London, 17th March 2026 – Action Group has appointed Alex Cornwell as its new Managing Director, with the remit to help its growing portfolio of clients across the fitness, wellness, lifestyle and sports industries seamlessly unlock standout growth no matter the business challenge faced.
The former Vice President of Fitness & Wellness at The PHA Group – who was also a standout middle-distance runner in his youth, twice representing England and winning multiple age-group national titles – joins Action Group following the departure of former Managing Director, Daniel Pearson, now Head of Communications (Europe) at Motorola Solutions.
Bringing vast sector experience having delivered impactful work for the likes of Therabody, Huel, Club Pilates, Energie Fitness, USN, the adidas Manchester Marathon, HUUB, Gladstone Software, Dryrobe, Echelon Fitness, MiHIGH and SUDU, Cornwell expressed his excitement to be joining Action Group:
“Sport, and health and fitness has been important to me for as long as I can remember. It’s ingrained in me a competitive energy which I relish channelling into solving problems and driving growth for brands doing incredible things across industries I’m passionate about. From conversations with the team, their ethos and the agency’s unique, agile full-service set-up, this role feels perfectly aligned.”
Cornwell added: “I’m looking forward to leading an exceptionally talented team, where we have the resources, adaptability, and know-how to drive significant impact for our clients – which in turn, will continue to see us go from strength-to-strength.”
With services spanning PR, marketing and consultancy, events, design and production, social media, creative and talent, Action Group was co-founded over 15 years ago by industry experts Cheryl Hersey and Dawn Tuckwell.
Working with the most exciting challenger brands, through to established household names, the Group specialises in positively impacting businesses to grow sales, cultivate new revenue streams, and elevate brand profiles. It has delivered standout work for the likes of David Lloyd Clubs, Fitness First, Les Mills, the Youth Sports Trust, Vibram, Your Personal Training, Everyone Active, Wellhub and Orangetheory.
Commenting on the appointment, Cheryl Hersey, Co-Founder at Action Group, said: “It’s fantastic to have Alex join the team as someone who clearly knows the industry inside out, and who is therefore perfectly placed to take the agency forwards into an exciting new era.”
Fellow Co-Founder, Dawn Tuckwell added: “The ambition is to further establish ourselves as the agency of choice for brands seeking commercial success across fitness, wellness, lifestyle and sport, and Alex’s track record speaks for itself which will help us supercharge executing on this.”
