John Lewis Opens Sports & Wellness Department at Oxford Street
The retailer describes itself as the first in the UK to bring sportswear, wearables, recovery and expert services together under one roof.
By James Oduya · Staff Writer & Home Gym Columnist · Updated August 04, 2026What you need to know
- John Lewis has opened a new Sports & Wellness department at Oxford Street, with Liverpool, Cheadle and Glasgow to follow by late September
- The format spans up to 4,900 sq ft and organises products by fitness goal rather than traditional retail category
- Free gait analysis and monthly 'Jog Lewis' run clubs are included at all four locations
John Lewis has launched a new Sports & Wellness department at its Oxford Street flagship, describing the move as a multi-million-pound investment and claiming the title of the first UK retailer to bring sportswear, footwear, wearable technology, recovery products, AI-powered fitness and expert in-store services together in a single destination.
The Oxford Street department is already open. Liverpool follows on 19 August, Cheadle on 26 August, and Glasgow in late September. At Oxford Street, Liverpool and Cheadle, the new format replaces the store's existing sports departments. In Glasgow, it creates an entirely new department where none previously existed.
What's inside
Each reimagined space spans between 4,500 and 4,900 square feet, with products organised by activity — running, training and outdoor pursuits — rather than the traditional retail approach of grouping by category or gender. The aim, according to John Lewis, is to reflect the way customers actually shop when they have a fitness goal in mind.
The brand line-up confirmed for the department includes Nike, Brooks and Patagonia on the apparel and footwear side, with Garmin, Oura and Whoop representing the wearables offer. Therabody covers recovery, while Peloton, NordicTrack and Speediance feature in the home fitness equipment section.
The full Sports & Fitness range is also available at johnlewis.com and through the John Lewis app for those who prefer to shop remotely.
Free gait analysis and run clubs
Beyond the product range, two service elements stand out. The first is free gait analysis, available either via a self-service scanner or a treadmill-based assessment using Peloton equipment, with trained staff on hand to translate the results into footwear recommendations. This kind of service has traditionally been the preserve of specialist running retailers; offering it free of charge inside a department store is a notable step.
The second is 'Jog Lewis' — monthly group running clubs launching at all four locations. Described by John Lewis as social-paced runs, they are designed to give customers the chance to test products in real conditions, access expert advice and connect with local running communities.
The numbers behind the decision
John Lewis points to its own sales and search data to explain the timing. Fitness tracker sales were up almost 30% year-on-year internally, while connected home fitness equipment sales rose 27%. Site searches for Therabody massage guns jumped more than 250%, and searches for red light therapy products were up 380%.
Running is a particular driver: searches for women's running trainers on the John Lewis site are up 100% year-on-year, while searches for men's running trainers have risen 280%. Hiking kit searches are up 34%, and gym equipment searches up 25%.
The wider wellness market provides context too. According to IMARC, the industry is expected to grow to £141bn by 2034, at a compound annual growth rate of 3.6%.
Part of a bigger plan
The Sports & Wellness rollout sits within John Lewis's £800m transformation programme, under which all 36 stores in its estate are earmarked for upgrade. Refurbished locations have already seen sales growth and improved customer satisfaction scores, according to the company.
A separate £50m tranche of investment across five UK stores in 2026 has also been confirmed, with Glasgow set to receive more than £20m — described by John Lewis as its largest single-store investment in recent years.
Peter Ruis, Managing Director of John Lewis, framed the launch as a response to a fundamental shift in how people approach retail:
"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."
He added that the retailer's combination of assets positions it well for the opportunity:
"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."
Ruis also described the relaunch as an "important step" in the retailer's broader store investment plan.
What to expect and when
- Oxford Street: Open now
- Liverpool: Opens 19 August 2026
- Cheadle: Opens 26 August 2026
- Glasgow: Opens late September 2026
Shoppers outside London do not have long to wait. With Liverpool and Cheadle opening within weeks, and Glasgow following before the end of autumn, the new format will be a realistic option for a substantial share of the UK population well before the year is out.
Why it matters
For UK buyers, this is one of the more significant changes to mainstream sports retail in years — not because of the brands stocked, many of which are available elsewhere, but because of what comes with them. Free gait analysis, on-floor expert staff and structured run clubs bring a level of specialist service that has previously been the preserve of independent running shops, and doing so in four major cities makes it genuinely accessible. If the format delivers on its promise, shoppers training for a first 5K or a Hyrox event will be able to walk in, get their gait assessed, try on recommended footwear, pick up a GPS watch and book into a run club — all in a single visit to a store they already know.