Technogym
Technogym
Technogym

British retailer Debenhams partners with health club group to trial in-store gyms

by Deven Pamben | 26 Oct 2017
We believe that by teaming with Sweat! we will optimise the space that is available in some of our stores
– Sergio Bucher, chief executive, Debenhams

The British multinational Debenhams is partnering former Virgin Active co-founder Frank Reed to launch in-store gyms as part of the retailer’s strategy to attract more customers and a younger female base.

Reed’s Sweat! gyms are set to be trialled in three stores from early 2018 under a membership model.

The deal is part of the Debenhams Redesigned strategy, which involves working with strategic partners to deliver its plan of making the chain more appealing to shoppers. The struggling chain reported that annual profits dipped 44 per cent to £59m (US$78m, €66m) on Thursday (26 October).

“Partnering with Debenhams provides Sweat! with access to attractive locations and the opportunity to engage with the retailers established loyal customer base," said Reed, who co-founded the Virgin Active health club chain in 1997.

“UK gym usage is forecast to reach the 20 per cent 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 capitalise on growth for leisure experiences.”

Sweat! focuses on attracting female gym-goers and has 600-800 visits to each of its five UK gyms every day with a 55 per cent female customer base attending clubs 2-3 times per week.

The design of the Debenhams gyms will be brightly branded and offer dedicated studios for spinning and aerobics.

“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,” said Sergio Bucher, Debenhams chief executive. “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.”

Debenhams  Sweat!  Virgin Active  Sergio Bucher  Frank Reed 
Related stories
16 Feb 2012

Stockport site eyed for leisure project

19 May 2010

Elemis unveils double SpaPod in London

The British multinational Debenhams is partnering former Virgin Active co-founder Frank Reed to launch in-store gyms as part of the retailer’s strategy to attract more customers and a younger female base. Reed’s Sweat! gyms are set to be trialled in three stores from early 2018 under a membership model. The deal is part of the Debenhams Redesigned strategy, which involves working with strategic partners to deliver its plan of making
CLD,HAF,ARC,DES
Sweat! gyms are set to be trialled in three Debenhams stores from early 2018
More news
News stories: 1 - 30 of 7667     
 
 
 
News stories: 1 - 30 of 7667     
 
 
 
company profile
Company profile: Barr + Wray Ltd
Founded in 1959, Barr + Wray is recognised as a world-leading provider of spa design, engineering and pool & spa equipment.
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
features
The Jean-Georges Vongerichten restaurant features 12m-high floor-to-ceiling windows
Dana Kalczak
"If we had focused entirely on high tech in the hotel, the artistry we normally strive for would have been compromised"

Four Seasons’ vice president of design speaks to CLAD about working with Norman Foster and creating magical moments

The three new studios have brought drama to previously tired areas of the Les Mills gym
"We’ve designed the space so that the atmosphere is intimate"

Les Mills’ new studio spaces at its iconic Auckland City Gym showcase a trend away from masculine ‘grunty’ gyms to something altogether different

Catalogue Gallery
Click on a catalogue to view it online
To advertise in our catalogue gallery: call +44(0)1462 431385
features
Interview: Blurred lines
Scott Lee became president of SB Architects in 2000. Tracy Lee founded TLee Spas in 2015
"We design to connect the guest to the place, positioning people at the centre of the design"

Architect Scott Lee and spa consultant Tracey Lee on marrying the worlds of design and wellness in a series of interesting projects

Manuelle Gautrand
"The cities where you have good cultural buildings and facilities – it’s a way for people to mix, to share the city in a much deeper way"

The French architect and winner of the 2017 European Prize for Architecture tells us why she is determined to surprise

Zaha Hadid Architects’ Hamburg River Promenade scheme
"Funding woes and murky timelines are common problems. It can be easier to make a difference one small project at a time"

From parks designed to mitigate the effects of flooding to warming huts for one of the world’s coldest cities, these projects have been designed for increasingly extreme climates

cladkit product news
Jaffe Holden helps bring Academy Museum of Motion Pictures alive
Jaffe Holden provided architectural acoustics for the Academy Museum
Magali Robathan
Acoustical consulting firm Jaffe Holden provided architectural acoustics and audio/video design services for the recently opened Academy Museum of Motion ...
Diamond balloon concept merges tourist attraction with advertising billboard
Magali Robathan
A group of Dutch engineers have presented a new attractions concept that combines a flying observation cabin with LED digital ...
Móz Designs columns anchor the world’s largest indoor aquarium
The design of the columns was inspired by the sea
Magali Robathan
After a two-year renovation, Oakland-based metal experts Móz Designs have unveiled their inclusion in Georgia Aquarium’s new shark gallery. Located ...
cladkit product news
Christie laser projectors power new Five Senses Bubble dome theatre
The dome aims to integrate technology with arts and culture
Magali Robathan
Christie® GS Series 1DLP® laser projectors are delivering vivid and lifelike visuals in a new dome theatre located in Xiong’an ...
LianTronics’ glasses-free 3D Star Trek LED screen attracts attention
Magali Robathan
LianTronics’ giant curved LED wall with stunning glasses-less 3D spaceship display effect has attracted many on the street of Chengdu, ...
Cosm unveils Experience Centre with ‘one of a kind’ LED dome
The new Experience Centre houses a 20m LED dome
Magali Robathan
Cosm, a global technology company that builds end-to-end solutions for immersive experiences, has unveiled its Experience Centre which houses a ...
cladkit product news
Fabio Alemanno Design uses elegant semi-precious stones to create memorable spa experiences
Alemanno believes the stones are well-placed in the spa environment thanks to their capacity to positively support physical and mental health
Megan Whitby
Fabio Alemanno Design has expanded its collection with semi-precious stones to enhance spas, wellness facilities, hotels and private residences. The ...
Eden project uses drones to spell out climate change warning
Magali Robathan
Almost 300 drones were used to signal an environmental message above the Eden Project’s biomes, during the UN Climate Change ...
Alberto Apostoli and Newform collaborate to launch the A.Zeta showerhead
The showerhead offers two modes; rainfall or waterfall
Megan Whitby
Italian architect Alberto Apostoli has renewed his partnership with Newform – an Italian wellness company – and designed A.Zeta. A.Zeta ...
x
Sign up with CLAD for regular news updates
Technogym
Technogym