FIBO USA • OCTOBER 17-19, 2019 • MIAMI BEACH
20 MINUTES TO FITNESS
MIHA BODYTEC IS BRINGING EMS TRAINING TO THE UNITED STATES ONE CLUB AT A TIME SEPTEMBER 3, 2019 VOL. 1 NO. 7 WWW.FIBOUSA.COM
A REED EXHIBITIONS EVENT
FIBO FOCUS • September 3, 2019
FIBO USA EXHIBITOR FOCUS: MIHA BODYTEC
EXERCISE STIMULUS MIHA BODYTEC IS SPREADING THE WORD ABOUT EMS AS ITS HIGH-TECH MACHINE IS SET TO CHANGE THE WAY CLUBS DO BUSINESS.
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ost of the world is already benefitting from the extreme benefits of electronic muscle stimulator (EMS) workouts and miha bodytec thinks it is about time for the United States to get on board with this revolutionary technique as well. A well-timed and well-planned entry into the U.S. market promises to bring these benefits to club owners in 2020. Founded in 2007 in Germany by CEO Jürgen Decker, its first offices were his kitchen and garage and the first machine was the original miha bodytec I. Since then, with miha bodytec playing a significant role, EMS training has grown dramatically in Europe, Africa, the Middle East and Asia and it is now launching in the U.S. Recent FDA approval marked an important milestone for the company and is allowing it to make impressive strides in this 2
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FIBO FOCUS • September 3, 2019
untapped market. “Over the last 12 years we have established EMS training across Europe, facilitating its growth and expansion to the point where EMS now accounts for almost 12 percent of all German fitness facilities,” Decker points out. “We see a real gap in the U.S. market for EMS, providing individuals with a solution to get fit fast. “We fully believe in our capacity to establish a new market in the U.S.,” he adds. “Our U.S. team has
a goal of turning every one of our commercial customers into a success story for miha bodytec.” And just what is miha bodytec? Basically, full-body EMS training is a highly effective and time-efficient training method for increasing muscle strength and mass while simultaneously reducing body fat. A training session lasts just 20 minutes and is always conducted with a qualified trainer who monitors the training and its success. Once a week is sufficient for reliably
achieving individual goals, with its effectiveness proven in numerous scientific studies. Training ideally takes place on an agreed date, usually once a week for 20 minutes. This allows EMS training to be regularly scheduled and personally monitored by both sides. Week after week, this provides a significant training stimulus, which guarantees to help clients reach their goal as efficiently as possible. The miha bodytec difference is in
miha bodytec is well established in many parts of the world and has now set its sights on the U.S. market.
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FIBO FOCUS • September 3, 2019
Technology plus the personal touch of experienced trainers complete the miha bodytec experience at health clubs. its machine, which, Decker explains, is designed to “go and go and go.” The machine, its parts and technology are designed and produced in Germany and it has grabbed significant market share due to its design, dependability and quality performance day after day after day at the major EMS training facilities outside of the U.S. Spreading the Word Because it is a B-to-B company, miha bodytec is focused on driving awareness and trial, with the conviction that the more people it gets to try EMS and miha bodytec, the better. “By word-of-mouth EMS training will spread it out itself,” Decker stresses. “We have aggressive goals for our trial programs.” There has been a groundswell of interest about EMS training and to facilitate this interest miha bodytec has partnered with the Glucker Kollege, which offers a two-day EMS training course, along with NASM and AAFA CEUs. This then provides trainers, business owners and new potential partners to EMS training the science and the technology to 4
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FIBO FOCUS • September 3, 2019
HYROX IN ACTION
THE FIBO USA EFFORT
MIHA BODYTEC WILL BE OUT IN FULL FORCE AT FIBO USA IN October in Miami Beach, looking to spread the word about EMS and its FDA-approved miha bodytec II. Even better, it will be offering free introductory training sessions for anyone who stops by its booth. It will also present and show different types of EMS business models. “We are very confident in this training methodology and want to expose it to as many people inside the industry as possible,” says CEO Jürgen Decker. “As an exhibitor at FIBO in Germany for years, we have come to know and appreciate the level of guest who attends the FIBO show and look forward to making many more contacts.” n
take full advantage of it. This course is designed to teach trainers the fundamentals of EMS training and get them started training clients. miha bodytec has already hosted three courses in its new Chicagoland showroom and distribution center and will host another one during FIBO USA in Miami in October. The Importance of Training The professional training is vital because, Decker stresses, the best thing any trainer can do to learn about EMS and miha bodytec is to try it. The company has open houses every week in its showroom, attends important trade shows such as FIBO USA and does demo trainings all over the country.
The miha bodytec team at work ... and play.
