Endless Pools Brand Book

Together, we can unlock the potential inside every body.

OUR BRAND

From the first moment we set our brand in motion, we stayed in motion.

From day one, our unwavering focus has been on reimagining the power of water for people everywhere. From recreational swimmer to triathlete-in-training, our aquatic innovations bring the benefits directly to our customers—with the freedom to achieve and sustain their goals on their own terms. Our products give our customers continuous access to low-impact, high-benefit action, so that success is attainable for all. The comfort of home.

The freedom to go at your own pace. The challenge of flexible resistance. The buoyancy that makes it feel playful and fun.

This is a fitness experience redefined. This is the power to unlock the potential of every body.

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We’re infusing our brand with powerful energy, and we all have a role to play.

Like people, brands have unique personalities. Each time someone interacts with you as a member of Endless Pools®, you provide them with an opportunity to get to know our brand. A brand is an experience, and it’s our duty to make sure ours is a positive one for our customers, our business partners, our fellow colleagues, and every person we encounter along the way.

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Every interaction matters.

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The way we communicate counts. When a challenge arises, we listen until we truly understand. When we launch a new product or develop a new feature, we surround our customers with support and guidance so they can clearly see the value and embrace it.

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Fun.

Fitness.

At its core, our brand is 100% positive energy.

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Progress.

Swim.

WE’RE NOT JUST GROWING, WE’RE GROWING THE FUTURE OF WELLNESS. AS A COMPANY, WE ARE—QUITE LITERALLY—EXPANDING OUR HORIZONS.

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OUR REACH IS GROWING. THE ELEMENTS OF OUR BRAND ARE EVOLVING. AND IT’S ALL WORKING TOGETHER TO BETTER COMMUNICATE ONE FUNDAMENTAL MESSAGE:

We’re using innovation in wellness to unlock the potential of every body.

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No matter how much we grow, we are always true to our core legacy.

We didn’t crowd into this category—we created the lane. Swim-in-place fitness exists because of who we are. Therefore, our industry-shaping roots remain intact as we move forward with a system of connected brand elements that celebrate our integrity while giving us new room to breathe. We remain true to our identity by serving as a trusted partner in wellness who consistently brings new fitness experiences to the forefront.

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OUR CULTURE IS POWERED BY THE STRENGTH OF DEEPLY ROOTED VALUES.

OUR PURPOSE INSPIRES US.

Endless Pools is improving lives through innovation and wellness. ®

WHY DO WE NEED A PURPOSE? Our vision guides our goals for the long term. It is our North Star. It shows what we are working toward when we think about the big picture. It shapes the future of our company.

Wellness

Empathy

ACHIEVEMENT IS PROPELLED

BY TOGETHERNESS.

GREATER DEPTH PROVIDES MORE MEANINGFUL INTERACTIONS.

Creative Problem-Solving

Inclusiveness

SETTING POSSIBILITIES INTO MOTION IS THE REASON WE EXIST.

DIVERSITY IS A SOURCE OF STRENGTH.

Authenticity

Positivity

WE STAND CONSISTENTLY BEHIND WHAT IS RIGHT.

POSITIVE ENERGY BUILDS POSITIVE MOMENTUM.

Passion OUR DRIVE STEMS FROM HOW WE FEEL ABOUT OUR PRODUCTS.

WELLNESS

Achievement is propelled by togetherness.

We celebrate the potential of every individual to advance their personal wellness goals. But we never view this as a solitary pursuit. Within each stroke, inside every stride, it’s there, propelling every forward movement. Endless Pools® sets a collective sense of well-being into motion. Every moment, we’re working together to redefine what’s possible inside the world of wellness. We constantly create new avenues of inspiration, new channels of potential, and new sources of encouragement.

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C R E AT I V E P R O B L E M - S O LV I N G

Setting possibilities into motion is the reason we exist.

By nature, we are most powerful when we are in perpetual motion.

We are not content to settle for the obvious, the static, or the stale. We approach every situation with creative problem-solving.

Our quest for excellence drives our products, our company, ourselves, and everything we do. We identify areas that ready to adapt, then we examine and reexamine every next step until we find firm footing on the path toward innovation.

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AUTHENTICITY

We stand consistently behind what is right.

We have a deep connection to the tangible, the real, and the sensory. We deliver wellness experiences that are powered by authenticity. We are in a unique position to provide people with a first-hand sense of our quality and integrity, and we never take that opportunity for granted. Trust cannot be manufactured. It must be earned by transforming positive intentions into rewarding outcomes for our customers, our colleagues, and everyone in between.

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PA S S I O N

Our drive stems from how we feel about our products.

Our devotion is effortless because we are deep believers in the ability of our products to transform lives. There is no disconnect.

We know our products, and we know how powerfully they can shape the way people experience wellness. Our passion for our brand is part of who we are, and it’s why we are so motivated to share our capabilities with the world at large.

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E M PAT H Y

Greater depth provides more meaningful interactions.

There is no satisfaction at the surface level. We are not content to simply exchange products and make transactions. We go deeper than that. We seek to understand what people are striving for, what they have their hearts set on, and what they truly care about.

We don’t stop until we fully understand the promises people are looking for—not just the products they are looking at. We immerse ourselves in each other’s worlds, with empathy, kindness, and compassion. It’s up to us to create a meaningful environment in which people can thrive.

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INCLUSIVENESS

Diversity is a source of strength.

As we invest the time in understanding what makes us different from one another, we are nurturing our potential to grow. As we develop ways to celebrate our differences, we are actively growing our strengths. We start from a solid platform of respect for every individual, but that’s just the beginning. When individuality has no obstacles, we are all operating from a position of strength, and we can share in each other’s successes.

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POSITIVITY

Positive energy builds positive momentum.

The path to great outcomes is paved with enthusiasm. We carefully avoid cynicism, as it overshadows our goals with doubt and dead ends. Instead, we wholeheartedly embrace the upbeat energy that optimism creates around our people, our approach, and our environment. Not only does it help us achieve great things, but it also makes the journey more enjoyable for everyone involved.

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Boundless fitness. Limitless laps.

Timeless fun. Painless progress.

The power to restore. The power to strengthen. The power to stimulate.

Endless Pools® puts the power of water within your reach. We unlock the potential in every body—from beginner to Olympian, and everyone in between. Temperature-controlled, adjustable-current, total-body, indooroutdoor, hydromassage-powered, and easy-maintenance, Endless Pools leads the industry as the best-in-class brand and first-of-its-kind in this category. We continue to define what’s possible in aquatic wellness as we build, design, and engineer transformative experiences. Explore how the power of water can shape a healthier, happier, more therapeutic life for you.

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Watkins Wellness™ © 2021