John Lewis launches fitness push backed by £800m investment

John Lewis has opened its first Sports & Wellness department at its Oxford Street flagship, launching what the retailer claims is the first space in the UK to combine sportswear, footwear, wearable technology, recovery products, AI-powered fitness tools and expert in-store services under a single roof. The move forms part of the chain's wider £800 million, four-year transformation programme covering all 36 of its shops.

The Oxford Street opening is the first of four. Liverpool follows on 19 August, Cheadle on 26 August, and Glasgow — where a completely new department is being created rather than an existing space being overhauled — is scheduled for late September. Each location covers around 5,000 square feet, according to the official John Lewis press release.

Goal-based layout — a deliberate break from tradition

The most significant design decision is how the floor space is organised. Rather than grouping products by category — trainers here, tops there, watches elsewhere — each department is arranged around fitness goals: running, training and outdoor. It is a format built around how shoppers actually think when they are preparing for a race, taking up a new sport or simply trying to move more.

Peter Ruis, Managing Director of John Lewis, explained the thinking behind the shift: "Customers increasingly shop around a goal rather than a traditional retail category. Whether someone's training for their first marathon, taking up Hyrox or simply looking to live a healthier lifestyle, they want everything they need in one place. Our combination of leading brands, expert Partners, nationwide shops and strong digital offer means we're uniquely placed to support customers across every part of their fitness journey – from finding the right footwear and technical clothing to discovering the latest wearable technology, home fitness and recovery products."

What's actually in the departments

The brand line-up spans several distinct categories. On the clothing and footwear side, the departments stock Nike, Brooks and Patagonia. Wearable technology is represented by Garmin, Oura and Whoop. Recovery products come from Therabody, and home fitness equipment from Peloton, NordicTrack and Speediance.

In-store services are a core part of the proposition. Free gait analysis is available at two levels: a self-service scanner for quick recommendations, and a more detailed treadmill-based assessment using the Peloton Tread. Specially trained Partners will then use those results to help customers find the right footwear. A MagicAI intelligent fitness mirror — offering personalised training sessions, real-time rep counting and form correction — will also be present in each location. John Lewis says this will be the first time the technology has been available in stores outside London and the South East.

Monthly 'Jog Lewis' run clubs will launch across all four sites, giving shoppers the chance to join social-paced group runs, try out products in real conditions and tap into local running communities.

The numbers behind the move

John Lewis cited its own sales and search data to justify the investment. Fitness tracker sales are up almost 30% year-on-year; connected home fitness equipment is up 27%; and searches for Therabody massage guns have risen by more than 250%. Searches for red light therapy are up 380%, while women's running trainers are up 100% and men's running trainers have surged 280% year-on-year. Searches for hiking kits are up 34%.

The broader market context is also striking. According to IMARC, the wellness industry is forecast to grow to £141 billion by 2034 — a compound annual growth rate of 3.6%.

Where this fits in the wider John Lewis story

The Sports & Wellness launch is the latest chapter in a transformation programme that John Lewis has been executing since announcing an £800 million, four-year commitment to its shops, technology and services. Refurbished stores have reportedly delivered sales growth and improved customer satisfaction scores. Liverpool received significant investment last year, focused on its beauty hall, and 2026's £50 million store spend is the current phase of that continuing programme.

The broader transformation has also included the relaunch of the Never Knowingly Undersold price promise — now matching prices against 25 major UK retailers — along with a new Fashion Creative Director, expanded own-brand ranges, a revamped loyalty programme and investment in AI shopping tools. Hospitality now accounts for more than one in five store transactions, and the retailer hosted a record number of personal styling and advice appointments last year.

Ruis added: "This is another important step in our wider investment to create more inspiring, joined-up experiences for customers; however, and wherever they choose to shop with us."

Why UK shoppers should pay attention

Until now, pulling together everything needed for a serious fitness goal has meant visiting a specialist running shop for footwear advice, a tech retailer for a GPS watch, a gym equipment showroom for a treadmill and a separate outlet for recovery gear. John Lewis is betting that enough shoppers would rather do it all in one trip — and that its combination of premium brands, trained staff and free diagnostic services is a compelling enough reason to choose it over Sports Direct for clothing, Garmin's own website for wearables, or a Peloton showroom for home kit.

• Oxford Street is open now; Liverpool opens 19 August, Cheadle 26 August, Glasgow late September.
• Free gait analysis is available at all four sites with no purchase required.
• The MagicAI mirror will be accessible in all four stores — a first outside London and the South East.
• Monthly Jog Lewis run clubs are planned at every location.

Individual product prices were not confirmed in any source reviewed by Total Gym Gear at the time of publication.