+44 (0) 333 567 0811 hello@8connectpeople.com


Apter coach certification will help you to create value for your clients by solving more problems, faster: Enhancing your relationships and enabling you to stand out from the crowd.

 Why become an Apter Certified coach?

Are you a coach, organisational development professional, facilitator or trainer?

Apter coach certification will:

  • Enable you to create value for your clients, enhancing your relationship
  • Help you to stand out from the crowd by providing innovative solutions
  • Provide an excellent professional development experience, deepening your knowledge, skills and opportunities to collaborate.

It will do these things while providing access to a full suite of tools at a comparable cost to many single-tool programmes.

Let’s explore these benefits and the features that support them in greater detail.


 8Connect are proud to partner with Apter solutions in the UK

add value to your client relationships

The Apter Toolkit is based on a radically different psychological framework that focuses on the dynamic interplay between motivation and emotion – emotivation. It’s a radically different approach that emphasises changeability and gets right to the heart of a range of human ‘problems’, quickly and effectively, opening up potential solutions.

Emphasising changeability

The pace and complexity of change is increasing. The Apter toolkit’s emphasis on dynamic aspects of human experience is ideally suited to dealing with this environment and to helping people make meaningful change.

   Powerfully diagnostic

We experience emotions but we can mange or change our motivations. This simple principle and the map that the Apter framework, and over 40 years of research, provides between motivation and emotion, make it excellent for getting quickly to the heart of an issue. The framework also helps to open up multiple solutions to tackle the same problem.

Versatile and practical

The Apter framework is broad and versatile, meaning that it can help you solve a wide range of client problems that relate to performance, relationships or wellbeing. It also applies equally to coaching individuals, working with teams or groups, or solving organisational challenges.

Joining the dots

The Apter framework’s focus on broad motivations and emotions also provides a common language that helps join the dots between different problems at different organisational levels. For example, concepts such as resilience, emotional intelligence, leadership and engagement, can all be explained in terms of emotivation.


I had the very good fortune to be on the recent Apter coach certification programme that Rob facilitated. It’s always wonderful to work with a person with deep insights of their subject. Rob has worked with Reversal Theory for many years, and he was so helpful in bringing it to life in practical ways for both business and sport. He always made me feel like he had time for me, was open to questions and challenges. I personally had great experience on the programme, learned loads and really enjoyed his company. Thanks for making it such a brilliant experience Rob.

Rob Griffiths

Managing Director, TrainingBible Coaching

invest in your professional PRACTICE & BRAND

The Apter coach certification process will provide you with the knowledge, skills and confidence you need to integrate the framework and tools into your professional practice. Of course, that’s just the beginning. You’ll have personal support and join a growing community of practitioners that have chosen to stand out from the crowd.

Stand out from the crowd

The Apter framework is a radically different approach in modern psychology due to its focus on the dynamics of motivation and emotion. It is highly intuitive, however, and resonates well with the experience of clients, providing rare insight into their increasingly complex, fast-changing and even paradoxical world.


Add depth to your practice

Because the framework is very different and coach certification covers a suit of tools, our training is in-depth and extensive. Beginning with a strong grounding of the fundamentals, our experiential programme then provides opportunities to learn about and use the tools before helping you to integrate them into your practice.  



Join a collaborative community

Although our goal is to build your confidence to apply the framework and use the toolkit upon certification, we recognise that you’ll need ongoing support. We will provide you with a personal level of support – from further advice on using the tools to helping you to design client interventions that make the best use of them. By becoming Apter certified you’ll be joining a collaborative and small but  growing community of practitioners.

I have just completed my Apter certification working with Rob. It’s been a hugely rewarding experience, understanding more about Reversal Theory and how this translates into how we as humans are a dynamic, paradoxical bunch of beings! What I have enjoyed most is that Reversal Theory removes the ‘labelling of’ people that perhaps other psychometric models encourage. The Apter framework has been a worthwhile addition to my coaching toolkit. Thank you so much Rob.
Heidi Dalgleish

Global People Solutions

Apter coach Certification Training DATES

As a certified Apter practitioner you and your clients will benefit from the full power and versatility of the Apter toolkit.

Because the framework represents a very different way of approaching human personality and performance, our training programme offers depth in both theory and application.

It will equip you to bring an innovative perspective to your client’s challenges, thereby enabling them to adapt, perform and relate more effectively.

Our next scheduled open programme begins in Spring 2020 with further programmes to follow.

We are also able to offer tailored in-house certification programmes and partnerships to training and development consultancies or learning and development departments.

Let’s talk

If you would like to have an informal, no-pressure conversation to explore whether the Apter toolkit is right for you, contact Rob Robson (rob@8connect.co.uk or +447799476918).


Coach Certification Training Dates - Spring 2020
This is an open programme, with all classroom sessions held in Leamington Spa, Warwickshire. In-house programmes or different locations can be offered. If you would like to know more, contact Rob Robson (rob@8connect.co.uk or +447799476918) for an informal conversation or sign up for more information below.

