EMSLeader is a real company. It is based in Budapest, it sells electrical muscle stimulation equipment into more than thirty countries, and it publishes a network of over a thousand studios. It is live at emsleader.eu, and everything described below is on the site right now — you can open it and check.
What follows is about the build, not about their revenue. Sales figures belong to the client, and we do not publish numbers a client has not asked us to publish. What we can show you is the problem the site had to solve, because that problem is the one most B2B companies have and almost none of them solve on their website.
Four buyers, one domain
A person who lands on emsleader.eu is one of four people, and they want incompatible things.
A studio owner wants a device. They know roughly what they need, they want a price, and they want to know what happens after the box arrives.
A gym or wellness chain is not buying a device, they are buying a business line. They need to know what a room costs to fit out, what training their staff need, and how long it takes.
A distributor wants terms. Not a product page — a partnership.
A prospective franchisee wants the whole model: investment, support, territory, and proof that other people have done it.
Most equipment companies pick one of those four and build the site for them, then bolt the others on as a PDF or a contact form. The result is a site that converts one buyer and quietly loses three. The brief here was to serve all four without any of them landing in someone else's funnel.
The shape that solved it
The navigation does the sorting before the visitor has to.
Solutions splits by what the buyer is trying to build, not by what we are trying to sell — fitness, beauty and aesthetics, medical, corporate wellness. Same catalogue underneath, four different arguments on top, because a physiotherapy clinic and a beauty salon do not read the same specification sheet the same way.
Shop, Franchise, Academy and Services then run as four parallel doors. The buyer who wants a price finds a price. The buyer who wants a business model never has to browse a product grid to find it. Nobody is asked to self-identify in a form before they are allowed to see anything.
That is the whole structural idea, and it is not a clever one. It is just the discipline of admitting that four audiences means four routes, and then actually building four routes instead of writing four paragraphs on one page.
The catalogue
255 products. Professional studio devices, mobile and face units, personal suits, targeted stimulators, and the long tail that keeps a studio running — electrodes, bands, connectors, cables, covers, suits in every size. Multiple manufacturers carried side by side.
Prices run from €11.90 for a consumable to €65,500 for a full station, and they are displayed ex. VAT, which is the correct decision and an unpopular one. Ex-VAT pricing is how a business buyer thinks about cost and how their accountant will book it. A consumer-style gross price on a €54,000 line item invites a phone call that exists purely to re-quote the same number.
Two things sit on top of the catalogue that a plain shop would not have. A membership at €499 a year that applies its 10–15% discount automatically at checkout rather than issuing a code the buyer has to remember, and a partner portal login for people whose relationship with the company did not start on the website. Both exist for the same reason: a repeat B2B buyer should not have to shop like a stranger every time.
Alongside them run the non-purchase routes — rental and leasing, refurbished stock, the distributor programme — because the sale that is not a sale today is the one worth keeping a door open for.
How it's built
WordPress with WooCommerce, which for this catalogue is the right call rather than a compromise. Two hundred and fifty-five SKUs across a five-level category tree, multiple brands, membership pricing, and a client team that adds stock without calling an agency — that is precisely the workload WooCommerce is good at, and precisely the workload a bespoke storefront makes expensive forever.
Around it: lead capture wired into the client's own CRM so an enquiry lands where sales already work rather than in an inbox someone checks on Thursdays, and a documented academy and after-sales layer that turns "we support you" from a claim into a set of pages a buyer can read before committing.
The interesting engineering on a site like this is never the checkout. It is the category architecture. Get 255 products into a tree where a studio owner finds the right electrode in two clicks and you have built something that keeps working as the catalogue doubles. Get it wrong and every new product makes the site slightly worse.
What this means for your business
You probably do not sell EMS equipment. You may well have the four-buyer problem anyway.
If your customers arrive with different jobs, give them different doors. A single "Products" menu that everyone has to walk through is a filter you are asking your buyer to operate on your behalf. Sort them at the navigation, not at the contact form.
Show the price. Business buyers are comparing you against two other suppliers today. A catalogue with real numbers on it does the comparison work in your favour while you sleep; "contact us for pricing" hands the comparison to whoever answered first.
Make the repeat buyer's life different from the stranger's. Automatic member pricing at checkout and a partner login are small pieces of engineering that say the relationship is remembered. Discount codes say the opposite.
Pick the platform that matches who maintains it. The right question is not which stack is most impressive, it is who adds the next fifty products and whether they need us to do it.
See it, then talk to us
It is running at emsleader.eu. Open the Solutions menu and notice you are being sorted by what you are trying to build. Then open the shop and watch a €65,500 line item and a €11.90 one live in the same catalogue without either looking out of place.
Then look at your own site and count the different people who land on it. If they all get the same homepage and the same contact form, you are asking them to do your sales team's first job for you. Book a free discovery call and tell us who your four buyers are — we will show you where they are currently colliding.