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

    Homebase: Charleston | 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 in Jackson, Wyoming…eventually leading him to gigs in public relations with a few of the top firms in the active lifestyle marketplace.

    Clients: Jones Snowboards

    Contact: dax@groundswellpr.com

  • Caroline Kelm

    Caroline Kelm - Partner

    Homebase: Charleston | 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.

    Contact: caroline@groundswellpr.com

  • IMG_7561[1]

    Melissa Archer - PR Account Executive

    Homebase: Charleston | A Mississippi native, Melissa moved to Charleston by way of New Orleans, LA and Seagrove Beach, FL. Her favorite outdoor activities include hiking, running, and deep sea fishing. Melissa majored in communications with concentrations in journalism and PR at Mississippi State University. She rarely leaves the house without her camera and a book. Melissa is a lover of coastlines, wildlife, history, and 90+ temps.

    Clients: Tortuga,  Kicker Audio & Sharkbanz

    Contact: melissa@groundswellpr.com

  • ECG

    Elizabeth Gerken - PR Account Executive + Digital Content Creator & Strategist

    Homebase: Charleston | 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.

    Clients: Setton Farms

    Contact: elizabeth@groundswellpr.com

  • GroundswellPR

    Clara Parker - PR Account Executive

    Homebase: Charleston | Born and raised in South Florida, Clara’s life has revolved around the ocean. Growing up with parents who sailed, biked, swam, ran and were both into yoga meant an active lifestyle wasn’t even a question for her. She majored in Communication at College of Charleston. After graduation and a year of living in Florida again, Clara returned to Charleston to pursue a career in PR. When she’s out of the office, you can find her practicing yoga at Charleston Power Yoga, running in circles around the peninsula or out on the beach.

    Clients: Hydro Flask

    Contact: Clara@groundswellpr.com

  • ChristieBio

    Christie Moye - Senior PR Account Executive

    Homebase: Charleston | From a dual-coast upbringing between Southern California and the Florida Keys, Christie chased her wanderlust and passion for outdoor adventure into a destination PR career that took her from agave plantations in Mazatlán to white sand beaches on the Gulf before landing in Charleston. She’s ever eager for the next island hop, canyon trek or passport stamp.

    Clients: Hydro Flask

    Contact: christie@groundswellpr.com

  • kate-ditloff

    Kate Dittloff - PR Team Manager

    Homebase: Charleston | 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.

    Clients: Olukai & Sharkbanz

    Contact: kate@groundswellpr.com

  • Caroline Hughes

    Caroline Hughes - PR Account Executive + Digital Content Creator & Strategist

    Homebase: Charleston | 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? 🙂

    Clients: Olukai & All Good Products

    Contact: chughes@groundswellpr.com

  • stella

    Stella - Director of Leisure

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

  • IMG_9584 copy

    Alex Richmond - PR Account Executive

    Homebase: Charleston | Alex’s active-filled life started in Delaware, shuttling between soccer and field hockey practices. After the University of Georgia, she pursued a passion for sharing the outdoors with others – introducing her clients to new vistas from Latin America to the Pacific Northwest – all from the comfort of a bicycle. This adventure led her to Scotland, where she pursued her Masters in Sports Management. She is ecstatic to call Charleston, and its coastline, home. Find her ‘training’ her new pup, cycling, or hanging out on the dock enjoying the view.

    Clients: Lensbaby, Mountainsmith & Burley

    Contact: alex@groundswellpr.com

  • Our Clients

    The Current Roster


    View Case Studies