The Founders of IDEA
President and CEO
Peter Davis is the President and CEO of IDEA Health and Fitness Association. IDEA is a company that creates products, tools and solutions to educate and grow the fitness industry so they can continue to change lives, be more successful and better our world.
Peter and Kathie competed on the tennis team in college and graduated from San Diego State University with degrees in Business and Physical Education respectively. Peter then went on to become the men’s tennis coach at the University of California San Diego after graduation. Coming from the strictly regulated world of tennis, the Davis’ understood the importance of organization and ethics in sports, as well as business. After establishing IDEA, the Davis’ founded the first formal professional fitness certification organization in 1985, the IDEA Foundation, now known as the American Council on Exercise (ACE).
In 33 years, the grass-roots effort, which started in the Davis’ spare bedroom with minimal funds and zero staff, has grown to more than 65,000 members and subscribers in more than 80 countries who carry out the IDEA mission to “Inspire the World to Fitness®”. Today, Peter and IDEA continue to lead the way, guided by a common mission to create a healthier planet in concert with professionals who are on the front lines of making this vision a reality. With the launch of IDEA FitnessConnect™ in 2010, IDEA has created the largest national industry-wide directory linking over 250,000 U.S. fitness professionals to more than 16 million consumers.
In March 2011, Peter created the “Exercise your Happiness™” corporate wellness model, created to foster happiness and support personal and professional growth of employees in a fun and healthy way. This dramatic cultural shift has reshaped IDEA and has been profiled in leading business journals (i.e. Forbes.com).
Kathie Davis is the co-founder and Executive Director of IDEA Health and Fitness Association. Kathie is recognized as a leading authority on fitness and exercise-related topics and frequently contributes to news stories and research studies to educate our communities and the world on the benefits of living a healthy lifestyle.
Upon graduation from college with her degree in Physical Education, she embarked on a journey to pursue her passion and dedicate her life’s work to promoting healthy lifestyles. Together with her husband Peter Davis, Kathie co-founded IDEA in 1982 on the strength of one basic premise: that by fostering professionalism in the health and fitness industry, millions of people around the world could live healthier, happier lives.
Kathie’s expertise in management and innovative continuing education has significantly contributed to the maturation of the fitness industry into a growing, thriving field. Her vision, creativity and leadership led to the development of the largest annual international fitness event, the IDEA World Fitness Convention®, which brings together over 12,000 fitness professionals from 60 countries to learn, work hard and gain the tools they need to change millions of lives around the planet.
Kathie is a key supporter and influencer of several national initiatives that contribute to conquering the global obesity epidemic including First Lady Obama’s “Let’s Move!”, “Joining Forces”, “”Challenged Athletes Foundation”, “National Physical Activity Plan Alliance” and “PHIT America” initiatives.