Exercise org gets serious with about marketing

Steve’s breakdown: American Council on Exercise has already refreshed the brand, created a new logo and streamlined web experience. Now it’s time for advertising and as far as we can see, there is no agency of record.

SAN DIEGO, CA: The American Council on Exercise (ACE), a global certifier of health coaches and exercise professionals, has announced the promotion of Carolann Dekker to the role of chief marketing officer. Dekker, promoted from her role as Executive Vice President of Marketing, has more than two decades of leadership experience, including extensive marketing management for international enterprises including the America’s Cup and Robbins Research International.

“ACE’s goals to grow our family of certified exercise professionals and health coaches requires both big vision and tenacious execution in the area of sales and marketing,” said Scott Goudeseune, president and chief executive officer of ACE. “That is what Carolann has delivered over her two years at ACE. Her acumen in strategic sales-and-marketing partnerships, new-market development, and international expansion is a real asset to ACE. With her elevation to CMO, we are ideally positioned to achieve what our strategic plan asks of us and make a meaningful contribution to the effort to increase physical activity.”

In Dekker’s expanded role, she is building the strategic framework, sales team and business partnerships to create expansion and market diversification to amplify ACE’s work. Her efforts include positioning the class-leading ACE Health Coach certification as a way to connect patients to behavior-change coaching directly in the community to prevent and treat chronic disease, ideally as part of tomorrow’s patient-centered team.

Since joining ACE in 2016, Dekker has already led the launch of ACE’s refreshed brand, new logo and streamlined web experience.

“Every day, our more than 80,000 exercise professionals and health coaches help people live happier, healthier lives,” says Dekker. “I am honored to guide the efforts that will grow the ACE family and provide the tools and resources they need to have an even greater impact.”

Prior to joining ACE, Dekker led marketing and business development for Tony Robbins; served a mix of prestigious nonprofit and for-profit enterprises including Vistage International and the San Diego Symphony; and, founded Top Dekk Sailing Apparel.

About ACE
The American Council on Exercise (ACE) is a nonprofit organization with global reach that works to improve physical-activity levels by certifying exercise professionals and health coaches, publishing original research, convening experts on physical activity and health, working directly with community groups, and advocating for policies to get people from all walks of life moving. The 80,000 exercise professionals and health coaches certified by ACE are among the most respected in the world of fitness, helping people embrace physical activity and adopt a healthier lifestyle. For more information, call 800-825-3636 or visit ACEfitness.org.


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