Sports digital trading manager, Argos

Tell us about your Argos ‘House of Fitness’ event
The House of Fitness was a collaborative effort between Fitbit, Reebok, USN and Argos to raise awareness with customers that Argos is a one-stop-shop for a wide range of fitness brands and products.

The event was a two-day in-store fitness experience in a home-like setting, with workout classes and routines that could easily be recreated at home.

The main goal was to provide those who enjoy or are interested in working out at home with the tools and knowledge to do so effectively.

The event came about because we’d received an insight report that made it clear some people are intimidated when visiting the gym, so to provide these types of people with an alternative, we wanted to combine the fitness knowledge and expertise that’s available in a typical gym with the comforting surroundings of a typical home.

Why were ‘Petsercise classes’ included?
Pets help boost our mood and energy on a daily basis, so we think it’s a great idea to incorporate them into your workout when you’re feeling a little reluctant to exercise.
Petsercise is a new trend taking the fitness industry by storm, particularly Doga – or yoga with your dog!

How was it received by customers?
All the exercise classes on offer sold out, with over 50 members of the public attending.
We also saw an uplift in visits to the fitness areas of our website over the event weekend, with people going online to buy fitness equipment.

This was mainly driven through the event trending on social media.

How important were social media influencers to the campaign?
Social media influencers such as Carly Rowena were key, as they helped demonstrate how easy it is to work out from home, therefore, it was a no-brainer to get them involved.

Social media influencers also help us to target a different and wider audience and their social feeds offer inspiration and ‘how to’ guides in relation to key pieces of equipment, such as resistance bands, wearables or weights.

This makes people feel more confident to use them and also to buy them.

The influencers also helped us to target a younger audience, showing how Argos can help with fitness needs at every level.

What are Argos’s ultimate plans for its fitness equipment offering?
We want to become the number one retailer for fitness, by helping customers to achieve their fitness goals.?

We aim to encourage the nation to adopt a healthier lifestyle through our products and education.

Is the home market growing?
Customers have become increasingly interested in fitness and health, with people looking to educate themselves at home in both workouts and nutrition.

Yes, we’ve seen an increase in at-home fitness equipment sales over the last 12 months. This is down to customers becoming intimidated by the gym environment while not feeling judged when working out at home.

Customers are also not looking to spend a fortune on equipment when they first get into keeping fit, so are looking for quality products at affordable prices.

Can gyms and home fitness exist side by side?
Absolutely. One day it may feel great to get up early and dash to the gym for a class. Other times, getting up early or going after a work is the last thing you want, so it’s great to have the option to do a workout at home.

What people want out of their exercise routine will also determine where they feel most comfortable – for some people, that’s working out at home and for others that’s the gym.