EōS Fitness Introduces Will Power, Unveils Brand Revolution

High Value. Low Price. (HVLP)® Gym’s New Sidekick Turns Obstacles into Results

DALLAS — Jan. 1, 2025 — EōS Fitness, the national High Value. Low Price. (HVLP)® gym brand with over 175 locations open or on the way, is introducing its newest member, Will Power. More than just a symbol of what one can achieve, Will is here to instill inspiration, motivate gymgoers to move and remind everyone that obstacles are just opportunities in disguise.

Will has a personality as dynamic as EōS’ world-class amenities and the resilience of a true champion. Life may throw curveballs, but Will has a knack for turning excuses into endurance, setbacks into sweat sessions and bad days into better tomorrows while ensuring never to miss a gym day. Eager to try everything EōS has to offer, even when life gets in the way or doesn’t go as planned, Will remains undaunted and constantly strives to improve.

“Will” Meets World
EōS Fitness’ game-changing sidekick is the result of a year-long exploration into what truly motivates gymgoers. After extensive primary research facilitated by advertising and marketing agency RIESTER, including focus groups and member surveys, the message was clear: the EōS community thrives on persistence, positivity and pride of achievement—qualities captured perfectly by Will Power.

“We confirmed through our research that EōS members are driven achievers who view accomplishment as their motivation and reward. Life isn’t always perfect and can be full of obstacles, but they show up, face challenges head-on and persevere,” said Shilpi Sullivan, chief marketing officer, EōS Fitness. “We collaborated with our long-standing agency partner RIESTER to develop this campaign to capture the sentiment that our members are determined and EōS welcomes them with a premium fitness experience in a supportive and fun atmosphere.”

The most impactful brands have elements that people can connect with emotionally. From its thoughtful design to its universal appeal, Will Power embodies EōS’ commitment to inclusivity and innovation, proving that fitness is for everyone, no matter where they are in their journey, as long as they bring their willpower and drive.

“Will is proof that along with daily unexpected challenges, every workout is not going to be perfect, and fitness is different for everyone. The playfulness of this campaign encourages members to give themselves the freedom to explore, experiment and celebrate every effort they make because showing up is always an achievement worth being proud of,” Sullivan continued.

Shape Up with Will Power
Sculpted of clay in EōS’ signature blue, Will Power’s adaptable form proves that fitness isn’t about perfection; it’s about progress.

“We want everyone to smile the moment they see Will and really form a connection,” said Anthony Mitchell, vice president of creative, EōS Fitness. “Every detail—from the name to the color and shape, even the texture—was thoughtfully crafted to ensure Will resonates with as many folks as possible. As one of the few truly original characters in the fitness industry, Will presents a unique opportunity to inspire people on a deeply personal level, and we’re excited to see Will’s story unfold.”

A Revolutionary Roll-Out
EōS is pulling out all the stops for Will Power’s debut, with a nationwide launch across billboards, digital, radio, TV, social media, in-gym installations and more. From gym swag to motivational moments, Will is set to be everyone’s favorite gym buddy.

“As EōS continues its evolution as a leading force in the industry, launching Will Power represents a fresh, bold approach to inspiring resilience, transparency and inclusivity in fitness,” added Sullivan. “Will is here to help break down the barriers or fear, celebrate the small wins and recognize that every step of your personal journey can be a triumph.”

Join the Will Power movement at EōS Fitness. Learn more about all EōS offers and find the nearest location at EōSFitness.com.

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About EōS Fitness
EōS Fitness, a leader in the fitness industry with its High Value. Low Price. (HVLP)® gyms, is an inclusive and welcoming organization committed to empowering exercise practitioners of all experience levels. With more than 175 gym locations open and on the way in Arizona, Florida, Georgia, Nevada, Southern California, Texas and Utah, EōS Fitness is rapidly expanding. Providing serious fitness options, EōS Fitness offers the best equipment, high-energy workout classes, top-notch amenities, and extensive personal training options starting at just $9.99 per month. www.EōSfitness.com.