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Debenhams to trial instore fitness centres Sweat! in three stores from early 2018

Debenhams to trial instore fitness centres Sweat! in three stores from early 2018


LONDON, 2017-Nov-01 — /EPR Retail News/ — Leading British retailer, Debenhams, has today (27/10/17) announced that it is launching a trial of instore fitness centres with gym specialists, Sweat! as part of the Debenhams Redesigned strategy to make stores a Destination for Social Shopping.

The partnership, set to launch in three stores from early 2018 will give customers more reasons to visit Debenhams stores more often and will attract a younger female base. Founded by entrepreneur, Frank Reed, Sweat! offers an aspirational gym environment at a slight price premium to budget gyms. Facilities in the brightly branded gym space include dedicated studios for spinning and aerobics, innovative fitness programmes such as The Matrix along with a full range of free weights and Technogym equipment.

Whilst offering customers a vibrant gym environment, Debenhams products will also be 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.”

Sweat! currently attracts 600-800 visits to each of its five gyms each day with a 55% female customer base visiting gyms 2-3 times per week. The gyms are inclusive and welcoming environments manned by motivated and energetic teams.  Sweat! is the newest offering from Reed who previously founded LivingWell, Virgin Active and Virgin Pulse.

Notes to Editors

¹2017 State of the UK Fitness Industry Report –

Debenhams is a leading international, department store destination with a proud British heritage which trades out of around 250 stores across 25 countries and is available online in more than 60 countries.  Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions.

Debenhams has been investing in design for over 20 years through its exclusive Designers at Debenhams portfolio of brands.  Current designers include Abigail Ahern, Jeff Banks, Jasper Conran, Sadie Frost and Jemima French, Patrick Grant, Henry Holland, Ben de Lisi, Todd Lynn, Julien Macdonald, Savannah Miller, Jenny Packham, Aliza Reger, John Rocha, Ashley Thomas, Justin Thornton and Thea Bregazzi, Eric Van Peterson and Matthew Williamson.

For more information, visit

Debenhams Press Office
020 3549 6420

Source: Debenhams


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