Exos, the fitness coaching, club management and human performance specialist, is refreshing its branding as part of a strategy to become an omnichannel fitness business with a strong focus on the power of teams.

Like many fitness brands, Exos – which offers a suite of services in the fitness industry, from training programmes and feasibility studies to club management services – pivoted to having a more focused digital offering during the pandemic.

Now, the company is investing more in digital and has announced it will release a suite of digital products over the next three to five years.

The first –  Exos Fit – is launching today (1 November) and will aim to "restore teamwork" and give teams the sense of community they've missed through the pandemic.

The virtual coaching platform will provide live stream and on-demand classes, as well as coach guidance and motivation and hosted experiences for employees at participating businesses.

"Going through the challenges and isolation of the pandemic has shown that operating as a team is the key to performing at your highest potential," says founder, Mark Verstegen.

"At the inflection point of COVID-19, we quickly pivoted our traditional brick-and-mortar business model to a digital omnichannel approach, introducing exosathome.com, which showcased our library of digital on-demand content and centralised livestreaming classes, and created unique partnerships to support third-party content needs.

"This team-driven approach into an omnichannel business model helped 400,000 employees at over a quarter of Fortune 100 companies weather the pandemic, overcome isolation, and come back stronger.

"Now, armed with the insights gained over the past 18 months, we’re announcing the release of a suite of digital products set to launch over the next three to five years – starting with Exos Fit.

"In alignment with our vision of the future, we’ve also rounded out our business acceleration with a fresh, complete rebrand.

“After 20 years of being the undercover powerhouse behind the world’s best athletes, Fortune 100 employees, military special operations personnel and everyday heroes operating in some of the toughest environments, Exos is now stepping into the spotlight for the first time,” he said.

Formerly called Athletes' Performance, Exos was founded by Verstegen in 1999.

The Exos rebrand refresh has been done by global experience agency Huge and creative agency, Sid Lee, with the company's new strapline being 'Greatness takes a team'.