NeuroCoaching: Neuroscience-Based Coaching Program
NeuroCoaching is a neuroscience-based coaching program that Dr. Drew Edwards developed to bridge the gap between neurological treatment and lasting behavioral change. Grounded in neuroplasticity research, it translates the brain-level improvements from medical intervention into the habits, decisions, and patterns that define daily life.
One-on-one with Dr. Edwards in Jacksonville Beach or by video from anywhere. $250 per hour.
Available by video anywhere, or in person at our St. Marys and Jacksonville Beach offices.
What NeuroCoaching Is—and What It Is Not
Most people who arrive at The Neurogenesis Project have already tried some combination of therapy, counseling, or self-directed change. Some have made progress. Many have not. The gap they describe is consistent: they understand what they should be doing differently, but they cannot sustain the change. The problem is not willpower. The problem is neurological.
NeuroCoaching starts from that premise. Developed by Dr. Drew Edwards, EdD, it is a structured methodology for behavioral optimization that uses what neuroscience has established about how the brain forms habits, regulates impulses, manages stress, and directs goal-oriented behavior. It is not psychotherapy—Dr. Edwards does not diagnose or treat mental illness. It is not life coaching—there are no vision boards, no motivational frameworks, no accountability partnerships in the conventional sense.
What it is: a clinical process that works alongside neurological treatment to ensure that changes happening at the level of brain chemistry and connectivity translate into changes in how the patient actually lives. When Dr. Orr restores prefrontal cortex function through NAD+ infusions, that improved hardware needs new software. NeuroCoaching writes the software.
The Neuroscience Behind Behavioral Change
The brain is not fixed. This is the foundational principle behind NeuroCoaching, and it has moved from theoretical claim to established neuroscience over the past three decades. Kolb and Gibb (2011) demonstrated that experience-dependent neuroplasticity—the brain’s ability to reorganize its structure and function in response to experience—persists throughout the lifespan and can be directed through targeted behavioral interventions. The circuits you use strengthen. The circuits you do not use weaken. This is not metaphor. It is measurable on neuroimaging.
Miller and Cohen (2001) established the role of the prefrontal cortex in executive function—the set of cognitive processes that govern planning, impulse control, working memory, and flexible thinking. When prefrontal function is compromised, whether by injury, substance exposure, chronic stress, or neuroinflammation, executive function degrades. The patient knows what they should do. They cannot reliably do it. This is not a character flaw. It is a circuit problem.
Volkow et al. (2016) extended this framework to addiction, showing that substance use disorders involve measurable disruption of prefrontal-striatal circuits. The neurobiological basis of addiction means that recovery requires more than abstinence—it requires rebuilding the neural pathways that support impulse regulation, delayed gratification, and adaptive decision-making. NeuroCoaching targets exactly these pathways.
Dr. Edwards applies this research practically. His methodology identifies which behavioral patterns are driven by which neural circuits, then uses targeted interventions to strengthen the circuits that support the patient’s goals while weakening the ones that undermine them. The neurological treatments the patient receives from Dr. Orr create the biological conditions for change. NeuroCoaching directs that change.
Clinical Applications
NeuroCoaching adapts to each patient’s diagnostic profile. The behavioral targets vary, but the underlying principle is consistent: direct the brain’s neuroplastic capacity toward specific, measurable outcomes.
Rebuilding Self-Control After Substance Use
Prolonged substance use disrupts prefrontal-striatal circuitry, impairing impulse control and reward processing. Dr. Edwards coaches clients to rebuild adaptive decision-making patterns while neurological care addresses the underlying brain function. The coaching and the medical work reinforce each other.
Post-TBI Behavioral Adaptation
Traumatic brain injury often changes personality, emotional regulation, and cognitive stamina in ways the patient and their family struggle to manage. NeuroCoaching provides structured strategies for adapting to altered brain function while neurological treatments work to restore it, addressing both the current reality and the recovery trajectory.
Executive Function Optimization
Planning, prioritization, task initiation, and flexible thinking all depend on prefrontal cortex function. When these capacities are diminished—by injury, chronic stress, or neuroinflammation—Dr. Edwards uses targeted cognitive exercises and behavioral protocols to rebuild them alongside medical treatments that address the neurological cause.
Stress Response Management
Chronic stress rewires the hypothalamic-pituitary-adrenal axis and sensitizes the amygdala, producing exaggerated stress responses that persist even after the original stressor resolves. NeuroCoaching teaches patients to identify their specific stress triggers and retrain the neural pathways that govern their physiological and behavioral responses.
