GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
Technogym
Technogym
Technogym
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Promotional feature: EMS: ensuring a successful business venture

When setting up a new fitness offering, having a point of difference is key. Two businesses tell us how Electro Muscle Stimulation has been successful in helping them to stand out from the rest

Published in Health Club Management 2019 issue 9
EMS sessions are short, allowing studios to train more clients
EMS sessions are short, allowing studios to train more clients

It is known that 80 per cent of all new start-up businesses fail within two years and 55 per cent of all small businesses in the UK don’t grow big enough to hit the VAT threshold. The fitness industry is no different, with countless entrepreneurs searching for a way to break into this extremely crowded market and build a successful brand. Electro Muscle Stimulation (EMS) training is helping many studios find that innovative and stand-out method to help them take off.

This effective product can be a firm foundation of building a great business. We spoke to Constantin Hampe, CEO at Surge Fitness – the first EMS boutique studio in London – and Mark Holland, master franchisor for Bodystreet – the most prolific EMS Global franchise – to understand more about how they grew their respective, successful EMS businesses.

Surge Fitness – Boutique fitness solution
Surge Fitness set up in June 2017, becoming the first EMS boutique studio in London. Since then, it has seen growth and increases in incremental revenue. Based on this success, it is now looking to expand throughout the country with new locations over the coming year.

“EMS training is the perfect fitness solution for a boutique studio offering. Sold in 20-minute sessions, you are able to train a huge number of clients throughout the day, offering a scientifically-backed, progressive workout to help them reach their goals,” says Hampe.

“The key to our success has been through developing a quality-assured service which members value, respect and love. We provide ongoing training for all our staff, ensuring they are up to date with the latest training methods, techniques and education. We only offer EMS at Surge, so we have to be experts in that field, consistently delivering training in line with the highest standards. We also ensure every member feels welcome, providing access to large changing room facilities, complementary towels and beauty products, free water and training kit. We know how limited people are on time, so we make it as easy for them as possible to get in, work hard and enjoy their session in a timely manner.”

"EMS lends itself to a wide demographic – from professionals looking for a time-efficient workout, to mums wanting to tone up and squeeze in a session, as well as older adults hoping to reduce sarcopenia and improve their posture and athletes seeking performance enhancement. EMS has enabled us to open our doors to a huge variety of individuals that other training methods would not allow for. Also key to tapping into this diverse market was our choice of location, which needed to put us in striking distance of all these people at once. Hammersmith has been perfect for that.

"The set up of our studio has also played an important role too. Our venue is open plan, with large glass windows so passers-by and other members can look inside and see each other training. EMS is very unique and most people have no prior knowledge of it, so it often sparks questions from people wanting to know more. This allows us to capitalise on footfall in the area and we make sure to take advantage of this initial intrigue by offering a free first training session. Our retention rates are extremely high, so it clearly works.

"We appreciate there can be an element of intimidation when it comes to any form of fitness, but particularly EMS. That’s why we’ve worked hard to build a community at Surge, whereby members feel comfortable training next to each other, celebrate each other’s successes and help to raise the profile of EMS through word of mouth. We highlight member wins on our social channels, championing them and making them feel valued and proud of their achievements, whilst at the same time showcasing the effectiveness of EMS.

"Such is the success we’ve seen over the past two years, that we're currently in the process of finding new sites to expand further throughout London and the rest of the UK. Each new studio will offer the same luxury experience, on top of the high-quality training service. We want Surge to be associated with quality, making members feel valued no matter the location they walk into.”

Bodystreet – A Franchised model
Global EMS market leaders Bodystreet successfully use franchising to help franchises launch and grow their own business. With financial backing, business support and pre-prepared marketing materials, the brand has so far helped owners to open eight locations in the UK and is on track for 12 by the end of the year.

Mark Holland explains, “At Bodystreet, we’ve proven how successful a franchised model can be. We’ve grown consistently month-on-month, with membership increasing by 25 per cent in January 2019 alone. It’s not just the fact that EMS training works and gets results, but the business model is set up to ensure success. Every potential client that walks through one of our studio doors knows exactly the level of quality they will receive, with a degree of service they can expect.

