Meet Our Speakers
Sherry Norris, CFm
Founder of DME360
Sherry Shipp Norris, CFm, is an entrepreneur, industry advocate, and visionary leader in the DME space. As Founder & CEO of Alala and Founder of the DME360 Conference, she is committed to elevating patient care while strengthening independent providers nationwide. A skin cancer survivor with more than 20 years of experience, Sherry has dedicated her career to expanding access to post-mastectomy care, breast prostheses, and compression solutions for lymphedema patients across South Carolina. What began as a single store in the University of South Carolina’s Incubator Program has grown into two retail locations and six satellite sites statewide—designed to meet patients where they feel most comfortable. Under her leadership, Alala is known for clinical excellence, operational strength, and compassionate care. Sherry founded DME360 to create a space focused on profitability, innovation, and sustainable growth, helping shape the next generation of DME leaders.
Jennifer Duling
VP of Fitting Concepts Inc
Jennifer Springer-Duling brings over 30 years of experience in business management, including the last 16 years focused on finance and business development. For the past two years, she has been proud to serve with Fitting Concepts, where her passion for leadership and service come together in meaningful ways. Born and raised in Mississippi, Jennifer is married and the proud mom of two daughters and two bonus babies. The most rewarding part of her role is supporting and serving a community of women navigating their breast cancer journey—helping make a difference during some of life’s most challenging moments.
Melissa Witbeck, PT, DPT, CLT, CLCF
Clinical Education Manager, MediUSA
Melissa has nearly 15 years of experience as a Doctor of Physical Therapy after graduating from Ithaca College. Certified by the Academy of Lymphatic Studies, she specializes in lymphedema with a focus on lower extremities. Melissa has also developed a hospital-based outpatient program treating patients with pelvic floor disorders. She is passionate about increasing awareness of lymphedema, and strongly believes that education is the foundation to helping patients and clinicians achieve optimal results. Melissa is currently a Clinical Education Manager at mediUSA, and enjoys consulting with clinicians, fitters, and patients to share her knowledge of lymphedema, compression principles, and challenging garment fittings. She has presented as a faculty member at the National Lymphedema Network conference in 2025.
Kristi Huddleson, CFm
National Sales Manager, Trulife
Kristi Huddleson, CFm has been part of the Trulife family for more than 20 years, leading sales development across the eastern seaboard before stepping into a national leadership role. Today, she manages and supports both internal and external sales teams while partnering closely with Trulife’s valued customers nationwide. Throughout her career, she has worked alongside dedicated business leaders and countless inspiring survivors. Her focus remains clear and consistent: supporting customers and delivering the highest quality breast care products available.
Bryan Schloss
Director of Sales and Marketing, Trulife
Bryan Schloss is the Proud Director of Sales and Marketing for Trulife. He has spent his over 30-year career in the O&P and Breastcare industry. Bryan is responsible for managing Trulife’s Sales and Marketing team and supporting Trulife’s O&P distributor partners’ sales teams. Bryan’s passion is working with Trulife’s customers on developing successful business plans that help facilities be profitable. The combination of Bryan’s high energy, his business acumen and Trulife’s world-class products is a proven successful recipe for Trulife’s partners.
Holli Markwald, CEO
CEO, Owner at Prairie Wear
Holli Markwald is the CEO and founder of Prairie Wear, a global leader in science-powered, sustainable compression bras designed for medical, active, and everyday use. Since launching Prairie Wear in 2014, Holli has led the brand with a mission rooted in purpose, innovation, and community of support, helping people feel better and get better. Today, Prairie Wear serves customers in over 20 countries and partners with 600+ medical facilities and 300+ retail locations across North America. Holli has been featured in leading industry publications and is a multiple-time RBC Women of Influence nominee.
Michael Norris II
Director of Operations, Alala
Michael is the Chief Clinical Officer at Alala and a Certified Compression Garment Fitter specializing in lymphedema and post-mastectomy care. With a background in sales and business development, he brings a rare blend of clinical expertise and growth strategy to the DME space. Michael helps teams identify and reach their ideal patients through key clinical touch points—turning referrals into long-term relationships and better outcomes.