Cognitive Performance Habits
Patients pursuing peak cognitive performance need more than medical optimization of brain chemistry. They need the daily habits—sleep architecture, cognitive loading patterns, recovery protocols—that sustain high-level brain function over time. Dr. Edwards builds individualized behavioral systems grounded in what the neuroscience literature shows actually works.
Treatment Compliance
The most effective treatment protocol fails if the patient cannot follow it. Non-compliance is rarely about understanding—it is about the behavioral architecture required to sustain complex regimens. NeuroCoaching builds the habit systems and cognitive frameworks patients need to maintain their treatment protocols after they leave the clinic.
How NeuroCoaching Fits Into the Treatment Protocol
NeuroCoaching stands on its own, and it is also built into every Intensive Brain Health Program. The reason is straightforward: the neurological treatments Dr. Orr administers—NAD+ infusions, IV nutrient therapy, exosome therapy—change brain chemistry and connectivity. Those changes create a window of enhanced neuroplasticity. If that window is not used to establish new behavioral patterns, it closes. The brain defaults to its prior wiring.
Dr. Edwards coordinates directly with Dr. Orr throughout the treatment program. He reviews the patient’s diagnostic workup—neuroimaging, neurocognitive testing, biomarker panels—to identify which behavioral domains are most affected and which are most amenable to change given the planned medical interventions. Then he sequences the behavioral work to align with the neurological treatment timeline.
For example, when a patient receives NAD+ infusions that improve mitochondrial function in the prefrontal cortex, Dr. Edwards schedules executive function exercises during the period when those circuits are most responsive. The medical and behavioral treatments are not parallel tracks. They are integrated.
After the intensive program, Dr. Edwards may recommend follow-up NeuroCoaching sessions to reinforce what was established during treatment. The goal is always the same: translate temporary neurological improvement into permanent behavioral change.
Related Treatments
NAD+ IV Therapy
Intravenous NAD+ restores cellular energy metabolism in the brain, improving prefrontal cortex function and creating the biological conditions for the behavioral changes NeuroCoaching targets.
Intensive Brain Health Program
Our multi-day treatment protocol integrates neurological interventions with NeuroCoaching. Every IBHP includes Dr. Edwards’ behavioral optimization work as a core component.
What to Expect
Initial brain health assessment
Estimated time: 30 minutes
Dr. Edwards reviews your history, your goals and any prior evaluations or treatment. This establishes your baseline and identifies the specific cognitive, behavioral, and lifestyle targets for coaching.
Goal setting and program design
Estimated time: 20 minutes
Working with your coach, you define measurable objectives tied to your brain health goals, whether that means improving sleep architecture, building exercise habits that support neuroplasticity, optimizing nutrition for brain function, or developing cognitive strategies for daily life.
Coaching session
Estimated time: 1 hour
Each session is a one-on-one conversation, typically 45 to 60 minutes, where your coach reviews progress against your goals, troubleshoots obstacles, introduces neuroscience-based strategies, and adjusts the plan based on what is and is not working. Sessions may be conducted in person or via video.
Progress review and clinical integration
Estimated time: 15 minutes
Periodic check-ins measure progress and shift the coaching targets as you change. If you are also a patient of Dr. Orr, Dr. Edwards keeps the coaching aligned with your medical treatment plan.
Frequently Asked Questions
How is NeuroCoaching different from therapy or life coaching?+
NeuroCoaching is not therapy or motivational coaching. It uses neuroscience principles to help you turn brain-level improvements from treatment into lasting behavioral changes in daily life.
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NeuroCoaching is not psychotherapy. Dr. Edwards does not diagnose or treat mental illness, and sessions are not billed as mental health services. It is also not life coaching in the motivational sense. NeuroCoaching is a structured, neuroscience-informed process that targets specific behavioral patterns using what we know about how the brain forms habits, regulates impulses, and adapts to change. It can stand on its own, or work alongside neurological treatment to turn brain-level improvements into measurable behavioral outcomes.
Why is NeuroCoaching included in every Intensive Brain Health Program?+
Medical treatments change brain chemistry, but changed brain circuitry does not automatically produce changed habits. NeuroCoaching provides the structured support to make neurological gains stick after you go home.
