在“体验至上”的新商业时代，人们前往购物中心的主要目的不再是购物，而是寻找体验和爱好者集群，商业地产开发商、品牌运营商也比以往任何时候都更关心如何与消费者产生互动和联结，因此不同类型的主题商业也开始成为体验升级和竞争差异的关键。

Nowadays, people no longer go to department stores for necessities shopping but keen to find new experiences across all aspects of life and belonging of passion clusters. Thus, landlords and developers are more concerned about connecting and interacting with their audience than ever. And themed retail comes as a solution to make a difference in upgrading the experience and gaining competitiveness.

随着疫情带来的健康意识提高，消费者开始追求更健康的生活方式，也更热衷健身，不管是经济型健身房还是高档健身俱乐部，整个健身行业都在进入迅速发展阶段。同时更多精品运营商，如 Soulcycle，Psycle (提供高端动感单车与普拉提课程) 等，也因其独家性、高识别度和多元选择受到越来越多商业开发商的青睐。

In the last few years, we have witnessed a major shift in lifestyle towards a more active and fitness-conscious consumer. The fitness industry has accelerated its footprint, offering a wider choice from budget gyms to more upmarket fitness clubs that offer everything under one roof. There are far more boutique operators, such as Soulcycle or Psycle, offering the best in class or ‘Pilates class’. Such boutiques are now popping up on the high street and within our local neighbourhoods for added convenience, street presence and choice. The more successful brand-inspiring operators are becoming ever more desirable to landlord and developers as part of the important tenant mix within buildings and mixed-use development.

伍兹贝格在伦敦 Bishopsgate 为 Equinox 精品健身俱乐部打造的室内空间

那么，逐渐鼎盛的健身业态能否成为主题商业新的突破点？本期推文，我们就将从如何打造一个未来健康社区的角度细数健身主题商业的可能性。

So, could the gradually flourishing fitness business become a breakthrough for themed retail? In this insights piece, we explore the ways in which the themed retail could be re-imagined to become meaningful destinations and healthier communities.

01

打造专属目的地

Create an exclusive destination

在葡萄牙里斯本，英国媒体集团 Timeout 打造了一个美食集市 Timeout Market，将美食相关的各色商铺聚在一起形成一个充满活力的美食社区，它的成功在于定位明确，足够专属，吸引吃货同时为厨师和餐饮运营者创造了自由交流和分享的平台。这种模式同样适用于健身社区打造。

Timeout Market is a great example of bringing multiple competitors under one roof – all benefiting from and achieving the same goal - appealing to foodies. It sets an operating canvas for chefs and F&B operators and creates a successful and vibrant social destination with food at its heart. The same canvas could be staged for boutique fitness operators and health and fitness retail brands.

试想这个场景：你上完 Soulcycle 的课程后想去 Crussh 买一杯蔬果奶昔，正好路过一家 Lululemon 门店就进去买一条新的运动裤。正因为这些精品健身运营商和健身零售品牌的目标用户高度重叠，因此，将他们聚集在同一空间能够促进跨领域消费，加上共享办公空间、营养补给站等附加服务，整个空间将成为一个以健身为核心的强社交圈，持续吸引新、老以及潜在客户前往。

What if you could take your Soulcycle class and then pop into Lululemon for a new pair of leggings before heading to Crussh for a green smoothie? Spaces for each of these brands, all with a cross-sector of consumer targets, can sit around a central social heart. This is then complemented by added amenities such as co-working club space or a market hall of nutrition to refuel - ensuring there’s an appeal to new and potential customers, as well as the repeat base.

02

为健身社群定制旅程

Curate the fitness-fan’s journey

不同于传统商业入口，健身主题商业在旅程打造上需要擅用入口中庭空间，通过布置陈列一系列与健身和健康相关的品牌或活动鼓励探索与互动，让访客踏入空间的一刻就感受到一种专属目的地氛围，提升他们的社群归属感。

In contrast with the traditional entry/atrium, fitness-themed retail should welcome its fans with an immediate sense of a unique destination with a range of fitness and wellbeing options on display upon entry. The retail activity revolves around the central amenity from which fitness concessions overlook and spring from to generate physical and social energy.

