The Future of Fitness: An Interview with XLAB Founder Darren Cilia on EMS Training and the Rise of XLAB.
The Future of Fitness: An Interview with XLAB Founder Darren Cilia on EMS Training and the Rise of XLAB.
In the ever-evolving fitness industry, a new player has emerged on the scene in Melbourne, Australia. XLAB is an EMS (Electrical Muscle Stimulation) studio, and it’s causing quite a stir. Today, we’re diving into the mind of Darren Cilia, founder of XLAB, to learn more about his journey, his vision for EMS training, and what the future holds for his growing brand.
Discovering EMS Training
Darren first encountered EMS through his brother, who worked in the fitness industry. What attracted Darren most was how EMS could aid in recovery from injuries. As an experienced lifter, Darren had his fair share of injury-related challenges, and EMS training presented a unique solution.
“I was sceptical at first, but I gave it a go,” Darren says. “After trying it out, I was hooked.”
It’s a story many fitness professionals can relate to. Darren had spent years in the gym and knew many people that were limited by their injuries. EMS training allowed him to exercise more efficiently, utilising electrical impulses to stimulate deep muscle contractions. The results spoke for themselves—Darren’s excitement over EMS led to a shift from the corporate world, back to the fitness industry.
Motivation for Starting XLAB
“After trying EMS and seeing the results, I wanted to get out of the finance industry and back into fitness,” Darren explains. “Gyms and personal training studios were everywhere, but EMS training gave me an opportunity to offer something unique, something that could help people like me—those who struggle with injuries or just want a different kind of workout.”
EMS training appealed to Darren because of its potential to make fitness more accessible to a wide range of people. It’s not just for athletes or fitness enthusiasts; it’s for anyone looking to improve their health, manage injuries, or save time in their busy schedules. XLAB was born out of this vision to provide the people of Melbourne with a different health solution.
XLAB’s Target Market
Initially, Darren thought that XLAB’s target market would be fitness enthusiasts. However, the clientele that gravitated towards EMS training surprised him.
“My youngest client is 32, and my oldest is 72,” he says. “The majority of our clients are between 45-60, and about 65% of them are women.”
What connects these clients is a desire for fitness that works around their unique limitations, whether it’s injury-related issues or simply being time-poor. Many of Darren’s clients are busy mums or professionals like doctors, lawyers, and accountants, who find traditional gym settings too time-consuming or incompatible with their physical needs.
“Many of our clients have sore knees or back problems and don’t want to—or can’t—go to the gym,” Darren explains. “They’ve tried other fitness methods and haven’t achieved the results they want. EMS gives them a chance to work out in a way that doesn’t exacerbate their injuries.”
For those clients, EMS is a revelation. With 20-minute sessions providing the equivalent of hours in the gym, it’s no surprise that many first-time users get hooked.
Marketing an EMS Business
As a relatively new concept in Australia, EMS training presents unique challenges in terms of marketing. Darren notes that while XLAB uses social media channels like Facebook and Instagram, the real magic has come from client testimonials and word of mouth.
“At first, it was hard to explain what EMS is all about. People don’t understand what’s going on with the suit until they try it,” Darren says. “But once they see the results, they tell their friends. After six months, word of mouth really started spreading.”
The effectiveness of EMS training speaks for itself. Once clients experience the difference it can make in their fitness journey, they become XLAB’s best advocates.
Unexpected Discoveries
One of the most surprising things Darren discovered while running XLAB was the significant demand from clients over the age of 55, particularly menopausal women.
“20% of our clients are menopausal women who are looking for a solution,” Darren says. “There’s a huge demand that I didn’t fully anticipate.”
These women, Darren explains, often feel underserved by traditional fitness options. EMS training offers them a way to stay active without the stress of high-impact exercises that could exacerbate health issues. This demand highlights a gap in the market—one that Darren is eager to address.
Challenges in Starting the Business
Like any new venture, starting XLAB came with its fair share of challenges. Darren notes that getting people through the door was initially the hardest part.
“EMS is still largely unknown, and there’s a lot of scepticism,” Darren admits. “But once people try it, they love it, and they become ambassadors for the brand.”
Overcoming scepticism has been key. Darren believes that the results EMS clients see—whether it’s improved muscle tone, reduced pain, or enhanced strength—make believers out of even the biggest doubters.
What Darren Would Do Differently
If Darren could go back and do one thing differently, it would be to spend more time finding the right Customer Relationship Management (CRM) system.
“I’m happy with the road we’ve taken, but start-up expenses are always higher than you think,” Darren reflects. “Getting the right CRM earlier would have been a huge help in managing client relationships and operations more smoothly.”
Other than that, Darren feels confident about XLAB’s growth and is proud of how the business has progressed.
The Future of XLAB
So what does the future hold for XLAB? Darren has big plans.
“We’re currently expanding to a bigger location and growing our staff,” he shares. “Our goal is to help more people. In the new EMS studio, we’re aiming for 40 clients per day, five and a half days per week.”
But that’s just the beginning. Darren envisions XLAB expanding across Melbourne, opening multiple studios, and becoming a household name in EMS training. His ambition is not just to grow the business but to set the standard for functional EMS training in Australia.
“We want to pioneer a functional style of EMS training,” Darren explains. “People really enjoy how we deliver it, and they’re getting great results. We want to keep pushing that forward and help even more people experience the benefits of EMS.”
With Darren’s passion and vision, it’s clear that XLAB is on an exciting trajectory. As EMS training gains more recognition in Australia, XLAB is poised to lead the way, setting new standards and transforming how people approach fitness.