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Research shows operators could profit from online retail arm

logoforrepsarticleResearch commissioned by e-commerce fitness specialist Gym-Partners shows that 43% of gym members would be ‘likely’ or ‘very likely’ to purchase fitness products from their gym, if it had a well-stocked online store.

The You Gov research, which polled 1500 gym members, also found that:

  • 53% of members spend money on fitness clothing every month with 12% spending over £25 and 5% spending over £50
  • 29% spend up to £50 a month on supplements
  • 18% spend monthly on equipment

Gym-Partners works with leisure operators, fitness companies and industry influencers to provide a turn-key, online retail solution, which monetises their health-conscious database. These businesses and individuals benefit from a high-quality webshop, built to their brand standards and tailored to their exact requirements, completely free of charge. Gym-Partners takes care of sales and promotion with a range of targeted email and SMS communications, supported by in-gym POS and staff and member promotional codes. They also handle all orders including delivery and tracking.

Social influencer, PT and calisthenics Pro Stephen Hughes-Landers is working with Gym-Partners to promote his favourite fitness products to his network of over 50k people, while Jubilee Hall Trust is the first operator to successfully trial the concept:

“We are always looking at ways to improve the gym user experience and to increase secondary spend opportunities,” says Phil Rumbelow, Chief Executive of Jubilee Hall Trust. “This partnership enables us to achieve both of those things with minimal risk and without the inconvenience of carrying large quantities of stock. So far, the feedback from our members has been very positive and we look forward to developing the concept across all of our clubs.” Stephen Coles, Director of Gym-Partners adds; “Operators are fast realising that, aside from bricks and mortar, the value of their business is tied up within their database. An online retail offering can generate substantial additional revenue, but it can also directly and positively impact member experience and retention. Those members who invest early on in the right kit - especially new members - are more likely to feel comfortable in the gym environment, be more "tooled-up" to achieve their goals and therefore more likely to continue their membership. Allowing them to go elsewhere to buy what they need is a huge missed opportunity.” Gym-Partners retails in excess of 50 brands including Adidas, Fitbit, MaxiNutrition, Under Armour and Trigger Point.

“Some of the major barriers for operators in setting up retail opportunities are understanding the art of retailing, holding stock/fulfilment and being able to source a wide enough range of products to create a truly complete solution,” says Coles. “At Gym-Partners we take care of all of this, leaving the gyms to concentrate on their core business.”

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