Sears falls into fitness

HOFFMAN ESTATES, Ill. — Sears is striving to help customers get healthy with a series of innovations that integrate in-store and online fitness retailing. A key component of the initiative is its “Fitness Flagship” store-within-a-store concept.


The rollout began last year at select Sears locations and is now in more than 35 sites. These 6,000-sq.-ft. Fitness Flagship specialty stores feature polished hardwood floors, tall mirrors and expanded equipment layouts, and resemble a modern, high-end gym. The Fitness Flagships are staffed by expert salespeople who have been trained on fitness products and trends, and feature dozens of floor models to try from such brands as NordicTrack and LifeFitness.


In addition, Sears offers its online fitness website, FitStudio.com. Created with the help of an advisory board of fitness and nutrition professionals, the site features free access to training resources, such as blog posts about fitness trends, demonstration videos and multiday exercise programs.