NOBULL Readies Experiential Concept Store in London

Betting big on experiential, NOBULL is bringing its brand to life in the UK.

What’s happening: The high-performance training brand born in the CrossFit community is opening an experiential concept store called The Training Club at London’s Battersea Power Station later this year.

While its apparel will be on offer, the space is designed to encourage immersive, hands-on interactions:

• A retail offering enabling consumers to test the brand’s latest gear, including athletic footwear, apparel and accessories.
• A functional training space for limited-size groups to work out together.
• A cafe and social space acting as a “town hall” for a likeminded community to socialise and attend workshops led by industry experts.

According to NOBULL Europe GM Sam Kitching, the decision to expand into brick-and-mortar retail is key to cultivating deeper, authentic relationships with its customers.

“The relationships NOBULL has built with the community go beyond a transaction, so creating an experiential retail concept is essential.”

Base building. NOBULL isn’t alone in utilising experiential retail as a lever for growth. In the UK alone, a myriad of fitness and athleisure brands are setting up shop.

• Prioritising connection over sales, Gymshark’s flagship store in London—features group fitness, social activations, and expert-led advice.
• Swiss sportswear brand On just opened a three-storey interactive London store hosting workouts, panel talks, and a Magic Wall, a retail display that matches runners gait with a personalised shoe choice.
• A forthcoming series of Under Armour retail stores launching across the UK delivers athletic training, physiological assessments, and performance guidance.

Leading the charge, in addition to being an early adopter of in-store classes and events, lululemon is leveraging its 2020 MIRROR acquisition with a hybrid membership called lululemon Studio, connecting the fitness device and app with exclusive in-store experiences and perks.

Meanwhile, US-based activewear brand Alo Yoga is complementing its in-store activations with a VR retail and exercise experience for Meta Quest 2.

Takeaway: In an increasingly digital world, delivering unique IRL experiences help fitness and athleisure brands cultivate loyalty and marketshare, winning the body and mind before the wallet.