The health crisis and the closure of gyms in 2020 have led to the democratization of at-home sports and the emergence of new models. For example, health and fitness apps have been downloaded more than 2.5 billion times. The definition of sport has evolved, moving from an occasional activity to a true lifestyle. To respond to this trend, brands, retailers, and even personal trainers are implementing hybrid training models that combine, for example, shopping and lifestyle with sport. These strategies are attractive to customers and bring a playful and fun aspect to sport.
Overview of our 4 favorite initiatives:
1. Galeries Lafayette Haussmann: inauguration of the “Wellness Galerie”
Galeries Lafayette has announced the upcoming inauguration of a new wellness space, the only one of its kind in Europe, the " Wellness Galerie ." The department store's 3,000 square meters of basement space will be completely redesigned into a living space offering a unique holistic approach to reconciling body and mind. The Wellness Galerie will offer a variety of wellness experiences (infrared sauna, hammam), treatments (massage cabin), and sports (group and individual classes, gym). Galeries Lafayette's goal is to become a must-see destination in the world of wellness and to respond to changing consumer trends through the search for experiences and well-being.
2. Hermès: Hermès Fit and its pop-up gym
From December 1st to 5th, 2021, Hermès presented its accessories collections via HermèsFit , fun and unusual sports classes. Taking the form of a temporary gym, this pop-up store organized at the École des Beaux-Arts in Paris offered several sports activities led by coaches in a unique format: yoga with a silk square, boxing with bracelets or even stretching with a belt. The offbeat touch of humor used by Hermès raises public awareness of the practice of physical activity and highlights the house's accessories in an atypical context.
3. Spring: inauguration of a new “Athleisure” space
On September 8, 2021, Printemps Haussmann opened a new space dedicated to athleisure . Several brands such as Circle Sportswear and Girlfriend Collective are on offer, showcasing different types of sports such as yoga, Pilates, and fitness. This selection of fashion, accessories, and cosmetics is accompanied by experiences around sports, such as the organization of group classes.
4. A yoga class in a restaurant: Clotilde Chaumet x Daroco
Every Thursday in June 2022, Clotilde Chaumet and the Parisian Italian restaurant Daroco partnered to host yoga classes and sound bath sessions in this unique space, a cross between urban jungle and Parisian elegance. Clotilde taught her TIHHY method, a creative universe blending yoga, music, body expression, and spirituality.