TVS Sports Surfaces
TVS Sports Surfaces
TVS Sports Surfaces
Health Club Management

Health Club Management

Follow Health Club Management on Twitter Like Health Club Management on Facebook Follow Health Club Management on Google+ Join the discussion with Health Club Management on LinkedIn Subscribe to Health Club Management Get RSS alerts from Health Club Management magazine
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management

features

Read our exclusive interview with Frank Reed about his deal to open SWEAT! gyms in Debenhams

CEO, SWEAT!

Published in Health Club Management 2018 issue 9
Frank Reed is rolling out the Sweat! gym concept in standalone locations and also within Debenhams stores
Frank Reed is rolling out the Sweat! gym concept in standalone locations and also within Debenhams stores
We’re offering members the convenience of having a workout and a chance to shop in a lively, welcoming environment

Retailer Debenhams and fitness operator Sweat! have unveiled the opening date for the first of a chain of in-store gyms.

The first club to be operated by the partnership will launch on 10 September 2018 at the Debenhams Sutton store in south west London.

The concept is the brainchild of Frank Reed, fitness industry veteran and one of the original co-founders of the Virgin Active health and fitness business.

Reed says the 17,575sq ft site will offer a “friendly, group-oriented and performance-driven gym experience”.

Facilities will include a large gym floor kitted with Technogym equipment, an immersive cinematic exercise activity area and a number of digital health check points.

The development of the Sutton Sweat! club will be followed by two further sites in Manchester and Bristol, which are earmarked to open in 2019.

The sweat formula
Each in-store club will follow the Sweat! format, which is focused on attracting a predominately 18-33 year-old female membership base – Sweat! reports its customer base is 55 per cent female.

The initiative is part of Debenhams’ strategy to compete with online shopping by delivering in-store experiences.

“Adding a highly innovative leisure facility to our stores is an integral part of our Debenhams Redesigned initiative,” said Sergio Bucher, CEO of Debenhams. “Our aim is to deliver ‘social shopping’ to customers and I’m keen to see their reactions to the Sweat! initiative.”

A first for sweat!
Reed added: ”The Sutton gym in Debenhams will be the sixth in the Sweat! portfolio and our first that is located within a retail environment.

“Through partnering with Debenhams we’re able to offer members the convenience of having a workout and a chance to shop, as well as the opportunity to meet friends in a lively and welcoming environment,” he continued.

“We’re excited to be taking the initiative to key urban cities such as Manchester and Bristol.”

Earning retail credits to spend
The partnership will see gym customers offered shopping incentives, which build up the more they visit the gym and which can then be redeemed in Debenhams against purchases via pre-loaded cards.

Other retail-related benefits for Sweat! members will include automatic enrolment into Debenhams’ Beauty Club.

Debenhams’ link up with Sweat! follows the retailer’s agreement with Blow to provide beauty services and with Maisons du Monde and Swoon to retail homeware.

Sweat! funding
Sweat’s growth is being funded by an injection of £3.75m from equity house Puma Investments in late 2017.

The deal includes an option for a further investment of up to £2.5m (US$3.4m, €2.8m) after 12 months.

Reed says, “We set-up Sweat! because we felt the budget gym sector lacked a fresh, fun and safe environment for women, plus Sweat! appeals to both men and women who want to feel more comfortable about going to the gym.”

Find out more: www.sweatunion.com

Sweat! is taking space in three Debenhams stores, with the option to extend the agreement. Puma Investments is backing the growth plan and roll out with £3.75m worth of investment
Sweat! is taking space in three Debenhams stores, with the option to extend the agreement. Puma Investments is backing the growth plan and roll out with £3.75m worth of investment
Sweat! is taking space in three Debenhams stores, with the option to extend the agreement. Puma Investments is backing the growth plan and roll out with £3.75m worth of investment
Sweat! is taking space in three Debenhams stores, with the option to extend the agreement. Puma Investments is backing the growth plan and roll out with £3.75m worth of investment
Sweat! is taking space in three Debenhams stores, with the option to extend the agreement. Puma Investments is backing the growth plan and roll out with £3.75m worth of investment
Sweat! is taking space in three Debenhams stores, with the option to extend the agreement. Puma Investments is backing the growth plan and roll out with £3.75m worth of investment
http://www.leisureopportunities.com/images/150949_457191.jpg
Read our exclusive interview with former Virgin Active CEO Frank Reed about his deal to open SWEAT! gyms in Debenhams
Latest News
EMD UK will launch its Class Finder database – described as ‘an Expedia-style group exercise ...
Latest News
British architecture practice FaulknerBrowns have been given a provisional go-ahead for the intensely debated Britannia ...
Latest News
Luxury health club operator Third Space has appointed its first 'people director' as part of ...
Latest News
A new campaign looks to get more disabled people physically active by making sport and ...
Latest News
Sebastian Kunz has been appointed medical director at Lanserhof’s newest outpost in London. Medical spa ...
Latest News
Finnish studio PES-Architects have won a competition to design what’s been described as a "future-oriented" ...
Latest News
The UK Spa Association (UKSA) and ukactive have signed a partnership that will offer a ...
Latest News
Detailed plans have been revealed for a "cutting-edge" leisure centre at the heart of the ...
Latest News
Inverclyde Leisure has become one of the first public leisure operators to add Technogym's new ...
Latest News
US fitness brand Peloton has revealed further details of its UK expansion – including the ...
Latest News
Health secretary Matt Hancock has revealed a new preventative vision for the NHS, which includes ...
Directory
Locking solutions
Ojmar: Locking solutions
Spa software
SpaBooker: Spa software
Flooring
Total Vibration Solutions Ltd: Flooring
Clothing/promotional merchandise
Taylor Made Designs: Clothing/promotional merchandise
Trade associations
International SPA Association - iSPA: Trade associations
Skincare
Sothys: Skincare
Lockers/interior design
Craftsman Quality Lockers Ltd: Lockers/interior design
Exercise equipment
EXF Fitness Equipment: Exercise equipment
Fitness equipment
Dyaco International: Fitness equipment
Audio visual
Lightmasters UK Ltd: Audio visual
Catalogue Gallery
Click on a catalogue to view it online
Featured suppliers
Featured supplier: Shapewatch 3D body scanner puts users in control of their goals
Shapewatch is an innovative, new 3D body visualisation solution that allows members to scan their bodies, monitor key biometrics and see their body shape in 3D.
Featured suppliers
Featured supplier: FitQuest announces new global distributors
FitQuest, industry leaders in human performance monitoring, has joined forces with fitness distibutors Gympac, I AM FIT in Portugal and Fitness Systems.
Company profiles
Company profile: Wattbike
Wattbike is the creator of the world’s premier indoor bikes developed in association with world-class ...
Company profiles
Company profile: DFC
DFC
At DFC, we offer totally transparent revenue management solutions, with clear pricing and no hidden ...
Property & Tenders
Lee Valley VeloPark
Lee Valley Regional Park
Property & Tenders
White Rocks, Hastings
GVA
Property & Tenders
Diary dates
15 Nov 2018
Unique Venues Birmingham, Birmingham, United Kingdom
Diary dates
27-27 Nov 2018
Harrogate Convention Centre, Harrogate, United Kingdom
Diary dates
Job search
TVS Sports Surfaces
TVS Sports Surfaces