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
FreeMotion Fitness
FreeMotion Fitness
FreeMotion Fitness
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
In spite of having met all government-agreed, COVID-secure operating standards, group exercise has had a rough ride during the pandemic, being closed more than gyms. HCM asks why this is and what can be done about it
HCM magazine
Policing the rules, even if it means losing members, will be crucial to building trust as health clubs reopen, Paul Roberts tells Kath Hudson
HCM magazine
One of the best aspects of Studio Three is our loyal membership community. Our team has really come to know our members and where they are in their wellness journey
HCM Magazine
Sponsored
Technogym’s ambition and impact in the physical activity sector aligns perfectly with our values. We now have an amazing suite of state-of-the-art equipment with endless opportunity for innovation
HCM Magazine
Policy
A new tracking tool, called Moving Communities, will assess the impact of the UK’s £100m National Leisure Recovery Fund, as well as evaluating the contribution public sector facilities make to their local communities, as HCM reports
HCM Magazine
Promotion
Goji’s virus-killing air purification system is the future of air purification for gyms, says Greg Whyte
HCM Magazine
Management
Katie Lewis and Lindsey Simpson co-founded Workplace Mental Wealth to drive workforce change in the health and fitness industry. Liz Terry talks to Lewis about their first research study – the Fitness and Active Leisure Workforce State of Mind Survey – and the launch of The Good Work Pledge
HCM Magazine
HCM People
Meticulous tracing and reporting of cases show, time and time again, that fitness centres and yoga studios are some of the safest places on the planet
HCM Magazine
Insight
How will digital, gyms and live fitness mesh to create a new customer offering in health clubs? Phillip Mills, executive director of Les Mills, shares his views
HCM Magazine
Supplier showcase
Hussle’s new Membership Conversion Service proactively turns Hussle customers into direct club members, encouraging them to join clubs they attend regularly
HCM Magazine
Latest News
Health clubs and gyms will be able to open their doors to individual training sessions ...
Latest News
As health clubs and gyms reopen following lockdowns, it is "absolutely crucial" operators take a ...
Latest News
IHRSA and Fitness Brasil say they have signed a partnership agreement that will see the ...
Latest News
EuropeActive has joined the All Policies for a Healthy Europe (APHE) initiative, as part of ...
Latest News
Lack of exercise is a major cause of death from COVID-19, according to new research, ...
Latest News
World Leisure Organization (WLO) has opened the entry process for its International Innovation Prize. Now ...
Latest News
Health clubs, leisure centres and studios in England have opened today (12 April) for the ...
Latest News
A major new initiative will look to strengthen and unite the fitness industry's voice in ...
Featured supplier news
Featured supplier news: Funxtion collaborates with global experts on white paper exploring digital in the future of fitness
In collaboration with ukactive, FunXtion has driven a global discussion with some of the world’s leading fitness operators and influencers, exploring how digitalisation will influence the delivery of fitness services and products moving forwards.
Featured supplier news
Featured supplier news: How Gympass reinvented wellbeing
Over the last year, fitness and wellness organisations have faced challenges like never before. When gyms closed and members needed alternative support to keep up their health and wellbeing routines, Gympass swiftly pivoted its business model to offer a wealth of digital solutions for its partners.
Company profiles
Company profile: Parkwood Leisure
Parkwood Leisure is a family-owned leisure management company working with local authority partners across England ...
Company profiles
Company profile: Wexer
Our mission at Wexer is to make world-class exercise accessible to everyone by harnessing the ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Uniforms
Service Sport: Uniforms
Wearable technology solutions
MyZone: Wearable technology solutions
Trade associations
International SPA Association - iSPA: Trade associations
Fitness equipment
Octane Fitness: Fitness equipment
Architects/designers
Zynk Design Consultants: Architects/designers
Management software
fibodo Limited: Management software
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Red Light Therapy
 Red Light Rising: Red Light Therapy
Skincare
Sothys: Skincare
Property & Tenders
Hillingdon
Hillingdon Borough Council
Property & Tenders
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
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
04-07 Nov 2021
Exhibition Centre , Cologne, 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
Health clubs and gyms will be able to open their doors to individual training sessions ...
Latest News
As health clubs and gyms reopen following lockdowns, it is "absolutely crucial" operators take a ...
Latest News
IHRSA and Fitness Brasil say they have signed a partnership agreement that will see the ...
Latest News
EuropeActive has joined the All Policies for a Healthy Europe (APHE) initiative, as part of ...
Latest News
Lack of exercise is a major cause of death from COVID-19, according to new research, ...
Latest News
World Leisure Organization (WLO) has opened the entry process for its International Innovation Prize. Now ...
Latest News
Health clubs, leisure centres and studios in England have opened today (12 April) for the ...
Latest News
A major new initiative will look to strengthen and unite the fitness industry's voice in ...
Latest News
A parliamentary report is calling for a £3bn intervention fund to build back better health ...
Latest News
Leisure centre operator Everyone Active has formed a partnership with WW (formerly called Weight Watchers), ...
Latest News
Adults suffering from chronic pain should be advised to take exercise, rather than be prescribed ...
Featured supplier news
Featured supplier news: Funxtion collaborates with global experts on white paper exploring digital in the future of fitness
In collaboration with ukactive, FunXtion has driven a global discussion with some of the world’s leading fitness operators and influencers, exploring how digitalisation will influence the delivery of fitness services and products moving forwards.
Featured supplier news
Featured supplier news: How Gympass reinvented wellbeing
Over the last year, fitness and wellness organisations have faced challenges like never before. When gyms closed and members needed alternative support to keep up their health and wellbeing routines, Gympass swiftly pivoted its business model to offer a wealth of digital solutions for its partners.
Company profiles
Company profile: Parkwood Leisure
Parkwood Leisure is a family-owned leisure management company working with local authority partners across England ...
Company profiles
Company profile: Wexer
Our mission at Wexer is to make world-class exercise accessible to everyone by harnessing the ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Uniforms
Service Sport: Uniforms
Wearable technology solutions
MyZone: Wearable technology solutions
Trade associations
International SPA Association - iSPA: Trade associations
Fitness equipment
Octane Fitness: Fitness equipment
Architects/designers
Zynk Design Consultants: Architects/designers
Management software
fibodo Limited: Management software
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Red Light Therapy
 Red Light Rising: Red Light Therapy
Skincare
Sothys: Skincare
Property & Tenders
Hillingdon
Hillingdon Borough Council
Property & Tenders
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
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
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
FreeMotion Fitness
FreeMotion Fitness