John Lewis is introducing a new sports and wellness destination

John Lewis is introducing a new sports and wellness destination that brings together performance apparel, footwear, wearable technology, recovery equipment and AI driven training tools under one roof. The concept debuts at the Oxford Street store, with additional openings planned for Liverpool on 19 August, Cheadle on 26 August and Glasgow later in September.

Designed with modern fitness habits in mind, the initiative reflects a significant multi million pound investment aimed at reshaping how young adults approach health and wellbeing. Instead of navigating traditional retail categories, customers can explore products and services organised around their personal training goals. This launch also aligns with the retailer’s wider £800m transformation programme, which focuses on creating more connected and inspiring experiences across physical and digital channels.

Each space covers roughly 5,000 sq ft and is arranged by activity, making it easy to move between running, strength training and outdoor pursuits. The concept introduces new specialist services, including complimentary gait analysis. From quick selfservice scans to detailed treadmill assessments powered by Peloton, to help customers find footwear that supports their movement. MagicAI’s intelligent fitness mirror adds an interactive element, offering personalised workouts, real time rep tracking and form guidance.

To foster community and support ongoing fitness journeys, John Lewis will also launch monthly “jog Lewis” run clubs across all four locations. These social paced sessions give customers the chance to test products, meet fellow runners and access expert advice. Managing director Peter Ruis highlighted that today’s customers shop with specific goals in mind whether preparing for a first marathon, training for Hyrox or building healthier routines and emphasised that the brand’s mix of leading labels, knowledgeable staff and strong digital offering positions it to support every stage of that journey.