About 38 Seconds Coaching - Leadership and wellness trainers

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Jeff Lurie is the founder and lead instructor for 38 Seconds Coaching. A retired police lieutenant with more than 15 years in law enforcement, Jeff has demonstrated his experience in motivational leadership, team building, and focus on the community. He has more than a decade of private sector experience as a multi-unit entrepreneur in both the real estate industry and motivational business coaching. His expertise extends to the growth of successful organizations in more than six states throughout the US. He has provided leadership and financial wellness training for the Department of Criminal Justice Services throughout Virginia and his network of public safety professionals reaches coast-to-coast.

In addition to his undergraduate degree in Criminal Justice, Jeff earned his Master of Public Administration from American Military University. His research capstone titled, "Establishing a Mental Wellness Program for Law Enforcement" has been used as a framework for new wellness initiatives. 

Jeff's  law enforcement career accomplishments include Burglary and Financial Crimes Detective, FEMA-certified Training Instructor, SWAT team member, FBI-certified Crisis and Hostage Negotiator, Field Force Operations Unit Commander, Crisis Negotiations Unit Commander, and more. He received a Life Saving Award and several Commendations throughout his tenure. 

Jeff is a motivational speaker and published author of "Paving Your Path to Policing: The Reality of Recruitment". He has contributed writings to Police1, American Police Beat, LinkedIn Voices, and more. Jeff is available upon request for speaking engagements and podcast interviews.

Rich Creamer is an instructor and peer support specialist for 38 Seconds Coaching. He is a US Navy veteran and a retired 24-year Sergeant of the Norfolk Police Department. Like many, Rich started his career patrolling the highest crime areas of the City of Norfolk and was later assigned to the following specialty units: Gang Unit, Homicide, FBI Violent Crime Task Force, Cold Case Homicide, Training Division and Criminal Intelligence Unit. Rich received various awards such as Officer of the Year, two US Attorney Public Service Awards and multiple police commendations.

Rich’s final assignment was to the Norfolk Police Department’s Training Division, where he was responsible for the development, maintenance, and instruction of courses related to Critical Incident Stress Management and Peer Support. Rich provided comprehensive CISM/Peer Support services to the Norfolk Police Department as well as other emergency services agencies throughout the region. He serves as a consultant with International Association of Chiefs of Police (IACP) Collaborative Reform Initiative-Technical Assistance Center for Officer Wellness.

Rich is also credited with development of the Norfolk Public Safety Wellness Initiative which included the path for the first facility dog program in the State of Virginia, a state-of-the-art functional fitness facility, and the development of holistic wellness plan with a local wellness facility that offered public safety employees float therapy, nutrition, infrared sauna and chiropractic sessions at no-cost.

Rich currently works for Lighthouse Health and Wellness as the Director of Public Safety Initiatives as well as The Farley Center, a leading substance abuse rehab center located in Williamsburg, as a CSAC-S and First Responder Outreach representative.

Rich holds both a Bachelor’s degree from Old Dominion University in Sociology and a Master’s degree from Liberty University in Human Services Counseling.

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