How BioCharger Became an OsteoStrong Franchise Owner’s Most Valuable Add-On Modality

After experiencing the BioCharger at a convention, Diane Mulloy, an OsteoStrong franchisee, was excited to introduce the modality to her two Nashville-area centers, where it has since delivered measurable business benefits, including: 

• Introducing a new revenue stream that enhances membership value
• Inspiring exclusive member experiences 
• Improving member retention

This case study explores Diane’s approach to integrating BioCharger and the reasons she describes it as OsteoStrong’s most effective complementary modality.

About OsteoStrong

OsteoStrong is a membership-based integrative health and wellness center with a focus on musculoskeletal strengthening. Using a process called osteogenic loading, OsteoStrong supports people of all ages and activity levels through quick, painless sessions designed to promote skeletal strength. Members experience improvements in bone density, posture, balance, and athletic performance, as well as reduced joint and back pain.

Diane Mulloy has owned and operated two OsteoStrong centers in the Nashville area for more than a decade. While OsteoStrong initially focused on a single core offering, the centers have since expanded to include complementary modalities. At Diane’s centers, those modalities include hydro massage, compression boots, and the BioCharger. Diane introduced BioCharger at her locations in 2019, and member demand has grown significantly since then.

Establishing Confidence in a New Modality 

Diane admits that securing buy-in from staff who were skeptical about the BioCharger was an early challenge. She, too, had been skeptical when introduced to BioCharger, but her perspective quickly changed after using it throughout an OsteoStrong convention. “I would use it in between sessions, and I never got tired,” she recalls. “I came home feeling so good.”

Diane recognized that team members needed to experience BioCharger firsthand, as she had, to understand its full value. She implemented a policy allowing staff to use the BioCharger at no cost before or after work. It didn’t take long for team members to begin promoting BioCharger enthusiastically to members.

Personalized wellness

Initially, Diane’s franchise locations offered a wide selection of BioCharger recipes, which are designed to support various wellness goals. However, as member interest in BioCharger grew, Diane identified the need to streamline the experience for both staff and members. 

She turned to the BioCharger team for support. “They helped us figure out which recipes to eliminate and which ones were the most relevant and supportive for our members,” she says. BioCharger even helped Diane develop customized session protocols for special use cases; the centers offer these sessions exclusively to select non-members outside of standard business hours. “We love them. They’re fabulous—every one of them,” Diane says of the BioCharger team. 

Operational simplicity 

Diane previously used PEMF mats in her locations, but the additional protocols required to use them during the pandemic proved challenging. She had introduced the BioCharger at one of her centers, and noted that it required minimal ongoing maintenance and did not need to be cleaned or reset between sessions. Diane took the opportunity to sell the PEMF mats and bring a BioCharger into her second center to streamline operations and reduce staff workload. “BioCharger has been a much better modality for us,” she reports.

Diane also touts BioCharger’s multi-modality capabilities, explaining that she had considered adding red light therapy to her centers before learning that BioCharger could provide similar supportive benefits without requiring additional build-out. 

Flexible placement 

The BioCharger is set up differently at each of Diane’s OsteoStrong locations. “At one center, I took a conference room and converted it into a BioCharger room,” she says. “It’s really cool—we had the walls painted, put up all the BioCharger visuals, and added little puzzles, books, and squeeze toys. It’s a very meditative space, and people love it.” Members using other modalities can observe BioCharger sessions, sparking curiosity and encouraging engagement. “People are always asking about it,” says Diane.

At the second, smaller location, BioCharger is positioned in the front lobby, making it highly visible to everyone who enters and prompting frequent inquiries from members and visitors.

BioCharger Drives Increased Revenue and Member Engagement 

For Diane, BioCharger has been a smart investment. “At this point, the BioChargers are completely paid for and fully depreciated off my books. It’s pure profit now. And they last a long time—so once you’ve paid it off, whatever that takes, you’re just generating revenue from it.” 

Introducing a new revenue stream that enhances membership value 

When it became necessary to increase membership pricing at OsteoStrong, Diane incorporated an add-on benefit for all members, with BioCharger as one of the primary add-on options. Members responded well to the increase in membership value and the flexibility to select the modality that best suited their needs.

The centers have also seen success offering punch cards for BioCharger sessions, with pricing structured for both members and non-members. “We have quite a few people who just come in for the BioCharger,” says Diane. “The punch cards have been a great way to generate revenue.” 

Inspiring exclusive experiences

Diane’s centers have experimented with small group events that include BioCharger sessions and educational seminars on wellness topics. 

These events have been popular, often reaching capacity, and have served as an effective introduction to BioCharger for new users and non-members. “People learned about BioCharger through those events and then started using it regularly and even upgraded their memberships,” Diane says. 

Improving member retention 

BioCharger has become an integral part of the OsteoStrong member experience. Diane reports a clear correlation between member retention and the availability of BioCharger. Members value both the core OsteoStrong offering and the additional support provided by a 15-minute BioCharger session. 

“I know for a fact that some members are still with us because of the BioCharger,” says Diane. “I honestly can’t imagine an OsteoStrong center not having one. To me, it is part of the brand.”

Diane’s experience with BioCharger has been so overwhelmingly positive that she would encourage any wellness business owner to integrate it. “If you can only afford one thing, make it the BioCharger. It is the most effective modality we have.”