EōS Fitness Powers into 2025, Setting New Fitness Industry Benchmarks
Posted: April 11, 2025 in Chains
Eos Fitness
DALLAS, TX – EōS Fitness launched into Q1 2025 with rapid growth, a new marketing campaign, in-gym innovations and impactful partnerships, laying the groundwork for a remarkable year ahead. From unveiling Will Power, the fitness industry’s first-ever brand character, to opening several new locations nationwide, EōS continues to expand and raise the bar for the fitness industry and redefine what it means to be a leader in the category.
“After a standout 2024, EōS Fitness is charging into 2025 with even bigger ambitions. We’re not just evolving — we’re leading the industry forward,” said Rich Drengberg, chief executive officer, EōS Fitness. “Last year, we opened 21 new locations and improved every major same-store member experience, including friendliness, cleanliness, equipment condition and facility upkeep. We aim to open 28 gyms this year while continuing to invest in existing gyms and member engagement.”
Meet Will Power: EōS’ Newest Member
EōS made history in Q1 by introducing Will Power, a first-of-its-kind brand character in the fitness industry. Clay-sculpted in EōS’ signature blue, Will’s relatable persona debuted across all major marketing channels in January, setting a new benchmark for engaging members and quickly building a fan base. Celebrated for his humor, resilience and authenticity, Will Power has become a movement, capturing the attention of industry leaders and fitness enthusiasts. The campaign has already earned acclaim, winning two Gold and two Silver ADDY Awards from the American Advertising Federation Phoenix, advancing to the district level with the potential to compete nationally.
Expanding Access to Premium, Affordable Fitness Options
Continuing to expand its national footprint, EōS opened seven new gyms in key markets across four states in Q1, with six additional leases signed to fuel its long-term goal of reaching 250 locations by 2030. Blending high-end strength training and cardio equipment, innovative recovery options and signature amenities, EōS opened the following new gyms in the first quarter:
750 E. Guadalupe Road, Tempe, Arizona
3921 Bedford Canyon Road, Corona, California
335 E. Alessandro Blvd., Riverside, California
1775 N. Congress Ave., Suite B, Boynton Beach, Florida
1345 E. Osceola Parkway, Kissimmee, Florida
11230 Legacy Ave., Palm Beach Gardens, Florida
22314 FM 529 Road, Suite 100, Cypress, Texas
EōS also reinvested over $3.2 million into existing gyms in Q1 and plans to invest $14 million more through the end of the year, underscoring its continuous drive to improve and elevate member value through innovation.
Next-Level Gym Recovery: Investing in Recovery and Performance
Reinforcing its pledge to drive innovation, EōS continued to roll out its latest amenity, Refresh, in several new locations. Refresh includes a cold plunge, a hot tub and an infrared sauna in one convenient space. This unique setup allows for contrast therapy — an emerging trend in holistic fitness meeting a growing demand for gym recovery, longevity and preventative amenities aimed at restoring balance and enhancing wellness. The health benefits of contrast therapy — alternating between the cold plunge and the infrared sauna or hot tub — include improved circulation and pain management, reduced inflammation and better sleep and performance.
Strengthening Impact Through Partnerships
Celebrating the shared values of self-acceptance, inclusion and community, EōS joined forces with Zumba® for the “Say It. Believe It.” campaign, inspiring people to embrace their inner confidence through movement. More than 1,670 participants came together on March 29 for Say It Saturday, a nationwide initiative with special Zumba® classes held at 34 EōS locations.
“Partnering with EōS for Say It Saturday brought our ‘Say It. Believe It.’ campaign to life in an unforgettable way, uniting communities through movement and confidence. It’s incredible to see the impact when we come together to celebrate self-acceptance and inclusivity,” said Rebecca Dorfman, vice president of consumer marketing, Zumba®.
