Our Leadership Team

Simplify’s team is dedicated to helping ASCs succeed. Our entire leadership team has deep industry knowledge and hands-on expertise. This “ground up” understanding of how surgery centers operate allows Simplify to integrate the right operational procedures to maximize revenue and efficiency while preparing your facility to successfully navigate future industry changes.

Rodney Lunn

Executive Chairman
Rodney Lunn is an accomplished healthcare executive with over 40 years of healthcare leadership and management experience. Rodney co-founded Practice Development Associates in 1987 and helped develop 75 Ambulatory Surgery Centers over five years. In 1991 Rodney co-founded AmSurg Corp., a multi-billion dollar publicly-traded U.S. company. AmSurg now owns and operates 250+ ambulatory surgery centers with over 2,000 physician partnerships providing over 1.6 million outpatient surgical procedures per year. During his influential career, Rodney has served in numerous chief management roles for a broad range of healthcare companies including Vice President of Finance and Chief Financial Officer for American Medical Centers, Chief Financial Officer of INA Healthplan of Texas (now Cigna), and Vice President and Chief Operating Officer of HealthAmerica of Florida.

David Howerton

David Howerton is an experienced healthcare/digital media executive with a passion for building highly valuable companies. Prior to Simplify ASC, David was the President of CSS | Ormed, a comprehensive hospital EHR/RCM platform. David’s career also includes a successful exit when AOL bought StudioNow for $36M in 2010. In addition, he has held a number of healthcare roles with Arthur Andersen’s Healthcare Consulting group, internet 1.0 startup eLabLink, and Medicaid managed care firm, THG Management Services. David has a BA from Kenyon College and an MBA from the University of Tennessee, Knoxville.

Norman Joseph

Norman Joseph leads Simplify ASC’s long-term technology vision and is responsible for Simplify ASC’s software development team, product management, quality assurance and internal IT departments. Prior to joining Simplify in 2005, Norman served as the founding partner of the MOMS (Medical Office Management Software), a software company that specialized in provider clinic practice management systems. Norman holds a Bachelors in Information Technology along with active accredited certifications from CIW, CompTIA, LPI and ITIL.

Ronnie Pennell

Ronnie Pennell has over 20 years of experience in healthcare and related industries. Since 2009, Ronnie has dedicated himself to the operations of ambulatory surgery centers. He has done business with multi-billion dollar hospitals, public utilities and technology companies, as well as medical device and consumer product manufacturers having worked with some of the largest healthcare companies in the country. Ronnie earned his BS in Management and Finance from Victory University.

Michael Demere

Michael Demere oversees the daily operational elements of Simplify’s business bringing more than 30 years of experience to Simplify ASC. His experience crosses industry and skill boundaries, but always with companies who are targeting highly ambitious growth strategies. Michael holds a BA from the University of Tennessee, Knoxville and an MBA from Tulane University.