ACA WAY 2026 Welcomes Performance Expert Tim Shurr to Help Attendees Sell with More Confidence and Less Resistance

FOR IMMEDIATE RELEASE

MIAMI, FL — August 12, 2026 — ACA WAY 2026 will welcome award-winning human behavior specialist, author, and performance expert Tim Shurr to the Hilton Miami Downtown on September 23 and 24, where he will bring a distinctive approach to sales training and professional development.

For insurance professionals, selling is rarely just about knowing the product or following a script. Agents and agency leaders must earn trust, communicate clearly, stay confident under pressure, and help consumers make important decisions in an increasingly complex healthcare environment. Shurr's work focuses on the internal patterns that shape those moments. ​

"Sales training is most valuable when attendees can apply it to more than one conversation or one season," said Sherry Feijoo, CEO of ACA WAY. "Tim brings a deeper understanding of what drives performance and what sometimes gets in the way of it. His perspective will give our attendees practical insight they can use in their businesses, with their teams, and in the way they serve consumers."

Looking Past the Script to What's Really Driving Performance

Most sales training centers on process, scripts, and techniques. Shurr's approach starts somewhere else.

When capable salespeople stall under pressure or lose a room before they have finished speaking, he has found that the issue is rarely a lack of skill. More often, it is an internal rule running beneath the surface, a belief or habit of mind that quietly shapes how someone shows up in the conversation.

Rather than concentrating only on tactics or short-term motivation, Shurr helps professionals identify the beliefs and mental habits that can lead to hesitation, inconsistent performance, and resistance from prospective clients. His approach is built around a shift from presenting a product to understanding and solving the problem in front of you, a distinction he has found changes not just outcomes but how the entire conversation feels for both sides.

The One Shift Away™ Method

Shurr is the creator of the One Shift Away™ Method and has spent 37 years studying how people make decisions and perform under pressure. His work is grounded in a straightforward premise: intelligent, capable people often stay stuck in the same patterns even after attending program after program, because most training addresses behavior without addressing what is driving that behavior in the first place.

His sessions are built around identifying the single highest impact shift for a given individual or team, rather than layering on another checklist of best practices. For sales professionals, that often means examining how subconscious patterns can create a performance ceiling, how the shift from pitching to problem solving can lower a prospect's resistance before it starts, and how to sustain drive and resilience without relying on temporary bursts of motivation.

That same thinking extends naturally to leadership and team culture, which is part of why ACA WAY is bringing him to the stage for more than a sales audience.

A Value Add Across Every Role at ACA WAY

Shurr's session is designed to offer something to attendees well beyond traditional sales roles.

Agents can gain a better understanding of how to approach consumer conversations with confidence and trust, while agency owners and sales leaders can consider how internal habits shape team performance and culture. The same principles carry over for executives and entrepreneurs working through leadership, negotiation, and organizational growth outside of insurance entirely.

His participation supports ACA WAY's broader focus on the complete professional experience of those working throughout healthcare, insurance, technology, and wellness. As organizations adapt to new consumer expectations and increasing pressure to perform, technical knowledge alone is not always enough. Professionals also need to stay clear and effective when the stakes are high.

"Attendees are coming to ACA WAY for information, relationships, and a better understanding of where the industry is headed," Feijoo said. "Tim adds another important layer to that experience by helping people look at how they show up within their own organizations and in the conversations that ultimately drive trust and growth."

Bringing Decades of Research to the Main Stage

Shurr is the author of seven books, including One Belief Away and Get Out of Your Way, and has consulted with Fortune 500 companies and professionals across a wide range of industries. His research and training have influenced more than one million people over the course of his career.

ACA WAY 2026 will bring together agents, agency owners, carriers, FMOs, healthcare organizations, technology leaders, wellness professionals, entrepreneurs, and community partners for two days of education, collaboration, and forward-looking discussion. Shurr's session adds a focus less on what attendees do in their work and more on how they show up while doing it, a perspective organizers say rounds out a conference built around the full professional experience.

About Tim Shurr

Tim Shurr, MA, is an award-winning human behavior specialist, corporate keynote speaker, author, and creator of the One Shift Away™ Method. Known as the High Performance Mind Architect, he has spent 37 years helping founders, executives, sales professionals, and high-performing teams identify and remove the internal barriers that affect communication, leadership, decision-making, and performance. Shurr is the author of seven books and has consulted with Fortune 500 companies and professionals across multiple industries. Learn more at timshurr.com/elite-leadership

About ACA WAY

ACA WAY is a national conference dedicated to the advancement and evolution of the Affordable Care Act and the broader healthcare ecosystem. The conference brings together carrier executives, FMO leaders, agency owners, brokers, independent agents, policymakers, compliance professionals, healthcare advocates, technology executives, and innovators for two days of education, strategic conversations, demonstrations, and relationship building.

ACA WAY 2026 will take place September 23 and 24 at the Hilton Miami Downtown and will feature keynote presentations, expert-led panels, technology demonstrations, exhibitions, and networking with professionals influencing the future of healthcare access and insurance distribution.

Event Information

ACA WAY 2026 ​

September 23 to 24, 2026 ​

Hilton Miami Downtown

1601 Biscayne Boulevard ​

Miami, Florida 33132

Registration and additional event information are available at theacaway.com.

Media Contact

Megan Whitehead ​

Director of Corporate Relations ​

hi@theacaway.com