Revolutionising Fitness with EMS: An Interview with Mitchell Wilson, Founder of Bodypulse
In the ever-evolving fitness landscape, EMS (Electrical Muscle Stimulation) training has emerged as an exciting new training method. Leading the charge in New Zealand is Mitchell Wilson, founder of Bodypulse EMS training studio. We sat down with Mitchell to discuss his journey into EMS, his motivation for starting Bodypulse, and his vision for the future of this innovative fitness concept.
How did you first hear about EMS training?
Mitchell recalls discovering EMS training during the COVID-19 pandemic. “I had a lot of time to research different training techniques and business models from around the world,” he says. With gyms closed and the fitness industry in flux, he began exploring alternatives to traditional fitness options.
The more Mitchell learned about EMS, the more he realised its potential. While it was already popular in other parts of the world, it remained largely untapped in New Zealand, and that presented a unique opportunity.
What was your motivation for starting an EMS business?
For Mitchell, it wasn’t just about introducing a new fitness trend—it was about filling a gap in the local market. “I saw that EMS training was big overseas, and there was a clear gap here in New Zealand,” he explains.
Having previously owned other fitness centres, Mitchell was no stranger to the industry. When he saw the potential of EMS to reach clients who weren’t being served by traditional gyms, starting Bodypulse became a clear decision. “With my experience and the demand for something different, it was a no-brainer to get into EMS,” he adds.
Tell us about Bodypulse and your target market.
Bodypulse stands out by targeting a specific group of clients who often find traditional gyms unappealing or inaccessible. Mitchell identified an underserved demographic—busy individuals, particularly middle-aged and older adults, who need low-impact fitness solutions that still deliver effective results.
“We found a gap in the market for an age group that didn’t want or couldn’t go to traditional gyms,” Mitchell explains. “Our target audience includes busy mums, semi-retired couples, and professionals who don’t have the time for long, high-impact workouts.”
This group is not only more financially stable than younger gym-goers, but they’re also looking for solutions that fit into their busy lives. EMS technology offers them an efficient, low-impact workout that can be completed in just 20 minutes. “Apart from yoga and pilates, there was limited low-impact options out there, so EMS was a perfect fit,” he says.
Bodypulse uses XBODY EMS technology, which allows clients to achieve the same muscle stimulation as a high-intensity workout in a fraction of the time, without placing unnecessary strain on joints. This makes it particularly appealing to people who may have physical limitations or those who simply want a quicker, more effective way to stay fit.
How do you approach marketing?
Marketing a relatively new fitness concept like EMS can be a challenge, but Mitchell has found success by focusing on direct response marketing through social media platforms.
“We rely heavily on online social media for lead generation,” he says. By crafting targeted campaigns, Bodypulse is able to reach those curious about EMS but unfamiliar with its benefits. Sharing client success stories and showcasing the tangible results that people experience with EMS training helps build credibility and trust within the market.
Word-of-mouth and referrals also play a significant role. As more clients experience positive outcomes from EMS, they naturally share their stories with others, driving organic growth.
What has surprised you the most about running an EMS business?
Mitchell’s greatest surprise has been the overwhelmingly positive impact Bodypulse has had on people’s lives. “It’s such a positive industry to work in,” he shares. “Seeing how we can make a real difference to someone’s health and fitness journey has been amazing.”
Many clients come to Bodypulse with a range of goals, from improving fitness levels to managing chronic pain or recovering from injury. EMS training often delivers results where other methods have fallen short. For Mitchell, being able to offer a solution that works for so many people has been one of the most rewarding aspects of the business.
What has been your biggest challenge?
Like many businesses, Bodypulse has faced significant challenges, particularly due to external factors. “We’ve been through some tough times with COVID and the economic downturn,” Mitchell admits. “It’s not unique to fitness—it’s something the whole economy has been dealing with.”
Despite these hurdles, Bodypulse continues to grow. By offering a service that stands out and meets the specific needs of their target demographic, Mitchell has been able to keep the business thriving even in difficult times.
What advice would you give to someone considering starting their own EMS studio?
For those thinking about launching their own EMS studio, Mitchell’s advice is simple: “You need to have a real passion for the industry and believe in the product.”
Starting any business comes with its challenges, and Mitchell stresses the importance of having confidence in the effectiveness of EMS training. “When you truly believe in what you’re offering, that passion carries you through the ups and downs,” he says. It’s that belief that will help entrepreneurs overcome scepticism from potential clients and persevere through the inevitable difficulties of running a business.
What is the future direction for Bodypulse? Where do you see the business in three years?
Mitchell’s vision for Bodypulse is built around a licensed model. “Bodypulse is more than just a fitness studio; it’s a fully supported licensed model,” he explains. “We offer our licensees strong branding, proven systems, and streamlined processes to enhance the potential of XBody EMS equipment.”
With multiple locations already in operation, Bodypulse plans to expand its reach across New Zealand and internationally, providing entrepreneurs a comprehensive business setup backed by continuous support. Over the next three years, Mitchell envisions Bodypulse as a trusted, widely recognized brand in time-efficient fitness, empowering licensees with the tools and guidance to deliver outstanding EMS training experiences in new markets.
Mitchell Wilson’s journey with Bodypulse highlights how passion, innovation, and the ability to identify market gaps can lead to business success. By offering EMS training as a low-impact, time-efficient alternative to traditional fitness programs, Bodypulse is changing the way people approach exercise. As the brand continues to grow and expand, Mitchell’s vision of making Bodypulse a leading name in the fitness industry is well on its way to becoming a reality.