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
Core Health & Fitness
Core Health & Fitness
Core Health & Fitness
Health Club Management

Health Club Management

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
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management

features

Promotional feature: Bodytec - Bringing EMS personal training to the classic low-cost gym

Entrepreneur Frank Hassler has been a successful German gym operator for many years. After witnessing the benefits of EMS technology both as a customer and as an operator, he set about combining his traditional budget studio with EMS personal training. The result was a synergistic pairing that led to an increase in revenue and customer loyalty

Published in Health Club Management 2018 issue 1
Frank Hassler has opened his own EMS studio, which is called bodyloft
Frank Hassler has opened his own EMS studio, which is called bodyloft
The concept offers a more effective personal training alternative to the traditional gym, and unlike members of stand-alone EMS studios, bodyloft customers also receive access to a complete fi tness centre and its extra services

Frank Hassler’s studio, the easy Fit in Schwenningen, Germany, is a well-equipped premium discount gym. In addition to training equipment, the studio, which is open 14 hours a day, seven days a week, offers numerous extras rarely found at a low-cost gym. These include courses, a drinks bar and a sauna. In all, the concept is attractively positioned and has successfully established itself as a premium low-cost studio.

IN-GYM CONCEPT
Hassler has also been working with a successful German EMS franchise that has been growing and expanding internationally in recent years. As a result, Hassler could be called a ‘child of two worlds’. He understands the goals and needs of the traditional clientele, but he also appreciates the high willingness of EMS customers to pay for efficient and time-saving personal training. After eight years with the leading EMS studio concept, Hassler knew that he wanted to find a way to take advantage of both worlds for himself. To that end, last year Hassler opened his own EMS studio called bodyloft, and placed it within his existing fitness centre. The concept has worked so well that a second in-gym EMS studio opened in another one of his fitness centres in December 2017. Existing easy Fit members who want to undertake EMS training are given additional contracts with bodyloft, which offers highly effective EMS personal training at regular market prices. At bodyloft, and in EMS studios in general, EMS is performed for 20 minutes once a week with a trainer, and customers can still make full use of the easy Fit facility at the same time.

ADDED BENEFITS
Those new to the idea of an in-gym EMS studio may believe that placing an EMS studio within a gym facility will lead to direct competition for customers; however, Hassler has found the opposite to be true.

He says: “The goal is to get our people from easy Fit into bodyloft. There, they pay higher contributions for highly efficient personal training with EMS. With fixed appointments and personal support, EMS is very motivating and results in improved customer loyalty. In principle, EMS customers become members of both the classic gym and the EMS studio.”

Hassler adds that original gym customers who sign up for EMS training are not los t to the EMS studio because as soon as the customer quits EMS, their original gym contract is automatically reactivated.

He explains: "Gym customers get a new contract on joining bodyloft, making both the EMS studio and the gym available to them. Since the old contract is simply paused and reactivated at a later date, there's no real migration to the EMS concept. If a customer no longer wishes to have EMS sessions, he or she is automatically returned to the easy Fit contract, rather than lost."

UNIQUE ENVIRONMENT
Anyone visiting bodyloft would struggle to guess that it has the same provider as easy Fit. This is because bodyloft has a very different appeal to the more affordable easy Fit – in terms of appearance, advertising and design. Starting from the EMS studio’s entrance, customers are given the impression that the space is entirely separate from the gym. It has its own distinct branding, which is more elegant and sophisticated, and bodyloft’s EMS trainers wear a noticeably different uniform to their easy Fit colleagues. Both concepts also have different opening hours and, as usual with EMS training, there are always fixed appointments.

The bodyloft clientele receive special, platinum-coloured membership cards with which they can also access the classic easy Fit studio, if desired. And an added bonus is t hat bodyloft memberships include access to all of easy Fit’s services, such as use of the sauna and drinks bar. According to Hassler, this is a first for an EMS studio. He says: "Nobody in the EMS sector offers that much – the bodyloft customer has everything."

