Sports nutrition retailer, GNC, has launched its latest concept store format in Guildford’s Friary Centre.
Taking as much inspiration from the gym as it does from the shop floor, the new-look GNC store includes interactive fixtures such as a “TRX Challenge Zone” for live workouts, plus “Sports Bar”, a mix-and-go unit for fitness enthusiasts to purchase single protein shakes to takeaway or top up a bottle they carry with them.
The new format spans 550sq ft of sales space and also features interactive touch screen displays loaded with product information and one minute digital exercise videos, designed for customers to explore while they shop.
This latest GNC concept store is only the second in the country, following Birmingham New Street which opened in December 2013. The retailer now operates 54 stores in the UK and is looking to roll-out the format to more target locations in the coming year.
The Guildford store houses a team of six staff who are part of the ‘Qualified to Advise’ scheme, able to advise customers up to A-Level standard after working their way to the ‘Advanced Lifestyle Advisor’ title through the company’s own training academy.
Head of marketing for GNC in the UK, Nicola Simpson, said: “Our mission is to help people get one step closer to their goals, and with these interactive elements we think we can help customers do this in a fun, engaging and interactive way. The feedback has been excellent with many people stopping to chat with our staff and challenge themselves on the equipment. We look forward to developing this concept further to bring fitness to more high streets around the country.”
GNC is owned by NBTY Europe who also operates Holland & Barrett stores in the UK, DeTuinen in The Netherlands, Essenza in Belgium and Nature’s Way in Ireland.