Body20 - Inside a Proven, Scalable Franchise Model for South African Investors

By Philip Hughes, CEO of Body20 Global

In any business decision, the question I return to is simple: Does this create real value for people? When I invested in Body20, it wasn’t just the technology or scalability that stood out — it was the purpose. The model doesn’t just trade in profit; it trades in transformation. It gives people back two of their most critical and limited resources: time and health. That purpose runs through our culture: from day one in our brand induction training, I remind new team members — studio owners, studio leads, coaches and support staff — that we’re privileged to work in an industry where we genuinely change lives. That’s not marketing copy; it’s the reality we see every day.

One of my favourite examples is a member in his seventies from Port Elizabeth. He joined because he wanted to play with his grandkids on the floor—and get back up again. At first, he avoided getting down at all, fearing he couldn’t stand. Today, he’s holding planks on EMS. Yes, we see dramatic weight loss, the end of chronic back pain, and athletes improving their cycling or golf. But stories like his — simple, human and deeply practical — are why we exist. We’re not just building physiques; we’re restoring confidence, freedom and connection.

A franchise built for savvy investors

The Body20 franchise model is a rare find for growth-minded business owners, offering a unique balance between measurable performance and meaningful community impact. The EMS (Electro-Muscular Stimulation) training model is a genuine step-change: each 20-minute session compresses the benefit of far longer traditional workouts. This efficiency extends to the business model: compact studios, lower staff requirements, and recurring membership income create a lean, sustainable framework. Investors who understand systems, data and experience design recognise the strength of the Body20 format — operationally efficient, brand-driven and purpose-aligned.

That said, franchising rewards a specific kind of owner. In my experience, pure “build-from-scratch” investors often create franchises; they seldom buy them. Our top single-studio owners think like business owners rather than solo operators: they implement proven systems, hire and develop great coaches, and ensure the studio runs without them being the product. That’s how a studio wins “Studio of the Year” while still navigating the challenges of everyday life — because the systems and people are strong. These success stories are not isolated incidents but a testament to the potential of the Body20 franchise model.

Capacity is another place where discipline matters. When we speak of a “200” studio, we mean roughly 200 sessions per week on two EMS devices—not 200 members. A studio that sells the right mix of memberships (for example, more Transformation plans where members train twice a week reaches session capacity with fewer members, while protecting quality and outcomes. High-performing owners don’t chase vanity metrics; they sell the right plan to the right person for the right reason.

Because of our scale and established buying power, franchisees gain access to resources, technology, and creative capability at a fraction of what it would cost to secure them independently. Our incentives are structured to support their success: our once-off license fees remain modest by franchising standards, and our economics are driven primarily by studio performance through royalties. We also include a systems fee that covers the full tech stack and central creative engine—carefully calibrated to recover costs rather than operate as a profit centre.

In short, we win when franchisees win. This alignment underpins everything from our standard operating procedures to the high-touch support provided by our Franchise Business Consultants (each studio has a dedicated FBC), ensuring a mutually beneficial partnership.

The market opportunity in South Africa

The South African fitness and wellness market is ripe for expansion. According to Ken Research, the local fitness industry is valued at over USD 580 million, driven by rising health consciousness and time constraints among urban professionals. Complementary sectors — health tech, fitness equipment and wellness services — are also on the rise, with strong projections into 2028.

The timing is ideal: consumer demand for efficient, results-driven solutions is rising, but the market remains fragmented. Body20 sits at the convergence of those trends — high-impact, short-duration, tech-enabled fitness with measurable outcomes and an experience built for modern schedules.

Why does this matter to an investor? Because resilience is built into our value proposition. Time and health are non-negotiables, which makes our core offering future-fit. We saw that during COVID. Unlike big-box gyms that sell facility access, our memberships are session-based. Members banked sessions and doubled up later; owners communicated personally with their communities; our Body20 Academy led daily home-training content; and, working with our medical partners, we reopened responsibly where permitted. We emerged more connected to our members and more transparent about our mission.

Purpose in practice

Purpose must live beyond a brand statement. That’s why we created Body20 Cares — our community initiative has partnered with CHOC in supporting South African children battling cancer.

Purpose also shapes who joins our network. Many of our franchisees come from corporate backgrounds. They’re skilled, experienced and, frankly, disillusioned with bureaucracy. They don’t necessarily want to “invent” a business; they want to build one that matters, inside a structure that works. Franchising is the safe harbour: proven systems, shared best practice, ongoing coaching, a brand with standards, and a mission that feels personal. Our job is to keep that promise: high standards, honest support, and an absolute path to returns.

Build for scale, grow with care.

In 2019, we opened nine franchises in four months. It taught us the difference between being able to sell franchises and being ready to scale a network. Today, our systems, SOPs, and data infrastructure are built to support growth without compromising member experience. The only variable we add deliberately is people: additional FBCs to preserve high-touch support as studio numbers rise. We won’t throw headcount at a problem, but we won’t allow support ratios to stretch so far that standards slip. Balance, scale with integrity, is the heart of durable growth.

We also operate in a well-regulated franchise environment. The legislation and industry standards keep franchisors and franchisees accountable. When quality or compliance isn’t met, we act — sometimes that means closing or reassigning a studio. It’s never pleasant, but it protects members, neighbouring studios and the brand equity everyone depends on.

Why Body20 — and why now

Investors who have built and scaled businesses before know that success comes from more than margins — it comes from meaning. A Body20 franchise offers both:

• Impact with income: Build a profitable, data-backed business while tangibly improving people’s lives.
• Community as capital: Each studio becomes a local wellness hub where members connect, encourage one another and grow.
• Scalability with integrity: Systems and standards that support growth without compromising quality or experience.
• Resilient demand: Time and health don’t go out of style; our proposition is durable across cycles.

For me, this isn’t theoretical. My own career started far from fitness; I spent two decades in corporate, much of it in the swimming-pool industry, rising from marketing to country management and regional commercial roles. I loved the learning, but I wanted purpose and ownership. We opened a Body20 studio; my wife ran it. I later joined the franchisor, and soon after, we launched Body20 International to support global licensing. Along the way, I’ve learned that the best businesses answer a simple human problem. Ours does — and it does so in a way that scales.

Our long-term ambition is clear: 2,000 studios globally by 2035. That’s a big, hairy, audacious goal — and it’s grounded in systems, standards and a culture that remembers why we exist. Every time I induct new team members, I tell them the same thing I tell myself: we are privileged to do this work. When a grandfather can get down on the floor and back up again, that’s a value you can feel.

The opportunity

If you’re looking to build more than another revenue stream — if you want a business rooted in efficiency, backed by science and sustained by community — Body20 is a compelling franchise opportunity. When you join, you don’t just own a studio; you become part of a purpose-led network transforming how people approach their health, time and lives. Your success is our success. That’s what drew me to Body20: a belief in its mission and a recognition of its potential. In my view, it’s one of the most relevant and resilient investments in the modern franchise landscape.

About Body20: Body20 is a national EMS (Electro Muscle Stimulation) fitness franchise dedicated to transforming lives through science-backed training. With 49 studios across South Africa, Body20 helps members achieve results in just 20 minutes per week, while fostering community wellbeing both inside and outside the studio.

For more information, please visit https://body20.co.za/ or call 087-231-0359.