Hy-Vee partnership with Orangetheory Fitness a 'one-stop shop' for wellness

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Hy-Vee partnership with Orangetheory Fitness a 'one-stop shop' for wellness

By Michael Johnsen - 08/31/2017

WEST DES MOINES, Iowa — Hy-Vee on Thursday announced two strategic partnerships, one with Orangetheory Fitness and another with Wahlburgers.



“These unprecedented collaborations reinforce our company’s longstanding commitment to health and wellness, culinary expertise and customer experience,” stated Randy Edeker, Hy-Vee chairman, CEO and president. “However, they also represent a bold step to deliberately evolve our business to meet the change in our customers’ lifestyles and spending habits. These partnerships keep us on the leading edge as the retail grocery industry evolves.”



Orangetheory Fitness is a fitness program offering an intensive group training workout. With 750 studios open nationwide, the company is on track to open 1,500 in the next two years.



Hy-Vee will partner with Orangetheory to offer customers a fitness experience in or adjacent to Hy-Vee stores. In addition, Hy-Vee dietitians will work with Orangetheory members to offer dietetic services, provide samples of nutritional products and lead store tours to showcase items that align with member needs.



This partnership creates an integrated fitness component to bolster Hy-Vee’s focus on health and wellness – including in-store dietitians, HealthMarkets, chefs, fresh and organic produce and pharmacies.



The first Hy-Vee Orangetheory Fitness location will open in 2017 in the Twin Cities.



“Orangetheory is a revolutionary fitness experience, which combined with Hy-Vee’s health offerings, creates a one-stop shop for wellness,” commented Kevin Keith, chief brand officer Orangetheory Fitness. “Like our members, we know that many Hy-Vee customers are looking for more convenient ways to access fitness and healthy eating options in one location – this partnership solves that need.”



And Wahlburgers is a fast casual restaurant featuring signature burgers. Currently, Wahlburgers operates 17 locations in nine states and Canada. Hy-Vee will build, own and operate 26 Wahlburgers in seven Midwestern states, becoming the brand’s largest single franchisee. In addition, all 84 Hy-Vee Market Grille restaurants will offer Wahlburgers-branded menu items.



The first Hy-Vee-owned Wahlburgers will be located in West Des Moines, Iowa, and open in mid-2018.