a cookbook called ‘Kick Sugar’ helping people to reduce the sugar in their diets. James was the Founder of the Bow Lane Dental Group in London. Having worked in the same practice for over 21 years, he has witnessed first-hand how sugar damages teeth on a daily basis. He is a member of The International Academy of Oral Medicine and Toxicology and fully SMART certified.
He is the first and currently the only UK dentist to be RECODE 2.0 trained to use the Bredesen protocol to help treat Alzheimer’s and reverse cognitive decline.
He is currently studying a diploma in functional nutrition with Institute of Optimal Nutrition.
Find James at Optimal Dental Health in London.
He is married with three children. His mission is to help the uk get healthier starting with their mouths!

About Charity Work

We make a donation to our Community Fund for every dental check-up appointment. This fund supports small charities and other initiatives in the community. So every time you have a check-up you’re not only taking a positive step for your health, you’re helping local charities as well! The charities we support are:

All dental care is free for children under 8 (as long as a parent is a patient).

Schools and Nurseries

James and his team visits schools and nurseries to teach them about diet, oral hygiene and how trips to the dentist can be fun!

Some of the schools/libraries/nurseries we have visited:-

City of London School for Girls
Putney High School
Apples & Honey nursery
Thomas Fairchild School
Smithfield House Nursery
Shoe lane Library
Barbican library
South Hampstead High

Careers Conventions

James loves being a dentist and wants to show young people what a fantastic profession it is. He regularly attends careers evenings.

Shadowing & Work Experience

Every month we have student dentists shadowing James and his team. If you want to apply please click here

Interviewing Potential Dentists

James annually goes back to King’s Dentistry to help interview potential dentists.

Overseas Work

Malawi

In 2012 James led a team of passionate dental professionals to provide essential dental care and equipment to Malawians. We are so grateful to Colgate for providing the 10,000 toothbrushes and toothpaste.

Many UK companies donated consumables and equipment. In particular: Kevin rose, Dentabyte, Young dentist foundation, DMG, Ivoclar Vivadent and Practice plan.

In Zomba Central Hospital we installed a beautiful new dental surgery that will benefit thousands of people. We refurbished equipment there; some of which has not been used for over five years. We left instruments and materials for the dentists who work there to ensure that efficient oral care can be sustained long after this initiative.

All the team then participated in Malawi’s first ever skills transfer workshop in Lilongwe, two days of sharing ideas to benefit their patients.

Andy Jong of Dentaid said “James’s generous support from his book will mean our Malawian partner can launch their oral health education programme into more schools and offer significantly better quality community oral health care from the surgeries they will now receive”.
Peru

Along with two other friends James went to Peru to distribute toothbrushes to a local orphanage in 2018.

What People Say

What People say About His Books

Left quote This book is relevant, authentic and overflowing with practical wisdom/ great ideas – it shows how any dentist with passion, knowledge, skill and the right attitude can follow James to the summit of personal and professional achievement. Read it – there is always room at the top.

CHRIS BARROW, PROFESSIONAL BUSINESS COACH.

Left quote Brush provides a personal, straightforward look into building a successful dental practice. Dr. Goolnik’s experiences provide the backgound for both practical and inspiring guidelines. Don’t miss this treasure of ideas.
CATHY JAMESON, PHD, FOUNDER AND CEO JAMESON MANAGMENT, INC.

Right quote Insightful and essential reading for any dentist aspiring to own a high end private practice, a refreshing take on how to get all the ingredients for success to gel

MARK VARDON BDS MCLINDENT FDSRCS MRDRCS, SPECIALIST IN ORAL SURGERY AND PROSTHODONTICS

Left quote James Goolnik is simply brilliant! His passion for excellence and thirst for learning have taken him all over the world, and now he is sharing his vast experiences in dentistry in this well written and incredibly insightful book. It is a must read for any dentist who is about excellence.

DR DENNIS WELLS

Left quote This book is A MASTERPIECE, loved it and had a laugh reading it not your usual dental book. READ it before your competition does!

DR. SANDRA GARCIA MARTIN, COSMETIC DENTIST

Left quote This book is packed with so much of the latest information and great advice. Any dental practice owner or potential owner is missing out without reading the gems in this book.

DR MANRINA RHODE

Left quote Dr. Goolnik get’s it!!! Plain and simple. His experience and wisdom are unparalleled in today’s Contemporary Dental Practice. His book lays the groundwork for a successful practice in any setting. A must read to take your practice to the next level.

TRENT W. SMALLWOOD DDS, FACE, PC

Left quote Packed with useful dental business tips from someone who has tried and tested the advice in his own practice.

