# Department Store Gyms Debenhams and Fitness Chain Sweat! are Launching In-Store Gyms By Laura McQuarrie | Published 2018-08-13 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/store-gym References: [retailgazette](https://www.retailgazette.co.uk/blog/2018/08/debenhams-roll-store-gyms-enhance-customer-experience/) & [debenhams](https://www.debenhams.com/) While it is common for some athletic retailers to designate a permanent or a multi-use portion of a store for physical activities, [Debenhams](https://www.trendhunter.com/trends/debenhams-delivered-campaign) 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](https://www.trendhunter.com/trends/the-womens-sports-store) 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](https://www.trendhunter.com/trends/design-to-move), 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. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 55% | Activity: 92% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Europe ## 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 Gyms:** Introducing in-store gyms in department stores creates a convenient and immersive fitness experience for consumers. - **Social Shopping:** Combining fitness facilities with shopping incentives creates a unique social shopping experience that encourages customer loyalty. - **Group-oriented Fitness:** Creating a group-oriented fitness setting in-store attracts a specific target demographic and fosters a sense of community. ### Sectors Adopting This - **Retail:** Integrating gyms into department stores provides a new revenue stream and attracts health-conscious consumers. - **Fitness:** Collaborating with department stores allows fitness chains to reach new customers and expand their presence. - **Wellness:** The combination of fitness facilities, equipment, and incentives promotes a holistic wellness experience for consumers. ## Related on Trend Hunter - [Retailer-Focused Athletic Collaborations](https://www.trendhunter.com/trends/dicks-sporting-goods1.md) - [Consumer-Inspired Store Mannequins](https://www.trendhunter.com/trends/london-store-mannequins.md) - [In-Store Mixed-Reality Gyms](https://www.trendhunter.com/trends/worlds-smallest-gym.md) - [Experiential Running Shoe Shops](https://www.trendhunter.com/trends/sportsshoes.md) - [Athletic Brand Flagship Stores](https://www.trendhunter.com/trends/gymshark-2.md) - [In-Gym Hotels](https://www.trendhunter.com/trends/in-gym-hotel.md) - [Holiday Activewear Pop-Ups](https://www.trendhunter.com/trends/gymshark-popup.md) - [Hybrid Fitness Boutiques](https://www.trendhunter.com/trends/hybrid-fitness-boutique.md) - [Collaborative Sports Performance Centers](https://www.trendhunter.com/trends/everlast-gyms.md)