ACE Fitness
The Challenge
ACE Fitness is one of the most well-established names in fitness certification, yet it was facing increasing competition from newer, louder players with sharper digital marketing and edgier brand positioning. While ACE had deep credibility and an expansive certification portfolio, it lacked a distinct voice in the crowded wellness and training space. The brand needed to evolve its messaging and creative strategy to appeal to a new generation of trainers and coaches without losing the trust and authority it had spent decades building.
ACE Fitness is one of the most well-established names in fitness certification, yet it was facing increasing competition from newer, louder players with sharper digital marketing and edgier brand positioning. While ACE had deep credibility and an expansive certification portfolio, it lacked a distinct voice in the crowded wellness and training space. The brand needed to evolve its messaging and creative strategy to appeal to a new generation of trainers and coaches without losing the trust and authority it had spent decades building.
Project
Creative Campaign
Role
Creative Direction
The Approach
We repositioned ACE certification as more than a career move, it’s a statement of values. By framing the choice to certify with ACE as a decision to support free education, research, and underserved communities, we tapped into the deeper motivations of fitness professionals: helping people. We leaned into the emotional and ethical differentiator ACE owns, and no competitor can replicate, by showing that ACE isn’t just selling certifications, it’s funding the future of fitness.
The Approach
We repositioned ACE certification as more than a career move, it’s a statement of values. By framing the choice to certify with ACE as a decision to support free education, research, and underserved communities, we tapped into the deeper motivations of fitness professionals: helping people. We leaned into the emotional and ethical differentiator ACE owns, and no competitor can replicate, by showing that ACE isn’t just selling certifications, it’s funding the future of fitness.
The Strategy
We launched the “Do the Math” campaign to reframe the buying decision through purpose-driven storytelling. Across paid media, email, and website touchpoints, we highlighted ACE’s reinvestment model and community impact. UGC-style testimonials and mission-first messaging helped fitness pros see themselves not just as clients of ACE, but contributors to a greater movement. The strategy: elevate ACE from a certification provider to the only nonprofit in the space that certifies and serves.
We launched the “Do the Math” campaign to reframe the buying decision through purpose-driven storytelling. Across paid media, email, and website touchpoints, we highlighted ACE’s reinvestment model and community impact. UGC-style testimonials and mission-first messaging helped fitness pros see themselves not just as clients of ACE, but contributors to a greater movement. The strategy: elevate ACE from a certification provider to the only nonprofit in the space that certifies and serves.
