Debenhams To Add Sweat! Gyms In 3 Stores

Debenhams has announced that it is launching a trial of instore fitness centres with gym specialists, Sweat! as part of its redesigned strategy to make stores a destination for social shopping.

Founded by entrepreneur, Frank Reed, Sweat! offers facilities including dedicated studios for spinning and aerobics, fitness programmes such as The Matrix along with a full range of free weights and Technogym equipment.

The partnership, set to launch in three stores from early 2018, will see Debenhams products also on offer to suit health and fitness lifestyles. The relationship sees Debenhams broaden its reach to the Sweat! customer base with cross-marketing opportunities planned such as enrolling each Sweat! member to the Debenhams Beauty Club.

Sergio Bucher, CEO of Debenhams said: “In Spring we detailed the Debenhams Redesigned strategy stating that we would look to work with strategic partners to deliver our plan.  We believe that by teaming with Sweat! we will optimise the space that is available in some of our stores whilst offering an attractive and credible leisure experience to customers. The partnership is a step closer to establishing Debenhams as a destination for leisure experiences and gives customers more reasons to visit us more often.”

Frank Reed, founder of Sweat! said: “Partnering with Debenhams provides Sweat! with access to attractive locations and the opportunity to engage with the retailers established loyal customer base. UK gym usage is forecast to reach the 20% penetration rates achieved by parts of Europe and the US by 2020 and by providing a differentiated product in a place that is convenient to customers we anticipate that we will capitalise on growth for leisure experiences.”