Les Mills
Les Mills
Les Mills
Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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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.

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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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People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more
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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 for FREE ezines & magazines
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

News

Almost half of children and young people (46.8 per cent) in England are doing the
A local fitness operator with 11 clubs in Chicago, US, is looking to muscle in
Fitness industry veteran Nick Coutts has been appointed chair of Danish fitness tech firm Motosumo.
The improvements in health and wellbeing associated with exercise referral schemes aren’t as large as
The Bannatyne Group has appointed Hugh Hanley as its new head of fitness. He joins
Physical exercise can improve the health of blood vessels in the heart for people with
Dyaco International
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Jordan Fitness has long been recognised across the industry for its premium-quality gym equipment, and
Hufft have created a community fitness centre in Humboldt, Kansas, that reflects the US city's
The main political parties need to "discuss prevention in the same breath as they discuss
SoulCycle chief executive Melanie Whelan has resigned from her role, capping off a challenging few
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On-demand fitness app Fiit has partnered with fitness marketplace Hussle, giving Hussle users access to
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Focus Training
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1 - 15 of 11,174
Features
Active ageing
The 2019 Moving Communities report highlighted that the silver pound could drive significant growth in public leisure. Operators are capitalising on this potential revenue stream, but uptake is slow. Utku Topraksevten investigates
Features
feature
If you think of school leavers when you think of apprentices, think again. Apprenticeships are far from limited to career starters, with new generation programmes tailor-made to bring out the best in accomplished managers
Features
Cycling
In last month’s issue we grilled operators about what makes the best indoor cycling class, and they agreed instructors play a crucial part in the overall class experience. Now we’re asking the experts on the frontline for their thoughts on what makes indoor cycling such a phenomenon
Features
Cryotherapy
Cryotherapy is hot right now, with more people attracted to its cited benefits, from reduced recovery time to improved sleep quality. Operators offering this chilly experience give us their advice
Features
feature
A partnership between Pure Gym and BLK BOX is challenging the low-cost model
Features
Thought leaders
Equinox and SoulCycle became mired in controversy recently, when the CEO and majority shareholder of their parent company hosted a fundraiser for President Trump’s re-election. What's the way forward for these brands and what can we learn from this furore? Kath Hudson asks the thought leaders
Features
feature
Exercises, workload, work/rest ratio and pace have been defined and integrated into personalised programmes
Features
People
you can never sit back and say ‘yeah, we’ve got it now, it’s all sorted’. With each change of government, each change of minister, you have to keep working on those relationships
People
Boxing training can be transferred onto any other sport, as it helps mindset, agility, power, recovery, fitness and strength
People
HCM people

José Teixeira

SC Fitness, Portugal: head of customer experience
People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more
People
One of the opportunities we’re looking at is in London. The location doesn’t suit a low-cost gym, but would suit a boutique-style model. - John Oxley
People
HCM people

Gita Sjahrir

Founder, R-FITNESS
We became the first boutique fitness brand in all of Southeast Asia to ever raise venture capital backing. This was positive for the industry as it signalled that the industry had growth potential
People
We’re trying to help people understand exactly how much effort they need to apply in order to get the best outcome, so they can do it over a long period of time and not burn out. The overall training effect is then much better
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Rachael Blumberg

Platefit: creator and founder
People know yoga, Pilates, HIIT and Barry’s Bootcamp, but many don’t know vibration training and it’s my intention, passion and purpose to make it available and bring it to the world
People
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Ben Gotting & Dave Thomas

The Foundry: co-founders
Because of our strong focus on community and inclusivity our members really do range from unemployed, and even homeless, to CEOs and board members of major institutions and celebrities
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Job search
POST YOUR JOB
Featured supplier news
Featured supplier: CIMSPA Youth Panel to give real insight into Gen Z at active-net 2020
It’s just months away until active-net 2020, the two-day educational, networking and business meetings event, which attracts professionals from across the leisure sector.
Featured supplier news
Featured supplier: Pulse Fitness modernises Leiston Leisure Centre in £4m redevelopment
The Leiston Leisure Centre, owned by East Suffolk Council, reopened recently following a £4m redevelopment designed and implemented by Pulse Fitness.
Video Gallery
DFC: We do more...
DFC
DFC are a leading direct debit collection company, providing cash flow solutions to happy clients from all over the UK. Read more
More videos:
Company profiles
Company profile: Myzone Group Ltd
At Myzone we reward Effort to solve the pervasive problem of ‘diminishing motivation within exercisers’ ...
Company profiles
Company profile: Harlands Group
Harlands Group are the leading global provider of regular billing services in health & fitness ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
ResortSuite: Spa software
Professional services
Deloitte UK: Professional services
Fitness software
Go Do.Fitness: Fitness software
Trade associations
International SPA Association - iSPA: Trade associations
Locking solutions
Ojmar: Locking solutions
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Wearable technology solutions
MyZone: Wearable technology solutions
Member access schemes
Move GB: Member access schemes
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Audio visual
Hutchison Technologies: Audio visual
Property & Tenders
Diary dates
10-12 Dec 2019
tbc, Fort Lauderdale, United States
Diary dates
21-23 Jan 2020
Harrogate Convention Centre, Harrogate, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
10-27 Jun 2020
tbc, Pinggu, China
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
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Les Mills
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