How Amy Dages Went From BCBA to Launching Her Executive Function Coaching Business in One Year
- Sean G. McCormick
- Dec 18
- 7 min read
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After 25+ years as a Board Certified Behavior Analyst, Amy reached a point where her role in the public school system felt stagnant and she wanted more control over her time so she could be present for her family.
Through EFCA’s certification program, Amy took the behavioral expertise she’d built and channeled it into starting her own EF coaching business, Waterbear Executive Function Coaching.
Within a year, while still working full-time, she followed the plan from 1:1 coaching with Sean and signed 10 private clients, giving her the confidence and stability to fully transition out of her BCBA role.
Today, Amy runs a focused coaching practice, seeing college students in the early afternoon and middle and high school students after school just two days a week.
In this interview, Amy shares her journey to starting her EF coaching business including how she reframed the fear of “wasting” her BCBA training, found the courage to set high rates from the start, and began attracting the right-fit clients.
Amy's story offers a roadmap for other BCBAs who feel burned out, but aren’t sure how to make a change.
What is Amy's Background?
Amy has spent more than 25 years working in special education, supporting students and families in home programs, public schools, and private schools.
She’s a New Jersey certified school psychologist, a Board Certified Behavior Analyst (BCBA), and a Certified Executive Function Coach through EFCA.
She focuses on helping middle school, high school, and college students get organized, follow through, and feel more confident at school.
She’s all about practical tools: clear systems, simple routines, and communication that actually works for busy students and families.
Because of her ABA background, Amy is big on using real data to guide coaching decisions. Her goal is to help students build skills they can rely on long after their work together is done.
You can check out Amy's EF coaching business at www.wbefcoaching.com
Here is the full interview 👇
1. Before starting your EF coaching practice, you were a Board Certified Behavior Analyst. What did a typical week feel like as a BCBA and when did you first start to wonder if there was something else you were meant to do?
After working as a BCBA for more than 25 years, my role in the public school system began to feel stagnant.
I also found myself increasingly fatigued by the constant need to educate general education and new teachers who lacked a background in ABA principles.
I started exploring new opportunities within the school system, but ultimately decided to take the leap and start my EF coaching practice.
2. What was the series of moments that made you say, “I’m ready to step away from this path and move into EF coaching”?
For me, it was a gradual process.
I had been looking for new opportunities within the public school system to keep myself challenged, but nothing truly clicked.
Then last spring break, I wanted to plan a family vacation, but my kids’ college schedule didn’t align with my public school calendar.
When my kids were younger, sharing the same vacation calendar felt like a perk, but now it has become a limitation, especially since schools don’t allow staff to take vacation days.
Experiencing that disconnect made me realize how much I wanted more control over my time and the flexibility to be present for my family.
3. Many BCBA’s worry they’ll be “wasting” their training if they pivot. How did you reconcile leaving a stable BCBA position to build an EF coaching practice?
My work experience as a BCBA has been instrumental in shaping how I coach students.
While some might worry that leaving a stable BCBA position could “waste” years of training, I came to see my background not as a limitation, but as a foundation.
The skills I developed, understanding behavior, teaching strategies, and creating individualized plans, translate directly into executive function coaching.
Instead of abandoning my training, I’m applying it in a new way, helping students develop the skills they need to succeed independently.
Making this pivot wasn’t about leaving my expertise behind; it was about expanding its impact.
4. When you first enrolled in the certification program, what fears or hesitations did you have and how did those shift as you went through the program?
I was worried about the technology since I wasn’t very familiar with Zoom, screen sharing, or other digital tools.
On top of that, starting a new business felt overwhelming.
But I quickly realized that Sean’s program gave me so much guidance that I didn’t have to figure everything out on my own.
His generous sharing of materials saved me countless hours and made the whole process much more manageable.
5. You fully transitioned to EF coaching within a year and signed 10 clients during that time. What were the key steps you took to make that happen while still working full-time?
I followed Sean’s plan, setting monthly goals for myself and sticking to them.
I did a lot of networking, and in 1:1 coaching with Sean, he helped me analyze what was working and where to focus my efforts to attract more clients.
6. How have you found and attracted the “right fit” clients you enjoy working with?
I am still learning and refining my approach.
As I gain experience working with different types of clients, I am learning which profiles achieve the best results and are the most professionally rewarding to work with.
I have begun to target my networking efforts toward other professionals who work with that same profile.
7. What helped you have the courage to charge a higher rate from the beginning, and how did you think about your value when you set your prices?
In order to make the transition, my rate, coupled with the desired number of hours I would work privately, needed to exceed what I was earning in public school.
I believe my 30 years in special education, as both a school psychologist and a BCBA, add significant value to my work.
In addition, many other professionals in the tri-state area, such as therapists and psychologists who work privately, have comparable hourly rates.
8. What does your EF coaching business look like today?
I schedule clients on Mondays and Tuesdays, working with college students in the early afternoon and middle and high school students after school hours.
My rate is $200 per session.
Each session lasts 45 minutes, and I spend about an hour total per client, including preparation beforehand and writing a progress email to parents afterward.
I often provide mid week “accountability checks” via text to encourage students and ensure they are completing tasks related to their goals (e.g., updating their digital planner).
In addition, I offer a 15-minute “check-in” for students as I phase out.
9. How do you structure your days so you can run a business you enjoy and still have free time for things like playing paddle and having true downtime?
By scheduling my clients just two days a week, I have the remaining weekdays and weekends free for downtime and to pursue other interests, such as working out, playing paddle, and volunteering.
10. From your perspective, what unique strengths do behavior analysts bring into EF coaching, and where do they most need to shift their mindset or skill set to thrive in this role?
Behavior analysts bring strengths in data-driven planning.
They are skilled at breaking down complex skills into manageable steps, teaching self-monitoring, and reinforcing desired behaviors, all of which are directly applicable to helping clients develop planning, organization, time management, and other executive function skills.
11. If you were talking directly to a BCBA who is burned out but scared to make a change, what would you want them to know about EF coaching and about this certification specifically?
EF coaching is a very natural and attainable transition from being a BCBA.
Sean’s course makes this shift very manageable.
It feels great to continue helping kids, just in a different format.
12. What is your tech stack?
My tech stack includes:
Google docs
An individualized student dashboard for all students
Thank you Amy!
By trusting her experience as a BCBA to transition to EF coaching, charging her worth, and designing a schedule that actually fits her life, she shows other burned-out BCBAs what’s possible when they step into executive function coaching.
Her story is a reminder that you don’t have to choose between meaningful work, financial stability, and time freedom.
You can view Amy's EF Coaching practice at www.wbefcoaching.com
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About Amy
With over 30 years of experience in special education, I am a certified executive functioning coach dedicated to empowering students to reach their full potential.
As a New Jersey certified school psychologist, Board Certified Behavior Analyst, and Certified Executive Function Coach, I bring a wealth of knowledge from my extensive work in home programs, public schools, and private schools.
I specialize in coaching students with attention deficit disorder, utilizing strategies that enhance organization, communication, and accountability.
My philosophy centers on empowering students through tailored coaching that emphasizes motivation and systematic skill development.
By integrating my strong background in Applied Behavior Analysis, I ensure that our coaching decisions are data-driven, informed by student grades and teacher feedback.
My unique techniques are designed to support middle school, high school, and college students, helping them navigate academic challenges with confidence.