John Lewis takes on the fitness boom with new Sports and Wellness departments

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• New concept brings sportswear, footwear, wearable technology, recovery, AI-powered fitness and expert services together in one destination
• Multi-million-pound investment transforms Sports departments at Oxford Street, Liverpool and Cheadle, and creates a completely new department in Glasgow, as part of John Lewis’ wider £800m transformation programme
• New concept responds to the way customers increasingly shop around a fitness goal, with joined-up experiences across shops, online and the app

John Lewis is reinventing sports retail with the launch of a new Sports & Wellness concept, becoming the first UK retailer to bring sportswear, footwear, wearable technology, recovery, AI-powered fitness and expert services together in one destination.  

Launching first at the Oxford Street store before rolling out to Liverpool, Cheadle and Glasgow, the multi-million-pound investment transforms how customers shop for fitness, health and wellbeing by bringing together everything they need to support the way they train.

The investment forms part of John Lewis' wider £800m transformation programme and reflects the retailer's strategy of creating more inspiring, joined-up shopping experiences across its shops, website and app.  With the wellness industry expected to grow to £141bn by 2034, a growth rate of 3.6% according to IMARC, John Lewis is positioning itself as a key category player. 

Customers increasingly shop around a fitness goal rather than an individual product or traditional retail category. Someone training for their first marathon, for example, may need technical clothing, footwear, a GPS watch, headphones, recovery products and advice on finding the right fit.

The new format brings all those needs together for the first time, allowing customers to discover, compare and try products, access specialist services and receive expert advice in store, supported by the breadth and convenience of John Lewis' online range.

Each department spans some 5,000 sq ft, creating space for customers to move easily between apparel, footwear, technology, home fitness and recovery.

Rather than separating products into traditional retail categories, the departments are arranged around activities including running, training and outdoor pursuits, helping customers find everything they need for their fitness journey in one place.

John Lewis believes it is uniquely placed to offer the concept through its combination of premium global brands, expert Partners, nationwide shops and strong digital offer, enabling customers to move easily between inspiration, advice and services in store and the breadth and convenience of shopping online.

The retailer has also seen growing demand for connected wellness. Sales of fitness trackers have increased by almost 30% year on year, connected fitness home equipment sales are up 27%, while searches on johnlewis.com for Therabody massage guns have risen by over 250% and searches for red light therapy have increased by 380%, reflecting growing customer interest in performance, recovery and wellbeing.

Customers will be able to shop premium sports brands including Nike, Brooks and Patagonia alongside wearable technology from Garmin, Oura and Whoop, recovery products from Therabody, and premium home fitness equipment from Peloton, NordicTrack and Speediance.

The concept also introduces free gait analysis, ranging from a self-service scanner offering quick recommendations to more in-depth treadmill-based analysis via Peloton, helping customers find the right footwear for the way they run and train. John Lewis will have specially-trained Partners within the departments to help customers find the right footwear based on their gait analysis.  

AI-powered fitness will feature through MagicAI's intelligent fitness mirror, which provides personalised, on-demand training, real-time rep counting and form correction. It will be the first time the technology has been available in stores outside London and the South East, reflecting the growing role AI is playing in how customers train and track their performance.

Monthly 'Jog Lewis' run clubs will also launch across all four locations, giving customers the opportunity to join social-paced group runs, test products, access expert advice and connect with local running communities.

Peter Ruis, Managing Director of John Lewis, 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.

"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."

The department is now open at John Lewis Oxford Street, followed by Liverpool on 19 August, Cheadle on 26 August and Glasgow in late September.

The full Sports & Fitness range can also be found at johnlewis.com and through the John Lewis app.

Notes to Editors

For more information please contact [email protected]. 

John Lewis search data:

• Searches for hiking kit on the John Lewis site are up 34% YoY 

• Searches for ladies running trainers on the website are up 100% YoY.  For men's running trainers, they are up 280%

• Searches for gym equipment on the John Lewis site are up 25% YoY 
  
  

Department opening dates:

• Oxford Street, 4,800sqft, reimagining of space - now open

• Liverpool, 4,500sqft, expansion and reimagining of space - 19 August

• Cheadle, 4,900sqft, expansion and reimagining of space  - 26 August 

• Glasgow, 4,800sqft, totally new - late September
  

Photography
Images available to download. 

About John Lewis

John Lewis serves customers with curated fashion, beauty, home and technology, combining quality products with market-leading service they can trust.

With 36 shops and a strong omnichannel presence, it creates inspiring retail destinations, bringing together shopping, hospitality and services in one place. Popular partnerships include eateries like Benugo, Ori Cafe and Jamie Oliver’s Cookery School and Cafe, as well the likes of Waterstones and David Clulow Opticians. 

Its Never Knowingly Undersold brand promise ensures customers receive both quality and value they can rely on, and the business has been granted the Royal Warrant of Appointment as supplier of Household Goods and Furnishings to His Majesty King Charles III.