Mascot Magic? EoS Fitness Reports Early Wins With Campaign
The high-value, low-price fitness franchise has bet big on Will Power, its blue-hued mascot—and early results show it’s paying off
The Pillsbury Doughboy and the Kool-Aid Man may have worked wonders for the biscuits and flavored drinks market, but the fitness industry has never seen a true brand character—that is, until EoS Fitness unveiled Will Power.
Determined, endearing and molded in the fitness brand’s signature blue, Will Power burst onto the scene in January as the face of EoS Fitness, marking both a new year and the launch of a fresh marketing strategy. He represents positivity and persistence, but he’s also not perfect—a relatable characteristic and a nod towards inclusivity. Moreover, Will Power has the potential to become a blue chip in 2025’s meme economy—and could soon serve as a case study for fitness and wellness brands looking to create a buzz and valuable engagement with Gen Z.
Consider this: since introducing Will Power last month, EoS Fitness reports that nearly 70% of engagement on its organic Instagram reels featuring the new mascot came from non-followers. A similar trend was seen on YouTube, where 99% of views were from non-subscribers with a 90% watch rate. EoS Fitness also found that the Will Power creative nabbed the top spot across its awareness campaigns on Meta, yielding a 50% CTR increase, 21% lower cost per membership purchase and a 9% lower cost per session year-over-year. Additionally, more than half of the visitors to the EoS Fitness landing page and “Meet Will Power” blog post were new users, with visitors remaining engaged for 22-24 seconds.
The fitness brand tapped ad agency Riester to create the blue fellow, who has since been featured in several social media posts, including a shareable set of fitness-themed Valentine’s Day e-cards. In-gym installations of Will Power offer opportunities for fans who want to capture a picture with the sweat-band wearing mascot and gym swag is also in the cards, according to the fitness franchise.
Now that EoS Fitness has captured new eyes (and cheers its sidekick’s virality) the amenity-rich high-value, low-priced gym brand is charging ahead with expansion, aiming for 250 locations by 2030—building on its current 175+ gyms that are open or in development. Georgia is a key focus, where EoS Fitness is plotting to open more than 50 locations across the state over the next decade.
In Q4 2024 alone, EoS Fitness opened six gyms across three states, signed five new leases and reinvested $5.5 million into existing clubs, introducing new and upgraded amenities like cold plunges, hot tubs and infrared saunas. For the full year, the company poured nearly $19 million into capital projects and rolled out Flex Deals, a new member perk program offering exclusive discounts and special offers from partner brands.
“We plan to open nearly 30 gyms in 2025, continuing to create mission-driven partnerships and economic stimulation,” EoS Fitness chief operating officer Richard Idgar said last month. “Each new location represents a $10 million investment and brings 40-60 jobs, initiatives that foster community engagement and fundraising efforts for local charities. Our physical growth goes hand in hand with the community engagement we aim for to elevate the communities we serve.”