What does COKO emphasize as a key element of professionalism in kinesiology practice?

Upholding integrity is emphasized by COKO as a key element of professionalism in kinesiology practice because it underpins the ethical and trust-based relationship between practitioners and clients. Integrity involves being honest, transparent, and consistent in one’s professional conduct, ensuring that the services provided are based on sound evidence and best practices. This commitment to ethical behavior is essential for maintaining public trust and promoting the well-being of clients, which are fundamental values within the kinesiology profession.

In contrast, maximizing profits, competing with peers, and promoting personal interests focus on self-serving outcomes that do not prioritize client welfare or ethical standards in practice. These approaches can undermine the integrity of the practice and the trust that clients place in health professionals. By prioritizing integrity, COKO encourages practitioners to act with professionalism and accountability, thereby fostering a positive and ethical environment for both practitioners and clients.