PHOENIX, Jan. 8, 2014 -- Athletes’ Performance announced it will begin operating under the new name EXOS immediately. The rebrand unifies the existing Athletes’ Performance and Core Performance brands.

Over the last 15 years, the company has been synonymous with the world’s most advanced performance training, nutrition, and physical therapy methodologies. The company has trained many of the top champions in sport, including six No.1 NFL draft picks, the U.S. and German national soccer teams, Olympic medalists, and countless champions in baseball, tennis, golf, basketball, and hockey. In addition to elite sports performance training and applied research, they’ve also delivered leading-edge human performance solutions for businesses, tactical programs to maximize physical assets for the military, and global education programs for industry professionals.

“In 1999, we created a company in an industry that didn’t exist yet. We set out to maximize the potential of athletes, providing an integrated system to help them realize their potential and achieve the greatest pinnacles in sport. Now, our success with athletes has led to the next phase of our evolution: activating our programs worldwide, starting with the military and special forces, and delivering health and performance game plans to people at innovative companies,” says Dan Burns, EXOS CEO.

“We’re here to upgrade lives,” says Mark Verstegen, EXOS founder and president. “We’ve been known for our ability to design and deliver performance game plans for elite athletes, but now we’re progressing the intelligence behind human performance wherever necessary. This rebrand unites our vertical markets.”

The new logo design is geared toward keeping with the company heritage. “The X in our new logo represents the four pillars of our methodology: Mindset, Nutrition, Movement, and Recovery,” says Verstegen. It also relays the company’s vision for the future. “EXOS speaks to a future where higher achievement and proactive protection go hand in hand. The X and O represent this offensive and defensive approach. We’re moving forward and innovating — the new logo demonstrates our future,” added Verstegen.

The transition to the new name, including rebranding of products and changes to facilities and marketing materials, will take place over the next 12 months. EXOS has planned extensive outreach programs to their customers and vendors to let them know about the new identity.