Hy-Vee shapes up shopping with fitness gear shops

Partnership with Johnson Fitness & Wellness marks a first for a U.S. grocery retailer


Russell Redman, Supermarket News 

Sep 08, 2021


Next week, Hy-Vee plans to debut a fitness equipment “store within a store” concept under a new partnership with Johnson Fitness & Wellness.


Plans call for Hy-Vee to unveil its first Johnson Fitness & Wellness showroom on Sept. 14 as part of the opening of the Midwestern grocer’s new 93,000-square-foot store in Grimes, Iowa. The food and drug chain said Wednesday that several more of the in-store fitness shops are scheduled to open by the end of 2021 under a rollout to selected locations across its eight-state market area.


The Johnson Fitness & Wellness boutiques in Hy-Vee stores will showcase several pieces of fitness equipment that customers can try out, including treadmills, elliptical machines, exercise bikes and other gear. The showrooms will provide an omnichannel shopping experience, as products that customers see and test can be ordered online from Johnson Fitness & Wellness via a kiosk and QR codes. Free curbside home shipping is available for most items and, for an additional cost, customers can get in-home delivery and installation.


West Des Moines, Iowa-based Hy-Vee said Johnson Fitness & Wellness in-store shops mark the first U.S. partnership between a grocery retailer and a fitness equipment company...