A mission-first campaign reframing, because mission beats markdowns, and impact beats impulse every time.
Shifting the message to something deeper.
In a market dominated by discount-first messaging and inflated pricing models, ACE was being grouped in with for-profit competitors like NASM and ISSA, despite offering something they can’t: a nonprofit mission that reinvests in the fitness industry. The core challenge was shifting the conversation from price to purpose, and helping fitness professionals recognize that their certification choice is also a choice about impact. How do we inspire trainers to choose the brand that gives back without relying on discounts or urgency tactics?
Our Role
- Creative Direction
- Campaign Strategy
- Creative Development
- Creative Production
Our Proof
Increase in Overall Conversion Rate
Increase in Revenue Per Visit
Reduction in Bounce Rate
Increase in Session Duration
Our 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.
Our 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.
