cov er sto ry
b o dy20
THE
FITNESS CONCEPT While the pandemic sent most of the fitness industry into intensive care, a few players have thrived. Companies like Peloton and Bowflex that focus on the home exercise market saw wild surges in demand. In contrast, many big box gyms and boutique fitness studios that rely on members showing up in the flesh were crushed. Even as restrictions eased, many fitness business models couldn’t survive the re-tooling required to put distance between people, constantly clean and keep staff virus-free. BODY20, a relative newcomer to the fitness franchise industry, not only escaped this fate, but emerged from the worst of the pandemic even stronger than before.
A Revolutionary Concept When co-founders Chris and Kenzie Pena learned about a tech-based fitness concept that was gaining popularity overseas, they wondered why it was virtually unknown in the US. Electric Muscle Stimulation (EMS) involves performing a workout while wearing gear that produces deep muscle contractions, achieving in minutes results that take hours in the gym. Both of them fitness enthusiasts and businesspeople, they saw the makings of a big opportunity. In 2017, they began to develop a proprietary “timecondensed technology training” protocol based on EMS. They introduced BODY20 to the US market, confident that it was a scalable, breakthrough idea that would stand apart from the me-too brands cluttering the industry.
Franchising USA
