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


Discover an innovative, versatile coaching and development toolkit that will add value to your client relationships by solving challenging problems, faster, and help you stand out from the crowd

Dear coaching & development proFessional

The world of work is becoming more complex, challenging and unpredictable. At the same time there are more coaches and consultants on the market than ever.

If you can help your clients adapt to this changing environment, you have an opportunity to set yourself apart from the crowd.

However, many established tools and frameworks are simply not fit for the challenge of today’s world: Because they oversimplify human nature or fail to acknowledge the need for adaptability and agility in a dynamic and complex environment.

That’s why I’ve been using Reversal Theory for over fifteen years now (since I trained as a Sport Psychologist), why I think it’s the ideal framework for today’s challenging world, and why I’ve chosen to partner with Apter Solutions to enable coaching and development professionals like you to use it too.

My goal is to help you become a more effective coach or consultant, and enhance the value you add to your clients without throwing away what’s already in your toolbox. This is because Reversal Theory is an integrative, holistic framework that helps make sense of challenging problems. It doesn’t compete with concepts such as emotional intelligence, resilience or leadership; or the skills that you’ve learned becoming a coach or trainer. In general, it enhances them.

Rob Robson, Psychologist and Change Consultant
Rob Robson, course tutor, is a Chartered Psychologist and Associate Fellow of the British Psychological Society. Hi company, 8Connect Consulting, is Apter Solutions’ official partner in the UK
Apter method official representative

ACCESS the diagnostic power and versatility of Reversal theory and the Apter toolkit


Reversal Theory is a holistic psychological theory that maps the dynamic relationship between motivations and emotions.

Developed by Michael Apter towards the end of the 20th century, it emphasises changeable and even paradoxical aspects of human experience and personality.

In the last 40 years it has been researched and applied in a wide range of settings, including sport and exercise, health, therapy & counselling, and of course business.>


The Apter toolkit puts the diagnostic potential of Reversal Theory into the hands of coaches and consultants, supporting skills such as adaptability, resilience and relationship management.

Its focus on the relationship between motivation and emotion accelerates insight and opens up new opportunities for learning and personal change.

The ‘core’ tools in the toolkit are the emotivation coaching card game and the Apter Motivational Styles inventory.


Accreditation training is a fully virtual programme that covers:

  • The fundamentals of Reversal Theory, motivational styles and their relationship with emotions (and stress).
  • Working with the motivational styles, emotions, Avatars (ways of being) and climate
  • Coaching and problem-solving using the Game of Emotivations (card game)
  • Debriefing the Apter Motivational Styles Inventory (including free practice profiles).
  • Integration of the learning into your own professional context.

And accreditation provides:

  • The ability to use the Game of Emotivations and the Apter Motivational Styles inventory with clients
  • Access to a secure, online platform for processing profiles
  • Membership of a growing professional community with opportunities for knowledge sharing and collaboration
  • Opportunities for further training in advanced tolls including the 360° Assessment and Team Climate Tools


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. 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.

Rob Griffiths

Managing Director, TrainingBible Coaching

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! 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

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


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 virtual programme begins in September 2020 with further programmes to follow based on demand.


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

Because of the current situation we schedule each programme based on the availability of potential participants. If you would like to arrange an informal, no-pressure conversation to explore whether the Apter toolkit is right for you, use the button below to provide a few details.



Who is the Apter Emotivation toolkit for?

The Apter Toolkit is well-suited to professionals that already 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. Reversal Theory’s 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.

What makes the Apter toolkit different to other tools?

First, the framework. It is based on a radically different psychological 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, accreditation enables you to use the framework, and not just the tools. 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 accredited, 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.

How long does the accreditation training take?

Because of the depth of the programme and the need to integrate personal practice into it, the programme normally takes at least four months, but the schedule and pace will be determined by the needs of the training group.

The virtual programme consists of 16 facilitated session of approximately 90 minutes, as well as pre- and post-session work. When we are allowed back into the classroom the course will mix virtual sessions and full days in the class.

To become accredited you will need to demonstrate that you have used the Apter Motivational Styles Profile appropriately with a client by submitting an informal case study.

How much does Apter Accreditation cost

Apter accreditation training is currently £2000 excluding VAT.

This includes facilitated classes, three Apter Motivational Style Inventories (including your own), a copy of the Game of Emotivations and follow-up support as required.

We welcome conversations with candidates who are self-funding or from the charitable sector and will be flexible in trying to accommodate you.

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.

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

Apter Motivational Styles Inventory (including multiple re-tests): £90

Apter Coaching Cards  & Board set (£450)

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

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

As an accredited 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 and/or volume discounts. Contact us to initate a conversation.

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)

About 8Connect

We are a People, Organisational Development and Change consultancy.

We help organisations develop the agility and resilience to perform in a complex, changing and unpredictable business environment.

Contact Us

+44 (0) 333 567 0811


Privacy Policy

Terms of Use

Share This