Electro Muscle Stimulation (EMS) Training Gains Traction in US Fitness

Electro Muscle Stimulation (EMS) training, a fitness method utilizing electric impulses to induce muscle contractions, is emerging as a significant trend in the American fitness landscape. Originating decades ago in Europe and used by elite athletes, EMS is now gaining broader appeal in the U.S. through FDA-approved at-home suits like Katalyst and dedicated studio chains such as Body20, Manduu, and Iron BodyFit Source.

EMS promises efficient workouts, with sessions typically lasting 20 minutes or less, often performed twice weekly. These brief sessions aim to build muscle mass, improve strength, and reduce fat, including visceral fat, by activating a high percentage of muscle fibers.

How EMS Training Works

EMS operates by sending electric impulses through the body, causing muscles to contract involuntarily. This action mimics the natural muscle contractions during traditional weightlifting but can engage more muscle fibers. Proponents suggest that EMS can activate nearly 100% of muscle tissue, compared to about 65% in conventional strength training, making a 20-minute EMS session potentially equivalent to hours of traditional workouts Source.

The technology has a history of use in physical therapy and rehabilitation since the 1980s. Its application for full-body workouts began in Germany at the turn of the century, leading to thousands of EMS gyms across Europe.

Market Expansion in the U.S.

While EMS devices were previously regulated as medical devices in the U.S., hindering consumer access, companies like Katalyst have secured FDA approval for at-home sales. Katalyst offers a model similar to Peloton, providing suits for home use supported by an app with various classes, including strength, recovery, cardio, and power. This allows users to choose from different exercises targeting specific body parts or fitness goals.

Studio chains like Body20, Manduu, and Iron BodyFit are also expanding their presence, offering group or personalized EMS sessions. These studios market the time efficiency and effectiveness of EMS, with claims such as "EMS training activates up to 90% of your muscle fibers in just 20 minutes," according to Body20's website Source.

Benefits and Endorsements

Numerous studies and anecdotal evidence support the effectiveness of EMS for muscle growth, strength improvement, and fat reduction, even in combating age-related muscle loss. The low-impact nature of EMS also makes it appealing to a wider demographic.

Eminent figures, including professional athletes like Usain Bolt, Rafael Nadal, and Cristiano Ronaldo, and celebrities such as Tom Holland and George Clooney, have reportedly used and endorsed EMS training. George Clooney, in an interview with Esquire in 2025, commented on gaining significant arm size from using the Katalyst system Source. Supermodel Cindy Crawford is also an early investor in Katalyst.

The convenience and reported results of EMS are attracting users from various backgrounds, including those with busy schedules or specific fitness goals. Brendan Kennedy, owner of Katalyst, a former college athlete, stated he hasn't done conventional weightlifting in four years since adopting EMS, and in his fifties, now has "six-pack abs." This highlights the potential of EMS to offer a different, potentially more efficient, path to fitness outcomes.

Business Implications

The rising popularity of EMS creates new opportunities in the fitness industry. For consumers, the at-home models provide an alternative to gym memberships, similar to the growth seen with connected fitness equipment. For fitness businesses, the expansion of EMS studios suggests a market for specialized, high-intensity, short-duration workouts. The higher price point of at-home systems, such as Katalyst’s $3000 suit, indicates a premium market segment willing to invest in advanced fitness technology for convenience and results.