EoS Fitness Introduces Will Power, Unveils Brand Revolution

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

DALLAS, January 01, 2025–(BUSINESS WIRE)–EoS 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 EoS’ 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 EoS 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

EoS 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 EoS community thrives on persistence, positivity and pride of achievement—qualities captured perfectly by Will Power.

“We confirmed through our research that EoS 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, EoS Fitness. “We collaborated with our long-standing agency partner RIESTER to develop this campaign to capture the sentiment that our members are determined and EoS 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 EoS’ 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.

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