"In a traditional business set up, it’s inevitable that mistakes will be made in the developmental stages. Franchising comes into its own here as you are following a well walked path, where everything has been done before. The common mistakes of business ownership have been learned; easing your own journey.

"Franchising ensures mutual benefits for both parties – franchisee and franchisor – as each has a vested interest in the studio’s success. You can draw upon each side’s strengths and knowledge. For example, Bodystreet has key target cities we are looking to open a studio in – like Leeds, Exeter, Birmingham and Manchester – and we can use the knowledge of local trainers in these areas to understand the best locations for our target demographic, to set up in. Equally, prospective owners can come to us, looking to feed from our knowledge of setting up a studio; short cutting their own learning process. If they can show a passion for the brand and the desire to bring EMS to their market, we would love to have them on board.

"Once part of the team, we help the studio to write a business plan, find the right members of staff, offer and launch marketing collateral, monitor growth and set benchmarks to ensure success. Our franchisees are able to access bulk discounts on fit out costs, nutrition supplements and consumables at better prices than it would do to set up alone. We make setting up a business manageable and affordable. It’s no wonder over 95 per cent* of all franchises are successful.

“The proof is in the pudding. Bodystreet launched with a single micro-studio in Munich in Germany in 2007 and since then has grown exponentially with membership levels almost double those of standalone models. With our experience and knowledge of the sector, our goal is to have 200 studios by 2025 in the UK alone. We welcome anyone who is keen to be part of that journey and development to get in touch!”

www.bodystreet.us/home/

Breadth of opportunity
Such is the success that many owners have seen with EMS, the market is continuing to expand. More oversees players are looking to delve into the UK market, such as the EMS BodyPOWER franchise from Denmark, and BIONIC, the Swiss EMS franchise, hoping to capitalise on the potential for growth. This is an exciting time for the EMS sector and as the market grows, there's no time like the present to get on board.

*Source Nat West British Franchise Survey

Constantin Hampe
"EMS training is the perfect fitness solution for a boutique studio offering" - Constantin Hampe, Surge Fitness
Mark Holland, Bodystreet
"It’s not just the fact that EMS training works and gets results, but the business model is set up to ensure success" - Mark Holland, Bodystreet

TEL: +44 (0)208 0680780

EMAIL: [email protected]