THE USP ADVANTAGE
The in-gym studio provides Hassler with multiple unique selling points. Specifically, the concept set s itself apart from other classic studios by offering a more effective personal training alternative to the traditional gym, and unlike members of stand-alone EMS studios, bodyloft customers also receive access to a complete fitness centre and its extra services.

The in-gym bodyloft concept has been in existence since the end of 2016. Its second studio launched in December 2017. Approximately 75 percent of bodyloft customers are from the existing easy Fit fitness centre and the remaining 25 per cent a renew external bodyloft clients. Hassler broke-even with bodyloft after just six months.

Contact information

TEL: +44 (0)208 068 0780
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.
bodyloft has a different appeal
from the more affordable
easy Fit brand, although they
are from the same provider
bodyloft has a different appeal from the more affordable easy Fit brand, although they are from the same provider
bodyloft has a different appeal from the more affordable easy Fit brand, although they are from the same provider
bodyloft has a different appeal from the more affordable easy Fit brand, although they are from the same provider
bodyloft has a different appeal from the more affordable easy Fit brand, although they are from the same provider
bodyloft has a different appeal from the more affordable easy Fit brand, although they are from the same provider
https://www.leisureopportunities.co.uk/images/364437_89602.jpg
Bringing EMS personal training to the classic low-cost gym
miha Bodytec Frank Hassler, Entrepreneur, EMS Studio,miha Bodytec, EMS personal training, Frank Hassler
HCM magazine
Our road map is to manage leisure facilities, developing them into community hubs and ensuring the most in need get the most support
HCM magazine
Longer-term, we’re open to doing another IPO and taking our smart clubs overseas, or to doing another private equity deal, but for now, the focus is on building the company
HCM magazine
BMF members were invited to continue paying during first lockdown and an incredible 83 per cent did so, with some paying double to cover others
HCM Magazine
HCM People
Having someone just feeling comfortable walking into the gym is important
HCM Magazine
Sponsored
Deansgate Square, the newest residential star on Manchester’s impressive skyline, is a fitting home for some of the city’s most stylish health and fitness facilities, with specialist acoustic flooring by TVS Group
HCM Magazine
Letters
Power Plate UK's Davide Ferreira and Stuart Stokes from ReferAll write to HCM
HCM Magazine
Sponsored
Ruskin Fitness Club has transformed its gym in partnership with Technogym, adding the new Excite Live line, as well as dedicated workout zones
HCM Magazine
Research
Regular sessions of new-generation yoga can help tackle the lockdown blues, increase sleep quality and boost mental health
HCM Magazine
Promotion
Wattbike AtomX leads the future of indoor cycling, says Richard Baker
HCM Magazine
Sponsored
Venueserve Fitness enables clubs to offer white-label content streaming to optimise capacity and member engagement
HCM Magazine
Latest News
Professor Chris Whitty, the chief medical officer for England, has said exercise and physical activity ...
Latest News
Nick Whitcombe, the independent gym owner who refused to shut his gym during the October ...
Latest News
This year's UK government Spending Review, announced in Parliament by chancellor Rishi Sunak on 25 ...
Latest News
Up to 100k people will benefit from the free gym and physical activity sessions, thanks ...
Latest News
To the relief of the sector, the UK government confirmed yesterday (23 November) that gyms, ...
Latest News
Closing gyms and leisure facilities during any possible future lockdown would be "unthinkable", according to ...
Latest News
The University of Stirling has opened its new £20m sports and fitness centre. The building, ...
Featured supplier news
Featured supplier: Not all fitness content is equal
With the launch of 22 SERIES, a pioneering, new cardio line powered by iFit® – the world’s leading on-demand fitness streaming platform – Freemotion Fitness aims to change the way we think about – and deliver – fitness content to truly engage members.
Featured supplier news
Featured supplier: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Company profiles
Company profile: DFC
DFC
At DFC, we offer totally transparent revenue management solutions with clear pricing and no hidden ...
Company profiles
Company profile: Incorpore Limited
Incorpore Ltd is a leading fitness and wellness company which has been successfully delivering solutions ...
Supplier Showcases
Supplier showcase - Powering through
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness Software
FunXtion International BV: Fitness Software
Member feedback software
AskNicely: Member feedback software
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Exercise equipment
Star Trac / Core Health & Fitness: Exercise equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Trade associations
International SPA Association - iSPA: Trade associations
Fitness equipment
TRX Training: Fitness equipment
Locking solutions
Monster Padlocks: Locking solutions
Wearable technology solutions
MyZone: Wearable technology solutions
Spa software
SpaBooker: Spa software
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Promotional feature: Bodytec - Bringing EMS personal training to the classic low-cost gym

