Simplified Ingredients, New, Clean Packaging and Bold, New Brand Image Revealed
SAN RAMON, CA - August 31, 2015
Apex, the exclusive supplement brand of 24 Hour Fitness, is introducing new products that align more closely with consumer desire for product ingredient transparency and straightforward formulations. Produced in the U.S. under strict USDA guidelines, the product line benefits all ages and fitness levels.
The new Apex product formulations reduce the formerly lengthy ingredient list to as few as seven identifiable ingredients. Among the products launched are two protein powder formulations: 100% whey isolate and a whey concentrate/isolate blend, as well as fitness supplements that support performance. A vegan formulation is currently in development. “We invested significant time researching the latest advancements in formulations and flavoring, then collaborated with sports nutrition experts to develop clean products with clear purpose and exceptional taste,” said Andrew Dottermusch, Senior Director, Retail, 24 Hour Fitness. Aside from its role supporting the development of lean muscle, increasing evidence links whey protein supplementation to overall health, providing support to the immune system, and aiding in management of blood pressure and stress. With proper use, a protein supplement can also help curb appetite and support metabolic function, assisting with weight loss goals.*
In addition to new formulations, Apex will launch a bold, new brand image and modern packaging. The protein powder has been redesigned in a tall, two pound jug with clean lines and a built in handle—reusable and recyclable. The product is also available in single serve multi-packs—handy when traveling or on the go. Additional supplement powders feature a similar bold, modern packaging design and easy open cap.
While the attractive, new Apex product packaging represents an evolutionary brand advancement, it leaves plenty of room to showcase the simplified ingredient list, appealing taste, and broad range of flavors (Traditional--Classic Chocolate, Gourmet Vanilla, Fruit Punch, Unflavored; New-Tiramisu, Cookie Dough, Guava Lemongrass, to name a few).
Dottermusch added, “We conducted a national member survey to determine protein powder preferences and what motivates use. As a result, these are quality products at a great value that appeal to first-time buyers as well as those more experienced in the use of supplements. We want to take the mystery out of protein powder and supplements and are investing in educational tools and staff training to further consumer understanding, confidence and product use to serve all fitness levels and everyday life.”
Apex products are available in all clubs now with additional supplements, including vitamins, scheduled to launch in clubs by year end. Apex products contain no proprietary blends, and they are manufactured in the USA to conform to strict USDA production protocols. Additional information: apexfitness.com
*Statements have not been evaluated by the Food and Drug Administration. Products are not intended to diagnose, treat, cure or prevent any disease.
About 24 Hour Fitness
Headquartered in San Ramon, Calif., 24 Hour Fitness is a leading health club industry pioneer, serving nearly 4 million members in 450 clubs across the U.S. For more than 30 years, the company has been dedicated to helping members change their lives and reach their individual fitness goals. With convenient club locations, personal training services, popular group exercise classes and a variety of strength, cardio and functional training equipment, 24 Hour Fitness offers fitness solutions for everyone.
Visit 24hourfitness.com for more information and to find the club nearest you.