THE RETAIL BULLETIN - The home of retail news
HOME
RETAIL NEWS
RETAIL EVENTS
Fashion
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Electricals
Health & Beauty
General Merchandise
Entertainment
Sports & Leisure
Retail Solutions
Food & Drink
KNOWLEDGE CENTRE
PARTNER DATABASE
ABOUT US
CONTACT US
REGISTER
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!

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.

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe for retail news

RETAIL EVENTS

TRB CONFERENCES
Retail Customer Engagement Summit
Retail Customer Engagement Summit
5 June 2018
Cavendish Conference Centre, London W1
The 9th Annual Retail Customer Engagement Summit
Dentons Future of Retail Law Conference 2018
Dentons Future of Retail Law Conference 2018
14th June 2018
The Altitude SW1P 4RS
Dentons Future of Retail Law Conference 2018
Retail Human Resources Summit
Retail Human Resources Summit
Wednesday 3 October 2018
The Cavendish Conference Centre, London W1
The 10th HR Summit 2018, The Cavendish Conference Centre, London W1, 3rd October 2018
TRB FORUMS
Mental Health & Wellbeing Forum
Mental Health & Wellbeing Forum
06 March 2018
TBC
Dr Shaun Davis aims to dig deeper into some of the steps a retail HR team can take to play their part in maintaining and improving the mental health and wellbeing of their staff.
Payment Roundtable 2018
Payment Roundtable 2018
18 April 2018
Hallam Conference Centre W1W 6JJ
Are you confident that your payment strategy is competitive and is future proof?