Largely used for injury rehabilitation, electrical muscle stimulation (EMS) has proved to be an innovative addition to intensifying the effects of exercise. BODY20 offers signature strength-training workouts that use an EMS suit worn by clients, historically used for injury rehabilitation, which produces more than 150 times the muscle contractions of a traditional workout – all in a quick, 20-minute, low-impact session. By Kelsi Trinidad
BODY20 Joins Forces with Sequel Brands
Largely used for injury rehabilitation, electrical muscle stimulation (EMS) has proved to be an innovative addition to intensifying the effects of exercise. BODY20 offers signature strength-training workouts that use an EMS suit worn by clients, historically used for injury rehabilitation, which produces more than 150 times the muscle contractions of a traditional workout – all in a quick, 20-minute, low-impact session. This technology-based workout allows trainers to assess clients’ progress and create customized fitness plans based on a BODY20 bio-impedance score.
In May, Sequel Brands acquired BODY20, joining a roster of wellness and fitness brands including Pilates Addiction, Beem Light Sauna and iFlex Stretch Studios.
“Anthony Geisler and his team at Sequel Brands wanted to get into this business,” said Sequel Brands Chief Development Officer Bob McQuillan. “They wanted an EMS-type of brand to add to their portfolio. The greatest part of this is that he can add to the success of BODY20 with his expertise gained from what he’s done at the different brands that he’s owned. At Sequel, I would compare this management team to a franchise dream on steroids.”
BODY20’s business model is based on a membership structure that generates recurring revenue. A proprietary presale model allows franchisees to sell memberships before launch. Additionally, each franchise location only requires a small real estate footprint due to a fitness model that is more aligned with personal training sessions.
Since its acquisition and the additional resources that came with it, BODY20 has been focusing on growth, supercharging its sales team and renewing its strategies. Currently, the company operates about 60 locations nationwide, and Sequel Brands expects to sell 500 new franchises across all four brands by the end of the year. Joining Sequel Brands has allowed BODY20 franchisees to benefit from years of scalable success achieved in the company’s other brands.
McQuillan is excited about this new chapter for BODY20 and the opportunity that being a part of Sequel Brands presents.
“For me, it’s always been about the relationships, whether they be new franchisees, the people that are either CEOs of our companies or if they’re in operations – it doesn’t matter,” he said. “I love meeting new people. I love working with people. It will always be about that for me.”
Kelsi Trinidad