FIT3 the first, the largest and what management calls the most innovative retail concept in a fitness lifestyle store to come to North America, opened last week in Washington, DC, with 20 videoscreens and numerous related technologies spread throughout the store.
Located in Tyson’s Corner, Washington, DC. FIT3 aim’s to be the premier destination for fitness equipment, fashion, footwear and health related products, with new stores already in the works for additional DC locations.
FIT3 is the brainchild of veteran retail guru Jack Steckel, expertise spans a career as partner in the investment banking firm, Capital Canada Limited; co-founding partner of Golf Town with Stephen Bebis; and a member of the founding team of Hockey Life, based in Canada.
“FIT3 is more than a store,” says Steckel. “It’s a destination to explore, experiment and engage in a total fitness lifestyle. It’s interactive and exciting and unlike any other retail experience out there.”
For example, in the shoe department, a customer’s specific shoe needs are determined technologically, with the customer’s exact needs shown on a screen. In other departments, to determine fit and needs, screens allow customers to ‘run’ or ‘row’ a course. A special bar is set up for Alkaline Water, with a screen, of course, selling the product’s benefits. Other screens show a variety of health and fitness tips. Backing most screens is software from Dartfish, Alpharetta, Georgia. Screens are each managed independently within the store.
Hal Smith, former Bass Pro president, has partnered with Steckel, and is FIT3‘s CEO. “We provide the most exciting health and fitness offering anywhere in the country,” says Smith. “Our knowledgeable and passionate experts, coupled with the leading brands in every category, allow for customers to reach any goal they may have for personal fitness, health, and wellness.”
At over 20,000 sq. ft. including fitness equipment, running, sports nutrition, cardio boxing, yoga and wellness products, as well as an in-store yoga studio and martial arts/boxing ring FIT3 claims to be the ultimate shopping destination experience. About 80% of product lines are high end, including, among others, LifeFitness, Nike, Brooks, Asics, TwinLab, Zobha, Prana, Gaiam.