# In-Store Athleticism Retail experiences are designed around interactive athletic events. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jun 20, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/instore-athleticism ## Key Figures - Trend score: 4.1/10 - Evidence articles: 6 ## What is the In-Store Athleticism trend? **In-Store Athleticism:** As brands look to enhance the overall in-store experience in a time when traditional retail is threatened by e-commerce and the concierge economy, many are overhauling store designs to be centered around branded fitness events. This shift speaks to the ways in which smart brands are raising the bar in terms of in-store experience that goes above and beyond increasingly high customer expectations. ## At a Glance - Evidence: 6 featured examples - Articles from: Nov 25, 2015 to Mar 13, 2018 - Published: Jun 20, 2017 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe ## Themes within the In-Store Athleticism trend ### Branded Fitness Events Retail stores centered around branded fitness events. ### Fitness-Fused Retail Stores Retail stores fused with an urban athletics aesthetic. ### Grocer-Hosted Fitness Classes Offering in-store fitness classes and nutritious food options. ## What the In-Store Athleticism trend means for industry ### For Retail The retail industry has to overhaul store designs to be centered around branded fitness events. ### For Athleisure Athleisure industry provides activewear gear and workout classes for the targeted audience. ### For Grocery Grocery stores can provide in-store fitness classes and nutritious food options to the shoppers. ## Workshop question How is your brand adapting in order to offer multi-faceted customer experiences that truly surprise and delight? ## Trend signals for In-Store Athleticism Trend score 4.1 out of 10, from popularity 55%, activity 61%, freshness 8%. - Popularity: 55% - Activity: 61% - Freshness: 8% ## Examples of the In-Store Athleticism trend 6 featured examples from Nov 25, 2015 to Mar 13, 2018. - [Suspended Display Interiors](https://www.trendhunter.com/trends/oiselle-flagship): The Oiselle Flagship in Seattle Boasts Mobile Clothing Racks (Category: Business) Implication: Opportunity for retailers to innovate in their store design and merchandising techniques to attract and delight customers. - [Fitness-Fused Retail Stores](https://www.trendhunter.com/trends/runner-camp): 'Runner Camp' Fuses Fitness with Retail in Shanghai (Category: Lifestyle) Implication: The retail industry can explore ways to integrate fitness amenities and experiences into stores to attract health-conscious consumers and provide a unique shopping experience. - [Grocer-Hosted Fitness Classes](https://www.trendhunter.com/trends/instore-yoga-class): Waitrose Now Offers In-Store Yoga Classes for Its Shoppers (Category: Business) Implication: Supermarket chains can create a competitive advantage by incorporating fitness classes into their stores, attracting health-conscious customers. - [Fitness-Focused Writing Workshops](https://www.trendhunter.com/trends/writing-workshop): Toronto's Bond Running Recently Hosted an 5K Run for Writers (Category: Lifestyle) Implication: Opportunity for fitness centers, gyms, and wellness retreats to partner with writing workshops and offer holistic experiences that combine creativity and physical activity. - [In-Store Workout Studios](https://www.trendhunter.com/trends/activewear-shop): This Athleta Activewear Shop Boasts a Workout Studio with Free Classes (Category: Lifestyle) Implication: Athletic clothing retailers can leverage in-store workout studios to create immersive brand experiences and drive sales. - [In-Store Obstacle Courses](https://www.trendhunter.com/trends/nike-space-camp): NIKE Space Camp Tasks Consumers with Physical Challenges (Category: Business) Implication: The apparel and footwear industry can leverage immersive consumer experiences like NIKE Space Camp to differentiate themselves in a competitive market and create strong brand conn… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)