Everyone has goals they want to attain. Modern-day wisdom indicates that to reach their goals, especially for health and fitness, people need to simply double down on their motivation and willpower. Yet, observation and statistics on the health of our country clearly demonstrate that this approach is not working—not even a little bit! This session translates a half century of behavior-change science into applied techniques so fitness professionals can create real value and lasting results, including how and where these results are delivered.