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Debenhams to trial instore gyms with Sweat!

Debenhams is to launch a trial of instore fitness centres with gym specialist Sweat! as it looks to make its stores a destination for leisure experiences.

DEPARTMENT STORES

Debenhams to trial instore gyms with Sweat!

Debenhams is to launch a trial of instore fitness centres with gym specialist Sweat! as it looks to make its stores a destination for leisure experiences.

The partnership is set to launch in three stores from early 2018.

The retailer said the gyms will give customers more reasons to visit Debenhams stores and will attract a younger female base.

A little more expensive than budget gyms, Sweat! offers dedicated studios for spinning and aerobics, fitness programmes such as The Matrix as well as free weights and Technogym equipment. Debenhams products will also be on offer and the retailer will take advantage of cross-marketing opportunities such as enrolling each Sweat! member to the Debenhams Beauty Club.

Sergio Bucher, chief executive of Debenhams, said: “In Spring we detailed the Debenhams Redesigned strategy stating that we would look to work with strategic partners to deliver our plan. We believe that by teaming with Sweat! we will optimise the space that is available in some of our stores whilst offering an attractive and credible leisure experience to customers. The partnership is a step closer to establishing Debenhams as a Destination for leisure experiences and gives customers more reasons to visit us more often.”

Sweat! currently attracts 600 to 800 visits to each of its five gyms each day with its 55% female customer base visiting gyms two to three times per week. The chain is the newest offering from Frank Reed who previously founded LivingWell, Virgin Active and Virgin Pulse.

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