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Fitness and Retail:

Jasmin Sprake
Jasmin Sprake
Trend
Fitness and Retail:

Designing Spaces that Inspire

Fitness challenges, gym memberships, and the overpowering desire to improve one's health all return with the new year.

Every year, there is a cycle that includes a new beginning, a renewed dedication to fitness, and an increase in retail activity brought on by people who are keen to reach their fitness objectives. This yearly custom is a national movement rather than merely a personal resolution for many people. There is an unmistakable excitement in the air as gyms fill up and new fitness equipment is bought when the clock strikes midnight on December 31st. With improved habits, new exercise regimens, and a new perspective, people are prepared to take on the challenge of a new year.

[Image Credit: Pexels/Cottonbro]

Internal photography of the JD Sports at Westfield Stratford for Design4Retail

Fuelling fitness through design

At D4R, we recognize that a product’s impact is profoundly shaped by the context in which it is presented or utilized. Creating an environment that encourages customers to take the next step in their fitness journey is more important than simply selling shoes, workout clothes, or equipment. Stepping into a JD store, you’ll find an array of brands like The North Face, New Balance, and Under Armour, all designed to inspire a mindset of determination and drive—whether you’re preparing for a challenge, pursuing an active lifestyle, or working towards your personal goals. Take for example On Running, which is about more than just shoes; it’s about feeling the energy of performance and movement. Known for their streamlined, performance-focused designs, On Running enhances its retail spaces with simple, minimalistic designs that showcase the company’s commitment to comfort and cutting-edge technology. Through various brand collaborations we bring this spirit to life, crafting environments that inspire and reflect each brand’s unique identity and vision.

Internal photography of the JD Sports at Champs-Élysées Paris for Design4Retail

Elevating New Balance: A Global Retail Concept

Throwing it back to our work with New Balance, D4R created a high-end, flexible global retail model in partnership with JD, that emphasised craftsmanship and provided a flawless customer experience. We made sure New Balance stood out in crowded retail spaces, by emphasising key components of the design using brushed steel, paired with smooth matte white surfaces, creative halo lighting, and captivating immersive digital components, which inspired people on their fitness journey and allowed them to engage with the the brand. This idea demonstrates how a new year of possibilities can be energised and inspired by a well-considered shop-in-shop design. The concept, which has previously been implemented in 130 locations globally in 2023–2024, upends the JD environment to strengthen New Balance’s position by fusing high-end design with versatility across many retail models.

The Confluence of Fitness Retail and New Beginnings

January presents an unparalleled opportunity for fitness retail companies to capitalise off this spike in activity, as consumers kick-start their New Year’s resolutions. The beginning of a New Year is a great time to not just sell goods but to also inspire and motivate consumers. Our passion at D4R is creating retail environments that stimulate interaction, discovery, and the pursuit of fitness objectives, through immersive designs, interactive features, and areas that perfectly capture the distinct values of each brand.

[Image Credit: Pexels/Cottonbro]