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21 Aug - 3 Sept 2018 Issue 743
Debenhams introduces in-store gyms Retailer Debenhams and fitness operator Sweat! have unveiled the opening date for the first of a chain of in-store gyms. The first club to be operated by the partnership will launch on 10 September 2018 at the Debenhams Sutton store in south west London. The 17,575sq ft site will offer a "friendly, group-oriented and performance driven gym experience". Facilities will include a large gym floor kitted with Technogym equipment, immersive cinematic exercise activity areas and digital health checkpoints. The Sutton Sweat! club will be followed by two further sites in Manchester
■■Each in-store Debenhams gym will follow the Sweat! format
and Bristol – which are earmarked to open in 2019. Each club will follow
Debenhams Redesigned strategy, aimed
the Sweat! format, which is focused
at delivering ‘social shopping’. I'm keen to
on attracting a predominately 18-33
see customer reactions to the initiative,"
year-old female membership base.
said Sergio Bucher, Debenhams CEO. Frank Reed, CEO of Sweat! gyms
The initiative is part of Debenhams' strategy to deliver
added: "The Sutton gym will be the sixth
‘social shopping’ within its stores.
in Sweat’s! portfolio and our first located
“Adding a highly innovative leisure facility to our stores is an integral part of our
Sergio Bucher
More: http://lei.sr?a=z6t4c
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