Entrepreneur Frank Hassler has been a successful German gym operator for many years. After witnessing the benefits of EMS technology both as a customer and as an operator, he set about combining his traditional budget studio with EMS personal training. The result was a synergistic pairing that led to an increase in revenue and customer loyalty

Published in Health Club Management 2018 issue 1
Frank Hassler has opened his own EMS studio, which is called bodyloft
Frank Hassler has opened his own EMS studio, which is called bodyloft
The concept offers a more effective personal training alternative to the traditional gym, and unlike members of stand-alone EMS studios, bodyloft customers also receive access to a complete fi tness centre and its extra services

Frank Hassler’s studio, the easy Fit in Schwenningen, Germany, is a well-equipped premium discount gym. In addition to training equipment, the studio, which is open 14 hours a day, seven days a week, offers numerous extras rarely found at a low-cost gym. These include courses, a drinks bar and a sauna. In all, the concept is attractively positioned and has successfully established itself as a premium low-cost studio.

IN-GYM CONCEPT
Hassler has also been working with a successful German EMS franchise that has been growing and expanding internationally in recent years. As a result, Hassler could be called a ‘child of two worlds’. He understands the goals and needs of the traditional clientele, but he also appreciates the high willingness of EMS customers to pay for efficient and time-saving personal training. After eight years with the leading EMS studio concept, Hassler knew that he wanted to find a way to take advantage of both worlds for himself. To that end, last year Hassler opened his own EMS studio called bodyloft, and placed it within his existing fitness centre. The concept has worked so well that a second in-gym EMS studio opened in another one of his fitness centres in December 2017. Existing easy Fit members who want to undertake EMS training are given additional contracts with bodyloft, which offers highly effective EMS personal training at regular market prices. At bodyloft, and in EMS studios in general, EMS is performed for 20 minutes once a week with a trainer, and customers can still make full use of the easy Fit facility at the same time.

ADDED BENEFITS
Those new to the idea of an in-gym EMS studio may believe that placing an EMS studio within a gym facility will lead to direct competition for customers; however, Hassler has found the opposite to be true.

He says: “The goal is to get our people from easy Fit into bodyloft. There, they pay higher contributions for highly efficient personal training with EMS. With fixed appointments and personal support, EMS is very motivating and results in improved customer loyalty. In principle, EMS customers become members of both the classic gym and the EMS studio.”

Hassler adds that original gym customers who sign up for EMS training are not los t to the EMS studio because as soon as the customer quits EMS, their original gym contract is automatically reactivated.

He explains: "Gym customers get a new contract on joining bodyloft, making both the EMS studio and the gym available to them. Since the old contract is simply paused and reactivated at a later date, there's no real migration to the EMS concept. If a customer no longer wishes to have EMS sessions, he or she is automatically returned to the easy Fit contract, rather than lost."

UNIQUE ENVIRONMENT
Anyone visiting bodyloft would struggle to guess that it has the same provider as easy Fit. This is because bodyloft has a very different appeal to the more affordable easy Fit – in terms of appearance, advertising and design. Starting from the EMS studio’s entrance, customers are given the impression that the space is entirely separate from the gym. It has its own distinct branding, which is more elegant and sophisticated, and bodyloft’s EMS trainers wear a noticeably different uniform to their easy Fit colleagues. Both concepts also have different opening hours and, as usual with EMS training, there are always fixed appointments.