健身主题商业中庭设计，概念 1 示意

健身主题商业中庭设计，概念 2 示意

为此我们构想了以上两种中庭概念设计，旨在探索不同的空间组合形式，为粘性用户提供多样化的品牌选择和丰富的健身活动和配套，使用户获得更高级的体验感。许多人在居家期间通过坚持健身来释放压力、保持健康，而我们希望疫情之后这样的健身社区能够为健身爱好者们开拓另一个新天地。

With the two proposed central atrium activation concepts shown above, the end-user is offered a heightened user experience through a diversity of brand choices and a range of fitness activities. For many, fitness has been a healthy outlet during the lockdown. And by providing a space with common ground and shared interest, we provide this community yet another space to escape from the day-to-day.

03

让线上线下融合成为新常态

Embrace the new hybrid norm

社交媒体促进康养和健身发展成为一种理想生活方式。当下，人们都热衷于通过自己的社交平台进行分享，健身领域许多有影响力的社媒达人们会将重点放在线上的健身教程或健康饮食建议上。私教们也开始努力经营自己的社交账号获取海量粉丝，成为众多健身品牌商心目中具有巨大商业价值的意见领袖。

Social media has played a huge part in developing wellness and fitness as a desirable lifestyle, one which the general population are keen to showcase and/or engage with via their own digital channels. Many social media influencers are either turning their head to online workouts or healthy eating tips - while personal trainers work hard to build their presence, garnering sizeable audiences of tremendous worth to any major brand.

以 Peloton 为例，该公司以家庭健身器材销售起家，在疫情前就已开设了很多实体店，疫情期间，旗下许多在线私教声名大噪。无论是通过实体零售空间，还通过创造体验，Peloton 都以此作为契机扩展了品牌知名度。他们的私教还能将最受欢迎的线上课程带到实体健身中心，以快闪形式提升品牌参与度，同时吸引人流。

Think of Peloton as an example. Born out of home product sales, the company has moved to open more physical stores before lockdown and, during lock down, many of its virtual personal trainers have become very well known. This gives Peloton the opportunity to grow their presence, not just via their physical retail space, but through experience-creation. In a fitness-focused centre, these PTs can bring their popular digital presence to a live space - a sort of pop-up session - increasing overall brand engagement while also driving footfall.

Peloton 因其运动自行车和远程健身课程很早就获得了名人粉丝群，疫情之下，粉丝量更是激增，在疫情导致大量健身房休业，居家健身需求增加的背景下，截至 2021 年 6 月底，品牌全球会员人数已达到 320 万，比一年前增加了一倍多。

Peloton, which won an early celebrity fanbase for its exercise bikes and remote workout classes, has seen demand surge during the pandemic. The firm’s global membership base hit 3.2 million at the end of June, more than double a year earlier, as gym closures due to Covid-19 increased demand for at-home workouts.

现在，所有的零售品牌都在关注线下和线上的融合，而 Peloton 就是健身产品中的典范，不仅提升品牌价值，也为目标消费者提供独特利益点。

We’re often discussing the convergence of physical and digital when it comes to all types of retail, and this is just a great example of how the fitness product can achieve this – at a benefit to both brands and their customers.

疫情期间，身体和精神放松相结合的解压方式开始引起人们的兴趣。健身爱好者们正在寻找能够同时促进身心健康的方法。因此，瑜伽、普拉提等运动开始风靡，随之而开设的线下门店、线上课程以及健身设备和运动服装周边也会迎来大发展，成为健身主题商业的亮点。

Over the course of the pandemic, people have become interested in combining exercise and mental relaxation to relieve stress. Fitness enthusiasts are looking for ways to promote physical and mental well-being in unison rather than as two separate activities. Thus, yoga, pilates, and other mind-body activities are gaining popularity, together with various in-person and virtual classes, equipment, and apparel, which could be super fits to the fitness-themed retail.

我们相信，无论是健身还是其他类型的主题商业，都将改变商业空间的固有属性，将其从一个单纯的交易环境转变成一个充满活力和社交联结的目的地，为消费者带来一个有更多元选择、更广阔自由度、更具参与感的未来社区。

We believe that with the development of themed retail, the department store in the future will turn itself from a transactional environment to one of high activation and positive and social engagement to promote better living.