Jeff Lurie

Owner/Instructor - 38 Seconds Coaching

Jeff Lurie is a recognized expert in public safety recruitment, leadership, and wellness— with a rare blend of front-line law enforcement experience and private-sector marketing acumen. A retired lieutenant with the Suffolk, VA Police Department, Jeff served in a wide range of roles during his career, including detective, SWAT operator, team leader for both the Crisis Negotiations Team and Mobile Field Force, and ultimately, commander of both specialized units. He earned accolades for investigative excellence, including the Investigative Merit Award from the Hampton Roads Chamber of Commerce, and maintained one of the division’s highest case clearance rates. As he rose through the ranks, Jeff earned the reputation as a forward-thinking leader—skilled in navigating critical incidents and committed to bringing empathy and authenticity to the badge. Jeff is the author of Paving Your Path to Policing: The Reality of Recruitment, and a polished speaker known for delivering actionable insights with high energy, humor, and authenticity. He holds a Master of Public Administration with a focus in Disaster Management from American Military University, where his capstone—Establishing Mental Wellness for Law Enforcement Officers—continues to shape agency wellness policies for his clients. Jeff is also an Adjunct Professor of Criminal Justice for Southern New Hampshire University. Beyond policing, Jeff is a serial entrepreneur who has built and launched multiple successful businesses, including a residential real estate brokerage network spanning six states with over $200 million in cumulative sales. His expertise in branding, digital strategy, and negotiation has become a game-changing asset for public safety agencies adapting to today’s complex recruitment environment. Today, Jeff leads 38 Seconds Coaching, a training and consulting company focused on building strong leaders and sustainable agencies. He is the creator of the Public Safety Wellness Ecosystem™, a comprehensive model addressing the social, emotional, physical, and financial wellbeing of first responders. Jeff is a proud member of the National Sheriffs’ Association and an Ambassador for the National Law Enforcement Officers Memorial Fund. He and his wife Amy live in Virginia with their four children and four dogs, where they homeschool, camp frequently, and continue to live in service to the public safety community.

Sessions