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Our Leadership Team

Setting the direction for HDM Plus™

Bill Pfost

Chief Executive Officer

Mr. Pfost is the CEO of Ni-Q, the parent company of HDM Plus™. His commitment is to deliver the best possible nutrition to at-risk infants, and make it feasible for healthcare institutions to provide it. He has 30 years of experience in sales and executive level positions, all within the medical device industry. Several of his most recent positions include senior management roles with startup medical device companies. He successfully managed Ni-Q as CEO during Ni-Q's tenure as the national distribution partner for another manufacturer of HDM products. He attended Radford University in Virginia, where he earned a degree in business as well as English.


Bill Houston


Bill Houston is the President of Ni-Q. He has 30 years of experience in the medical device industry, most of which has been spent in the spine and orthopedics sector. Mr. Houston has been a partner and President/COO of American Medical Concepts since 2000 when he merged his company with American Medical Concepts, Inc.

He graduated from Portland State University in 1986 with a degree in business management. Mr. Houston is originally from Medford, Oregon and now resides in Portland.


Chip Goodman

Chairman of the Board

Chip Goodman is the founder, partner, and CEO of American Medical Concepts, Inc. He has more than 25 years of experience in the spine and orthopedic sector in sales and senior management roles. Mr. Goodman has also led the creation of several successful startup companies.

Mr. Goodman considers Eugene, Oregon to be his hometown, and attended the University of Oregon where he earned a Bachelor's of Science in Marketing and Business Management.


Rob Goodman

Board Member

Rob Goodman is a partner and CSO of American Medical Concepts, Inc., which he helped establish with his brother Chip after joining the company in 1992. Mr. Goodman has been a part of many successful startup companies, has personally made over 20 angel and strategic investments, and has sat on numerous company boards.

Mr. Goodman attended the University of Washington, where he spent one year studying abroad at the University of London, and graduated in 1990 with a Bachelor's of Science in International Studies.


The Ni-Q Board of Directors discussing the brand and its value for clinicians in the NICU and other settings of care.


Peter Lamb

Vice President/Sales & Marketing

Peter Lamb is Ni-Q's Vice President of Sales & Marketing, reporting directly to the CEO. He joined Ni-Q with over 14 years of medical device industry experience. In 2014, Mr. Lamb's company, Lamb Industries, Inc. was a leading sales representative for American Medical Concepts, Inc., focusing primarily on the sale of Stryker Spine products. Mr. Lamb also served as a sales manager for Ni-Q when Ni-Q was the national distribution partner for another manufacturer of HDM products.

Mr. Lamb is an established sales leader and is well positioned to lead sales efforts at Ni-Q. Mr. Lamb has a Bachelor of Science Degree from Butler University with a major in Business Administration/Marketing.


Robert Gootee

Board Member

Robert Gootee is the Chief Executive Officer of Moda Health, an Oregon healthcare company. Mr. Gootee joined ODS, a leading provider of dental insurance in the Northwest as a vice president of finance in 1988. ODS was the country's first prepaid dental plan. Gootee was appointed CEO in 1998 and has guided Moda Health (the new name of the company) through tremendous growth.

He advises Ni-Q as a distinguished healthcare leader and board member.


Sharon Reynolds

Board Member

Ms. Reynolds is the current President/CEO of DevMar Global Healthcare Solutions, LLC, a purpose-driven company offering innovative, clinically-proven medical products. She serves as Ni-Q’s primary liaison between Ni-Q and HealthTrust. Sharon was also recognized as one of the 2013 Women of Influence Award honorees by the Nashville Business Journal and Chamber of Commerce.

Sharon earned her Bachelor of Science degree in Business Management/Sustainable Enterprise Management from the University of Phoenix, graduating with top honors.

She advises Ni-Q as a healthcare innovator and a board member.


Bruce Willison

Board Member

Bruce G. Willison is a Professor of Management and the Former Dean (1999–2005) of UCLA Anderson School of Management. While dean, UCLA Anderson’s faculty was ranked number one in “Intellectual Capital” by Business Week and overall the school placed in the top ten of U.S. News and World Report’s rankings.

Mr. Willison has spent most of his career in banking, holding corporate and lending positions with several major institutions including First Interstate Bancorp, First Interstate Bank of Oregon and H.F. Ahmanson & Co, where he rose to President and Chief Operating Officer.

Though his appointment to UCLA marked his first academic post, Mr. Willison has had a long association with the Anderson School of Management, serving on its Board of Visitors since 1993. Mr. Willison earned a bachelor's degree in economics from UCLA, and an MBA in finance from the University of Southern California, following his service as an officer in the U.S. Navy. He advises Ni-Q as a financial management expert and a board member.