An in-depth interview with Antelope - about EMS, smart innovations and the new flexibility in the fitness market
EMS training is often still seen as a niche market. Why are you convinced that this will change in the next few years?
Manuel: Quite simply because the time is right and many social and technological developments will promote and require the use of EMS. We are at a turning point: the fitness industry is caught between digitalisation, rising customer expectations and increasingly flexible lifestyles. People are looking for efficient, everyday training solutions that integrate seamlessly into their lives. This is precisely where EMS can come in - it is far more multifaceted in its possibilities than the previous, rather restrictive application scenarios.
We should finally stop seeing EMS only as a studio solution or a rehab tool. EMS can do so
much more: it adapts to different training styles, life phases and individual needs. It is precisely these possibilities that we have created with Antelope. We have created a system that can be modularly adapted to requirements and areas of application B2B, B2C and also B2B2C.
Flexibility is key: EMS can no longer be an ‘either - or’ proposition
If EMS is to reach the centre of the market, what specifically needs to change?
Caroline: I think it needs a new way of thinking - especially in the industry itself. We all have a great opportunity if we understand that EMS is not just a device that is sold or offered for 20-minute sessions for intensification. EMS is a form of training that adapts flexibly to different training goals, workouts and touchpoints and has its unique strengths right here. We just need to play to our strengths!
At Antelope, this is exactly where we come in: For example, our technology enables studios to create their own EMS workouts and pass them on to their customers - whether on site with support or digitally in self-service.
As every customer always receives a complete suit with a control unit (‘booster’), they can train anytime and anywhere. This allows studios to expand their offering and create new sources of income.
And even the best product is useless without the right strategy
Antelope has a lot of innovations - what specifically sets you apart from the competition?
Manuel: We think about EMS holistically and from a different perspective. There are many providers who focus on individual aspects - the hardware, the software, the studio model. We at Antelope combine all of this into a complete ecosystem: whether studio, home, outdoor - the training experience must be seamlessly linked. This creates a technological standard for many implementation options. Studios, trainers, network partners of all kinds can create and implement flexible service and business models, both for existing and future customer and target groups. Flexible subscription models and (instalment) purchase options enable to create appealing customer experiences and growth opportunities.
Caroline: And we mustn't forget one thing again: Customer Centricity! Until now, many EMS systems were primarily conceived from the manufacturer's perspective - large, complicated devices, restrictive business models or sometimes high barriers to entry. We do it the other way round: Comfortable, high-quality and modular functional wear: example ‘women's suit’ - As far as we know, we are the world's leading manufacturer to have implemented the full-body EMS technology specifically for the target group ‘women’ in our own suit. The design, technical structure, electrode design and cuts are specially tailored to the needs of women.
And in principle, should be able to combine EMS with existing fitness routines: whether group courses in the studio, individual training sessions or even everyday activities such as walking and cycling. Customers should retain control over their training times and sessions, their intensity and their progress. Together with strong co-operation partners, Antelope will sustainably expand the market and create a new level and areas of application.
With Antelope, we already offer a smart platform that goes far beyond what EMS used to be. We offer complete training systems consisting of a suit, control unit, app and workouts, which creates the basis for flexible, self-determined training - in the studio with a trainer, at home with an app and on the go with saved programmes. For us, this new type of flexible training is the key to the next generation of EMS. We are also particularly proud of the integration of AI-based training customisations. Together with our partner Freeletics, we have started to combine smart workouts - this is the next logical step towards data-based, individually optimised EMS training.
For me, the future also lies in intelligent textiles that can do more than just stimulate. In future, EMS suits will also record data and provide feedback - muscle activity, recovery phases, vital parameters, motion tracking - and transmit this to the app in real time. We are at the very beginning of a development that will make EMS a matter of course and bring it into our everyday lives.
About Antelope by Beurer
Antelope is a lifestyle and sports brand of Beurer GmbH. The product range includes EMS and regeneration products for all training phases - from warm-up to regeneration. The Antelope Go app combines intuitive operation with innovative functions to make EMS training accessible and effective for everyone.
About Beurer
Beurer is an internationally successful manufacturer of health and wellness products with more than 105 years of tradition. With innovative products in the areas of fitness, health and well-being, Beurer continuously sets new standards and offers its customers solutions for an active and healthy life.
