Unleashing Will Power: How EōS Fitness Inspires Us to Exercise

In a crowded fitness industry where low prices and high value dominate the conversation, EōS Fitness set out to differentiate itself with a bold, emotionally driven campaign centered on inclusion and achievement. Understanding that its members are high achievers—individuals who push themselves daily to feel stronger, both mentally and physically—EōS introduced Will, a charming, determined character embodying the spirit of perseverance. Through dynamic storytelling, striking visuals, and a brand-first approach, the campaign celebrates willpower in all its forms, inspiring gym-goers of every shape and size to push their limits and embrace the challenge.

Meet ‘Will Power’: The Playful Mascot That Inspires You To Show Up And Get Moving

EoS Fitness is introducing an unlikely motivator—a bouncy blue mascot named Will Power, who, despite having no ears or eyes, is full of determination.

EōS has a Sidekick

The name is Will…Will Power. Will is a new member at EōS and is willing to try all that we have to offer. Although in Will’s case (and ours, too!), those attempts don’t always go as hoped or planned. But, Will remains undaunted and constantly strives to improve (us, too!). … It was created for the brand: EōS Fitness, by ad agency: Riester. This Film medium campaign is related to the Fitness industry and contains no media assets.

Breaking Down the Best New Year’s Ad Campaigns in Fitness

EōS Fitness, a fast-growing HVLP gym chain with a large presence in California, Texas and Florida, is bringing mascots to the fitness industry.

To support its 2025 campaign, EōS unveiled “Will Power,” a cute character made out of blue clay who sports a white headband and gray EoS duffle bag.

EoS Fitness Turns Willpower Into Sweet, Squishy Mascot

In a category filled with perfect abs, flailing ropes and Olympic squats, EoS is trying a different approach: a campaign starring a cute little mascot named Will Power.

The new approach is “as much a brand revolution as it is a new campaign,” says Shilpi Sullivan, CMO of the Dallas-based chain.

EoS Fitness Levels Up with Cute and Motivational Mascot

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. … 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.

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