Every 90 minutes, someone is diagnosed with ALS.
Every 90 minutes, someone dies from it.
ALS, or Amyotrophic Lateral Sclerosis, is a progressive and fatal neurodegenerative disease with no known cure and an average life expectancy of just two to five years after diagnosis.
It is a disease that does not discriminate, and it is a disease that the ALS Association of Northeast Florida is fighting every single day.
Care and Support Right Here in Jacksonville
Here in Jacksonville, the ALS Association provides critical care services, resources, and support to individuals and families navigating an ALS diagnosis. From connecting patients with certified clinical care centers at Mayo Clinic and UF Health to providing durable medical equipment, financial assistance, and emotional support, the ALS Association is committed to making sure no one in this community faces ALS alone.
Research That Reaches Around the World
On the research side, the ALS Association funds the most comprehensive ALS research program in the world, supporting over 150 labs globally in the pursuit of treatments and ultimately a cure. Every dollar raised locally goes directly toward that mission.
90 Seconds in the Cold: The CEO Soak
One of the most exciting ways the Jacksonville community shows up for this cause is through the CEO Soak, the ALS Association’s take on the iconic Ice Bucket Challenge. Every September, Jacksonville’s top business leaders commit to raising or donating $2,500 for ALS research and then take a 90-second cold plunge in their business attire to prove it.
This year the event is on September 15th at The BLOCK Jax, and with 350 to 400 people expected in attendance it is shaping up to be the biggest CEO Soak Jacksonville has ever seen. Last year this community raised over $130,000 against a $75,000 goal, and this year the target is $80,000.
2026 CEO Soak Jacksonville. Monday, September 15 at The BLOCK Jax. Soak Ambassadors raise or donate $2,500 and take a 90-second cold plunge in business attire. Expected attendance: 350 to 400. This year’s fundraising goal: $80,000.
Past participants have included leaders from Mayo Clinic, Morgan & Morgan, Duval Ford, VyStar Credit Union, the Jacksonville Sheriff’s Office, and many more. This year, Duval Ford has stepped up as the Presenting Sponsor, and the energy and momentum behind this event has never been stronger.
Every dollar raised locally goes directly toward the mission: make ALS livable, and cure it.
Who Should Be There
Business leaders looking to make a splash for a great cause
Companies wanting their brand in front of 350 to 400 of Jacksonville’s most prominent executives
Anyone who simply wants to show up and cheer on the brave souls getting into the tub
Whichever one of those you are, the CEO Soak is an event you do not want to miss.
How to Get Involved
To learn more or to register as a Soak Ambassador, visit the event page at ALS.org/JAXCEOSOAK2026.
For sponsorship inquiries or any other questions, reach out to Chelsea Basilius at chelsea.basilius@als.org or 904.385.5986.
The fight against ALS is real, it is urgent, and it is happening right here in Jacksonville. Come be a part of it.
