GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
Technogym
Technogym
Technogym
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
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
HCM magazine
The health and fitness sector knows the vital role it plays in boosting immunity in the face of COVID-19. Now there’s another opportunity to be an essential service: helping people recover from the virus. Kate Cracknell reports
HCM magazine
In addition to championing the health benefits of activity, the sector must now start to emphasise its power to drive the economy if we are to gain the policy support we need
HCM magazine
New research into Type 2 diabetes and COVID-19 is establishing the risks across different age groups, enabling policymakers to design interventions more effectively
HCM Magazine
Ask An Expert
Although extensions to the UK government’s rent moratorium have continued so far, when the end comes, it will represent a cliff edge. Unless agreements can be struck with landlords, or the government intervenes, some operators could be liable for a year or more of back rent, which could be catastrophic, as Kath Hudson reports
HCM Magazine
Sponsored
Technogym’s Live and On-Demand solution is transformational for its clients
HCM Magazine
Promotion
Creating spaces where exercisers feel both safe and inspired to return to the gym is vital, says James Anderson
HCM Magazine
Supplier showcase
Get your group fitness offering back on track faster in the face of ongoing restrictions, courtesy of Myzone’s tier-transcending digital experience
HCM Magazine
Promotion
Gympass has been busy innovating and forging powerful partnerships. We find out more
HCM Magazine
Interview
Barnsley Premier Leisure has pushed on with a major rebrand, in spite of the pandemic. Tom Walker talks to its head of corporate fitness about the impact
HCM Magazine
HCM People
Before the first lockdown we’d just kicked off an international research project, so we absolutely see Gymbox going global
HCM Magazine
Latest News
The Budget announcement has left the UK's physical activity sector with "unanswered questions" and vowing ...
Latest News
Chancellor Rishi Sunak has unveiled an additional £700m funding boost for sports and culture, as ...
Latest News
The merger of two tech firms will result in the creation of a business software ...
Latest News
3d Leisure has put the current lockdown to good use, by stepping in to help ...
Latest News
Gyms and leisure centres in Scotland are set to open on 26 April, provided that ...
Latest News
Hundreds of gyms, swimming pools and leisure centres have been forced to close and thousands ...
Latest News
People placing increased emphasis on their physical fitness, the advances made in digital fitness and ...
Latest News
A new guide looks to offer local level practitioners and commissioners – as well as ...
Featured supplier news
Featured supplier: AskNicely helps empower businesses to improve customer experience and boost NPS
Maintaining a consistent member experience across a growing health and fitness brand can prove challenging.
Featured supplier news
Featured supplier: Core Health & Fitness announces partnership with Énergie Fitness Iberia
Core Health & Fitness is proud to have signed an exclusive supplier agreement for the roll- out of all projected clubs with Énergie Fitness Iberia over the next seven years.
Company profiles
Company profile: Les Mills UK
Committed to creating a fitter planet, Les Mills UK works with clubs and instructors to ...
Company profiles
Company profile: Myzone Group Ltd
At Myzone we reward Effort to solve the pervasive problem of ‘diminishing motivation within exercisers’ ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Wearable technology solutions
MyZone: Wearable technology solutions
Skincare
Sothys: Skincare
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Spa software
SpaBooker: Spa software
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Trade associations
International SPA Association - iSPA: Trade associations
Management software
Premier Software Solutions: Management software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Uniforms
Service Sport: Uniforms
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Property & Tenders
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
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
The Budget announcement has left the UK's physical activity sector with "unanswered questions" and vowing ...
Latest News
Chancellor Rishi Sunak has unveiled an additional £700m funding boost for sports and culture, as ...
Latest News
The merger of two tech firms will result in the creation of a business software ...
Latest News
3d Leisure has put the current lockdown to good use, by stepping in to help ...
Latest News
Gyms and leisure centres in Scotland are set to open on 26 April, provided that ...
Latest News
Hundreds of gyms, swimming pools and leisure centres have been forced to close and thousands ...
Latest News
People placing increased emphasis on their physical fitness, the advances made in digital fitness and ...
Latest News
A new guide looks to offer local level practitioners and commissioners – as well as ...
Latest News
What are the effects on public health of gyms and leisure centres being shut during ...
Latest News
Mobile data and analytics provider App Annie has released its State Of Mobile 2021 report, ...
Latest News
The world's largest fitness trade fair, FIBO, has been rescheduled to November. The event will ...
Featured supplier news
Featured supplier: AskNicely helps empower businesses to improve customer experience and boost NPS
Maintaining a consistent member experience across a growing health and fitness brand can prove challenging.
Featured supplier news
Featured supplier: Core Health & Fitness announces partnership with Énergie Fitness Iberia
Core Health & Fitness is proud to have signed an exclusive supplier agreement for the roll- out of all projected clubs with Énergie Fitness Iberia over the next seven years.
Company profiles
Company profile: Les Mills UK
Committed to creating a fitter planet, Les Mills UK works with clubs and instructors to ...
Company profiles
Company profile: Myzone Group Ltd
At Myzone we reward Effort to solve the pervasive problem of ‘diminishing motivation within exercisers’ ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Wearable technology solutions
MyZone: Wearable technology solutions
Skincare
Sothys: Skincare
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Spa software
SpaBooker: Spa software
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Trade associations
International SPA Association - iSPA: Trade associations
Management software
Premier Software Solutions: Management software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Uniforms
Service Sport: Uniforms
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Property & Tenders
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
Technogym
Technogym