Doug Payne had pretty much seen it all after decades as an entrepreneur in the franchise world.

So when he heard of a fitness routine that seemed too good to be true, the skepticism was understandable.

But Payne’s research made him a believer and founder of his latest franchise venture, OHM Fitness, which delivers the benefits of an intense one- or two-hour workout into a 25-minute session thanks to electrical muscle stimulation and a wireless wearable high-tech bodysuit.

Each participant in the group class wears the EMPower Bodysuit while going through the coach-led workout. The bodysuits allow full range of motion so squat jacks, side planks and other moves that require movement and flexibility aren’t hampered. 

Payne studied numerous peer-reviewed articles that found the results of electrical muscle stimulation workouts comparable to those of the well-known HIIT (high-intensity interval training) workouts, with the same benefits of weight loss, strength gain and lean muscle mass improvement.

“My skepticism was quickly shattered and quickly turned into a passion and belief into what the product can do,” said Payne, who opened the first OHM Fitness studio with business partners Steve Belknap, Eric Hamann and Josh Coba in Scottsdale in 2022. 

OHM Fitness has become one of the fastest-growing fitness franchises, with more than 150 locations in development across Florida, New Jersey, Washington D.C, Colorado, Kansas, Missouri, North Carolina, Texas, San Diego and Arizona.

In addition to Scottsdale, its Arizona locations are in Phoenix and Gilbert. Payne said by the end of 2024 at least 80 locations will be in operation across the country. 

The tech-forward concept solves the ubiquitous problem of time consumption. Payne estimated that the average gym-goer spends 60-90 minutes in each workout session three days a week. Spending a fraction of that time and experiencing the same results made the model ideal for franchising, Payne said. 

What EMS does not include that most other high-intensity routines do, Payne explained, is the risk of injury due to big weight loads that can stress the joints. This adds to its appeal.

At OHM, students range from age 16 to 78. Instructors adjust the bodysuit to a level that works best for the student, making it a custom workout to accommodate most abilities. 

“It’s good for those trying to get back into working out. For those who are fit, it will challenge them. You’ll find yourself sore in places you never felt in several years,” Payne said. “It truly meets you where you’re at.” 

Scottsdale resident Desiree DeHart agrees.

DeHart was among OHM’s first clients. At the time, she had recently recovered from West Nile virus and cancer and was the heaviest she had ever been.

DeHart was used to doing HIIT workouts but liked that OHM was near her home, provided a routine that she could ease into and, at 30 minutes, one she could commit to. The non-judgmental and motivating atmosphere were other aspects she needed. 

“You can go as hard as you want or do modified moves. The (suit’s intensity levels) can move up or down or adjust that day depending on how you’re feeling,” DeHart said. “It is for all levels … you could stand there and still exercise and sweat without moving if you needed to.” 

DeHart wanted to lose 20 pounds to bring her to the weight she was at before her illnesses. She lost 30 pounds and continues to go to the studio three or four times a week.

“I was doing it consistently, safely and taking my time. It was easy,” said DeHart, who appreciates the positive vibe from coaches and fellow students. “I don’t feel like it’s competitive. Everyone is there for the same goals. That’s the kind of energy I needed from a gym. I like the motivation and the friendships you get from a place like this.” 

Payne drew inspiration for the company’s name from Georg Simon Ohm, a 19th Century German physicist and mathematician whose research led to Ohm’s law, the relationship between voltage, current and resistance in an electrical circuit, and the ohm, the unit of electrical resistance. 

Payne’s franchise resume includes Orangetheory, Massage Envy and European Wax Center. Payne and Belknap had been business partners for years. Belknap got the idea about EMS from his other business colleague Hamann, who took a class in 2021 and realized the benefits. 

They all got together to make OHM Fitness happen. While it’s not as popular as many other workouts, EMS has been around for 60 years and was used primarily for medical purposes before being recently discovered by the fitness realm.  

OHM is part of a gym and fitness franchise industry with a market size of $7 billion, according to IBISWorld. 

Also in the works is an at-home version called OHM at Home. This gives the same workout using the same technology in a travel-ready bodysuit that individuals can use wherever they wish. This promises to be the first brick-and-mortar fitness franchise brand that allows franchisees to expand their business beyond the physical walls of the studio. 

“You can get a gym experience wherever you are, on the road, in the backyard, at the park. It’s fitness untethered,” Payne said. “We really believe we’re going to change the way people think about fitness and what’s possible in fitness.”

Messages from happy clients whose lives have been changed by his company are what give Payne ultimate satisfaction. Many start out as skeptics and three weeks later are stunned at the improvements their bodies have made. Some have dropped the weight needed to get back on a healthy track. 

“Those are the stories that are so exciting for me. We are having a positive impact on people’s lives that is long term,” Payne said. “That’s the true reward for us.” 

What: OHM Fitness

Where: Scottsdale, Phoenix, Gilbert

Employees: 15

Interesting stat: The market size of the gym and fitness franchise industry is $7 billion, according to IBISWorld. 

Details: ohmfitness.com