ASA is the essential resource to cultivate leadership, advance knowledge, and strengthen the skills of those who work with, and on behalf of, older adults.

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Judy Rough

CSA, CLIPP, Sr. Director of Strategic Alliances
Society of Certified Senior Advisors
Denver, CO

What drew you to the field of aging or gerontology?

I had moved and lived all over the country and became an expert in relocation and embracing a new community. My mother and father were investigating an independent living community and asked me to come along. After listening to the many, many vendors telling the potential residents how "easy' they would all make the move-in experience, my mother leaned over to me and said, "Judy, this is so overwhelming. You should create a business where you manage all of this for those of us wanting to move here." A year and a half later, I completed all my due diligence and education and opened my own company. I worked directly with older adults assisting them in their moves for the next 7 years and loved it. I opened my next company and for 4 years continued to help older adults and their families organize and manage their vital records and documents.

What is your specialty or area of interest?

Today my specialty area is in working to ensure that those who are professionals working with older adults have the proper training to provide the best possible products, services, and experiences to those they serve. I have acquired an extensive knowledge of the industries in the field of aging and share this information with other professionals. I love bringing my connections together and seeing the benefits that result. I have now expanded my network from national to global and enjoy meeting extraordinary thought leaders and helping them expand their reach. I am most interested in working to change the negative aging messages to positive ones.

How do ASA's resources and education help you with your work?

The Aging in America Conference is fantastic for my networking and connections that foster incredible collaboration. The Generations Journal, the webinars, the policy updates, blog articles, the conference, etc. are valuable resources especially for me as a person who has a job all about strategic partnerships. I need to know what is going on in all areas of aging and who the players are. I am also a life-long learner and enjoy the information. 


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Embracing the Journey: End of Life Resource Fair Event Details



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