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As a strong supporter of the BDIA and their tireless activities behind the scenes, I am passionate about driving the industry forward, maintaining high standards and working ethically and professionally. Quote Close

Sonia Tracey

Sonia Tracey


Sonia started her career during the 1980’s in Psychiatry as part of an occupational therapy team working in sports therapy. She was lured into the commercial world of sales after a stint in the Pharma Industry. Sonia changed jobs, working in a number of industries, gaining experience along the way.  In 1995 She fell into dentistry by accident, when she applied for the position of Northern Sales Representative at Ivolclar Vivadent. 

Sonia moved to W&H spending 8 years as northern territory manager. In 2004, Sonia left W&H to gain further experience in the medical market working in Europe and America, quickly being appointed Sales Director. In 2009 Sonia re-joined the dental industry, heading up the Public Sector division at KaVo rapidly being promoted to the position of Managing Director. Sonia returned to W&H (UK) in 2011 as Managing Director. She is a highly motivated business professional with a solid Sales background.  

A country girl at heart Sonia lives in Bronte country on the Yorkshire Pennines with her 2 cats and her long standing partner of 25 years. Sonia’s big love is horses and riding and in her free time is most likely to be found at the stables taking pleasure in her passion of horsemanship. The Pennines are also a wonderful place to enjoy hill walking, a hobby she shares with her partner. 

Sonia on her role at the BDIA:
"I recognise and promote the importance of communication and engaging with members, regulatory organisations and the profession. I believe that we will bring value to BDIA members through creating a dental community where we can support one another. With BREXIT or a semblance of it fast approaching, we are faced with many uncertainties. The modern world brings multiple challenges including virtual manufacturing; new business platforms; changes in NHS funding with a new purchasing model, continuing price erosion, ever increasing regulations and guidelines and a cultural increase in complaints and litigation.

I feel that it is important to highlight the importance of the BDIA as a hub to support our members by interacting with regulatory organisations, lobbying for improved oral care and access, assisting businesses in export and other areas of their companies."

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Contact details

British Dental Industry Association
Mineral Lane

+44 (0)1494 782873