John Lewis has launched a new sports and wellness concept, becoming the first UK retailer to bring sportswear, footwear, wearable technology, recovery, AI-powered fitness and expert services together in one destination.
The concept has launched at the department store’s Oxford Street site, before it rolls out to Liverpool on 19 August, Cheadle on 26 August and Glasgow in late September.
The multi-million-pound investment is set to transform how customers shop for fitness, health and wellbeing by “bringing together everything they need to support the way they train,” John Lewis said.
The investment forms part of John Lewis’ wider £800m transformation programme and reflects its “strategy of creating more inspiring, joined-up shopping experiences” across its shops, website and app.
The rollout comes as customers are “increasingly” shopping “around a fitness goal rather than an individual product or traditional retail category,” according to the retailer.
Its new format “brings all those needs together for the first time,” enabling customers to “discover, compare and try products, access specialist services and receive expert advice in store”.
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Each department spans roughly 5,000 sq ft, allowing customers to “move easily” between apparel, footwear, technology, home fitness and recovery.
The departments are arranged around activities including running, training and outdoor pursuits, helping its shoppers to “find everything they need for their fitness journey in one place”.
The new concept also introduces free gait analysis, which ranges from a self-service scanner offering quick recommendations to more in-depth treadmill-based analysis via Peloton, helping shoppers find the right footwear for the way they run and train.
AI-powered fitness will be featured through MagicAI’s intelligent fitness mirror, designed to provide “personalised, on-demand training, real-time rep counting and form correction”.
Additionally, monthly ‘jog Lewis’ run clubs will launch across all four of the company’s locations, allowing customers to join social-paced group runs, test products, access expert advice and connect with local running communities.
John Lewis managing director Peter Ruis said: “Customers increasingly shop around a goal rather than a traditional retail category.
“Whether someone’s training for their first marathon, taking up Hyrox or simply looking to live a healthier lifestyle, they want everything they need in one place.
“Our combination of leading brands, expert Partners, nationwide shops and strong digital offer means we’re uniquely placed to support customers across every part of their fitness journey – from finding the right footwear and technical clothing to discovering the latest wearable technology, home fitness and recovery products.”
He added: “This is another important step in our wider investment to create more inspiring, joined-up experiences for customers, however and wherever they choose to shop with us.”
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