Expert Certification
Become a Certified Expert in Transforming the Second Half of Life
Help people create a second half of life they love — and help organizations make it possible.
The Passion Never Retires Expert Certification is an intensive, five-day learning experience led personally by Peter de Kuster. It equips selected professionals with the storytelling frameworks, discovery methods, creative facilitation techniques and practical tools to help people and organizations unlock the possibilities of the second half of life.
People do not stop having ambitions when they reach fifty, sixty or seventy. They want to reinvent their careers, start businesses, explore their creativity, travel, learn, build meaningful relationships and pursue dreams they may have postponed for decades.
Yet many organizations continue to approach the second half of life through traditional categories such as retirement, pensions and age-related services.
Passion Never Retires takes a different approach. We begin with people’s aspirations and explore how those aspirations can become the starting point for transformative experiences, new services and business opportunities.
The Expert Certification prepares you to apply this approach in your own practice, organization or client engagements. You will learn how to uncover the stories behind people’s ambitions, recognize opportunities for meaningful change and help businesses design experiences that support the lives their customers want to create.
This is not simply a course in storytelling. It is professional training in using stories to inspire transformation, develop new ideas and create value in the Transformation Economy.
Who Is the Certification For?
The programme is designed for professionals who want to help people and organizations rethink what is possible in the second half of life.
It may be particularly relevant to:
- Consultants and coaches who help clients navigate career changes, reinvention and new life ambitions.
- Financial professionals who want to connect financial decisions with the lives their clients aspire to lead.
- Business leaders and strategists seeking new products, services and business models for the second half of life.
- Innovation and customer-experience professionals who want to design experiences around human aspirations rather than age-based assumptions.
- Entrepreneurs and facilitators who want to build new services, programmes or practices around the opportunities of the longevity economy.
The common denominator is a commitment to helping people achieve meaningful change — and helping organizations create value by making that change possible.
What the Certification Provides
The Expert Certification combines intensive instruction, practical application and follow-up support.
The programme includes:
- Five days of face-to-face instruction with Peter de Kuster.
- Five-year authorization to practice the methods and models covered by the certification, subject to the certification terms.
- A numbered, framed certificate, signed by Peter de Kuster.
- Access to a dedicated online resource centre containing the frameworks, models, examples, facilitation instructions and exercises used during the programme.
- One day of follow-up with Peter de Kuster to help you apply the learning in your own practice, with your team or in work with your clients.
The aim is to equip you with more than knowledge. You will develop practical skills, resources and a structured approach you can use to help people and organizations explore new possibilities.
The Five-Day Certification Programme
Monday — The Passion Never Retires Opportunity
Transform how you understand the second half of life.
Explore the Passion Never Retires philosophy and the opportunities created when we focus on what people want their lives to become.
We examine the aspirations, challenges and possibilities that shape the second half of life, and investigate how storytelling can help professionals and organizations discover what truly matters to people.
You will begin developing your own approach to helping clients move from established assumptions towards new possibilities.
Tuesday — Discover the Transformational Sweet Spot
Connect human aspirations with meaningful experiences.
Learn how to identify the intersection between what people want to achieve, what organizations can offer and what creates genuine value.
Through frameworks, examples and facilitated exercises, you will explore how to uncover unmet needs, identify meaningful opportunities and develop ideas that connect personal transformation with business innovation.
The goal is to move beyond asking what customers will buy and towards understanding what they want to achieve.
Wednesday — Find Your Story and the Stories That Matter
Use storytelling to uncover new possibilities.
Discover how personal and organizational stories reveal ambitions, motivations, challenges and opportunities.
You will work on your own professional story, learn methods for discovering the stories of clients and customers, and explore different ways to use storytelling in coaching, consulting, innovation and business development.
You will also investigate how real-life examples and role models can help people imagine new possibilities for their own lives.
Thursday — Help People and Organizations Become Better Storytellers
Turn stories into tools for discovery, dialogue and change.
Develop your ability to facilitate conversations, guide creative exercises and help people communicate the changes they want to make.
You will practise methods for working with individuals, teams and organizations, with particular attention to helping participants articulate their aspirations and explore practical paths towards them.
The emphasis is on learning by doing: practising facilitation, reviewing the methods and adapting them to the situations you encounter in your own work.
