Strategic Transformation for 2-Location EMS Studio
Hector Hernandez, Co-Founder of Bodybuzz
Through strategic planning, pricing optimization, and acquisition integration, Telomere helped BodyBuzz successfully transition through a complex studio acquisition and reposition their brand for growth—resulting in:
60+ Lightning Fit members smoothly transitioned to BodyBuzz
Over 80% client retention during service model shift from 1:1 to group classes
Sustainable new pricing model implemented across mobile and in-studio services
A refreshed brand presence with improved digital experience and messaging clarity
Two Founders, One Vision: A New Fitness Frontier
BodyBuzz is a California-based fitness studio specializing in Whole-Body EMS (Electrical Muscle Stimulation) training. Founded by fitness industry veterans Jeff and Hector after their own transformative experience with EMS technology in 2019, BodyBuzz operates both in-studio sessions and mobile at-home services across two California locations.
EMS technology, originally developed in Germany and widely used across Europe, delivers electrical impulses that activate muscles during exercise, allowing for highly effective 20-minute workouts that feel like traditional 90-minute sessions. When we began working with BodyBuzz, they had recently acquired Lightning Fit, another local EMS studio, requiring comprehensive strategic support to navigate the ownership transition, integrate operations, and establish sustainable growth systems.
Untangling Legacy, Pricing and Positioning
BodyBuzz faced multiple interconnected challenges following the ownership transition:
Pricing Misalignment: Existing pricing structure didn't reflect market value or operational costs
Cultural Legacy Issues: Negative workplace culture from previous ownership affecting staff morale and client experience
Communication Gaps: Need for transparent, strategic communication about ownership change, service updates, and pricing adjustments
Brand Positioning: Outdated brand messaging and digital presence requiring refresh to reflect new vision
The Telomere Effect: A Phased Approach to Studio Evolution
1. Pricing Strategy Optimization
Developed comprehensive pricing framework that addressed:
Service Model Transition: Converting from Lightning Fit's 1:1 sessions to BodyBuzz's group class model
Founding Member Strategy: Created tiered pre-launch pricing for early adopters and Lightning Fit client retention
Dual Service Pricing: Established premium pricing for both mobile at-home sessions and in-studio group classes
Intro Offer Restructuring: Redesigned from single session to multi-session intro packages to improve conversion rates
2. Acquisition Integration Strategy
Managed Lightning Fit acquisition through:
Client Transition Planning: Developed communication strategy for 60+ existing Lightning Fit members
Service Model Communication: Explained transition from 1:1 to group classes while highlighting benefits
Credit Conversion System: Created framework for existing clients to apply Lightning Fit credits to new BodyBuzz offerings
Retention-Focused Messaging: Positioned changes as upgrades while providing grandfathered pricing options
3. Strategic Communication Framework
Developed multi-phase communication strategy covering:
Acquisition Announcement: Transparent messaging about Lightning Fit acquisition and BodyBuzz vision
Service Evolution: Clear explanation of transition from 1:1 to group classes and enhanced offerings
Pricing Communication: Value-focused messaging justifying new pricing structure and founding member benefits
Email Campaign Strategy: Segmented messaging based on client visit history and engagement levels
Change Management: Addressed client concerns about service model changes through educational content
4. Culture Transformation
Addressed inherited Lightning Fit cultural challenges through:
Assessment of existing team dynamics and client feedback about previous ownership
Development of BodyBuzz cultural values emphasizing premium client experience
Implementation of improved staff training and communication protocols
Creation of positive workplace practices to support the BodyBuzz brand promise
5. Client Experience Design
Developed a comprehensive client experience framework through:
Customer Persona Development: Created detailed profiles for mobile vs. studio clients (mobile: women 50+; studio: late 30s-40s, 60% female, 35% male)
Dual Service Journey Mapping: Mapped separate client experiences for at-home mobile services and in-studio group classes
Website User Experience: Designed clear navigation paths separating mobile and studio service options
Intro Offer Optimization: Restructured single-session intro to multi-session packages for better conversion
6. Email Marketing Automation
Implemented systematic client communication through:
Lead Nurturing Sequences: Automated follow-up for Facebook lead forms and website inquiries
Segmented Welcome Series: Different onboarding flows for mobile vs. studio clients
