About Alicia Durantealicia@aaepa.com
As Director of the Member Services, Alicia oversees all functions and team Members that support Academy Members in receiving the full benefit of their Membership. Alicia joined the Academy in August 2018.
Prior to joining the Academy, Alicia worked her way up in a private Health Management company. Alicia started as a phone-based Health Coach that assisted individuals with identifying and working towards their wellness goals. Having proven herself early on as an ambitious and competent coach, she was quickly promoted to supervisor within eight months and worked to build out and refine coaching operations for the next two years. After roughly three years on the coaching team, she took a role in project management and assisted with key initiatives and services which eventually transitioned into a management role overseeing a variety of operational functions. Alicia continued to grow and take on new tasks culminating as a Senior Director overseeing operations and analytics across multiple locations.
Alicia is also very active in the San Diego lacrosse community. She has over ten years of coaching and officiating women’s lacrosse from youth to post-collegiate.
Alicia attended San Diego State University, where she majored in Kinesiology. Alicia helped found the San Diego State lacrosse program and played club lacrosse all through college, earning WWLL Division II MVP and Division I first team honors her last two years. Alicia has also earned her Lean Six Sigma Green Belt.
Alicia has dedicated many hours studying and honing her coaching skills in order to obtain two internationally recognized professional coaching certifications:
- Certified Professional Coach through Coach Training World
- ICF: Associate Certified Coach through International Coaching Federation
Alicia is a native San Diegan. She is married with two children and loves to spend time with her family, cooking, baking, and gardening. You can also still catch Alicia on the field playing lacrosse a few times a year.