In a sector where clinical excellence and personal connection go hand in hand, Greenside Dental Care has built a strong reputation for community-focused, family-run dental care. Winner of Family Run Business of the Year at the 2025 Dentistry Awards, this longstanding practice has not only weathered industry changes but emerged with an even stronger community presence.

At the heart of the practice’s continued success is Charlotte Armitage, Dental Practice Manager and one of the driving forces behind its recent transformation and growth. With over 30 years of community-focused care behind them, the Greenside team continues to deliver dentistry with a difference—led by a commitment to patient-first values, family principles, and community spirit.

A Community-Centred Approach

The roots of Greenside Dental Care run deep in the local area. Having served patients across generations, the practice combines modern care with traditional values—an ethos that particularly shone through in their award-winning entry. Over the past 12–24 months, the business has undergone a period of change: a founding partner retired, followed by the departure of key long-serving staff.

In response, Charlotte was appointed as Practice Manager and brought both stability and innovation. Under her leadership, the team introduced a treatment coordinator to free up clinician time, enhanced the physical space through renovations, and brought a modern flair to the practice’s branding and online presence.

More than just aesthetics, these changes signalled a renewed focus on long-term growth—while still ensuring each patient felt part of the Greenside family. Their commitment to flexible staff support, community fundraising, and sponsorship of local sports clubs reflects the team’s enduring values and earned admiration both from patients and peers.

In Conversation with Charlotte Armitage

We spoke to Charlotte to get her perspective on the practice’s journey and what this recognition means to the team.

Please provide a brief overview of your business or what do you do within the company:

As the Dental Practice Manager at Greenside Dental Care, I oversee the daily operations of our family-run dental practice, which has been serving the local community for over 30 years. We offer a wide range of dental services, including general dentistry, cosmetic treatments, and specialist care, all with a strong focus on personalised patient care. My role involves managing the clinic’s staff, ensuring smooth patient scheduling, maintaining the highest standards of care, handling administrative tasks, and overseeing financial operations. Being a family-run business, we pride ourselves on treating every patient like part of our extended family, which really sets us apart in terms of service and community connections.

What would you attribute as the main reason for your success?

I would attribute our success to several key factors, but the main reason is the strong foundation of trust and personal care we’ve built with our patients. As a family-run practice, we take pride in creating a welcoming, compassionate environment where our patients feel like part of the family. Our commitment to high-quality, patient-centered care and our ability to adapt to new technologies and treatments have allowed us to stay ahead in a competitive industry. Additionally, having a close-knit team that shares the same values and vision for the practice helps us deliver consistently excellent service.

What has been the biggest challenge you have overcome?

One of the biggest challenges we’ve faced as a family-run dental practice was navigating the changes brought on by the COVID-19 pandemic. We had to quickly adapt to new health and safety protocols, manage patient concerns, and find ways to continue providing care while ensuring everyone’s safety. It was a difficult time for many in healthcare, but as a family business, we were able to communicate closely and adjust swiftly to these challenges. We also invested in technology to facilitate virtual consultations, which helped us stay connected with our patients when in-person visits weren’t possible. Overcoming this challenge reinforced the importance of flexibility, clear communication, and the unwavering commitment to our patients’ well-being.

What do you think made you stand out as a winner in the awards? Tell us about the specific project or facet of your business you believe earned you this award win.

I believe what set us apart and helped us win the award is our commitment to personalised patient care combined with our focus on community involvement. One specific project that stands out is our local football and rugby club, where we partnered with sponsoring advertisement which is helping fund the clubs to continue to run. Additionally, our family’s hands-on approach to every aspect of the business—ensuring a personal touch for each patient—has truly been a key factor in our success. Our patients consistently tell us they feel like part of the family, and this genuine care and commitment to service is what I believe earned us this recognition.

What is the next big step for you?

The next big step for us is expanding our services and enhancing our practice. We’re looking to expand our practice by bringing in new specialists to offer a wider range of services under one roof. Beyond that, we’re focusing on strengthening our community outreach programs to continue giving back and ensuring that everyone in our area has access to high quality dental care. We’re excited for the future and the opportunity to grow while maintaining the personalised, family-oriented approach that’s been at the heart of our practice.

Would you recommend Business Awards UK to other businesses? If so, why?

Absolutely, I would highly recommend Business Awards UK to other businesses. The recognition and visibility that come from being nominated or winning an award can be incredibly valuable, especially for small and family-run businesses like ours. It not only validates the hard work we’ve put into building our practice but also boosts our credibility with new and existing patients. The process itself also encourages us to reflect on our achievements and areas for growth, which has been inspiring. Being part of a community of like-minded businesses and sharing best practices has been a great experience. Overall, Business Awards UK provides an excellent platform to celebrate success and raise awareness, and I believe it’s a great opportunity for any business looking to grow and gain recognition.

Looking Ahead

Greenside Dental Care continues to demonstrate the power of family values, community connection, and patient-first care in today’s healthcare landscape. With strong leadership and a commitment to evolving their services while preserving their welcoming, personal approach, the future looks bright for this much-loved practice.

With a clear vision for growth and a lasting commitment to their community, Greenside Dental Care is well-positioned to continue making a meaningful difference in local healthcare.