Good (sweaty) fun

Working out at home doesn’t have to be dull. Apex is the ultimate in-home workout that says bye-bye boring and hello wheel good fun. They came to us to get a brand that shows they are about more than their incredible bike and game-changing tech.

How we helped

Right from the off it was obvious Apex were ready to shake up the fitness market. Less about gleaming equipment and unrealistic aspirations, we worked with their team to develop a brand that reflects the joy and the fun that Apex offers – to everyone.

From brand positioning to tone of voice, photography to digital, we gave them a stand-out presence that heroes the inclusive community and good (sweaty) fun that joining Apex brings.

The brand system adapts and moves, communicating the energy and the thrill of the ride, with the shifting shape echoing fluctuations in heart rate and the changing intensity of Apex ride segments.


  • Brand Strategy
  • Branding Identity
  • Tone of Voice
  • Animation & Motion
  • Packaging
  • UX Design
  • Digital
  • Art Direction
  • Advertising
  • Brand Activation


  • Frontend
  • Custom Backend Application
  • Snipcart e-commerce integration
  • Ongoing Support & Maintenance

The team at Underexposed have been an outstanding and integral creative partner for Apex since inception. A super-talented bunch of designers and developers - and a pleasure to work with.

Co-Founder - Apex