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Stimulating fitness studio opens in Sutton Coldfield

A specialist fitness studio that offers intense 20-minute, high-tech training sessions using a technique backed by celebrities and sports stars has opened its first West Midlands unit in Sutton Coldfield. 

Bodystreet, which hails from Germany and uses electro-magnetic stimulation (EMS) technology alongside personal training, has opened a studio at 35, Birmingham Road, which is part of a parade of units owned and managed by LCP, the national commercial property and investment company.

The studio has agreed a 10-year lease for the 640 sq ft retail unit, which was formerly a barber shop and sits in a parade.

Steve Pell, LCP asset manager, said: “This unit was only vacant for three months, which is an indication of how well this popular parade performs. It’s well placed in the town and parking is available nearby, which makes it ideal for leisure use. We are delighted to have signed up Bodystreet and to welcome this innovative concept to Sutton Coldfield.”

Bodystreet has more than 240 studios across Germany, Austria and the UK and trains more than 35,000 people a week. It involves wearing a specially designed training suit that contains electrodes, which create intense muscle contractions. EMS training is said to be championed by stars such as Madonna and Usain Bolt.

The franchise, the fifth to open in the UK, has been opened by Sukhdev Ruprai.

He said: “I’m very excited to bring Bodystreet to Sutton Coldfield and am looking forward to introducing this unique concept in training to local people who enjoy a workout but are time poor.

“EMS is a safe method of training because it places no pressure on joints, meaning anyone can use it and see real results - regardless of their size, age or fitness level.”