Trish Murray – Licensed Behavior Analyst & Co-Owner, Surfside ABA Therapy

In this episode of Tim Talks: Behavioral Health, host Timothy A. Zercher sits down with Trish Murray, Licensed Behavior Analyst and Co-Owner of Surfside ABA Therapy, to explore what sustainable, family-centered growth really looks like in ABA.

Trish shares her 23-year journey from special education into ABA, why she intentionally chose not to scale fast, and how staying small has allowed her team to deliver deeply personal care without burning out clinicians or families. Together, they unpack leadership mindset shifts, motivation in team management, grassroots marketing, and why word-of-mouth still outperforms flashy campaigns.

This candid conversation is a must-listen for ABA owners and leaders who want to grow ethically, protect their culture, and stay grounded in what actually matters to families.

Transcript

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00:00 – Introduction
Tim welcomes Trish Murray and sets the stage for the conversation.

00:03 – Trish’s Path Into ABA
Tim: “Everyone in this space has a unique story. Would you mind sharing how you got here?”
Trish shares her 23-year background in education and special education, her unexpected entry into ABA, and what motivated her to pursue behavior analysis instead of returning to the classroom.

01:47 – The Advantage of Real-World Experience
Tim: “How did your background in education shape your work in ABA?”
Trish explains how hands-on teaching experience and strong supervision influenced her clinical foundation.

02:11 – A Different Way of Leading an ABA Practice
Tim: “What’s one unconventional approach you use that helps your team or families succeed faster?”
Trish discusses staying intentionally small, knowing every family personally, and hiring carefully to avoid micromanagement.

04:28 – Leadership Mindset Shifts in ABA
Tim: “What mindset shift do leaders need to make in this space?”
Trish emphasizes meeting people where they are, aligning with values, and letting go of personal assumptions.

05:28 – Motivation Isn’t One-Size-Fits-All
Tim: “Why do leaders struggle with motivating their teams?”
A discussion on motivation, behavior principles, and why leaders must understand what truly drives their staff.

06:10 – Growing Without Traditional Marketing
Tim: “How do you attract new clients in such a competitive market?”
Trish explains how Surfside ABA Therapy has grown almost entirely through word-of-mouth and relationships.

07:28 – Choosing Quality Over Scale
Tim: “Was slow growth a conscious decision?”
Trish shares why she and her partner chose intentional growth, prioritizing quality care and work-life balance.

09:10 – Marketing Trends & AI in ABA
Tim: “What marketing trends are you paying attention to right now?”
Trish talks about AI, community involvement, and the importance of showing up where families already are.

10:53 – Closing Thoughts
Tim thanks Trish for her leadership, community impact, and commitment to serving an underserved population.