The bodyloft clientele receive special, platinum-coloured membership cards with which they can also access the classic easy Fit studio, if desired. And an added bonus is t hat bodyloft memberships include access to all of easy Fit’s services, such as use of the sauna and drinks bar. According to Hassler, this is a first for an EMS studio. He says: "Nobody in the EMS sector offers that much – the bodyloft customer has everything."

THE USP ADVANTAGE
The in-gym studio provides Hassler with multiple unique selling points. Specifically, the concept set s itself apart from other classic studios by offering a more effective personal training alternative to the traditional gym, and unlike members of stand-alone EMS studios, bodyloft customers also receive access to a complete fitness centre and its extra services.

The in-gym bodyloft concept has been in existence since the end of 2016. Its second studio launched in December 2017. Approximately 75 percent of bodyloft customers are from the existing easy Fit fitness centre and the remaining 25 per cent a renew external bodyloft clients. Hassler broke-even with bodyloft after just six months.

Contact information

TEL: +44 (0)208 068 0780
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.
bodyloft has a different appeal
from the more affordable
easy Fit brand, although they
are from the same provider
bodyloft has a different appeal from the more affordable easy Fit brand, although they are from the same provider
bodyloft has a different appeal from the more affordable easy Fit brand, although they are from the same provider
bodyloft has a different appeal from the more affordable easy Fit brand, although they are from the same provider
bodyloft has a different appeal from the more affordable easy Fit brand, although they are from the same provider
bodyloft has a different appeal from the more affordable easy Fit brand, although they are from the same provider
https://www.leisureopportunities.co.uk/images/364437_89602.jpg
Bringing EMS personal training to the classic low-cost gym
miha Bodytec Frank Hassler, Entrepreneur, EMS Studio,miha Bodytec, EMS personal training, Frank Hassler
Latest News
Professor Chris Whitty, the chief medical officer for England, has said exercise and physical activity ...
Latest News
Nick Whitcombe, the independent gym owner who refused to shut his gym during the October ...
Latest News
This year's UK government Spending Review, announced in Parliament by chancellor Rishi Sunak on 25 ...
Latest News
Up to 100k people will benefit from the free gym and physical activity sessions, thanks ...
Latest News
To the relief of the sector, the UK government confirmed yesterday (23 November) that gyms, ...
Latest News
Closing gyms and leisure facilities during any possible future lockdown would be "unthinkable", according to ...
Latest News
The University of Stirling has opened its new £20m sports and fitness centre. The building, ...
Latest News
Gyms are right near the bottom of the list in terms of places people have ...
Latest News
A new, Europe-wide initiative will look to chart the level of risk of COVID-19 infection ...
Latest News
UK Parliament will debate COVID-19 restrictions on gyms and leisure centres on Monday 23 November, ...
Featured supplier news
Featured supplier: Not all fitness content is equal
With the launch of 22 SERIES, a pioneering, new cardio line powered by iFit® – the world’s leading on-demand fitness streaming platform – Freemotion Fitness aims to change the way we think about – and deliver – fitness content to truly engage members.
Featured supplier news
Featured supplier: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Company profiles
Company profile: DFC
DFC
At DFC, we offer totally transparent revenue management solutions with clear pricing and no hidden ...
Company profiles
Company profile: Incorpore Limited
Incorpore Ltd is a leading fitness and wellness company which has been successfully delivering solutions ...
Supplier Showcases
Supplier showcase - Powering through
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness Software
FunXtion International BV: Fitness Software
Member feedback software
AskNicely: Member feedback software
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Exercise equipment
Star Trac / Core Health & Fitness: Exercise equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Trade associations
International SPA Association - iSPA: Trade associations
Fitness equipment
TRX Training: Fitness equipment
Locking solutions
Monster Padlocks: Locking solutions
Wearable technology solutions
MyZone: Wearable technology solutions
Spa software
SpaBooker: Spa software
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
Core Health & Fitness
Core Health & Fitness