Sports Celebs and Biz Execs Becoming DASH Life Coaches by Jamie Scher

On any given weekday at the headquarters of DASH Systems, Inc., you will find a flurry of activity. At the center of this storm is the charismatic founder of DASH, Eric Aronson. Just watching him can be dizzying as he juggles callers, reads incoming faxes and e-mails and types out appointments in his personal organizer; seemingly, all at once. Of course, being at the center of a storm is nothing new to Aronson. At just 36 years of age, Aronson has lived through more than his fair share of ups and downs.

From a difficult childhood losing his mother at the age of 13 to being named “Most Likely Not to Succeed” by his high school guidance counselor, Aronson has known his share of bad times. On the other hand, he has known his share of good times as well. By the age of 30, Aronson was a multimillionaire and the founder of three successful businesses. He is also a husband and father.

“You know I don’t have to work this hard,” says Aronson. “But I love it! Besides, I need to make up for lost time.” The lost time he refers to is the three years he spent in federal prison after pleading guilty to securities fraud in 1999. “I told myself that when I got out of prison, I was going to do something to make my family proud and that’s why I work so hard. I want my children to have a last name they can be proud of,” explains Aronson.

Aaronson’s first book, DASH, was critically acclaimed and has been reprinted in several foreign languages. And if things go as planned for Aronson, his children will not only have a name to be proud of, but they’ll have a famous name as well. In the early spring, Aronson will introduce himself to America in an informercial that will air on television stations across the country. The infomercial will explain the concept behind DASH and the importance of having a life coach.

“DASH, the acronym for determination, attitude, success and happiness, is also a metaphor for life,” says Aronson. Quoting from the cover of his book, “On your tombstone there will be two dates, the date you were born and the date you died. That little, insignificant line between those two dates - that dash - is your life.”

Aronson’s passion for this message is contagious - from the legion of subscribers to his popular newsletter (they call themselves “DASHers”) to the high-profile celebrities, athletes, professionals and entrepreneurs who have joined DASH during the last year. “Last spring, I heard Eric speak to approximately 100 kids. Listening to the speech and watching the reaction of the kids gave me goose bumps. I knew right then and there that my life was going to coincide with DASH in the future. I knew that my DASH was going to be with Eric and with DASH Systems, Inc.,”explains DASH’s new CEO, Dennis Sneden. Sneden is no stranger to frenetic activity, as he presided over an incredible period of growth as CEO of the Huntington Chamber of Commerce. During his seven-year tenure, the chamber grew from approximately 300 members to more than 1,800 members. “Now I’m here and there aren’t enough hours in the day to do all that I want to do at DASH.”

DASH has also attracted the talents of Mike Jarvis, the ESPN basketball commentator and former head coach of St. John’s University Men’s Basketball. In addition, former New York Jets All-Pro running back Freeman McNeil has signed on as a life coach for DASH. “It’s just as important to have a life coach as it is to have a coach on the field. The consequence of not executing on the football field is self-evident. We should all strive to achieve that same standard in life. We know how important it is to make contributions to a winning effort. Whether in the game of football or the game of life, one person cannot play it alone.”

In addition to Sneden, Jarvis and McNeil, Aronson has a team of life coaches that includes doctors, lawyers and a slew of other professionals. In the coming months, DASH Systems, Inc. will host networking events. These events are in addition to coaching clients from across the country and producing a weekly radio program that airs every Monday night between 8-9 pm eastern standard time on WLIE 540 AM. For more info, visit

To learn more about DASH and how you can become a DASH life coach, visit their website at or call 1-888-DASH-2 GO. Jamie Scher is the Chief Operating Officer of DASH Systems, Inc., a life-coaching system developed by Eric J. Aronson.