Acquisition Integration: Special sequences for Lightning Fit clients transitioning to BodyBuzz
Retention Campaigns: Win-back sequences for lapsed Lightning Fit members
Educational Content: EMS education and "trainer tips" content to support conversion
7. Brand and Digital Strategy
Provided strategic guidance for dual-service positioning:
Tagline Development: Created compelling tagline to help communicate what BodyBuzz does, since the brand name doesn't immediately convey the EMS fitness specialization
Website Redesign: Created separate landing pages and booking flows for mobile vs. studio services
Content Strategy: Developed educational content about EMS benefits and service differentiation
Social Media Strategy: Established TikTok presence and content creation framework
Brand Architecture: Clarified BodyBuzz as umbrella brand with distinct mobile and studio service lines
Results that Resonate: What Changed and Why It Matters
Pricing Strategy Success
Successfully transitioned Lightning Fit clients to new BodyBuzz pricing model with minimal churn
Implemented founding member strategy that generated early revenue and client commitment
Established sustainable pricing that improved profitability while maintaining accessibility
Created clear value proposition for both mobile ($160+/session) and studio group classes
Acquisition Integration
Smooth transition of 60+ Lightning Fit members to BodyBuzz model
Successful communication of service changes from 1:1 to group classes
Retained majority of Lightning Fit client base through strategic change management
Positioned acquisition as upgrade rather than disruption
Culture Transformation
Improved staff satisfaction and alignment with BodyBuzz values
Enhanced client experience through better team dynamics and service delivery
Established foundation for premium EMS studio positioning
Created positive workplace culture supporting long-term growth
Communication Success
Smooth ownership transition with minimal client loss
Positive reception of service and pricing changes
Strengthened community relationships and trust
Brand Enhancement
Refreshed digital presence that better represents studio values
Improved marketing effectiveness and client acquisition
Stronger brand positioning in competitive market
Client Experience Optimization
Developed clear understanding of target client segments through detailed personas
Streamlined client journey with identified optimization opportunities
Enhanced client satisfaction through improved touchpoint experiences
Marketing Automation Success
Implemented systematic client communication reducing manual effort
Improved client onboarding and retention through targeted messaging
Increased engagement rates through personalized, journey-based communications
Enhanced prospect conversion through strategic nurture sequences
Strategic Impact
This comprehensive transformation project demonstrates the complexity of managing business acquisitions in the boutique fitness space. By addressing pricing, acquisition integration, communication, branding, client experience, and marketing automation simultaneously, BodyBuzz was able to:
Successfully integrate Lightning Fit acquisition with minimal client loss
Transition from 1:1 to group class model while maintaining revenue
Establish clear brand positioning for dual mobile/studio services
Create systematic, scalable client acquisition and retention systems
Position for sustainable growth in the competitive EMS fitness market
Insights for Any Studio Navigating Growth
BodyBuzz’s transformation is proof that with the right strategy, even the most complex transitions can become launchpads for growth. By aligning pricing, refining the brand, elevating the client experience, and creating scalable systems, Telomere helped turn an acquisition challenge into a competitive advantage. Today, BodyBuzz stands not just as a thriving EMS studio—but as a stronger, smarter brand positioned for long-term success in a rapidly evolving fitness market.
This case study demonstrates our capability to provide comprehensive strategic support during critical business transitions, combining operational expertise with strategic communication and brand development. Interested in discovering what's possible for your studio? Our signature Studionomics Launch service provides the clarity, strategies, and support you need to ensure your opening (or re-opening) is groundbreaking. Book your free intro call today to get started!
Ready to begin your studio journey? We've helped hundreds of studios transform their boutique fitness businesses through proven marketing strategies, studio consulting, and comprehensive studio growth solutions. Whether you're struggling with low membership numbers, need help with fitness studio management, or are opening your doors for the very first time, our fitness and wellness industry experts provide the strategic guidance to build a thriving, profitable business. Book your free intro call today and discover how the Telomere playbook for success can help you grow and thrive in today's competitive fitness landscape.
