Introduction

Here at Mixte, we believe that living an active lifestyle is an important part of protecting and preserving our health. However, we also understand that getting active is tough in today’s high-demanding world, and so does the American Council on Exercise (ACE).

ACE is a nonprofit organization with global reach that works to increase physical activity to fight obesity-related diseases and funds its mission by certifying exercise professionals and health coaches. ACE called on Mixte and Warner Strategies to help advance its mission through tailored media relations enhancing its reputation as an informed physical-activity advocate, specifically relying on its executive leadership to position it as the preeminent voice in exercise and behavior-change science.

Our Objectives

In order to establish ACE leaders as well-known thought leaders within the industry, we created a six-month media relations plan with strategies that prioritized amplifying their expertise via a diverse set of media. While the organization received hundreds of media placements per month, Mixte set the following goals for January – June 2020 focused on executive communications and truly building ACE’s reputation.

  • 1 placed opinion piece or guest column per quarter
  • 1-2 profile stories on ACE’s President and Chief Science Officer Cedric X. Bryant that position him as a leader in the health and fitness space
  • 2-3 generated stories a year that are agenda-setting and frame the conversation

The Outcome

When COVID-19 upended the fitness industry, ACE turned its attention to supporting its certified professionals and the fitness industry as a whole. Mixte turned its attention to repurposing tools and content the organization created to directly support its large network of certified professionals. Rather than trying to create a new PR plan that could anticipate rapidly changing needs, we worked with the team to be in the moment with an eye always open for opportunity. While not a sexy task, this pivot allowed our team to be a critical resource connecting ACE to journalists moving at a fast pace to cover a rapidly changing set of safety protocols that fluctuated from state to state.