The Vitamin Shoppe has recently expanded its retail presence by inaugurating nine new stores within LA Fitness health clubs. These 300-square-foot shops are now operational in Union, N.J.; Huntington Station, N.Y.; Farmingville, N.Y.; Boca Raton, Fla.; Tampa, Fla.; Lakewood Ranch, Fla.; Dunedin, Fla.; Palm Harbor, Fla.; and Lake Mary, Fla. However, the company has not confirmed any plans for further expansion into additional LA Fitness locations.
The decision to collaborate with LA Fitness is aimed at attracting a wider customer base with a common focus on health and wellness. These in-gym shops offer a variety of sports nutrition products, healthy snacks, beverages, vitamins, minerals, and supplements. With over 900 SKUs from 90 different health and wellness brands, including The Vitamin Shoppe’s own brands such as BodyTech, BodyTech Elite, True Athlete, plnt, and ProBioCare, customers have a wide array of options to choose from.
Adding to the appeal is the loyalty program associated with the LA Fitness partnership. New customers enrolling in The Vitamin Shoppe’s Healthy Awards loyalty program at an LA Fitness location will receive a generous 10% discount on their purchase.
CEO of The Vitamin Shoppe, Sharon Leite, has expressed her enthusiasm for this new venture, stating, “These shops provide the health-conscious members of LA Fitness easy access to their favorite sports nutrition and supplement products, as well as the exceptional expertise and guidance of our Health Enthusiasts.”
The Vitamin Shoppe has been focused on reshaping the direction of its physical stores, with the goal of “demystifying” the wellness space. Their six new “innovation stores” feature on-demand digital product guides, enhanced mobile POS checkout, and the new Only Me personalized health assessment and subscription service. The stores also integrate retail and education through technology such as a complimentary body composition analysis station and an in-store product sampling kiosk from Vengo.
This collaboration between The Vitamin Shoppe and LA Fitness comes just a year after Kohl’s partnered with Planet Fitness to bring workout centers adjacent to 10 select Kohl’s locations. Kohl’s has also launched a pilot program with WW (previously known as Weight Watchers) for an in-store WW Studio in Chicago.
Overall, this expansion into LA Fitness locations presents an exciting opportunity for The Vitamin Shoppe. The new in-gym shops are a prime platform for them to engage with health-conscious consumers and provide convenient access to their products, further strengthening their position within the health and wellness industry.