FMMA Leadership
The Minds Behind the Movement
The FMMA began when two men, frustrated with dysfunctional status quo of healthcare, found each other by accident.
Jay Kempton, president of the Kempton Group, was fed up with the outrageous and opaque billing practices his TPA clients were subjected to – and he felt powerless to change it. Meanwhile, across town, Dr. Keith Smith had been operating an outpatient surgery center than transparently posted prices for every procedure.
Though they first saw each other enemies, they quickly recognized their common ground, and it wasn’t long before these two combined forces into the coalition we know as the Free Market Medical Association. The FMMA is still led by its co-founders, but today benefits from the keen leadership and strategic thinking of several other important team members.
FMMA Co-Founders
J. “Jay” Wayne Kempton Jr.
Founder
J. Wayne (Jay) Kempton has been the CEO and president of the Kempton Group since 2003, taking over from his father who founded the company in 1969. The Kempton Group Administrators is a nationally recognized, independent, third-party administrator based in Oklahoma City, Oklahoma.
Read More
After becoming disillusioned with the health care industry in 2010, Mr. Kempton started concentrating on becoming a disruptive force for the benefit of his clients. He started questioning the status quo and pushing back on predatory, price gouging hospitals and their accomplices in the “Managed Care” industry. In late 2011, Mr. Kempton met Dr. Keith Smith from Surgery Center of Oklahoma.
A kindred disrupter in health care, Dr. Smith and Mr. Kempton began to partner in early 2012. This led to the development of the Kempton Premiere Provider Program™, a program that allows self-funded employers to purchase healthcare on behalf of their covered employees and dependents at true, market-based, cash prices. This has helped save his clients hundreds of millions of dollars – while increasing access and quality of care. Mr. Kempton co-founded the Free Market Medical Association (FMMA) along with Dr. Smith.
Since then, the FMMA’s reach has become widespread, reaching physicians, policymakers, business owners and legislators. It is a nationally known movement which self-funded health plans are beginning to adopt, generating massive savings for employers and employees alike. Jay’s goal is for the free-market movement to continue to spread, with as many self-insured employers adopting this model as possible. Mr. Kempton believes when Free Market principles are applied to the healthcare industry, quality improves, and prices decrease.
G. Keith Smith, M.D.
Founder
Dr. G. Keith Smith is a board-certified anesthesiologist in private practice since 1990. In 1997, he co-founded The Surgery Center of Oklahoma (SCO), an outpatient surgery center in Oklahoma City, which is owned by more than 50 of the top physicians and surgeons in central Oklahoma.
Read More
Dr. Smith serves as the medical director, CEO and managing partner while maintaining an active anesthesia practice.
In 2009, Dr. Smith launched a website that displayed SCO’s all-inclusive pricing for various surgical procedures. This move garnered international attention. Not only do many uninsured or underinsured American patients take advantage of this cash pricing, but many patients travel to SCO from other countries to receive care. Recently, the focus has expanded to working with self-funded employers to offer high value care to their employees. Increasingly, self-funded health plans are taking advantage of Dr. Smith’s pricing model, resulting in significant savings to their employee health plans.
The free-market focus of SCO, the innovator of this free market model in the U.S., has gained the endorsement of policymakers and legislators. Dr. Smith hopes as many facilities as possible will adopt a transparent pricing model, a move he believes will lower costs for all and improve quality of care.
Dr. Smith is the co-founder of the Free Market Medical Association and has made numerous television appearances to advocate for the movement. The association provides a platform where buyers, both individuals and employers, who are seeking high quality, affordable healthcare can find free market minded sellers, both physicians and facilities.
Our Staff
LynAnn Henderson
Association Director
A college athlete turned business professional, LynAnn has more than 25 years of progressive business experience in industries ranging from self-funded benefits administration and higher education to a Fortune 100 company where she held positions in marketing, sales, operations and general management.
Read More
In her leadership role with FMMA, LynAnn provides strategic oversight of association membership and marketing, including the planning, promotion and production of its annual conference and support in various FMMA chapter events.
LynAnn is also founder and managing executive of Kynexions, a strategic partner of FMMA, Health Rosetta and dozens of forward-looking healthcare organizations shaping the future of healthcare. Kynexions specializes in delivering high-impact events, innovative digital marketing, and strategic business development that drives growth. Its mission is to empower healthcare leaders to connect, engage, and drive transformative change within the industry. Ms. Henderson’s commitment to the industry and her community has earned her recognition as “Volunteer of the Year” for Health Care Administrator’s Association (HCAA), Magic City Magazine’s “Most Inspiring People,” and Billings’ YWCA Salute to Women award.
Kelly Kempton
Administration & Member Support
Kelly serves as the FMMA’s member support and relationship builder, along with coordinating local chapters. Ms. Kempton is a graduate of Oklahoma State University with a BS in Speech Communication Consultancy.
Read More
Ms. Kempton has experience in project management, networking, communications and community involvement. Ms. Kempton has been extensively involved in the free-market healthcare movement in Oklahoma since 2011.
Dani Henderson
Content Marketing Specialist & FMMA Event Support
Dani lends her vast experience in program and content development in her marketing role with FMMA. She is an accomplished writer, educator and performance coach having spent nearly ten years as an English teacher, volleyball and basketball coach at the secondary level.
Read More
Dani joins the FMMA team through her work with Kynexions where she serves as curriculum designer, speaker liaison and a virtual events producer. Ms. Henderson is a graduate of Rocky Mountain College in Billings, Montana where she lives with her son Braden and partner Drew.
Support for The FMMA
Meet our sponsors and supporters, and learn how you can become one, too.
What is The FMMA?
This disruptive and powerful force for positive change in the dysfunctional healthcare world began when a third-party administrator med a like-minded anesthesiologist and surgery center owner.
2026 Annual Conference
Details of the highly anticipated 2026 FMMA Annual Conference are still under wraps, but you can sign up to our newsletter to receive updates the moment they are released!