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JP Lennard
JP Lennard
JP Lennard
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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

HCM People: Kate Little / Paula HarrisKate Little & Paula Harris; regional retail managers, Everyone Active

All products have been priced competitively, using Amazon as a benchmark, to ensure the shop can thrive in a competitive market

Published in Health Club Management 2021 issue 1
Kate Little & Paula Harris, Everyone Active
Kate Little & Paula Harris, Everyone Active

You’ve been getting into ecommerce – tell us more
Everyone Active has launched the Everyone Member Shop, an online store stocking fitness equipment, apparel and accessories from brands including Reebok, Under Armour and Gympro.

We’ve always had strong retail sales, so ecommerce was the natural next step. While we support the rest of the industry in the fight for gyms to be re-categorised as essential services, we can at least keep our members stocked with the equipment they need to continue their preferred forms of training.

How does the shop fit into the wider business?
The Everyone Member Shop complements Everyone on Demand (EOD), our 2,500-strong on-demand workout product, as it includes a section which helps EOD users to find the products they need to enhance their favourite at-home sessions.

How is it being delivered?
The store is being managed and fulfilled by D2F Fitness, a long-term partner of Everyone Active – also the exclusive fitness equipment provider for the online offering.

The two companies worked together during the first national lockdown launching a basic shop, which showed strong sales throughout spring 2020. The success of the test shop led to the project being rolled out on a wider scale.

We moved our own-brand retail, as well as our partner brands’ stockholding, into D2F’s warehouse for online distribution. We’ve recently added an aquatics line and there are plans to introduce new brand partners.

The shop was designed and created in Shopify, by Action Group. All products have been priced competitively, using Amazon as a benchmark, to ensure the shop can thrive in a competitive market. Initial sales reports show dumbbells are the most popular item.

How much did it cost to set up?
It was fully funded by profits from sales made from the online shop during the first national lockdown

How long did it take to set up?
Around six weeks.

Why did you choose Shopify?
It’s a simple, intuitive platform that can be fully managed by ‘non-techies’, which makes it easier for us to be responsive to sales in real-time.

What turnover are you expecting?
We’re forecasting £500k turnover in year one rising to £1m in year two.

How are you marketing the Everyone Member Shop?
We’re prioritising digital including email, social media, push notifications and direct links from the main Everyone Active Website. We’re also using Instagram and Facebook shopping to make it easier for customers to purchase from our social platforms. 

When centres reopen we’ll market products via digital screens including cardio consoles. We’ll also be running referral campaigns with colleagues.

How will it affect your existing retailing offering?
Everyone Active has always presented strong retail sales. We don’t intend to lessen the focus on our physical retail but see online as a complement which helps us reach a wider audience with a larger product range. We’ll be able to move end of season/line stock from centres to online for flash sales. 

How will you cross-market in-centre retail and online?
Not all centres have the space for large physical retail displays, but our members can view capsule collections in-centre before ordering online. In the future, we plan to use QR codes to make it easier for members to find and order products they see in-centre, even if they’re viewing them via an on-screen ad.

We are also working on launching an in-centre ‘click and collect’ service with all the products we sell.

What are your long-term plans?
The Everyone Member shop will be a permanent part of the business. We know that for it to succeed in the long-term we need to be able to sell at competitive prices, so we’ll continually review the market to ensure we’re offering the best prices.

We’ll continue to source new suppliers and products that are relevant to the activities we offer in our centres and at home, via EOD. The online shop provides an opportunity to widen the product ranges. We’ll also be working with suppliers to forecast seasonal stock.

Find out more: shop.everyoneactive.com

The team is working on an in-store click and collect service for products
The team is working on an in-store click and collect service for products
The Everyone Member shop is expected to turn over £1m in year two
The Everyone Member shop is expected to turn over £1m in year two
https://www.leisureopportunities.co.uk/images/2021/862090_444750.png
The duo from Everyone Active are taking on Amazon by launching online retail with the aim of hitting £1m p.a. turnover
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Diary dates

features

HCM People: Kate Little / Paula HarrisKate Little & Paula Harris; regional retail managers, Everyone Active

All products have been priced competitively, using Amazon as a benchmark, to ensure the shop can thrive in a competitive market

Published in Health Club Management 2021 issue 1
Kate Little & Paula Harris, Everyone Active
Kate Little & Paula Harris, Everyone Active

You’ve been getting into ecommerce – tell us more
Everyone Active has launched the Everyone Member Shop, an online store stocking fitness equipment, apparel and accessories from brands including Reebok, Under Armour and Gympro.

We’ve always had strong retail sales, so ecommerce was the natural next step. While we support the rest of the industry in the fight for gyms to be re-categorised as essential services, we can at least keep our members stocked with the equipment they need to continue their preferred forms of training.

How does the shop fit into the wider business?
The Everyone Member Shop complements Everyone on Demand (EOD), our 2,500-strong on-demand workout product, as it includes a section which helps EOD users to find the products they need to enhance their favourite at-home sessions.

How is it being delivered?
The store is being managed and fulfilled by D2F Fitness, a long-term partner of Everyone Active – also the exclusive fitness equipment provider for the online offering.