DR CHRIS ORR

Find Out More About My Book – Brush

What People say About His Events

Left quote I just wanted to drop you a quick line to let you know how much I enjoyed your talk last night. I’ve often had a look at your website and always been impressed by it, it’s nice to put a face to the name. It got me thinking about the potential out there once you tap into it. You probably know what it’s like when you hear someone else ideas, hear them speak with positivity and its reignites your enthusiasm, it’s very easy to become complacent when one is comfortable

NICOLA MULHAIRE, DENTIST

Left quote Dear James, I wish to say a big ‘Thankyou’ for your contribution at our meeting on Saturday.

I am afraid you stole the show again. The feedback from the delegates was very good. You scored very highly for your delivery and presentation and many delegates commented that they needed to think about ‘communication’ in a new light in relation to constantly developing technology.

CAROLE BRENNAN- DENTAL HYGIENIST

Left quote I’ve been very lucky to work with some of the UK’s top dental business owners and thought leaders. Equally lucky to count a few of them as my close friends. James Goolnik is right at the top of both lists and I have watched in admiration as his wisdom and experience have evolved over the last 10 years.

CHRIS BARROW – DENTAL BUSINESS COACH

Left quote Thanks for an excellent presentation on Tuesday, it was all I hoped for and really informed our brainstorm meeting yesterday. Very entertaining also! We will take forward a number of your suggestions and I would like to come back to you as these progresses. Your insights on our brand were revealing, as we feel we have a distinctive brand and as a good customer it’s interesting we have not got it over to you.
SIMON GAMBOLD, MANAGING DIRECTOR HENRY SCHEIN

Left quote Dear James, Many thanks on behalf of BAAD for your invaluable contribution to the success of our 2009 annual conference. By sharing your knowledge, skills, views and opinions you add to our professional development, which in turn raises the level of care we are able to provide. I trust you enjoyed the camaraderie of our group and hope to see you again.

TONY LAURIE, DENTAL TECHNICIAN AND PRESIDENT OF BRITISH ACADEMY OF AESTHETIC DENTISTRY

Left quote I have known James for 5 years now and have found him a consistent, fair and highly professional in his dealings with all. As a speaker he has an easy style and he holds a room with his knowledge and charm. A gentleman and a leader, James does not need to ‘take the glory’ as many speakers’ egos can dictate. James inspires and positively encourages others to follow his innovative and visionary path. As a speaker on the professional UK circuit myself and worked with Principals and their teams for the last 20 years as well as having my own practice, I believe I am in a stronger position than most to judge what audiences need today. I must say what impresses me the most about James is that he delivers what his audience wants but also what they need, but possibly they are not aware of it yet. What’s more, and perhaps more importantly I know that many of the go back to their practice and implement those changes. I call that ‘exceeding expectations’ and I therefore am delighted to be able to highly recommend James to any event organisers wishing to promote a fresh and enjoyable approach for their delegates.

JAYNE SPROSON, SPROSON CONSULTING LTD

Left quote Hi James. Once again many thanks for last nights lecture, it was extremely well received.

DR IAN CLINE BDS(LOND) DGDP(UK), DENTAL SURGEON

Left quote A high percentage of my patients ask my advice on tooth whitening on regular basis. I though I was time to attend a tooth whitening course. I attended the hands on day course at Smiles by James. I found the course very informative in a relaxed atmosphere. All the staff on the day very helpful and friendly. Now I feel more confident to answer my patient’s questions and keen to get started. I am looking forward to the advanced stage 2 off the course. many thanks to all the team.

JOANNE MACLEOD, DENTAL HYGIENIST/THERAPIST.

Left quote Really enjoyed the course on Saturday! I felt the ‘Classroom’ session was very clearly explained & went at the right speed. I think the group size was perfect too. The practical session was challenging time wise, but extremely enjoyable & I feel very motivated!..I loved it! (I have a really good camera & now I’m looking to buy a ‘ring flash’ & take pictures of my patients regularly.) I actually enjoyed being back in a ‘learning’ environment too – it has recharged my enthusiasm! I will keep in touch & may ask further advice re the supervised cases if that’s OK? Thanks to Dee & Veena too for all their help & giving up their Saturday!!!

ANN CLARK

Left quote Having recently attended a whitening course, hosted by James, I would like to take this opportunity to say how much I enjoyed the day. The contents were spot on, relevant and enlightening James is an excellent speaker and motivator, approachable and humorous. Dee and Veena were very helpful and friendly. The day flew by! It has given me much more confidence to now carry out the whitening procedures at my practice. It was well worth the journey from Shropshire, even having to get up at 5a.m! I highly recommend the course.

JO JARVIS

James