Exclusive: Asda planning fitness studio concept

by Jak Phillips | 16 Jun 2015

Asda is bidding to help customers shed pounds from their waistline as well as their shopping bill through a new functional fitness concept.

Health Club Management can exclusively reveal that the supermarket giant is planning to partner with gym operator Total Fitness for the venture, with concept drawings suggesting the proposition will be entirely class-based.

The first site is expected to open in Swindon, while Health Club Management understands that up to 20 studios could be rolled out nationwide – in or near existing stores – depending on the concept’s success.

Asda won planning permission for the first gym in Swindon in December, having quietly tabled an application to convert a former Blockbusters video store near to its Asda West Swindon Superstore.

“Total Fitness Health Clubs Ltd have been selected as the operator of the site, and will provide a fitness studio offering high quality fitness classes in an easily accessible District Centre location,” read the application to Swindon Borough Council.

“The new facility will operate an affordable, pay and play gym, with the intention of making the fitness facility more accessible to a wider range of local resident.”

Having launched a range of affordable workout gear earlier this year, Asda could follow in the footsteps of Sports Direct Fitness, which has cross-marketed to an already-captive audience by combining gym and retail outlets in single locations.

Asda’s arrival in the health club market is the latest example of supermarkets seeking to embed gyms in surplus store space. Tesco previously paired up with Xercise4Less to offer an in-store gym, and later provided a community yoga space at the Tesco Extra store in Watford, while other supermarket chains have also been rumoured to be exploring in-store fitness concepts.

Asda’s planning application says the Total Fitness-operated gym will offer “group-based fitness classes, as opposed to more traditional gym formats.” Total Fitness, which operates 17 fitness and leisure clubs across the North of England, is evidently an attractive prospect as it was recently subject to a management buyout, backed by an £11.5m investment from private equity firm NorthEdge Capital. The gym operator refused to comment on the partnership with Asda.

An Asda spokesperson confirmed plans for a one-store trial in Swindon as an extension of its health and wellness offer, but said: “Unfortunately there is not much else to say at this stage, as it’s still subject to planning and contract negotiations.”

Related stories
27 Aug 2014

60,000 UK youngsters take part in activity initiative targeting deprived areas

14 Jun 2013

Asda and Sports Leaders team up for Active Sports Leaders scheme

09 May 2012

Asda and FIA form partnership for new UK physical activity campaign

Asda is bidding to help customers shed pounds from their waistline as well as their shopping bill through a new functional fitness concept. Health Club Management can exclusively reveal that the supermarket giant is planning to partner with gym operator Total Fitness for the venture, with concept drawings suggesting the proposition will be entirely class-based. The first site is expected to open in Swindon, while Health Club Management understands that
HAF,FIT,IND,COL
Asda’s planning application says the Total Fitness-operated gym will offer 'group-based fitness classes, as opposed to more traditional gym formats' / Luis Santos / Shutterstock.com
More news
News stories: 1 - 30 of 8054     
 
 
 
News stories: 1 - 30 of 8054     
 
 
 
company profile
Company profile: TLEE Spas + Wellness
Having designed and managed some of the most renowned spas in the world, Tracy has carved out a reputation of steady leadership and innovation recognised throughout the industry.
Try cladmag for free!
Sign up with CLAD to receive our regular ezine, instant news alerts, free digital subscriptions to CLADweek, CLADmag and CLADbook and to request a free sample of the next issue of CLADmag.
sign up
Catalogue Gallery
Click on a catalogue to view it online
To advertise in our catalogue gallery: call +44(0)1462 431385
cladkit product news
Lucas Zito aims to show 3D printed lamps can be timeless design objects
Lucas Zito’s practice specialises in the design of lights through 3D printing
Magali Robathan
A collection of lighting from Paris-based designer Lucas Zito aims to reframe the idea of 3D printed objects as cheap ...
Porada launch retro-inspired coffee table
Porada's new Enook Brillo coffee table
Magali Robathan
Maurizio Marconato and Terry Zappa have created the Enook Brillo coffee table for Italian design studio Porada – a retro-inspired design ...
TouchWood Play designs new kids’ club for Dubai’s Zuhha Island
The new club aims to connect children with nature
Magali Robathan
Bespoke play environment design and manufacturer TouchWood Play has announced that it is responsible for the creation of a new Kids’ ...
cladkit product news
Effe introduces sauna and hammam collection Baluar by Patricia Urquiola
The system uses heat-treated lime wood cladding, available in either a dark or light tone
Helen Andrews
Sauna specialist Effe (formerly Effegibi) has introduced its new sauna and hammam collection, Baluar, designed by architect and designer Patricia ...
Heatherwick Studio and lighting brand Tala collaborate to create sleep light called Wake
Wake is crafted from hand-spun ceramic and pressed glass, behind which a gentle light emanates to improve sleep routines and wellbeing
Helen Andrews
Design firm Heatherwick Studio and British lighting brand Tala have teamed up to create a sleep light called Wake. The ...
New Balera collection embeds lighting in 
tiled feature walls
Studiotamat has teamed up with Ariana de Luca to create the Balera range
Magali Robathan
The new Balera Collection sees design studio Studiotamat team up with ceramic artist Arianna De Luca and lighting designer Ninefifty ...
cladkit product news
LivinGlobe introduces redesigned adaptable Vidarium
LivinGlobe can install ultra short throw projections or premium LED panels, as well as the surround sound system and video server
Helen Andrews
Founded more than 10 years ago, LivinGlobe was one of the first companies in the immersive wellness space with its ...
OpenSeed launches private multisensory Iris Meditation Pod
The Iris Pod features vibro-acoustic technology, aromatherapy, light therapy, music, guided meditations and soundscapes
Helen Andrews
OpenSeed has launched its multisensory Iris Meditation Pod, designed in collaboration with Fuseproject – a design and innovation company founded ...
Snow’s holistic cool-down: Embracing inclusivity in post-sauna rituals
Megan Whitby
In the world of wellness, the age-old tradition of sauna bathing is synonymous with relaxation, detoxification and rejuvenation. But, a ...
x
Sign up with CLAD for regular news updates