WEB: www.miha-bodytec.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
EMS appeals to a wider variety of people than other training methods
EMS appeals to a wider variety of people than other training methods
Surge has worked to build a friendly community
Surge has worked to build a friendly community
There are currently eight Bodystreet franchises in the UK
There are currently eight Bodystreet franchises in the UK
https://www.leisureopportunities.co.uk/images/imagesX/745107_716840.jpg
Two Businesses tell HCM how Electro Muscle Stimulation (EMS) has enhanced their business and made them stand out in the market. 'You are able to train a huge number of clients throughout the day, offering a scientifically-backed, progressive workout to help reach their goals' says Surge Fitness CEO, Constantin Hampe. BodyStreet's Mark Holland shares Surge's positivity and explains that the combination of EMS and their franchising model are the key to their success.
EMS, Electro Muscle Stimulation, Fitness, Surge Fitness. Body Street,EMS, Electro Muscle Stimulation, Fitness, Surge Fitness. Body Street
HCM magazine
Running booms when health clubs and gyms are closed. Could this enthusiasm result in treadmill training becoming the new spinning? Kath Hudson reports
HCM magazine
GLL is best known for running leisure facilities on behalf of local authorities across the UK, but a lesser-known part of its remit is its GLL Sport Foundation which supports Olympic hopefuls. Liz Terry finds out more
HCM magazine
Changes to DNA which occur during exercise give protection against a wide range of diseases, according to new research from the Univesity of Copenhagen
HCM Magazine
Everyone’s talking about
Booming membership sales, busy suburban clubs and members visiting during the working day. Operators are reporting it’s good to be back. Kath Hudson finds out what business has been like since the re-set button was pressed
HCM Magazine
Hybrid
The Gym Group has taken its digital hybrid strategy full circle, piloting in-gym workout pods and studios with its home workout delivery partner, Fiit. HCM talks to the team driving the project
HCM Magazine
Sponsored
Andy Janes and Jamie Whisken explain the vision behind R1SE Bournemouth, and why Technogym was their choice of partner in delivering their unique fusion boutique
HCM Magazine
Interview
David Lloyd Leisure has not only regained its pre-pandemic member numbers, it’s also seeking acquisitions, going hard on digital and continuing to upgrade its portfolio. Its CEO talks to Kate Cracknell
HCM Magazine
Sponsored
Billed as the ‘2021 Experience Tour’, Egym has taken its connected gym floor experience on the road around the UK
HCM Magazine
Policy
Generations rarely have the opportunity to reset public opinion and effect behaviour change for good, but post-pandemic two unequal movements with a lot in common will be the focus of governments, says David Minton
HCM Magazine
Sponsored
Les Mills is launching a new digital network called Les Mills Connect to help clubs build back better and emerge from the pandemic with a stronger business
HCM Magazine
Latest News
People should concentrate on exercise and staying fit – rather than dieting and weight loss ...
Latest News
Sibec Europe, scheduled to take place in Cologne, Germany, from 2 to 5 November 2021, ...
Latest News
Swim England has warned that 2,000 swimming pools could be lost forever unless the government ...
Latest News
Sports Minister, Nigel Huddleston, has joined gym-goers this morning to kick-off the annual National Fitness ...
Latest News
A new high-end workspace, designed for the use of personal trainers, coaches and other health ...
Latest News
VAT reform, adjustments in business rates and a fitness-led high street regeneration push could see ...
Latest News
Peloton has completed the merging of its commercial operations with Precor, the equipment brand it ...
Latest News
Half of UK adults aren't happy with their physical fitness levels, according to a study ...
Featured supplier news
Featured supplier news: Power Plate teams up with Myzone for a new exercise experience
Power Plate has teamed up with Myzone to provide its community with new class experiences and the opportunity to offer rewards based on effort, every time they move.
Featured supplier news
Featured supplier news: Technogym awarded “Supplier of the year” at ukactive awards 2021
The best in class of the physical activity sector have been revealed at the ukactive Awards 2021.
Featured operator news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Featured operator news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Company profiles
Company profile: Crown Sports Lockers
Crown Sports Lockers has designed, crafted and fitted bespoke timber furniture for spas, hotels and ...
Company profiles
Company profile: Venueserve Fitness
Venueserve Fitness is an easy-to-use, low-cost web- and mobile online exercise platform, already being used ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Red Light Therapy
 Red Light Rising: Red Light Therapy
Wearable technology solutions
MyZone: Wearable technology solutions
Fitness equipment
Precor: Fitness equipment
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Management software
Premier Software Solutions: Management software
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Uniforms
Service Sport: Uniforms
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
13-14 Oct 2021
Online,
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Promotional feature: EMS: ensuring a successful business venture

When setting up a new fitness offering, having a point of difference is key. Two businesses tell us how Electro Muscle Stimulation has been successful in helping them to stand out from the rest

Published in Health Club Management 2019 issue 9
EMS sessions are short, allowing studios to train more clients
EMS sessions are short, allowing studios to train more clients

It is known that 80 per cent of all new start-up businesses fail within two years and 55 per cent of all small businesses in the UK don’t grow big enough to hit the VAT threshold. The fitness industry is no different, with countless entrepreneurs searching for a way to break into this extremely crowded market and build a successful brand. Electro Muscle Stimulation (EMS) training is helping many studios find that innovative and stand-out method to help them take off.

This effective product can be a firm foundation of building a great business. We spoke to Constantin Hampe, CEO at Surge Fitness – the first EMS boutique studio in London – and Mark Holland, master franchisor for Bodystreet – the most prolific EMS Global franchise – to understand more about how they grew their respective, successful EMS businesses.

Surge Fitness – Boutique fitness solution
Surge Fitness set up in June 2017, becoming the first EMS boutique studio in London. Since then, it has seen growth and increases in incremental revenue. Based on this success, it is now looking to expand throughout the country with new locations over the coming year.

