Behind the Scenes with Bernadine of Body20 Wellington: A Journey with EMS Training
Discovering EMS Training: A Life-Changing Experience
My journey with EMS training began during my time in Namibia. I was travelling frequently for work, which made maintaining a regular gym schedule almost impossible. Fitness, particularly strength training, has always been a priority for me as it positively impacts every aspect of my health and well-being. However, the lack of gym facilities in remote locations meant that my strength training suffered.
That’s when I discovered Body20 in Namibia. I started training twice a week when I was in town, and the results were astounding. My strength and conditioning improved significantly, and I was hooked. This transformative experience marked the beginning of my Body20 journey and cemented my passion for EMS training.
EMS Training: Namibia, South Africa, and New Zealand
EMS training is widely recognised and appreciated in Namibia and South Africa. In South Africa, Body20 is the leading EMS brand, while in Namibia, it’s the only one of its kind. The holistic approach—encompassing physical, mental, and emotional well-being—is what makes EMS training so impactful.
In New Zealand, EMS is still in its infancy. Many Kiwis haven’t heard of it and are hesitant to try something new. However, it’s steadily gaining traction, especially among older individuals who enjoy the lifestyle benefits of being stronger and more active. In a country where outdoor living and activities are highly valued, EMS training helps people regain the strength and mobility needed to fully participate in life’s adventures.
Bringing EMS to New Zealand
When my family and I moved to New Zealand in 2019, I was surprised to find that there were no EMS studios in Wellington and only a recently opened one in Auckland. Having been a loyal Body20 customer in Namibia, I immediately recognised a gap in the fitness industry here.
That’s when the idea of opening a Body20 studio in Wellington was born. Together with my business partners, Neels and Manja, we saw an opportunity to invest in a business that could be truly impactful and meaningful. EMS training is a time-saving, effective fitness solution that can help busy, overworked, and stressed individuals regain their strength and vitality. Our shared vision was to introduce this innovative fitness method to New Zealand and help people experience its transformative benefits.
The Global Body20 Brand
Body20 originated in South Africa and has steadily grown over the past two decades to become the largest global EMS brand. With a presence in New Zealand, the US, the UK, and other countries, Body20 continues to expand its reach, driven by the vision of becoming the world’s leading EMS brand. The brand’s success in the US market, in particular, is a testament to the global appeal and effectiveness of EMS training.
Body20 New Zealand: Target Market and Business Model
At Body20 NZ, we believe EMS training can benefit people of all ages. However, our most loyal clients tend to be 40 and above. These individuals, often busy professionals, retirees, or business owners, recognise the importance of staying strong and healthy but don’t have the time for traditional gym routines.
Our business model focuses on helping people get back to doing what they love. We’re passionate about “future-proofing” bodies—ensuring that our clients can continue to enjoy a high quality of life, free from injuries and limitations. Whether it’s playing with grandkids or participating in sports, EMS training empowers people to live life to the fullest.
Marketing and Outreach
Our marketing strategy revolves around building genuine connections. We encourage word-of-mouth referrals by offering free trials to anyone interested in EMS training. We also run an effective referral programme and maintain an active presence on social media. Recently, we’ve started exploring corporate wellness initiatives, offering one-on-one wellness days to larger companies. These efforts are still in the early stages, but we’re excited about the possibilities.
Rewards and Challenges of Running an EMS Business
Running an EMS business has been incredibly rewarding. Seeing the positive impact EMS training has on our clients’ lives is what drives us. One surprising aspect has been the unwavering loyalty of our clients. Unlike traditional gym memberships, where many people sign up but don’t attend regularly, our clients remain committed because they see real results.
However, our biggest challenge has been introducing EMS to a market that’s largely unfamiliar with it. Kiwis are naturally reserved when it comes to trying new things, so encouraging people to give EMS a chance has been an ongoing effort.
Lessons Learned and Advice for Aspiring EMS Studio Owners
If I could do things differently, I would have tailored our membership structure to better suit the New Zealand market from the start. Understanding the local market’s preferences and needs is crucial for growth and success.
For anyone considering starting an EMS studio, my advice is to be clear about your motivation. If you’re passionate about helping people improve their lives, this business will be incredibly fulfilling. EMS training allows you to make a noticeable difference in a short amount of time, which is deeply rewarding.
The Future of Body20 in New Zealand
In the next three years, we aim to establish Body20 as the leading EMS training centre in New Zealand. While we welcome healthy competition, our ultimate goal is to see EMS training thrive nationwide. My passion lies in helping people, and I envision a future where more New Zealanders discover the benefits of EMS training and lead happier, stronger lives.
Acknowledgments
Lastly, I want to express my gratitude to our EMS supplier, XBody, for their unwavering support throughout this journey. Their innovative equipment and guidance have been instrumental in helping us deliver exceptional results to our clients. I also want to thank my incredible business partners, Neels and Manja, who share the same ideals and passion for helping people live healthier, stronger lives. Together, we’re transforming lives, one session at a time.