About Us

Breaking Limits LLC is a boutique, integrated public relations, event management and sponsorship consulting agency.

We offer a modern, comprehensive approach to public relations, experiential marketing and sponsorship.

We’re dynamic, creative and relentless. From ideation to activation to measurement, Breaking Limits is driven to succeed.

Our team has more than 125 combined years of experience with the media and industry contacts to show for it. Our backgrounds vary from traditional public relations to sports marketing to broadcast journalism.

Our clients range from multi-billion dollar corporations to household brand names, athletes and community foundations.

Our Core Team

Bobby Labonte, Chief Executive Officer

It’s all about winning for Bobby Labonte – on and off the track. He drives fast, pedals hard and works harder. He’s committed to providing Breaking Limits clients with the most outstanding public relations, event management and sports sponsorship professionals out there.

Bobby founded Breaking Limits in 2007 as part of Bobby Labonte Enterprises, which includes the Bobby Labonte Foundation and Longhorn Chassis. He’s also owned a Dirt Late Model team, Busch Grand National Team, built the North Carolina Quarter Midget Track for kids seeking a start in racing and also co-owns a Red Mango frozen yogurt franchise on the Duke University Campus.

Bobby is the 1991 Busch Grand National Champion and 2000 NASCAR Sprint Cup Series champion, so he expects to win in business, too. He ensures Breaking Limits clients get the best talent, tools and strategy to meet their needs. You can also catch Bobby weekly on FS1’s Race Hub or RaceDay, providing expert NASCAR analysis.

Bobby’s interests include running, cycling, hunting and working on his farm.

Mark Hughes, Chief Financial Officer

You could call him Bobby's right-hand man. Mark is the financial executive that keeps Bobby Labonte Enterprises and its subsidiaries on strategy and moving forward.

With more than 20 years experience at Fortune 200 companies, Mark brings the business savvy and financial leadership that a growing agency needs. A licensed certified public accountant in the state of North Carolina, Mark has worked with Bobby since 2006, managing all of his personal holdings and interests.

Mark enjoys sports, spending time in the mountains and his dog, Sally.

Kristin Labonte, President

Always deriving the greatest satisfaction in realizing success as a team, Kristin has taken an active role in the leadership and strategic direction of Breaking Limits.

Appointed as President in 2018, Kristin drives the senior leadership team at Breaking Limits. In addition to providing guidance and overall direction for growth opportunities for the firm, Kristin has been instrumental in developing a culture of creating Championships for Breaking Limits clients. A self-proclaimed optimist, she instills a focus on client customers and creative ideation without boundaries for the entire Breaking Limits team. Kristin has spent the past 25 years in advertising, media and marketing, making her mark in driving success against client objectives and especially enjoys helping others realize their potential in the marketing arena. Her client experiences range from consumer goods and services to professional sports to entertainment and her focus is always on the consumer and how to maximize their experience with the client brands and products.

As a retired professional cyclist and the 2012 Masters Time Trial World Champion, Kristin has held a leadership role on some of the most successful women’s professional bicycle racing teams in America. It is from her experiences as a professional athlete that she derives her strength, focus, determination and passion.

To Kristin, there is nothing better than winning as a team and this is the absolute essence of her impact on clients and the team at Breaking Limits.

Ken Cohn, Senior Vice President

Ken oversees day-to-day business operations for Breaking Limits, and heads up the agency’s sponsorship consulting. Ken has been deeply involved in the sports and entertainment marketing landscape for nearly 25+ years, with diverse expertise across properties, teams and agencies.

Over the past 15 years, Ken's sweet spot has been Motorsports, building upon years spent working with clients and sponsors, and/or on promotional marketing programs within Minor League Hockey, Action Sports, Major League Baseball and College Sports, to name a few.

Ken's client-centric, results-based approach remains squarely focused on offering strategic counsel, property evaluation, concept development, program implementation and platform measurement expertise.

Ken’s interests include family, fitness, and sports.

CURRENT/PAST CLIENTS: Gatorade, General Motors, M&M's, True Value, Kraft/Nabisco, Sunoco, State Farm, XM, Makita, IDG, Pepsi, Office Depot, General Mills, AutoZone, Sylvania, FDP, Arrow Electronics, Schmidt Peterson Motorsports, Universal Technical Institute/NASCAR Technical Institute

Josh Neelon, Senior Vice President

SVP Josh Neelon brings sports and entertainment experience to the Breaking Limits team from his role as Vice President of Corporate Partnerships at the Winston-Salem Dash. His expertise ranges from pre-opening planning, marketing and corporate sponsorship acquisition to grand opening event planning to on-going partnership development and public relations. Josh's executive leadership in developing unique marketing strategies and sponsorship activation plans is first class.

Haley Evans, Senior Account Executive

Haley joined the Breaking Limits team in early 2018 and is a critical member of the team, as Senior Account Executive.

Haley brings 8 years of planning and production experience to the Breaking Limits team. Her core expertise lies in management of key client projects, with an emphasis on event production, activation, and hospitality. After graduating from The University of Tennessee with a degree in Communication Studies, she completed the Leadership Development Program at the Aegis Sciences Corporation. Her passion for planning and executing events led her to start her career in an industry where serving others is at the heart of the process, and having fun is a necessity.

Haley’s core responsibilities at Breaking Limits include interfacing with clients to plan and produce custom-designed programs. She has been deeply involved in the execution of programs with Fortune 200 companies in world class cycling and motorsports, national sales meetings, sponsor summits, team training camps and signature events such as the Tour de Natchez, Bonnaroo, and Coachella Music Festivals. Having grown up in Tennessee, Haley moved to Southern California a few years after college following a lifelong dream to live in California.

Haley enjoys hanging at the beach, exploring new places, traveling and believes that singing at the top of your lungs on road trips, and dancing, is the ultimate uplifting remedy for everything.

Jonathan Potter, Digital Marketing Director

Jonathan Potter brings strategic communications, content development, and technical know-how to the Breaking Limits team as the Digital Marketing director.

Jonathan comes to the Breaking Limits team with ten years of hands-on management and creative direction experience, having worked in the outdoor industry, healthcare, and higher education. After earning a graduate degree in History, Jonathan set out on his own to start a freelance marketing and communications business, he has been successfully producing video, photo shoots, online strategy, digital products, and social media campaigns ever since.

As both a digital and analog photographer, Jonathan knows that timing is critical in all things. This knowledge drives both his passions, and his work.

At Breaking Limits, Jonathan handles social media strategy, web presence, and digital content.