A new fitness and wellness studio franchise is coming to Buckhead this summer.
Pulse Performance will be located at 2286 Peachtree Road. The studio incorporates technology – via a suit that visitors wear – into full-body workouts, implementing Electrical Muscle Stimulation (EMS). EMS sends impulses to the muscles, helping them contract more times than in a conventional workout without straining the joints, allowing for a more effective workout in less time. Twenty minutes of exercise with EMS is equivalent to a two-hour high-intensity workout.
“It tremendously accelerates the growth of the muscle more than you could do on your own, and it goes deeper into your muscle tissue,” said Glenn Braunstein, who is bringing a total of three Pulse Performance locations to the metro Atlanta area.
After working for 30 years in corporate America in the technology sphere, Braunstein is embarking on a new chapter shaped by his lifelong passion for fitness, excited to help people achieve their fitness goals.
“Integrating technology and fitness was a great match for me,” he said. “It’s extremely cutting-edge and extremely innovative, in an area where it will blow up and bloom.”
The first Atlanta location of the wellness concept will be located at Peachtree Square, a retail center in Buckhead.
Vinings, Johns Creek, Alpharetta, Cumming or Sandy Springs are all potentially good locations for the next two studios after the Buckhead one gets off the ground, but that’s still yet to be decided, Braunstein said.
In the meantime, the Buckhead studio is preparing to open this August. Founding members (the first 50 members to join during the presale) will get 50 percent off all services for life.
In addition to EMS technology, Pulse Performance offers additional wellness services, including 3D body scans and infrared therapy.
“Infrared heat therapy is good for recovery after your workout, reducing inflammation in your body,” Braunstein said. “It helps with skin rejuvenation, relaxation. It’s a nice technology to bring it all together.”
JD Busch founded Pulse Performance in 2021 after discovering EMS while recovering from an accident. The company began franchising the next year. The first studio opened in Austin, Texas.
Braunstein said that through opening a Pulse Performance studio, he has enjoyed learning about all the different aspects of starting a business, from construction to design to operations to marketing.
“The cool thing about it is I’ve learned so much about starting a business through this process,” he said. “I’ve never been an entrepreneur, and it was very daunting to think about starting a business… It’s a lot more work than I thought, but I enjoy learning it all. Number two and number three will be much easier.”
The Buckhead location is now hiring an experienced studio manager. They are also looking for personal trainers and estheticians. Interested applicants can reach out at [email protected].