Friday — Design Experiences That Transform Lives
Move beyond storytelling to the design of transformative experiences.
Explore how organizations can turn customer insight and human aspiration into meaningful products, services, programmes and experiences.
You will investigate the principles of the Transformation Economy and consider how your clients can move beyond selling products or delivering services to helping people achieve changes they genuinely value.
The final day connects the entire programme: understanding people, discovering their stories, identifying opportunities and designing experiences that make a difference.
How Each Day Works
The programme balances conceptual understanding, practical application and collaborative discovery.
Each day typically consists of:
- One third: Frameworks and models. Explore the ideas and methods behind the Passion Never Retires approach.
- One third: Practical exercises. Participate in facilitated activities, practise the methods and review instructions for using them with others.
- One third: Discussion and application. Exchange ideas with fellow participants and explore how the methods apply to your own practice, organization and clients.
Selected evening meals and other experiences may also form part of the programme, creating additional opportunities for conversation, reflection and learning.
One Day of Follow-Up: From Learning to Practice
Certification is the beginning of the work, not the end.
Following the five-day course, you will have a dedicated day with Peter de Kuster to help translate the learning into action.
Depending on your objectives, this session can focus on your own practice, your team or a client engagement.
Together, you can refine an offering, apply a framework to a real challenge, prepare a workshop or explore how to introduce the Passion Never Retires approach into an existing business.
This follow-up creates an opportunity to receive feedback on practical application and address questions that emerge when you begin using the methods in real-world situations.
Admission to the Certification
The programme is intended for a selected group of professionals who have a clear reason for applying the methods and a genuine interest in the possibilities of the second half of life.
Admission involves two steps:
1. Submit an application.
Explain your professional background, your objectives and how you intend to apply the certification in your own practice, organization or client work. Peter de Kuster reviews each application individually.
2. Arrange a pre-course conversation.
Discuss your ambitions, the current stage of your practice or organization, and the opportunities you want to pursue through the programme.
These steps help establish whether the certification fits your objectives and whether you have a practical context in which to apply the learning.
To request an application or discuss your suitability, email Peter de Kuster at peterdekuster2023@gmail.com.
Course Fee
€12,500 excluding VAT
The fee includes the five-day programme, course materials, access to the dedicated online resource centre and most meals, as well as one day of follow-up with Peter de Kuster.
A 50% deposit is invoiced upon acceptance. The remaining balance is invoiced 30 days before the programme and must be paid in full before attendance.
Details about accommodation and any additional activities are provided following acceptance.
For questions about dates, availability and programme arrangements, contact Peter de Kuster at:
Email: peterdekuster2023@gmail.com
Telephone: +31 6 19192245
Private In-House Certification
Build Your Organization’s Capacity to Transform the Second Half of Life
Organizations that want to embed this approach more deeply can explore a private, in-house certification programme.
Designed around your organization’s own customers, strategy and business challenges, the private programme equips a selected group of leaders, consultants, advisors or innovation professionals to apply the Passion Never Retires frameworks in their daily work.
The core learning principles remain the same, while examples, exercises and discussions are tailored to your organization’s market and ambitions.
Your team might explore how to help customers connect money with life ambitions, how to develop new propositions for people navigating career transitions, or how to create experiences that support learning, creativity, independence and meaningful work.
The programme can be delivered at your location, reducing participant travel requirements and making it easier to work directly with your organization’s own challenges.
Private programmes can be discussed throughout the year and scheduled by agreement.
Contact Peter de Kuster to explore a tailored certification for your organization:
Email: peterdekuster2023@gmail.com
Telephone: +31 6 19192245
Become a Pioneer of the Passion Never Retires Approach
The second half of life is full of ambitions that existing products, services and institutions may not yet fully address.
People want more than to prepare for retirement. They want to create a future worth looking forward to.
Professionals who understand these aspirations can help individuals discover new directions and help organizations develop more meaningful experiences, stronger customer relationships and new sources of value.
The Passion Never Retires Expert Certification gives you the frameworks, practical methods and guided experience to begin doing that work.
Help people create a second half of life they love — and help businesses make it possible.
Passion Never Retires Expert Certification
Learn the methods. Discover the stories. Design experiences that transform lives.