The fitness industry is constantly evolving, and one of the fastest-growing training methods gaining attention in Australia is EMS training, also known as Electrical Muscle Stimulation training.
In Melbourne, XLAB EMS Studio has quickly become one of Australia’s busiest and most successful EMS studios. Founded in 2023 by Darren Cilia, XLAB has grown from offering personalised two-on-one EMS training sessions to a larger group training format, now accommodating up to five people per session. Due to growing demand, the studio has also moved into a larger location to better serve its expanding client base.
What makes XLAB’s growth even more impressive is that much of it has happened organically, through client referrals, word of mouth, and genuine success stories rather than heavy marketing.
XLAB founder Darren Cilia first discovered EMS training through his brother, who was already working in the fitness industry. As someone with a background in lifting and training, Darren understood how frustrating
injuries could be. Like many experienced gym-goers, he had dealt with physical limitations that made traditional training more challenging.
At first, Darren was sceptical about EMS training. But after trying it for himself, he quickly saw the potential.
The combination of efficiency, low-impact movement, and strong muscle activation helped Darren recognise that EMS could offer something different to the Australian fitness market. This eventually led him away from the corporate world and back into the fitness industry,
where he launched XLAB.
When Darren first opened XLAB, he expected the studio to mainly attract fitness enthusiasts. However, the client base turned out to be much broader.
XLAB’s clients range from people in their 30s through to their 70s, with the majority aged between 45 and 60. Around 65% of clients are women, and many are busy professionals, parents, or people who have struggled to find a fitness routine that works for their body and lifestyle.
Many XLAB clients are not looking for a traditional gym experience. Instead, they want:
This has made EMS training particularly popular with people who are time-poor or who have previously felt unsupported by traditional fitness options. To learn more about if EMS training is right for you, read our guide here.
One of the most unexpected areas of demand for XLAB has come from women over 45, including menopausal women looking for a safe, effective, and sustainable way to stay active.
Many women in this stage of life are looking to maintain strength, improve muscle tone, support mobility, and feel confident in their bodies without putting unnecessary stress on joints.
For these clients, EMS training offers a practical alternative to high-impact workouts. The sessions are short, guided, and individually adjusted, making the experience more approachable than a traditional gym setting.
Darren says this demand was larger than he initially expected, and it highlighted a major gap in the fitness market.
Because EMS training is still relatively new in Australia, one of the biggest challenges has been explaining what it actually feels like and how it works.
Many people are unsure about EMS until they try it. Once they experience the session, understand the suit, and feel the muscle activation for themselves, the concept becomes much easier to understand.
This is why word of mouth has been so important to XLAB’s growth.
Clients who see results often become the studio’s strongest advocates, referring friends, family members, and colleagues. Over time, this has helped XLAB build a strong reputation in Melbourne’s EMS training market.
Like any new business, launching XLAB came with challenges.
For Darren, one of the biggest hurdles was getting people through the door in the early stages. EMS training was still unfamiliar to many Australians, and some people were naturally sceptical.
However, once clients tried EMS training and experienced the benefits for themselves, many became regular members.
Another key lesson Darren learned was the importance of having the right systems in place early, particularly a strong Customer Relationship Management system, or CRM. With a growing client base, the right CRM can make it much easier to manage bookings, communication, client relationships, and day-to-day operations.
XLAB is now entering an exciting new stage of growth.
With a larger location, an expanding team, and a growing demand for EMS training in Melbourne, Darren’s goal is to help even more people experience the benefits of this training method.
The studio is aiming to train up to 40 clients per day, five and a half days per week, with plans to continue expanding across Melbourne in the future. Darren’s vision is not just to grow XLAB as a business, but to help pioneer a more functional style of EMS training in Australia.
XLAB’s success shows that EMS training is more than just a fitness trend. For many people, it provides a practical, efficient, and supportive way to exercise when traditional training has not worked for them.
From busy professionals to women over 45, clients with injury concerns, and people looking for a more time-efficient way to train, XLAB is helping redefine what modern fitness can look like.
As awareness of EMS training continues to grow in Australia, XLAB is well positioned to remain one of Melbourne’s leading EMS studios.
EMS is rewriting the rules of personal training. Don’t wait until the market is crowded – learn how you can launch, scale, and thrive. Read our step-by-step roadmap here: Starting an EMS Business in 2026.