“EMS training is the perfect fitness solution for a boutique studio offering. Sold in 20-minute sessions, you are able to train a huge number of clients throughout the day, offering a scientifically-backed, progressive workout to help them reach their goals,” says Hampe.

“The key to our success has been through developing a quality-assured service which members value, respect and love. We provide ongoing training for all our staff, ensuring they are up to date with the latest training methods, techniques and education. We only offer EMS at Surge, so we have to be experts in that field, consistently delivering training in line with the highest standards. We also ensure every member feels welcome, providing access to large changing room facilities, complementary towels and beauty products, free water and training kit. We know how limited people are on time, so we make it as easy for them as possible to get in, work hard and enjoy their session in a timely manner.”

"EMS lends itself to a wide demographic – from professionals looking for a time-efficient workout, to mums wanting to tone up and squeeze in a session, as well as older adults hoping to reduce sarcopenia and improve their posture and athletes seeking performance enhancement. EMS has enabled us to open our doors to a huge variety of individuals that other training methods would not allow for. Also key to tapping into this diverse market was our choice of location, which needed to put us in striking distance of all these people at once. Hammersmith has been perfect for that.

"The set up of our studio has also played an important role too. Our venue is open plan, with large glass windows so passers-by and other members can look inside and see each other training. EMS is very unique and most people have no prior knowledge of it, so it often sparks questions from people wanting to know more. This allows us to capitalise on footfall in the area and we make sure to take advantage of this initial intrigue by offering a free first training session. Our retention rates are extremely high, so it clearly works.

"We appreciate there can be an element of intimidation when it comes to any form of fitness, but particularly EMS. That’s why we’ve worked hard to build a community at Surge, whereby members feel comfortable training next to each other, celebrate each other’s successes and help to raise the profile of EMS through word of mouth. We highlight member wins on our social channels, championing them and making them feel valued and proud of their achievements, whilst at the same time showcasing the effectiveness of EMS.

"Such is the success we’ve seen over the past two years, that we're currently in the process of finding new sites to expand further throughout London and the rest of the UK. Each new studio will offer the same luxury experience, on top of the high-quality training service. We want Surge to be associated with quality, making members feel valued no matter the location they walk into.”

Bodystreet – A Franchised model
Global EMS market leaders Bodystreet successfully use franchising to help franchises launch and grow their own business. With financial backing, business support and pre-prepared marketing materials, the brand has so far helped owners to open eight locations in the UK and is on track for 12 by the end of the year.

Mark Holland explains, “At Bodystreet, we’ve proven how successful a franchised model can be. We’ve grown consistently month-on-month, with membership increasing by 25 per cent in January 2019 alone. It’s not just the fact that EMS training works and gets results, but the business model is set up to ensure success. Every potential client that walks through one of our studio doors knows exactly the level of quality they will receive, with a degree of service they can expect.

"In a traditional business set up, it’s inevitable that mistakes will be made in the developmental stages. Franchising comes into its own here as you are following a well walked path, where everything has been done before. The common mistakes of business ownership have been learned; easing your own journey.

"Franchising ensures mutual benefits for both parties – franchisee and franchisor – as each has a vested interest in the studio’s success. You can draw upon each side’s strengths and knowledge. For example, Bodystreet has key target cities we are looking to open a studio in – like Leeds, Exeter, Birmingham and Manchester – and we can use the knowledge of local trainers in these areas to understand the best locations for our target demographic, to set up in. Equally, prospective owners can come to us, looking to feed from our knowledge of setting up a studio; short cutting their own learning process. If they can show a passion for the brand and the desire to bring EMS to their market, we would love to have them on board.

"Once part of the team, we help the studio to write a business plan, find the right members of staff, offer and launch marketing collateral, monitor growth and set benchmarks to ensure success. Our franchisees are able to access bulk discounts on fit out costs, nutrition supplements and consumables at better prices than it would do to set up alone. We make setting up a business manageable and affordable. It’s no wonder over 95 per cent* of all franchises are successful.