Apter Certification Training Dates Spring 2020

Coach Certification Training Dates - Autumn 2020
This is an open programme, with all classroom sessions held in Leamington Spa, Warwickshire. In-house programmes or different locations can be offered. If you would like to know more, contact Rob Robson (rob@8connect.co.uk or +447799476918) for an informal conversation or sign up for more information below.

We are still to schedule our Autumn and Winter 2020 programmes but

Used in leading companies

Thanks to the Apter method, we were able to implement a new way of working without imposing it, by internally training a team of motivational coaches. A real success.
Process Lead, Cosmetics Group

Motivational Styles allowed us to understand why we were needlessly under stress but also and above all to define new ways of working together, motivating and enabling performance.
HR Director

still have questions?

Who is the Apter Emotivation toolkit for?

The Apter Toolkit is well-suited to professionals that use some combination of coaching, facilitation and training as part of their practice. It is suitable whether you’re on an internal or external team.

Its range of tools means that it has applications for working with individual performers or leaders, teams or groups, but the emotivation framework itself has applications at a broader organisational level too. Based on Reversal Theory, its focus on broad motivations and emotions mean that it can provide insight into any human problem at work.

We can’t tell you if it’s right for you but we will have a very open and honest conversation about your goals and help you to make the decision.

Contact us to start a conversation.

What makes the Apter toolkit different to other tools?

First, the framework. It is based on a radically different psychological theory (Reversal Theory) that views people as inherently dynamic, changeable and even inconsistent. This means that it leads more naturally to change as a solution to solving a problem. It does this by focusing on the relationship between motivations and emotions (hence ‘emotivation’), showing that by changing our motivations we can experience circumstances completely differently. 

Second, certification enables you to use the full toolkit and not just one tool. This does mean that the training takes a bit longer than most individual tools, but at a similar price. So, you do have to invest a bit more time to become certified, but we believe that’s to your benefit and by training in the framework and a range of complementary tools you will be more confident and effective.

Can I use the Apter tools in recruitment?

Our view is that the Apter toolkit is best suited to developmental activities. Because the underlying theory focuses on dynamic, changeable states (motivational and emotional) rather than traits,  it does not claim to be predictive of overall role performance.

However, used with care it can add value to the recruitment process. Examples might include helping to generate a more holistic understanding of a candidate, generating probing interview questions or identifying strategies for onboarding people effectively.  

Contact us to discuss your objectives.

What do the tools cost after certification?

During certification training you will be given your own set of coaching cards and a game board, which are yours to keep. The remaining tools, including the Motivational Styles Inventory, Climate tool and Leadership 360 are pay-for-use.

Prices rices vary with volume but for single use are currently (ex VAT):

Apter Motivational Styles Inventory (including multiple re-tests): £100

Apter Coaching Cards  & Board set (£50)

Climate tool (Annually £300, single use £50)

Leadership 360 tool  (£300 set up + £10 per respondent)

As a certified consultant it is your choice how you re-charge these to your clients.

Do I have to pay for annual re-certification?

No. Unlike some providers we do not charge to keep your certification. We operate on a principle that if your practice using the Apter toolkit remains current, your certification will continue. We aim to build a strong community of practitioners, and therefore there will be different ways of demonstrating this by participating in the community as well as using the tools.

As new coaching tools are introduced, some update training may be required to enable you to use them. However, because of the common framework this should never be particularly onerous.

Can I become an Apter partner?

Yes. In the UK, 8Connect Consulting are the principal partner and we are interested in forging relationships with training companies and consultants who would like a closer relationship. Contact Rob Robson (hello@8connect.co.uk)

Outside of the UK, Apter Solutions are looking to build partnerships across the globe. We would be happy to talk to you initially, or you may contact Apter Solutions direct (contact@apter-france.com)

Believe – Perform – Achieve

Believe – Perform – Achieve

Developing High Performance Managers at the Irish Institute of Sport 8Connect Consulting are excited to be supporting 'the team behind the team' at the Irish Institute of Sport. We are helping them to be more effective at "managing from the middle" which means making...

New Apter Toolkit certification training dates

New Apter Toolkit certification training dates

Coaching & Development tools that harness the dynamics of motivation and emotion We're excited to have released new Winter & Spring 2020 dates for Apter Coach Certification training - for coaching & development professionals. What is the Apter Toolkit? The...

Developing Emotional Intelligence

Developing Emotional Intelligence

Emotional intelligence is a key competence for roles requiring leadership, influence & collaboration. Find out how the Apter EMotivation toolkit supports EI.

Motivation, Emotion and Leadership – Apter Emotivation

Motivation, Emotion and Leadership – Apter Emotivation

The fundamental aim of leadership development with the Apter Toolkit is to enable managers and leaders to adapt their leadership style to meet the needs of their team in a given context. Both of these variables are dynamic and increasing in change and...

Coaching with Motivation and Emotion – Apter Emotivation

Coaching with Motivation and Emotion – Apter Emotivation

Coaching with Motivation and Emotion Performing at work means dealing with a greater variety of more complex and dynamic challenges on a day-to-day basis. It is, therefore, unsurprising that stress is becoming a more common experience at work. What is the Apter...

About Us

We help businesses achieve their growth ambitions by improving the connection between people, their work environment, and mission.


Contact Us

+44 7799 476918


Get Social

Share This