The two companies worked together during the first national lockdown launching a basic shop, which showed strong sales throughout spring 2020. The success of the test shop led to the project being rolled out on a wider scale.

We moved our own-brand retail, as well as our partner brands’ stockholding, into D2F’s warehouse for online distribution. We’ve recently added an aquatics line and there are plans to introduce new brand partners.

The shop was designed and created in Shopify, by Action Group. All products have been priced competitively, using Amazon as a benchmark, to ensure the shop can thrive in a competitive market. Initial sales reports show dumbbells are the most popular item.

How much did it cost to set up?
It was fully funded by profits from sales made from the online shop during the first national lockdown

How long did it take to set up?
Around six weeks.

Why did you choose Shopify?
It’s a simple, intuitive platform that can be fully managed by ‘non-techies’, which makes it easier for us to be responsive to sales in real-time.

What turnover are you expecting?
We’re forecasting £500k turnover in year one rising to £1m in year two.

How are you marketing the Everyone Member Shop?
We’re prioritising digital including email, social media, push notifications and direct links from the main Everyone Active Website. We’re also using Instagram and Facebook shopping to make it easier for customers to purchase from our social platforms. 

When centres reopen we’ll market products via digital screens including cardio consoles. We’ll also be running referral campaigns with colleagues.

How will it affect your existing retailing offering?
Everyone Active has always presented strong retail sales. We don’t intend to lessen the focus on our physical retail but see online as a complement which helps us reach a wider audience with a larger product range. We’ll be able to move end of season/line stock from centres to online for flash sales. 

How will you cross-market in-centre retail and online?
Not all centres have the space for large physical retail displays, but our members can view capsule collections in-centre before ordering online. In the future, we plan to use QR codes to make it easier for members to find and order products they see in-centre, even if they’re viewing them via an on-screen ad.

We are also working on launching an in-centre ‘click and collect’ service with all the products we sell.

What are your long-term plans?
The Everyone Member shop will be a permanent part of the business. We know that for it to succeed in the long-term we need to be able to sell at competitive prices, so we’ll continually review the market to ensure we’re offering the best prices.

We’ll continue to source new suppliers and products that are relevant to the activities we offer in our centres and at home, via EOD. The online shop provides an opportunity to widen the product ranges. We’ll also be working with suppliers to forecast seasonal stock.

Find out more: shop.everyoneactive.com

The team is working on an in-store click and collect service for products
The team is working on an in-store click and collect service for products
The Everyone Member shop is expected to turn over £1m in year two
The Everyone Member shop is expected to turn over £1m in year two
https://www.leisureopportunities.co.uk/images/2021/862090_444750.png
The duo from Everyone Active are taking on Amazon by launching online retail with the aim of hitting £1m p.a. turnover
Latest News
Peloton is expanding its reach within the online fitness market with the launch of a ...
Latest News
Dr Giles Yeo, a geneticist at Cambridge University in the UK, has written a new ...
Latest News
Plans have been revealed to build the world's deepest pool in Cornwall, UK, which would ...
Latest News
People with depression should be prescribed exercise and then monitored for the first 12 weeks ...
Latest News
Frequent strenuous exercise increases the risk of developing motor neurone disease (MND) in people with ...
Latest News
The UK government has extended the ban on commercial evictions until 25 March 2022. Announcing ...
Latest News
Operating a further four weeks at reduced capacity will place serious pressure on English fitness ...
Latest News
People experiencing homelessness are being offered free access to leisure centres by Oxford City Council. ...
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IHRSA has appointed Elizabeth Clark as its new president and CEO. Clark joins the industry ...
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Opinion
promotion
While much of the fitness industry has reopened its doors across the UK over the past weeks, many members are yet to return.
Opinion: Re-engaging your post-lockdown absent members
Featured supplier news
Featured supplier news: Feel better for longer with Power Plate
Aligning fitness and healthcare as part of the wider health and wellbeing needs of the ageing population has never been more important.
Featured supplier news
Featured supplier news: Active IQ launches two industry-ready health and fitness diplomas
Active IQ has launched two new qualifications – the Level 2 Diploma in Health and Fitness and Level 3 Diploma in Health and Fitness – to help engage learners in an industry-ready training experience that can be tailored to suit local employer needs.
Featured operators news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
Featured operators news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Company profiles
Company profile: Technogym
Founded in 1983, Technogym is a world-leading international supplier of technology and design-driven products and ...
Company profiles
Company profile: Proinsight Mystery Shopping
We take time at the outset to understand your unique customer journey. Then we work ...
Supplier Showcases
Supplier showcase - Safe Space: Changing concept
Catalogue Gallery
Click on a catalogue to view it online
Directory
Red Light Therapy
 Red Light Rising: Red Light Therapy
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Fitness equipment
Precor: Fitness equipment
Architects/designers
Zynk Design Consultants: Architects/designers
Trade associations
International SPA Association - iSPA: Trade associations
Spa software
SpaBooker: Spa software
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Management software
fibodo Limited: Management software
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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JP Lennard
JP Lennard