“The proof is in the pudding. Bodystreet launched with a single micro-studio in Munich in Germany in 2007 and since then has grown exponentially with membership levels almost double those of standalone models. With our experience and knowledge of the sector, our goal is to have 200 studios by 2025 in the UK alone. We welcome anyone who is keen to be part of that journey and development to get in touch!”

www.bodystreet.us/home/

Breadth of opportunity
Such is the success that many owners have seen with EMS, the market is continuing to expand. More oversees players are looking to delve into the UK market, such as the EMS BodyPOWER franchise from Denmark, and BIONIC, the Swiss EMS franchise, hoping to capitalise on the potential for growth. This is an exciting time for the EMS sector and as the market grows, there's no time like the present to get on board.

*Source Nat West British Franchise Survey

Constantin Hampe
"EMS training is the perfect fitness solution for a boutique studio offering" - Constantin Hampe, Surge Fitness
Mark Holland, Bodystreet
"It’s not just the fact that EMS training works and gets results, but the business model is set up to ensure success" - Mark Holland, Bodystreet

TEL: +44 (0)208 0680780

EMAIL: [email protected]

WEB: www.miha-bodytec.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
EMS appeals to a wider variety of people than other training methods
EMS appeals to a wider variety of people than other training methods
Surge has worked to build a friendly community
Surge has worked to build a friendly community
There are currently eight Bodystreet franchises in the UK
There are currently eight Bodystreet franchises in the UK
https://www.leisureopportunities.co.uk/images/imagesX/745107_716840.jpg
Two Businesses tell HCM how Electro Muscle Stimulation (EMS) has enhanced their business and made them stand out in the market. 'You are able to train a huge number of clients throughout the day, offering a scientifically-backed, progressive workout to help reach their goals' says Surge Fitness CEO, Constantin Hampe. BodyStreet's Mark Holland shares Surge's positivity and explains that the combination of EMS and their franchising model are the key to their success.
EMS, Electro Muscle Stimulation, Fitness, Surge Fitness. Body Street,EMS, Electro Muscle Stimulation, Fitness, Surge Fitness. Body Street
Latest News
People should concentrate on exercise and staying fit – rather than dieting and weight loss ...
Latest News
Sibec Europe, scheduled to take place in Cologne, Germany, from 2 to 5 November 2021, ...
Latest News
Swim England has warned that 2,000 swimming pools could be lost forever unless the government ...
Latest News
Sports Minister, Nigel Huddleston, has joined gym-goers this morning to kick-off the annual National Fitness ...
Latest News
A new high-end workspace, designed for the use of personal trainers, coaches and other health ...
Latest News
VAT reform, adjustments in business rates and a fitness-led high street regeneration push could see ...
Latest News
Peloton has completed the merging of its commercial operations with Precor, the equipment brand it ...
Latest News
Half of UK adults aren't happy with their physical fitness levels, according to a study ...
Latest News
Temporary measures brought in to support businesses in the UK from insolvency during the pandemic ...
Latest News
Nadine Dorries has replaced Oliver Dowden as the Secretary of State for Digital, Media, Culture ...
Latest News
In a major move against the gym market, Apple has revealed a number of upgrades ...
Featured supplier news
Featured supplier news: Power Plate teams up with Myzone for a new exercise experience
Power Plate has teamed up with Myzone to provide its community with new class experiences and the opportunity to offer rewards based on effort, every time they move.
Featured supplier news
Featured supplier news: Technogym awarded “Supplier of the year” at ukactive awards 2021
The best in class of the physical activity sector have been revealed at the ukactive Awards 2021.
Featured operator news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Featured operator news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Company profiles
Company profile: Crown Sports Lockers
Crown Sports Lockers has designed, crafted and fitted bespoke timber furniture for spas, hotels and ...
Company profiles
Company profile: Venueserve Fitness
Venueserve Fitness is an easy-to-use, low-cost web- and mobile online exercise platform, already being used ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Red Light Therapy
 Red Light Rising: Red Light Therapy
Wearable technology solutions
MyZone: Wearable technology solutions
Fitness equipment
Precor: Fitness equipment
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Management software
Premier Software Solutions: Management software
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Uniforms
Service Sport: Uniforms
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
13-14 Oct 2021
Online,
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
Technogym
Technogym