Retailers Use Fitness Perks to Woo Customers

A decade ago, it seemed like every grocery store was remodeling to install a coffee bar so customers could down a latte or chai tea while they filled up their carts. Today, caffeine isn't the only thing drawing customers to shop, though it still probably helps. Supermarkets are now thinking about how they can incorporate fitness into their stores to lure customers who might want to both exercise and pick up a few goods. Whole Foods leads the charge on this front, which doesn’t come as a surprise. Its flagship store in Austin hosts rooftop classes taught by instructors from local studios. But it’s not just upscale health food stores getting in on the trend. Hy-Vee, a Midwestern grocery chain, has partnered with Orangetheory Fitness to build studios connected to two of its locations. Incorporating a fitness element is a savvy move for retailers. Athleisure brands have recently learned this with new store designs based on fitness and other wel