ASH Sets Gold Standard in Health Coaching with Full NBHWC Certification

SAN DIEGO, CA – March 24, 2026 – American Specialty Health (ASH) has raised the bar for quality in the rapidly expanding health and wellness sector by achieving two significant milestones: its coach training program has earned approval from the National Board for Health & Wellness Coaching (NBHWC), and concurrently, every member of its coaching staff has become a National Board-Certified Health & Wellness Coach.

This dual accomplishment solidifies ASH's commitment to evidence-based care and positions its coaching services, which support over 62 million members, at the industry's forefront. The NBHWC certification is widely regarded as the "gold standard," signaling a new level of professionalism and efficacy in a field critical to modern healthcare.

The New Benchmark for Quality and Trust

The endorsement from the NBHWC is more than a certificate; it represents a rigorous validation of skill, knowledge, and ethical practice. The NBHWC was established in partnership with the National Board of Medical Examiners (NBME)—the same body responsible for physician licensing exams—to bring a standardized, high-stakes credential to the health coaching profession. This collaboration ensures that certified coaches are prepared to work effectively within the broader healthcare ecosystem.

To earn this distinction, ASH’s internal training program underwent a thorough review to meet the NBHWC's stringent educational standards. Following the program's approval, every coach at the company embarked on the demanding certification process, which includes verified coaching experience and passing a comprehensive national examination.

"Our coaching team worked hard to complete the NBHWC-approved training and study for the exam," said Erin McComack, RN, ASH Senior Manager of Clinical Health Training & Quality, who led the initiative. "Successfully obtaining this certification demonstrates our coaching team's skill and commitment to safe, effective, member-focused coaching." This universal certification ensures that every member interacting with an ASH coach receives guidance from a professional vetted against the industry's highest standards.

A Strategic Advantage in a Competitive Market

ASH’s investment in full certification is a calculated move in the fiercely competitive digital health landscape. The global digital health coaching market is projected to reach over $41 billion by 2035, and providers are under increasing pressure to demonstrate tangible value and clinical rigor. In this environment, credentials matter.

Major players in the digital health space, such as Teladoc Health and Noom, have already integrated NBHWC certification into their hiring practices, recognizing it as a key indicator of quality. By ensuring its entire team is board-certified, ASH not only keeps pace with industry leaders but establishes a powerful market differentiator. This commitment provides a clear signal to its partners—which include hundreds of health plans and numerous Fortune 1000 employers—that its wellness solutions are built on a foundation of proven expertise.

This certification strengthens ASH's value proposition, offering clients a guarantee of quality that can translate into higher member engagement and better health outcomes. For employers and health plans evaluating wellness partners, a fully NBHWC-certified coaching staff de-risks their investment and aligns with a growing demand for evidence-based programs.

"ASH currently supports more than 62 million members through our clinical and fitness programs," noted George DeVries, ASH CEO, President, and Co-Founder. "NBHWC certification of our coaches is another step in advancing our best-practices in coaching to improve the healthcare, fitness, and well-being of our members."

From Credential to Concrete Health Outcomes

For the millions of members served by ASH, this "gold standard" credential translates into more effective and personalized support. A growing body of research substantiates the impact of certified health coaching. Studies have consistently shown that working with a qualified coach leads to significant improvements in the management of chronic conditions like diabetes and heart disease, as well as measurable changes in lifestyle behaviors related to nutrition, physical activity, and stress.

One comprehensive meta-analysis found that health and wellness coaching improved not only physical health markers but also participants' quality of life, self-efficacy, and depression levels. Coaches are increasingly seen as vital connectors who bridge the "implementation gap"—the often-difficult space between a doctor's recommendation and a patient's ability to execute and sustain healthy habits in their daily life.

ASH's program is designed to leverage this dynamic, offering personalized support to help individuals achieve their goals. "This approval of our training program is a testament to the years we have invested in building an exemplary coach training model," stated Alicia Durante, Senior Director of ASHCare Operations. "We are committed to equipping our coaches with the tools they need to exceed the highest of professional standards."

The company provides this support through a variety of accessible channels. Members can engage in unlimited one-on-one sessions via phone, chat, or live video. The coaching extends beyond general well-being, with specialized Clinical Health Coaching available for members in the ASHCare Virtual Physical and Occupational Therapy program. These coaches use evidence-based techniques, including cognitive behavioral strategies, to help members manage pain and recover from musculoskeletal injuries, ensuring a holistic approach to health.

Paving the Way for Integrated Healthcare

The universal certification of ASH's coaches aligns with a broader movement to formally integrate health coaching into the mainstream healthcare system. A significant step in this direction has been the establishment of new medical billing codes. The approval of a specific taxonomy code for health coaches and the introduction of Category III CPT codes are foundational moves that pave the way for future insurance reimbursement, which would make coaching accessible to an even wider population.

As healthcare continues its shift from reactive treatment to proactive, whole-person care, the role of the certified coach as a key member of the care team is becoming undeniable. They empower patients to take an active role in their health, fostering the sustainable habits that are essential for long-term well-being and the prevention of chronic disease.

By investing in the highest level of certification for its entire team, American Specialty Health is not just enhancing its own programs; it is championing a higher standard for the industry. This commitment reinforces the company's nearly four-decade mission to make healthcare more affordable, accessible, and effective for everyone it serves.