The investment for one machine plus the additional equipment needed for training costs approximately $20,000, and leasing is also possible. For a limited time, miha bodytec is offering a buyback program for non-FDA approved machines in the U.S., which is a credit against the sales of a new miha bodytec machine. The core machine and technology are new to the U.S. as FDA-approved devices. And the company’s focus is to support customers who are either going down the route of mobile EMS training, in-studio/gym EMS training or new businesses opening as exclusive EMS boutique studios. “We have a major focus on customer service, which is why we have
a warehouse full of machines and equipment needed for EMS training,” Decker says, adding that miha bodytec plans to begin assembling machines in the U.S. with Germanmade parts. “We are here 24/7 for whatever our customers need.” The real payback comes in the efficiency clubs can achieve by utilizing an EMS workout. Because of the efficiency of the workout club owners and trainers are able to charge their hourly personal training rate for a 20-minute workout, thus getting more trainings into each hour. “The innovative technology will help gain new clients in different target groups and will create a wave of enthusiasm,” Decker promises. n
Because trying it is liking it, miha bodytec has made a significant investment in training and reaching out to club owners and trainers. To take advantage of this go to www.be-a-first-mover.us to sign up for a free training session.
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OCTOBER 16-17, 2019 MIAMI BEACH CONVENTION CENTER Following on the success of the European Health + Fitness Forum in Cologne, the 2019 American Health + Fitness Forum will assemble an inspirational faculty of global leaders who are pioneering marketing, sales, and operational strategies that genuinely engage customers across the ever-evolving connected world. Join us to network with and learn actionable tactics from the individuals who are raising the bar across the globe.
WE DARE YOU TO COME AND LEAVE UNINSPIRED. WEDNESDAY, OCTOBER 16 TIME
TITLE
SPEAKER
9:35 AM – 9:45 AM
OPENING WITH WIFA
LINDSEY RAINWATER, EMMA BARRY | WOMEN IN FITNESS ASSOCIATION (WIFA)
9:45 AM – 10:30 AM
LANDSCAPE OF THE GLOBAL FITNESS SECTOR
HERMAN RUTGERS | INTERNATIONAL FITNESS INDUSTRY EXPERT JON CANARICK | MANAGING DIRECTOR, NORTHCASTLE PARTNERS
10:30 AM – 11:10 AM
PUTTING MOOD ABOVE MUSCLE
TODD MAGAZINE | CEO, BLINK FITNESS
11:10 AM – 11:50 AM
A SUCCESS STORY AND LESSONS LEARNED FROM LATIN AMERICA
DIOGO CORONA | CHIEF OPERATING OFFICER, SMART FIT
12:05 PM – 12:40 PM
INCREASE REACH AND REVENUE WITH HEALTH + WELL-BEING ENGAGEMENT
YVAN MIKLIN | PRESIDENT + CEO, AQUILA
12:40 PM – 1:15 PM
MOTIVATING MEMBERS TO GET MORE OUT OF LIFE THROUGH FITNESS
DAVID LONG | CO-FOUNDER + CEO, ORANGETHEORY FITNESS
2:00 PM – 2:40 PM
MARKETING + SALES IN FITNESS 3.0
MARIANNE ORDERUD | MARKETING DIRECTOR, SATS SCANDANAVIA
2:40 PM – 3:10 PM
TRAINMORE; A UNIQUE CONCEPT FROM EUROPE
MARJOLINE MEIJER | FOUNDER, TRAINMORE
3:30 PM – 4:10 PM
HOW DIGITAL CAN HELP TO ENHANCE THE CUSTOMER JOURNEY
KELLY CARD | BOARDMEMBER, FITNESS INDUSTRY TECHNOLOGY COUNCIL (FIT-C)
4:10 PM - 4:50 PM
MARKETING + SALES FOR PERSONAL TRAINING
TIM KEIGHTLEY | ADVISOR, SPEAKER, GLOBAL HEALTH + FITNESS ADVOCATE
5:05 PM - 5:35 PM
FROM DREAM TO BRAND TO LEGACY
ALBERTO “BETO” PÉREZ | CREATOR, ZUMBA ®
THURSDAY, OCTOBER 17 TIME
TITLE
SPEAKER
9:15 AM - 10:15 AM
ON THE FUTURE OF OUR INDUSTRY
PHILLIP MILLS | FOUNDER + MANAGING DIRECTOR, LES MILLS
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FIBO FOCUS • September 3, 2019
One-on-One with ...