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Matthew Gruskin, MBA, BOCO, BOCPD, CDME
Chief Operating Officer, BOC
Matthew Gruskin is responsible for leading the direction, strategy, policies, and day-to-day operations of BOC’s accreditation and certification programs. With nearly a decade of experience in the O&P field, most recently serving as Director of Orthotic Operations for a chain of more than 20 O&P clinics, Matt is focused on growth of the credentialing programs and ensuring the delivery of excellent customer service. He holds an MBA in healthcare from Florida International University, a graduate degree in O&P from University of Hartford, and post graduate certification from the International School of Pedorthics.
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Dana Donofree, CEO
CEO, Ana Ano
Dana Donofree is the founder and CEO of AnaOno, an award-winning lingerie brand designed for people after breast cancer, mastectomy, and chest-related surgeries. Diagnosed with breast cancer at age 27, Dana transformed her own recovery experience into a mission to create beautiful, functional intimates for all chest types. What began as a personal need has grown into a nationally recognized brand rooted in education, advocacy, and body autonomy. Dana and AnaOno have been featured in major outlets including USA Today, Good Morning America, InStyle, and more.
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Aggie Chydzinski, MPA
Co-Founder, Athena Advisory Collective
Aggie Chydzinski is co founder of Athena Advisory Collective and a trusted advisor to women owned businesses in healthcare, creative spaces, and professional services. She is known for her work in exit readiness and enterprise value, helping owners build businesses that are attractive, transferable, and positioned for long term success. A core part of her work focuses on using AI to strengthen sales and marketing through clear messaging, consistent content, and scalable digital systems. Aggie helps teams turn marketing into a repeatable growth engine that supports both current revenue and future exit opportunities.
Noel Neil, JM, CDME
Chief Compliance Officer, ACU-Serve
Noel Neil is an expert in the areas of billing, auditing, appeals and regulatory compliance, he serves as Chief Compliance at ACU-Serve LLC, where he is responsible for maintaining and monitoring the company’s corporate compliance program. He also offers audit defense and policy-specific education and guidance to ACU-Serve’s existing clients, representing multiple suppliers in all types of Medicare audits and appeals, from the initial request to the Administrative Law Judge (ALJ) and in some cases, the Department of Appeals Board (DAB). Noel has over 18 years in the DMEPOS industry working in Intake, Billing and Compliance Departments throughout his tenure. Noel also helps DMEPOS providers navigate the complex terrain of reimbursement and profitability of potential products, with an eye toward helping them grow their business compliantly. He also serves as subject matter expert in litigation support on DMEPOS billing and compliance. Noel is an active member and contributor of all four Medicare Councils, and he serves as the Vice Chair to the Jurisdiction C Council and the Complex Rehab A Team Leader for the Jurisdiction B and D Councils. He also serves on the Medicare Provider Outreach and Education Advisory Groups for Jurisdictions A, C and D, and MYCGS Advisory Group. Noel actively participates in industry Councils and Advisory Committee such the AAHomecare’s Regulatory Council, Diabetes Council, Payer Relations Council and the NHIA Medicare Contractor Advisory Committee. Noel enjoys speaking and interacting with suppliers and stakeholders at trade shows, state associations and other industry exclusive summits and events. Noel received a Juris Masters (JM) Law Degree, from Florida State University College of Law, with a concentration in Health Care Regulation. Noel is also a Board of Certification/Accreditation (BOC), Certified Durable Medical Equipment Specialist (CDME) and a subject matter expert (SME) for the 2021 - 2022 revision of the CDME exam. Noel was voted BOC’s 2023 Certificant of Year for his outstanding contributions to the profession, including commitments to service, research and outreach. Noel Neil Named BOC Certificant of the Year - Board of Certification/Accreditation