about-hero-compressor

The competitive difference

We live the lifestyle our brands represent

Our job is to plan ahead and hustle to secure stories and placements in markets that matter most to our clients. To achieve this, we obsess over your analytics to uncover what’s driving sales and traffic to your website and retailers. We walk the talk. Our digital influencer network and media relationships are built on trust and experience. We bike, run, paddle, hike, camp, practice yoga, ski, snowboard and surf with the top social influencers and editors of Gearpatrol, Backpacker, PopSugar, Self, Gearjunkie, Bike, Men’s Journal, Fast Company and Wired, and we drop by the Santa Fe digs of Outside Magazine for lunch and new product presentations. And that’s on a slow week!


Groundswell PR provides over 20 years collective experience in active lifestyle public relations and marketing. We combine authentic branding and communication methods with a lifetime of rad experiences

  • Dax Kelm

    Dax Kelm - Partner

    With nothing but a dream and a little spare cash just out of college, Dax took a chance with an action sports marketing and sales internship at Teton Gravity Research, which eventually led him to gigs in public relations with a few of the top firms in the active lifestyle marketplace.

  • Caroline Kelm

    Caroline Kelm - Partner

    Although she’s a native South Carolina surfer at heart, Caroline migrated to Jackson Hole, Wyoming after college to snowboard the steeps of Teton Village. When she’s not hunting down new contacts at Real Simple or Outside magazine, she can be found spending time with her family, filling her fresh air quota in the great outdoors.

  • Misty Jump Pic -GS website[1]

    Misty Lister - Senior Account Manager & Events

    With a background in marketing, publishing, nonprofit, and event production, Misty brings a diverse skill set to Groundswell PR where she loves chasing leads and working with clients on media events. If she’s not in the office or on the water, you’ll find her in a yoga class, at a concert, or playing catch with her two dog-daughters.

  • Logan Waddell

    Logan Waddell - Account Manager

    Growing up in the mountains of East Tennessee bolstered Logan’s love for fly fishing, bouldering, and backpacking. Soon after graduating from Mississippi State University, he headed for the Lowcountry to chase a career in the outdoor industry. You can frequently find him hunting Redfish with his fly rod, or sitting at the beach with a book in his hands.

  • Elizabeth Gerken

    Elizabeth Gerken - Account Manager

    Raised hiking, biking, skiing, and playing soccer in Vail, Colorado, Elizabeth migrated south in search of warmer weather, and now calls Charleston home. She majored in communication studies with a minor in creative writing at Christopher Newport University. You can often find her practicing yoga, Pilates, biking, or playing in the waves.

  • Ally Hopper

    Ally Hopper - Account Manager

    Recently new to Charleston after spending much of her life in Atlanta, Ally is soaking up everything this beautiful city has to offer as she continues to pursue her passion for lifestyle PR. When she’s not pitching or planning, you can find her cooking, practicing yoga or running on the beach with her pup.

  • kate-ditloff

    Kate Dittloff - Senior Account Executive

    Kate’s love for the water began with her childhood in Puerto Rico where the call of the ocean first took hold. She is an avid traveler and loves to explore, especially new surf breaks, and sailing spots. With more than 14 years’ experience in media and PR, Kate knows how to showcase her client’s values and substance to a wide audience. Outside the office you can find her heading up Charleston Surfrider, hanging with her pup or enjoying good music with friends.

  • Caroline Hughes

    Caroline Hughes - Account Assistant

    A recent Ole Miss grad and design guru, Caroline made her way to Charleston to simulateously catch some waves and get her foot in the door in the PR world. Her three favorite things include green tea, her yoga mat and peppermint ice cream- it’s all about balance, right? 🙂

  • stella

    Stella - Office Pup

    Stella aka “Funpatrol” is our 9-year-old director of HR. For bribing purposes, she only accepts treats…two at a time minimum.

  • Our Clients

    The Current Roster


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