Debenhams set to open first in-store Sweat! gym

Debenhams will open its first in-store fitness centre with gym specialist Sweat! on Monday 10 September at its Sutton branch, in Surrey. The collaboration is part of the department store's strategy to deliver 'social shopping' to customers.

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The 1,633 sq m gym will offer a friendly, group-oriented and performance driven environment, fitted with state-of-the-art exercise and health monitoring equipment.

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Benefits of the partnership will include cross promotions and incentives which build the more that members visit the gym.

Commenting on the launch, Frank Reed, CEO of SWEAT! gyms says: 'The Sutton gym will be the sixth in SWEAT’s! chain and our first located within a shopping environment. Through partnering with Debenhams we are able to offer members the convenience of having a work out, and shop as well as meet friends in a friendly and welcoming environment.'

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Debenhams will open a further two sites in Manchester and Bristol in 2019.

'I am looking forward to showcasing our latest strategic partnership to customers at our Sutton store followed by taking the concept to Manchester and Bristol,' says Sergio Bucher, Debenhams CEO . 'Adding a highly innovative leisure facility to our stores is an integral part of the Debenhams Redesigned strategy to deliver ‘social shopping’ and I am keen to see customer reactions to the initiative.'

The department store's link up with SWEAT! follows partnerships with Blow LTD to provide beauty services, as well as Maisons du Monde and Swoon! to retail homewares within Debenhams stores.

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