Frasers Group isn’t just reserving the in-store exercise/fitness trend for its Sports Direct brand. The retail group is has turned its attention to Flannels, introducing HiiClub to its Leeds flagship store.

The “cutting-edge fitness and recovery destination” takes its place within the Briggate store, “highlight[ing] the power of collaboration in redefining modern retail”. 

And Flannels isn’t alone in the growing trend: HiiClub is already part of “a world-class fitness brand community” that includes retail brands Vuori, On, Lululemon, Boss Green, Represent 247, and a newly-opened 18montrose shop-in-shop in London.

By embedding a premium training and recovery experience within a luxury retail setting, Frasers said it’s “creating an ecosystem where fashion, fitness, and community coexist,  setting a new benchmark for lifestyle destinations in the UK”

It also “marks the latest move in Flannels’ mission “to reimagine retail as an experiential, lifestyle-led environment; underscoring [our] growing influence in the premium active and wellness category, and its vision for the future of luxury, experience-led retail.

Set within the ‘Active Floor’ “designed for performance, recovery and style” the 5,000 sq ft space blends high-performance training with recovery, social connection and design excellence. Inside, members can explore three distinct zones, underpinned by HiiGrind’s ‘Get Obsessed’ ethos, encouraging people to become genuinely invested in their health, fitness and the lifelong benefits that last far beyond the workout.

It includes HiiTrain, a strength, conditioning and running zone offering four signature workouts; HiiBalance, Leeds’ largest Reformer Pilates studio; and HiiContrast, a dedicated hot and cold therapy suite.

Lauren Barrie, group head of Retail at Frasers Group said: “Introducing HiiClub… allows us to offer a wellness experience that sits naturally alongside our active and fashion brands. 

“It’s a meaningful addition for the local community and reflects our ongoing investment in the North, where Flannels’ story started.”