American Council on Exercise Evolves Brand to Inspire All People to Overcome the Physical Inactivity Epidemic

Posted: Nov 14, 2017 in ACE Press Releases

Refreshed brand and improve web experience empowers exercise professionals and health coaches to make movement their mission

San Diego, November 14, 2017—In light of today’s growing physical inactivity epidemic, the leading nonprofit certifier of exercise professional and health coaches, American Council on Exercise (ACE) announces an evolution of its brand that harnesses its mission to get people moving and concentrates on inclusivity to ensure that all people—regardless of age, gender, race, socioeconomic status or neighborhood—have access to their healthiest lives.

"ACE's rebranding represents its successful and ongoing transition to an organization well beyond its beginnings over 32 years ago," says Chief Marketing Officer Carolann Dekker.  "Today, ACE is driving transformational thinking to bridge the gap between healthcare and fitness, actively advocating for policies that facilitate physical activity, collaborating with high impact health organizations in addition to our continued dedication to our core mission. We will expand our efforts to bring exercise professionals, tools and other related resources to local communities as well as introducing the only NCCA accredited Health Coach certification to global markets to facilitate sustainable behavior change around the world."

ACE's focus on inclusivity is expressed in the new American Council on Exercise logo, "The Mover." "The Mover" merges ACE’s classic celebration of movement with its evolved drive to bring health and fitness to all people, embodying the concept that every person has the potential to build a stronger connection to movement that fits their own passions in life.

The logo is comprised of two elements within a single symbol. The first, an arrow, represents the constant pursuit of growth. The second, two legs moving, represents physical activity in its broadest sense. According to Dekker, "The Mover" reminds us that movement is at the core of what it means to be healthy, to feel alive and to engage in a human experience that every person shares.

In addition to a new logo, the evolved brand includes a complete redesign of the nonprofit’s visual presence. ACE's new website offers tools and user-friendly experiences to more than 70,000 ACE-certified exercise professionals and health coaches around the world—as well as millions of people seeking evidence-based guidance on health and fitness. now features streamlined navigation and enhanced search functions for users to better find what they’re looking for—whether it be continuing education courses for ACE-certified professionals or the evidence-based research and expert guidance people need to create a life that celebrates movement.

This includes:

  • An ACE certification and education and resource hub, designed with the latest e-commerce shopping technology, that offers health and fitness professionals quick access to the resources they need to enhance their careers
  • A library of ACE-sponsored research and studies that offers better access to recent findings on the cutting edge of health and fitness science
  • A "Frequently Asked Questions" tool offering better insight -- with each answer provided by an ACE-certified professional particularly experienced in the field of each question

According to American Council on Exercise CEO Scott Goudeseune, the implementation of the new brand serves as a fundamental stepping stone on the path toward a future where health and fitness professionals prevent and lower the rates of chronic inactivity-related disease in America.

"To make a dent in our current public health epidemic, we must change how people think about movement on a fundamental level. We are committed to doing everything we can as a nonprofit to ensure that every person we reach is compelled to move toward a healthier and more active way of life," says Goudeseune.

The new American Council on Exercise website is open to the public at

About ACE

With a mission to get people moving, the nonprofit organization American Council on Exercise (ACE) educates, certifies and represents more than 70,000 currently certified fitness professionals, health coaches and other allied health professionals. ACE advocates for a new intersection of fitness and healthcare, bringing the highly qualified professionals ACE represents into the healthcare continuum so they can contribute to the national solution to physical inactivity and obesity. ACE is the leading certifier in its space and all four of its primary certification programs are accredited by the National Commission for Certifying Agencies (NCCA), the gold standard in the United States for accreditation of certifications that assess professional competence. ACE also plays an important public-service role, conducting and providing science-based research and resources on safe and effective physical activity and sustainable behavior change. For more information, call 800-825-3636 or visit AMERICAN COUNCIL ON EXERCISE, ACE and ACE logos are Registered Trademarks of the American Council on Exercise.

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