About
Nursing | Business Owner | Healthcare Innovator
Cole Whitmoyer, a 2010 graduate of Carroll College with a degree in Nursing, has built a career defined by resilience, innovation, and a deep commitment to improving healthcare access. A former Carroll football player, Cole credits his time balancing athletics and academics with shaping the discipline and work ethic that would later fuel his entrepreneurial journey.
Today, Cole lives in Laurel, Montana, with his wife, Katie (Wood) ‘13—also a Carroll alum—and their two sons, Vonn (10) and Burke (8). He is the owner of Flex Family Health Direct Primary Care in Billings, Montana, and serves as President of the Montana Direct Patient Care Association.
From Uncertainty to Purpose
Cole’s path into healthcare was anything but straightforward. After graduating, he faced multiple rejections while applying for nursing positions and new graduate programs. Persistence paid off when he was accepted off a waitlist into a new graduate program at Kalispell Regional Medical Center, where he spent three years working both on the hospital floor and in the emergency department.
His career later took him to Bozeman, where he worked in emergency medicine. It was there that he began to question the traditional healthcare system.
“I was seeing things I never thought could exist—and I was right in the middle of it,” Cole recalls. “I knew there had to be a better way.”
Determined to create change, Cole pursued advanced education. After facing more initial rejections, he was ultimately accepted into graduate school at Montana State University, earning his Doctor of Nursing Practice (DNP) in 2016.
Building a Better Healthcare Model
While completing his doctorate, Cole independently researched alternative healthcare delivery models. His search led him to Direct Primary Care (DPC)—a model centered on affordability, accessibility, and strong patient-provider relationships.
In 2019, he took a leap of faith and opened Flex Family Health DPC.
Built on a membership-based model, the practice offers patients:
- 24/7 access to their provider via call, text, or email
- Extended, personalized visits
- Minimal wait times
- Affordable access to labs, medications, imaging, and procedures
What started as a bold idea has grown into a thriving practice serving nearly 1,800 patients and more than 50 businesses. Today, Cole leads a team that includes a physician, nurse practitioners, and a full support staff, all focused on delivering patient-centered care.
His commitment extends beyond the clinic. Cole provides care in assisted living facilities, serves as Healthcare Director for the Yellowstone Youth Services Center, and continues expanding access across the region.
Leading Change in Montana Healthcare
Cole’s impact reaches statewide. As President of the Montana Direct Patient Care Association, he has played a key role in advancing legislation that formally recognizes Direct Primary Care as a legitimate healthcare model in Montana.
In 2021, these efforts led to the successful passage of laws that:
- Defined and protected DPC practices
- Allowed healthcare providers to dispense certain medications directly to patients
These changes have helped expand healthcare access and empower providers across the state to adopt innovative care models.
A Career Built on Relationships
For Cole, the most rewarding part of his work is simple:
“The relationships I’ve built—with patients, colleagues, and my community.”
His dedication has not gone unnoticed. In 2025, he was recognized as part of the Billings Gazette’s 40 Under 40, honoring his leadership and contributions to the community.
The Carroll Experience
Cole’s time at Carroll College played a foundational role in his journey. Balancing the demands of football and the rigorous nursing program taught him time management, resilience, and teamwork.
He fondly remembers:
- The welcoming environment of the nursing floor
- Mentorship from faculty like Terri John, Donna Greenwood, and Maria Brosnan
- The emotional significance of the nursing pinning ceremony
- Football traditions, including weekly Mass during the season
Though raised Lutheran, those experiences helped shape his faith, and he continues to attend Mass with his family today.
Lifelong Memories and Lasting Impact
From standing on the sidelines with his brother during the national anthem to delivering a baby as a nursing student, Cole’s Carroll memories are rich and meaningful. Whether on the field, in the classroom, or surrounded by friends and family, those experiences continue to influence his life and work.
Inspiring the Next Generation
Reflecting on his journey, Cole emphasizes the importance of perseverance, faith, and support from loved ones.
“I’ve been fortunate to have people who believed in me. That support gave me the confidence to keep going and to build something that helps others.”
His story is a powerful reminder that setbacks can lead to opportunity—and that meaningful change often begins with the courage to do things differently.
