Full Spectrum Fitness Retail: Adidas Runbase Berlin
Tapping the booming wellbeing economy – an industry set to generate global sales of $1tn by 2017 (Euromonitor) – Adidas has opened its first “holistic wellbeing centre” in Berlin. The 2,000 sq m running-oriented personal development hub combines shopping, product testing, training, learning and leisure.
Adidas Runbase Berlin focuses on the core, interconnecting pillars of running, knowledge, nutrition, kit and physical health. Aficionados can enjoy workshops and events hosted by running celebrities, guided training sessions (yoga and weights) and running classes, sports medical consultations and personalised training plans. Nutritional services and meals are also available on-site at “clean-eating restaurant” the Lab Kitchen.
Trading on the power of Contextual Commerce (see section Conjuring Context: Testing Tools), it also hosts a dedicated premium sportswear shop staffed by running experts, who suggest products based on running analyses. Free product try-outs are offered during the week, following private appointments bookable by email.
An on-site loyalty system allows members to earn ‘points’ for every kilometre run and workout they’ve completed – tracked via the brand’s training apps. Rewards include individual training sessions, bespoke nutrition plans and premium products.
The showers, locker rooms and running analysis are free of charge, while all other services are only available to members. A monthly gold membership – with unlimited training sessions and a 30% discount on the Lab Kitchen and special events – costs €59 ($67.75), while a daily ticket costs €7.50 ($8.60). Look out for our upcoming report Membership & Tiered Retail, publishing on June 23.
For more on the topic of 'Medi-Leisure' retailing, see The Supportive Sell: Brands as Wellbeing Brokers in our Macro Trend The Business of Wellbeing. See also Reinventing Sports Retail, Athleisure Engagement Strategies, Active Flagships and Department Stores: Wellness Drives.