In October, Exos, Phoenix, embarked on a plan to accelerate its business through a rebrand, its Exos Fit app and a consumer campaign that focuses on teamwork.
The effort is moving the company out of the shadows and into a more visible role, according to Mark Verstegen, founder and president of Exos. Verstegen spoke to Club Industry in January, and the full interview can be viewed in the video above.
Exos was founded in 1999 as Athletes’ Performance. The company brought together Athletes Performance and Core Performance brands under the Exos label. Exos offers corporate programs—counting one-third of Fortune 100 companies as corporate clients with the potential to touch two million lives—as well as programs for elite athletes in 26 countries across 400 locations.
“One thing about Exos is we're never satisfied,” Verstegen told Club Industry. “We're a pretty tenacious group, and we're always around continuous improvement. That drives our culture.”
Prior to this change, the company had typically worked behind the scenes.
“We worked really hard not to be out there, to have more or less the recipe for success in sitting side by side with our clients, but we didn't need people to know about us,” he said. “And that's been one of our greatest strengths is our humility.”
But with its business acceleration plan, Exos is stepping into the spotlight a bit more.
“Even our clients are asking us to bring our brand forward, and as we always love to do is go side by side,” Verstegen said. “They're also helping to take us out more to our consumers to reach those two million lives. That's really the opportunity for us to do that with great responsibility in providing this individualized game plan at scale, which we've been doing, but at the same time, let our brand go out there with some of the greatest partners in the world and help influence the influencers. That really energizes us as a brand.”
To help in the effort, Exos brought in Huge, a global experience agency, to create an updated brand positioning, identity and design that focuses on teamwork. The company also partnered with global creative agency Sid Lee to create a video highlighting Exos’ mission: teamwork is the universal foundation for a high-performing life.
“We've always responded to needs of our clients, and to be more brand forward is something that's super exciting for us as well because we're proud of our relationships,” he said.
In the video above, Verstegen shares more about plans for Exos in 2022, including how the brand’s culture focused on teamwork and its diversified offerings helped the company survive COVID-19, marketing using influencers, broadening its reach through its Exos Fit app, fulfilling the expectations of today’s customers, reasons for launching its education platform, earning the trust of the 80 percent of the population who don’t belong to health clubs and more.