Tim Talks: Behavioral Health
Tim Talks: Behavioral Health is a fast-paced podcast featuring candid, 10-minute conversations with leaders across the behavioral health field.
Hosted by Timothy Zercher, CEO of A-Train Marketing, each episode dives into what’s actually working in marketing, practice growth, and leadership — with a sharp focus on ethics, sustainability, and smart strategy.
Designed for behavioral health providers, practice owners, and executive leaders, Tim Talks delivers real insight from real operators shaping the future of care.
Short talks. Big insights. Smarter growth.
New episodes weekly.
Tim Talks: Behavioral Health
Lee Courrau, Founder of Social Pathways Curriculum
In this episode of Tim Talks: Behavioral Health, host Timothy Zercher sits down with Lee Courrau, creator of the Social Pathways Curriculum, for a candid and practical conversation about the real challenges inside ABA social skills groups - and what actually works instead.
Lee shares how she entered the ABA field, why most social skills groups “suck,” and how she developed a structured-yet-playful curriculum that keeps both kids and staff engaged. She also breaks down how providers can turn simple summer programs into six-figure wins, the marketing strategies she uses to grow her audience without sounding salesy, and what ABA leaders should be paying attention to next.
If you’re an ABA provider, curriculum developer, clinical leader, or entrepreneur inside the behavioral health space, this 10-minute conversation is loaded with insight you can put to work immediately.
00:00 – Welcome & Introduction
Timothy Zercher: Hi Lee, thanks so much for joining us. We appreciate you taking time out of your schedule, out of your creating-curriculum schedule.
Lee Courrau: Thank you Tim, I really appreciate you inviting me.
00:09 – Getting Into ABA
Timothy Zercher: “Tell us the story of how you got into ABA and behavioral health.”
Lee Courrau: I've learned over the last few years that my story isn't very odd. Didn’t know anything about ABA eight years ago...
(Lee explains her family connection, learning about autism, her first pairing session, and the moment she knew this work was her future.)
01:04 – Personal Connection & Motivation
Timothy Zercher: That’s awesome. I think having a personal connection to the work you’re doing almost always makes you better at it.
Lee Courrau: Absolutely.
01:15 – Why Social Skills Groups Are Failing
Timothy Zercher: “You’ve said that social skill groups are a mess — tell us why.”
Lee Courrau: Here, I'll use a stronger word. Most of them suck.
(She describes lack of structure, lack of tools, Pinterest-driven planning, activities not tailored to interests, and why this leads to disengaged kids.)
02:26 – Why Interests Matter
Timothy Zercher: And it doesn’t matter whether those kids are on the spectrum or not, right?
Lee confirms and gives examples (video games → chaos, staff not prepared for conflict).
02:49 – Structure + Play: Designing Social Pathways
Timothy Zercher: “Tell us how Social Pathways blends structure with play.”
Lee shares her trial-and-error development process, live group testing, importance of staff engagement, balancing high- and low-energy activities, movement + seated time, and why 5 minutes is the max at a table.
04:10 – Finding the Balance
Timothy Zercher: It doesn’t sound easy — striking that balance seems contradictory.
Lee: I’ve tried both extremes — full free-for-all and overly rigid — both failed. The middle works.
04:38 – Turning Summer Programs Into Six-Figure Successes
Timothy Zercher: “What is one unconventional strategy ABA providers overlook when building summer programs?”
Lee: Don’t overthink it.
(She explains using the space you have, investing in staff training, simple structure + curriculum, and how expensive setups aren’t required.)
05:39 – Simplicity Wins
Timothy agrees and transitions to marketing as A-Train’s specialty.
06:06 – How Lee Attracts Clients
Timothy Zercher: “How do you go about gaining new clients and partners?”
Lee: It’s been quite the journey. Using LinkedIn in a non-salesy way changed everything.
(She discusses authenticity, addressing topics others avoid, building trust over quick sales.)
07:18 – Understanding the ABA Audience
Lee explains why ABA is different and why conventional sales advice doesn’t fit.
07:38 – Marketing Tactics She’s Watching
Timothy Zercher: “What new marketing strategy are you considering or watching closely right now?”
Lee: Cold email/cold calling isn’t for me.
(Instead: genuine personal outreach with individualized messages, opening real conversations.)
08:39 – Connection Before Conversion
Timothy: That makes complete sense.
Lee: I won’t spend money with someone I’m not connected to.
08:56 – Closing Thoughts
Timothy: Thanks so much for joining us and for everything you’re doing for ABA.
Lee: I'm thankful to be in this position at a time where ABA is changing — and I want to be part of that change.
09:33 – Wrap-Up
Timothy: Thanks so much Lee. Hopefully we can connect again soon.
Lee: Absolutely, can’t wait.
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