Amar Rasheed Skinner is a master multitasker. Known for his prolific writing and business entrepreneurial interests, he has penned several publications related to a lifelong commitment to his work with at-risk youth, felons, and ex-felons. Among his publications are books, manuals, and curricula, all grounded in empirical evidence and designed for alternative education programs and personnel, as well as for other personnel involved in social work, sociology, psychology, criminal justice, second-chance ministries, and other related studies, organizations, and institutions, committed to social reform initiatives and behavior modification.


Due to some of his earlier life choices,  Amar learned that for every action that there are consequences. While spending ten years of his life behind bars, he had to reflect on what brought him to a life of crime and how to reset his priorities to turn his life around. He writes about thoughts, experiences, and society’s view to help others, especially the younger generations, from following in his footsteps of criminality. ?


Investigating his experiences to acquire his understanding about life, led Amar to his successful business practices in entrepreneurship. One of his practices is motivational speaking for youth groups and various other groups. His mission is to help others who may be going through some of the same challenges that he went through. The impact of the choices that we make and the consequences of these choices have the power to make or break an individual's life. Amar’s work is about showing young people, inmates, and former inmates how to make better choices for their life and how to get them positive end-results.


Amar is CEO of The Certified Development Coaching Group, LLC. Aligned with his mission and work, Amar is the founder of E.F.E.R.M.— (which stands for Ex- Felon Entrepreneurship Retail Museum)—the only one of its kind in the country.


The E.F.E.R.M. is ready and committed to providing and enforcing innovative felony reform initiatives intended to educate and empower against the entrapments of institutional poverty, criminal behavior, and incarceration.
He is also a motivational speaker for youth groups and churches. In addition to serving as a mentor to young people and to those incarcerated, Amar is the proud father of two sons and two daughters.