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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

News

Blurring the boundaries of retail and fitness: DW Fitness First launches kit and collect service

DW Fitness First has launched its new Kit & Collect service, aimed at increasing secondary revenue at its clubs by "turning its changing rooms into fitting rooms".

From this month (August 2019), gym-goers will be able to try new exercise outfits using new, specially-designed areas at the gyms.

Members will be able to have clothes and kit to be sent directly to the gym, where they can try it on – and then return anything they don’t want using a "returns pod", where they will be refunded on the spot.

It will launch first in London’s Fenchurch Street, Cottons and Bishopsgate locations before the service rolls out nationwide later this year.

The Kit & Collect service also allows gym-goers to order clothing online, which will be delivered directly to their DW Fitness First gym of choice.

“Our research has highlighted the future shopper of sport is looking to blur the boundaries," said Scott Best, managing director of DW Fitness First.

"We want to create a fitness experience in retail and a retail experience in a leisure environment, changing the face of gym and shopping concepts as we know them today.

"We want to be leading this innovation in experience for our consumers and members.”

Launched in partnership with clothing giant Nike, the new initiative will be supported by a marketing push which also includes a new signature gym floor class. The AGT x NIKE (AGT stands for Athletic Group Training) classes are designed to raise the profile of the new service and are based on the principles of speed, agility, power, strength and endurance, through a series of mobiliser and HIIT style exercises.

The Kit & Collect service is part of DW Fitness' strategic vision to become the UK’s largest sports participation brand.

In 2018, the company began a programme of merging the gym and retail side of the business to create a "seamless customer experience".

A key focus has been to blur the boundaries between the leisure and retail elements and "bring the dynamism of the gym into stores" – while making sportswear shoppable in the gyms.

It has also seen the creation of new concept DW Sports stores, with softer and less masculine designs and layouts, featuring interactive elements such as Run Labs - where customers can have their gait analysis taken.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
DW Fitness First has launched its new Kit & Collect service, aimed at increasing secondary revenue at its clubs by "turning its changing rooms into fitting rooms".
HAF,FIT,IND,PTS,SAM
imagesX/THUMB342777_84827_339017.jpg
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News

Blurring the boundaries of retail and fitness: DW Fitness First launches kit and collect service

DW Fitness First has launched its new Kit & Collect service, aimed at increasing secondary revenue at its clubs by "turning its changing rooms into fitting rooms".

From this month (August 2019), gym-goers will be able to try new exercise outfits using new, specially-designed areas at the gyms.

Members will be able to have clothes and kit to be sent directly to the gym, where they can try it on – and then return anything they don’t want using a "returns pod", where they will be refunded on the spot.

It will launch first in London’s Fenchurch Street, Cottons and Bishopsgate locations before the service rolls out nationwide later this year.

The Kit & Collect service also allows gym-goers to order clothing online, which will be delivered directly to their DW Fitness First gym of choice.

“Our research has highlighted the future shopper of sport is looking to blur the boundaries," said Scott Best, managing director of DW Fitness First.

"We want to create a fitness experience in retail and a retail experience in a leisure environment, changing the face of gym and shopping concepts as we know them today.

"We want to be leading this innovation in experience for our consumers and members.”

Launched in partnership with clothing giant Nike, the new initiative will be supported by a marketing push which also includes a new signature gym floor class. The AGT x NIKE (AGT stands for Athletic Group Training) classes are designed to raise the profile of the new service and are based on the principles of speed, agility, power, strength and endurance, through a series of mobiliser and HIIT style exercises.

The Kit & Collect service is part of DW Fitness' strategic vision to become the UK’s largest sports participation brand.

In 2018, the company began a programme of merging the gym and retail side of the business to create a "seamless customer experience".

A key focus has been to blur the boundaries between the leisure and retail elements and "bring the dynamism of the gym into stores" – while making sportswear shoppable in the gyms.

It has also seen the creation of new concept DW Sports stores, with softer and less masculine designs and layouts, featuring interactive elements such as Run Labs - where customers can have their gait analysis taken.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
DW Fitness First has launched its new Kit & Collect service, aimed at increasing secondary revenue at its clubs by "turning its changing rooms into fitting rooms".
HAF,FIT,IND,PTS,SAM
imagesX/THUMB342777_84827_339017.jpg

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The University of Stirling has transformed its fitness offering with world-class performance sport and fitness facilities powered by Technogym
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Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
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Featured supplier: Red Light Rising teams up with ITRM Clinic to supply red light therapy for injured athletes
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Company profiles
Company profile: Hussle
Hussle exists for two reasons: To increase opportunities for people to engage in physical activity ...
Company profiles
Company profile: Gympass
On a mission to defeat inactivity, Gympass is a corporate wellness solution that builds mutually ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
Precor: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Lockers/interior design
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Exercise equipment
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Diary dates
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Worldwide, Various,
Diary dates
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Online,
Diary dates
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ExCeL London, London, United Kingdom
Diary dates
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Expo Centre & Riviera di Rimini, Italy
Diary dates
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Locations worldwide,
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