Exos, Phoenix, has launched a business acceleration plan that includes a rebrand, new product offering and a consumer campaign focused on teamwork, the company announced on Oct. 28.
The goal of the rebrand is to modernize and evolve the brand as a purpose-led, performer-centric brand that will resonate not only with its core audience of pro and elite athletes but also with a broader audience, according to the company.
Armed with insights gained during the past 18 months of the COVID-19 pandemic, Exos is releasing a suite of digital products to build upon exosathome.com, which it released in 2020 showcasing its library of digital on-demand content and centralizing livestreaming classes. The new digital products are set to launch over the next three to five years — starting with Exos Fit, launching Nov. 1, 2021.
The aim of Exos Fit is to restore teamwork and give teams the sense of community they have missed through the pandemic. It will serve as a virtual coaching platform, providing coach guidance and motivation, livestream and on-demand classes, and hosted experiences for employees at participating businesses, backing people with a team to help them feel and perform their best.
The Exos rebrand includes its first consumer campaign launch, tapping global experience agency Huge to create an updated brand positioning, identity and design that embodies the company’s teamwork mentality. Inspired by the brand name itself, Exos (derived from the word “exosphere”) represents the idea of limitless boundaries and forward progress.
Using the rebrand as its foundation, Exos then partnered with global creative agency Sid Lee to create a video highlighting Exos’ mission: teamwork is the universal foundation for a high-performing life.
“Exos creates game plans that fuel people from all walks of life to perform at their peak, overcome obstacles, and thrive even in the most difficult environments,” Exos founder Mark Verstegen said in the announcement. “With this rebrand, we aim to put an emphasis on the ‘we’ versus the ‘me.’ Together, as one team, we can accomplish anything and achieve greatness on and off the field.”
Exos is celebrating teams of all kinds by uniting under the umbrella theme “Greatness is a Team Sport,” according to the announcement. You can watch Exos’ Greatness is a Team Sport campaign video on Instagram, Twitter, LinkedIn, Facebook, YouTube and Vimeo.
Founded in 1999, Exos offers corporate programs as well as programs for elite athletes in 26 countries across 400 locations.
Exos is one of several larger club companies that have recently rebranded. YouFit announced a rebranding earlier this week, and Snap Fitness announced a rebranding on Oct. 27.