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16 Aug 2019

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

Members will be able to have clothes and kit to be sent directly to the gym

Members will be able to have clothes and kit to be sent directly to the gym

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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