OUR PROPOSITION
We’re a tech company that democratises indoor cycling and gives you more enjoyable workouts. We do this by offering great value, premium smart equipment and access to our carefully curated, local online classes through our integrated ecosystem
WHY WE STARTED
“We think it’s unfair that home cycling workouts come with a mysterious and hefty price tag, delivered by faceless brands. So we created a more engaging home cycling ecosystem with a quality bike, smart tech and local content that’s fair value, accessible to more people and really puts the joy back
OUR ROLE
Apex allows you to feel the pure, unbridled joy of working out on your terms. We’re here to motivate you to work out, push you a bit with fun challenges with tech that helps you get the most out of your me-time and never gets in the way. We’re here for everybody that can get on a bike, whether you just want to push those pedals for a bit of fun or get seriously sweating with like-minded people, we have a workout for you that makes achieving your goals a lot more fun
OUR VALUES HOW WE BEHAVE
UPBEAT- We really understand the high after you’ve completed an exhausting class. That rush, that joy, that smile- that’s how it feels to interact with us from the very beginning. We’re optimists, we like to have fun, and we want you to enjoy yourself.
INCLUSIVE- We’re here for absolutely everybody. So we show exactly that: we’re welcoming, open, curious, never exclusive and elitist. We’re clear in what we say so everyone can understand us and we make it easy to interact with us.
SMART- We’re clever and we’re not hiding it. We don’t need to be in your face about it, but all the technology that we’ve packed into our workouts is pretty amazing. So we show we’re smart without being arrogant, giving our customers the confidence that our tech is premium at great value.
SUMMARY
OUR INSIGHT: Home cycling workouts are priced for an elite by faceless global corporations, excluding too many people and deliver content that’s not motivating.
OUR ROLE: We’re here to make you feel the pure joy of working out and achieving your goals, whatever they are.
OUR OFFER: We’re delivering high-quality home cycling equipment together with outstanding content at great value that enables more people to exercise at home.
OUR BEHAVIOURS: Upbeat, Inclusive and Smart
PRIMARY LOGO
The apex represents the high you get with our workouts and the inner circle is a subtle reference to cycling, while also symbolising the home being at the centre of our community. Our brand expression and design system flows from our logo.
Always use the master logo artwork and never try to re-create or adapt the brand marks.
LANDSCAPE VERSION
Only use this landscape version of our logo when space is constrained.
SYMBOL
The standalone symbol should be used when we want our brand presence to be more subtle
The combined mark should have a minimum amount of clearspace in application as well as minimum sizes to ensure legibility.
