Apex Rides Selects Atomic London as Agency of Record

Apex Rides, the UK’s answer to Peleton, has selected Atomic London as its lead creative agency.

Apex Rides, which includes former F1 team boss, Eddie Jordan and Sir Rod Aldridge, founder and former chairman of Capita, as financial backers, is looking to disrupt the world of ‘home fitness’ by taking a different approach to the recognised market leaders in this space.

Their strategy is to go against the grain of the competitive and atheletically-skewed players on the market by building a brand and fitness offering that feels more encouraging - tapping into the emotion of exercise. They have tasked Atomic London with developing a long-term brand platform that will look to unseat the long-time market leaders in this space.

Will Sowerby, CMO at Apex Rides said: “The fitness industry needs to stop taking itself so seriously.  Exercise for most offers a brief escape from the heaviness of everyday life - so why be so earnest?  We plan to bring a more inclusive and joyful approach to the category, grounding our brand in why people actually exercise- to give their body a work-out and mind a time-out. We were excited about what Atomic could offer, enabling us to articulate that big brand idea and then execute it across our entire customer journey with flair.”

Apex Rides has recently launched their first outdoor campaign, which was created in-house, laying the foundations for the appointment of Atomic to now develop a longer-term strategy for the brand. 

Jon Goulding, CEO at Atomic said: “The home fitness market has been super charged due to the COVID19 pandemic and shows little signs of slowing down once we are through to the other side. We are excited to make Apex Rides the obvious choice for the consumers who wants more from their home workout kit and classes. It is exciting work, and we can’t wait to get started.”

Atomic will begin working on the brand straight away with the first job in hand to develop a creative platform with a big media campaign planned for later this year.