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Neurological treatments like NAD+ infusions and regenerative therapies change brain chemistry and connectivity. But changed brain circuitry does not automatically produce changed behavior. Patients need structured support to build new habits, reinforce healthier stress responses, and use their improved executive function in daily life. NeuroCoaching provides that structure. Without it, the neurological gains from treatment are less likely to persist once the patient returns to their normal environment.
What happens during a NeuroCoaching session?+
Sessions are one-on-one with Dr. Edwards, lasting 45 to 60 minutes. He works through exercises targeting the specific behavioral patterns identified in your assessment.
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Sessions are one-on-one with Dr. Edwards and typically last 45 to 60 minutes. He begins by reviewing where the patient stands relative to their treatment goals, then works through targeted exercises that address specific behavioral patterns identified in the initial assessment. These might include stress response mapping, habit formation protocols, or executive function exercises. Each session builds on the previous one. When a client is also in treatment with Dr. Orr, the sessions are coordinated with that treatment.
Can I do NeuroCoaching without the medical treatments?+
Yes. NeuroCoaching is offered on its own at $250 per hour, in Jacksonville Beach or by video, and is also part of every Intensive Brain Health Program.
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Yes. NeuroCoaching with Dr. Edwards is offered on its own, at $250 per hour, in person at our Jacksonville Beach office or by video. It is also built into every Intensive Brain Health Program. If your assessment suggests a neurological evaluation, imaging or lab work would help, Dr. Edwards coordinates with Dr. Orr, and the two parts of care reinforce each other.
How much does NeuroCoaching cost?+
$250 per hour, in person or by video. The first 20-minute consult with Dr. Edwards is complimentary.
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NeuroCoaching with Dr. Edwards is $250 per hour, in person at our Jacksonville Beach office or by video. The Neurogenesis Project is a direct-care practice and does not bill insurance. The first conversation, a 20-minute consult with Dr. Edwards, is complimentary, so you can decide whether the work fits before you pay for a session.
Is NeuroCoaching effective for addiction recovery?+
Yes. Dr. Edwards has decades of experience in addiction recovery and addresses the behavioral and cognitive patterns that sustain addictive behavior, including impaired impulse control and disrupted reward processing.
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Dr. Edwards has decades of experience working with patients in recovery. NeuroCoaching addresses the behavioral and cognitive patterns that sustain addictive behavior, including impaired impulse control, disrupted reward circuitry, and maladaptive stress responses. When paired with neurological treatments that restore prefrontal cortex function and normalize dopaminergic signaling, the behavioral work becomes substantially more effective than either approach alone.
How many NeuroCoaching sessions will I need?+
It depends on your goals. Dr. Edwards recommends a frequency after your assessment, and sessions are booked by the hour rather than as a package.
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It depends on what you are working on. Dr. Edwards recommends a frequency after the initial assessment and adjusts it as you progress. Sessions are booked by the hour, so you are not locked into a package. The Intensive Brain Health Program includes NeuroCoaching throughout the multi-day protocol, with follow-up sessions afterward if they help.
Who will I be working with?+
You work one-on-one with Dr. Drew Edwards, Chief Clinical Officer and Co-founder, who specializes in Addiction Medicine and Neurocoaching.
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Dr. Drew Edwards, EdD, MS, Chief Clinical Officer and Co-founder of The Neurogenesis Project, specializing in Addiction Medicine and Neurocoaching. He has spent four decades working on the brain mechanisms behind addiction and behavior change, and every session is with him personally.
Can NeuroCoaching sessions be done remotely or by video?+
Yes. NeuroCoaching by video works from anywhere, at the same $250 hourly rate.
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Yes. NeuroCoaching by video (telecoaching) works wherever you live, because the sessions are conversation-based. This is different from telemedicine visits with Dr. Orr, which are limited to patients physically in Georgia. Many clients mix in-person sessions in Jacksonville Beach with video sessions.
How do you measure progress during NeuroCoaching?+
We use standardized assessments of cognitive function, sleep, stress, and daily functioning at regular intervals, correlated with objective measures like neurocognitive testing.
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Patients complete standardized assessments of cognitive function, sleep quality, stress levels, and daily functioning at baseline and regular intervals. When coaching is part of a broader program, outcomes are correlated with neurocognitive testing and lab marker changes to provide a complete picture of improvement.
Start With a Consultation
Start with a complimentary 20-minute conversation with Dr. Edwards about where you are and what you want to change. NeuroCoaching sessions are $250 per hour, in Jacksonville Beach or by video. If a neurological evaluation would help, Dr. Edwards brings in Dr. Orr.