Surge uses EMS (Electric Muscle Stimulation) – a new technology to the UK but a popular and effective way to work out in Germany.
EMS is a tried and tested method of using electrical impulses to activate muscles that you might not normally engage. Surge are using the technology to create a more effective and results-driven workout.
We needed to ensure it was seen as a ‘high tech and advanced’ option, appealing to people who don’t work out regularly as well as those that do. This lead to creating an exploratory style retail concept for the a leisure offer to attract the widest audience.
London was the obvious location for the first professional devoted EMS studio, with more locations planned in the future.