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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

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
http://www.leisureopportunities.com/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
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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

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
http://www.leisureopportunities.com/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
A new report has revealed the likely timescales and shape of the UK fitness market's ...
Latest News
There has been a "surge in appreciation" of exercise during lockdown, with people turning to ...
Latest News
Gyms and health clubs in Dubai, UAE, have begun reopening their doors today (27 May) ...
Latest News
HCM understands that the directors of énergie Fitness have brought in specialist company FRP Advisory ...
Latest News
Planning approval has been granted for a new David Lloyd Club in Bicester, Oxfordshire. The ...
Latest News
Aerobic exercise boosts blood flow into two key regions of the brain associated with memory, ...
Latest News
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Latest News
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Job search
POST YOUR JOB
Opinion
promotion
The activity industry finds itself in a position of considerable threat. Two-thirds of the world’s gyms are closed – that’s 230 million members unable to attend a fitness facility, according to data platform fitNdata.
Opinion: Ensuring members return after lockdown
Opinion
promotion
Elon Musk has plans to conquer Mars and these days the meat on your hamburger can be grown in a lab - so why are so many fitness businesses still using papers and pens to create workouts for their members?
Opinion: How the current pandemic may be helping the fitness industry to innovate
Featured supplier news
Featured supplier: Bicester hotel opens purpose-built performance facilities to attract new target audience
The Bicester Hotel and Spa has launched purpose-built fitness and performance facilities to create a standalone, unique offering to attract a new demographic to the site.
Featured supplier news
Featured supplier: Adidas calls on BLK BOX for flooring solutions at new World of Sports complex
Adidas believes that creators, just like athletes, need an environment that inspires their employees to perform and believe that through sport, we have the power to change lives.
Video Gallery
How to use the MZ-Bodyscan
MyZone
The Best Product for the Best Clubs Read more
More videos:
Company profiles
Company profile: Safe Space Lockers
Safe Space have over 25 years of experience in the UK leisure and fitness industry, ...
Company profiles
Company profile: Octane Fitness
A global innovator of high-performance fitness equipment, Octane Fitness, a Nautilus, Inc. brand, continually redefines ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Skincare
Sothys: Skincare
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Fitness equipment
Healthcheck Services Ltd: Fitness equipment
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Design consultants
Zynk Design Consultants: Design consultants
Wearable technology solutions
MyZone: Wearable technology solutions
Direct debit solutions
Harlands Group: Direct debit solutions
Locking solutions
Monster Padlocks: Locking solutions
Fitness Software
FunXtion International BV: Fitness Software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
06-07 Jul 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
28-31 Aug 2020
Expo Centre & Riviera di Rimini, Italy
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
11-12 Oct 2020
ExCeL London, London, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
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