Debenhams to test in-store fitness centres from early 2018

Department store Debenhams is set to trial in-store fitness centres in three locations next year.

Partnering with gym specialists Sweat!, the in-store fitness centres are part of Debenhams Redesigned strategy to transform its retail locations into key leisure destinations for social shopping. The partnership, set to launch in three different stores early next year, aims to give customers more reasons why they should visit a Debenhams store and appeal to a younger female base group. In addition to trialing Sweat fitness centres, Debenhams will also offer a wide range of products to suit different health and fitness lifestyles.

In addition, the new partnership sees Debenhams expand its customer reach to the Sweat! customer base through cross-marketing opportunities laid out, such as enrolling each Sweat! member to Debenhams Beauty Club. "In Spring we detailed the Debenhams Redesigned strategy stating that we would look to work with strategic partners to deliver our plan," said Sergio Bucher, CEO of Debenhams in a statement.

"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."

Founded by entrepreneur, Frank Reed, Sweat! aims to offer fitness enthusiasts as well as beginners an aspirational gym environment. Key facilities offered in the brightly branded gym space include dedicated studios for spinning and aerobics, innovative fitness programmes such as The Matrix, as well as a complete range of weights and Technogym equipment.

"Partnering with Debenhams provides Sweat! with access to attractive locations and the opportunity to engage with the retailers established, loyal customer base," added Reed. "UK gym usage is forecast to reach the 20 percent penetration rates achieved by parts of Europe and the US by 2020 and by providing a differentiated product in a place that is convenient to customers we anticipate that we will capitalize on growth for leisure experiences."

Photo: Courtesy of Debenhams