For over 20 years, Michelle has been studying how culture fosters or undermines people’s ability to sustain health behavior changes through both academic research and her private coaching practice. Michelle is the Director of the University of Michigan’s Sport, Health, and Activity Research and Policy Center and a behavioral sustainability researcher. She authored “No Sweat! How the Simple Science of Motivation Can Bring You a Lifetime of Fitness”(AMACOM 2015). Her new work integrates decision-making and motivation science and systems thinking to create new patient-centered systems and protocols to drive the consistent decision that underlies optimal health and well-being. She is interested in news ways of redesigning patient encounters through leveraging mHealth, analytics, and new health behavior counseling protocols. Her other program of research leverages branding insights and investigates the gender-specific “hooks” and strategies to make health behavior messaging more persuasive and compelling to both men and to women. Michelle chairs the U.S. National Physical Activity Plan’s Communications Committee and delivers behavioral sustainability trainings and keynotes worldwide. She has a PhD in Psychology and Master’s Degrees in Health Behavior/Health Education (MPH) and in Kinesiology (MS) from the University of Michigan.