While it is common for some athletic retailers to designate a permanent or a multi-use portion of a store for physical activities, Debenhams will soon be introducing an in-store gym format to its department stores with a fitness chain.
The first of the in-store gyms is set to launch in London and it will follow the format of Sweat!, creating a friendly, group-oriented setting that targets women between the ages of 18 and 33. At the in-store station, visitors will be able to make the most of the equipment from Technogym, immersive cinematic exercises and digital health checkpoints.
As part of this collaboration with Sweat!, Debenhams' aim is to create a "social shopping" experience that encourages consumers to meet in a welcoming environment and claim shopping incentives the more they visit the gym.
Department Store Gyms
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