# Grocer-Hosted Fitness Classes Waitrose Now Offers In-Store Yoga Classes for Its Shoppers By Jana Pijak | Published 2018-03-13 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/instore-yoga-class References: [esmmagazine](https://www.esmmagazine.com/waitrose-yoga-classes-store-trial/55563) & [waitrose](http://www.waitrose.com/yoga) UK-based supermarket chain [Waitrose](https://www.trendhunter.com/trends/waitrose-plantliving-range) is known for offering premium products at an accessible price point and its newest initiative -- a program of in-store yoga classes -- aims to elevate the retailer into an evolving lifestyle brand. The in-store yoga classes will cost Waitrose customers just £7 per session and will be geared toward all fitness levels. In an effort to be more [wellness-focused](https://www.trendhunter.com/trends/the-market-place), the retailer will host its yoga sessions in select locations across the UK, with the help of certified instructors. This new initiative follows up the retailer's new 'Good Health' label which offers a variety of nutritious food and beverage options. "In addition to eating well, (our consumers) can now relax and enjoy the benefits of yoga in selected Waitrose stores while meeting new people,” said Moira Howie, nutrition manager at Waitrose, while emphasizing the increasing importance of wellness among the brand's core demographic. Image Credit: European Supermarket Magazine ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 68% | Activity: 94% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What Makes This Trend Stand Out - **In-store Fitness Classes:** Opportunity to provide in-store fitness classes to enhance the shopping experience and promote a wellness-focused brand image. - **Wellness-focused Retail:** Opportunity to expand product offerings and services to cater to the growing demand for health and wellness among consumers. - **Lifestyle Branding:** Opportunity to transform a traditional retail brand into a lifestyle brand by offering experiences and services beyond just products. ### Sectors Adopting This - **Supermarket Chains:** Supermarket chains can create a competitive advantage by incorporating fitness classes into their stores, attracting health-conscious customers. - **Health and Wellness:** The health and wellness industry can partner with supermarkets to offer fitness classes as a way to promote their products and services. - **Fitness and Yoga Studios:** Fitness and yoga studios can explore partnerships with supermarkets to reach a wider audience and provide convenience for their customers. ## Related on Trend Hunter - [Consumer-Driven Grocery Stores](https://www.trendhunter.com/trends/waitrose-home-of-food-lovers.md) - [Bodycare-Inspired Movement Sessions](https://www.trendhunter.com/trends/lush-hour.md) - [Scientifically Informed Yoga Series](https://www.trendhunter.com/trends/les-mills-yoga.md) - [Drop-In Wellness Solutions](https://www.trendhunter.com/trends/beyond-yoga.md) - [Enhanced Wellness Memberships](https://www.trendhunter.com/trends/lovelife.md) - [Health-Conscious Grocery Programs](https://www.trendhunter.com/trends/harris-teeter.md) - [Well-Being Retail Projects](https://www.trendhunter.com/trends/superself.md) - [Innovative Wellbeing-Focused Bars](https://www.trendhunter.com/trends/selfridges-1.md) - [Retailer-Backed Nutrition Coaching](https://www.trendhunter.com/trends/nutrition-coaching-1.md)