MEL TEMPEST
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el Tempest was a latecomer to the fitness industry when she started a club from zero in 2003 after only having 18 months practical experience in fitness. Her previous career was in
real estate and as a mum. Today she is planning a September 16th birthday for her club and team, what started as a 450-square-meter old church hall gym has grown into 1750-square-meter club success story. She is the owner of the freehold and every single piece of equipment in it. And even though she is relatively new to the game, she has created the loudest impact in the Australian fitness business market place. “Not bad for somebody who left school at 14 and sold hot chips,” she says. 8
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What specifically are you focusing on in 2019? In my club we are focusing on new group programming products, better systems that create profit based on technology and innovation. In the fitness business I’m focusing on opening the minds and thought processes of fitness business owners with speaking, educational events and podcasting, so that we as an industry can deliver what we promise to the consumer — results that lead to a better lifestyle. You have quite a diverse background. How did you end up in this position? As a club owner, somebody told me I couldn’t teach a particular class, but I couldn’t understand that in an industry that is supposed to inspire others to grow we weren’t practicing that with our peers. As a fitness business influencer I think that came about because I make people think bigger. How so? I alert people to ignorance and I www.fibousa.com
FIBO FOCUS • September 3, 2019
hold people accountable, you can’t run from it. As gym owners we take money from the consumer and we have to answer to them and as professionals we also have to answer to our peers. Your website describes you as “unapologetically passionate.” What’s that mean exactly? Over the top! I give everything away freely, I’m the poorest business coach and podcaster I know. Where does the boutique health club fit into the overall health club/fitness business in 2019? For large commercial clubs I have been repeating myself for years — they need to build a business within a business. In fact, if they look closely they already have been doing that and they have the expertise to do it on another scale, they just need to get the right people and the right product behind them. They need to work more closely with people who have done it. What would your advice be to individuals considering going the boutique club route instead of a larger or chain format? Think like a consumer, know your community, know your demographic, understand your product, don’t just do it because everybody else is doing it. What you don’t know get an expert to help you with. Use marketing that reflects who your target market is. Use more short and sharp video content — we actually engaged FourD media and because of their expertise we became the authority of video storytelling within not just our club, but our events as well. How would you characterize the state of the fitness business in the United States? The strength of the U.S. market is that they are not afraid to try anything. I love this attitude, I love people who jump into the frying pan and into the deep end. They speak givingly, openly and create opportunities. 9 FIBO FOCUS
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Any weakness that you see? I think the weakness is the same as Australia — collaborating at finding a solution or a better way to decrease obesity. However, the U.S. is doing a great job at trying and the new Plus Size program will definitely change lives.
we as the supplier. It’s a domino effect. How important is social media to fitness clubs these days and what kind of investment does it take? Again, knowing who your client
What role do you see FIBO USA playing? FIBO USA is the new era and the shift we need. We have a new generation of exerciser, educator and supplier, so we need a new platform. We the consumer of the FIBO product need to take a leap of faith, believe and support. We as an industry are looking at FIBO USA because we believe down deep inside we want this — we just need to be brave and say yes. Most importantly, we need to remind ourselves that we were once the new kid on the block and we asked for the same support as FIBO USA asks of us. What one piece of advice would you give to the typical club owner or trainer on how to be better – and make more money – in the fitness business? Club owners, open your minds — stop living in the past. Personal trainers, find a niche, be brave, have a dream. If you can live with the worst possible scenario, why wouldn’t you give it a go. Stay true to you and the income will come.
What are some of the unique challenges the industry faces these days? Globally, recruitment. This is not a unique problem — it’s an ongoing problem. We also need to prepare for what happens when the bubble bursts. Are we educating business owners to prepare or are we just upselling to them at every possible moment. If we don’t prepare them they end up with zero and so do
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base is will determine where your spend is. Social media is paramount to success today — it derives automatic income if done correctly. In saying that though, it’s a lot harder to get that income than it was 10 years ago. That’s how long we have been advertising on Facebook. Like I said earlier, use video and use the KISS method — keep it simple and safe.
To wrap up, in what direction do you see the fitness business in the U.S. headed in 2020 and beyond? More franchising opportunities, virtual online events. More smaller, personalized educational expos organized by fresh exciting educators. The best way to take advantage of them is to get involved, be a voice and support people willing to make change. Don’t stand back. Get in and be part of the change. Our legacy is what we accept and tolerate. n
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FIBO FOCUS • September 3, 2019
Mel Tempest’s clubs focus on new group programming products based on technology and innovation.
MEL’S MARKETING ADVICE
Since one of your areas of expertise is club marketing, how would you rate the marketing most fitness clubs are practicing? Most owners know what they want to do, they just don’t know how to produce it. It’s not their why, it’s not the reason they entered the industry. Too many clubs follow whatever the media says is cool and on-trend. This is why I encourage them to understand who their business is and if they don’t know then engage another party to do the work.
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What could be done to improve that aspect of their businesses? Whether they like it or not they need to differentiate from the business down the road. Stop running clubs based on your own personal preference. Learn about innovation and technology and get rid of the attitude that if it’s not broken it doesn’t need fixing. Club owners need to change the identity of their clubs every few years. If you think you don’t, then you have never lost a customer to a new boutique. n
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