Published on October 22, 2023 at 08:50.Updated: Oct 22, 2023, 11:02
“4 hours of exercise in 20 minutes”. With this seductive promise, electrostimulation is shaking up the fitness market. Originating in France less than ten years ago, this method has given rise to a multitude of brands: Bodyhit, Like You Fitness, XBody, My Big Bang, Tecfit, Action Sports, Iron Bodyfit, MyoTec… They all offer the same equipment: A suit is equipped with electrodes that send electric current to the muscles to intensify the effort. If studies are to be believed, this will allow us to gain 71% of endurance and 17% of muscle strength after six months, while also losing 6% of body fat. The number of workshops offering these courses is exploding: according to the Franchise Observatory, there are more than 800 workshops and will double by 2025, representing almost 20% of the fitness market.
This is because, in addition to its marketing effectiveness in attracting busy urbanites, an electrostimulation studio generates record profitability. “This is the pizzeria of sports,” says one pro. The investment is modest: an average of 80,000 to 150,000 euros and a personal contribution of 20,000 to 30,000. Costs are minimal: a surface area of 70 square meters in a busy place (business district, commercial suburbs, etc.), two buses (usually self-employed), a shower, a large mirror. Prices are high: between 20 and 30 euros per session. “A studio can hope to achieve a turnover of between 200,000 and 300,000 euros, which will generate profitability of between 40,000 and 80,000 euros.” Sophien Boustani, The person who created the MyoTec series in 2016.