To expand on this model, it will be necessary to help zoo and aquarium managers throughout the world to recognize the value of behavior analysis in the delivery of essential animal health and welfare services. In North America, Europe, and the UK, formal agreements between zoos, aquariums, and university graduate departments have been operating successfully for decades. Zoos and aquariums offer unique venues for teaching and research and a locus for expanding the footprint of behavior analysis. Zoos and aquariums are necessarily concerned with the health and well-being of their charges and are held to a high standard by their supporters (visitors, members, and donors), organized critics, and the media. Zoos, aquariums, and other captive animal facilities offer promising opportunities to advance the science and practice of behavior analysis.