Choosing the Best

Management Team Continues Company Mission

September 29, 2025, Atlanta  — Today, Choosing the Best Publishing President and Cofounder Bruce Cook announced his retirement, citing a desire to spend more time with his family, including four grandchildren, and to pursue other hobbies and interests. Cook and his wife Donna started Choosing the Best in the mid 1990s, with Bruce stepping in as President in 2001. At that time, Cook hired a management team that remains in place today. 

Since 2001, Choosing the Best has served over 6 million students nationwide, becoming the leader in Abstinence-Centered, Sexual Risk Avoidance Education. Choosing the Best has been placed on the federal list of Evidence-Based Programs for Teen Pregnancy Prevention and has created an innovative online platform, greatly improving access for teachers and students alike.

Clifton Baskerville, VP of Sales and a key member of the management team, commented, “Bruce will be greatly missed by us all. However, we all remain deeply committed to educating and empowering youth to make the healthiest choices, ultimately improving their life outcomes.”

According to Cook, “The mission of Choosing the Best can be summed up in four words…getting results, changing lives.  I have every confidence that my remaining management team, with whom I have worked closely for over 20 years, will continue this mission successfully at Choosing the Best for decades to come.”