Mascots aren’t usually seen in the fitness industry, but EoS Fitness may be onto something big—especially in a meme-driven era where fictional characters thrive.
The high-value, low-price gym brand has introduced its newest “member”—Will Power, a cheerful and determined blue clay character—marking the start of its brand evolution.
Along with the new marketing strategy, EoS Fitness offers the chance to join the rapidly growing fitness chain for 25¢ and receive 30 days free.
Will Power—who sports a white workout headband atop his Eos Fitness-signature blue head—is undoubtedly cute and will likely be a hit with coveted Gen Z fitness consumers. He’s already become a hit on Instagram, racking up hearts and comments of adoration. More than that, the new EoS Fitness mascot represents the gym brand’s commitment to inclusivity and the idea that fitness is unique to each individual, a concept emphasized by the EoS marketing team and one that brands like Peloton have also embraced.
“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,” EoS Fitness chief marketing officer Shilpi Sullivan said.
Late last year, Eos Fitness also showed their support for inclusive and active lifestyles by presenting a $110,000 check to the Challenged Athletes Foundation.
The high-value, low-price gym brand enlisted its agency partner, Riester, to develop the new 2025 campaign. Consumers will soon see Will Power on billboards, across social and traditional media channels, inside EoS Fitness clubs and featured on gym swag.
“We want everyone to smile the moment they see Will and really form a connection,” EoS Fitness vice president of creative Anthony Mitchell said. “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.”
EoS Fitness has over 175 locations open or in the works in Arizona, California, Florida, Nevada, Texas and Utah and announced in November that it plans to open more than 50 clubs throughout Georgia over the next ten years. In 2025, the fitness chain plans to open more than 30 gyms.
High-value, low-price (HVLP) gym brands have demonstrated their appeal in recent years (particularly among Gen Z) by providing fitness enthusiasts with an affordable way to work out in spaces that are non-intimidating to newbies or those returning to the gym. EoS Fitness is among several chains offering tiered memberships, starting at just $9.99 monthly.
For those who opt for a higher-priced tier, EoS Fitness provides access to premium amenities which can vary by location — such as a CryoLounge, an innovative recovery space called “The Tank,” outdoor workout areas, a MOVEōS Cinema, courts, kids’ clubs, hot tubs, swimming pools and more.
