Hy-Vee opens fitness-focused grocery store concept
Hy-Vee has opened a mini-grocer that features healthy foods along with a fitness boutique next door.
The Hy-Vee HealthMarket in West Des Moines, measuring 15,700 square feet, is an expanded version of the HealthMarket in-store shops found in the chain’s larger stores. The Midwestern grocer’s stores typically range from 70,000- to 80,000-square-feet.
The new location stocks 11,000 items, such natural and organic foods, Hy-Vee Short Cuts pre-cut vegetables and fruit, vitamins and supplements along with meat and other groceries. A sports nutrition area, a Basin beauty and baths products department and a “hydration station” offering nitro coffee, kombucha and infused water are also featured.
The location also includes a full-service pharmacy, health clinic and a hearing aid center.
Said Matt Pertzborn, store director at the West Des Moines Hy-Vee HealthMarket, in a statement, “Shopping for healthy lifestyle and personal care items while picking up your groceries has never been easier.”
Randy Edeker, Hy-Vee’s CEO, told the Des Moines Register that the grocer explored the concept due to heightened competition from Fresh Thyme and Sprouts. He said, “I see us having 50 or 60 of these.”
To further differentiate, Hy-Vee has paired the store with an Orangetheory Fitness franchise.
Last September, Hy-Vee partnered with Orangetheory to build studios adjacent to and inside stores. The first Hy-Vee Orangetheory Fitness location opened in November in Shakopee, MN. The high-intensity cardio and strength-training routines offered by the franchise typically last 60 minutes.
As part of the partnership, Hy-Vee dietitians will work with Orangetheory members to offer dietetic services, provide samples of nutritional products and lead store tours to showcase items that align with their needs. The partnership aligns with Hy-Vee’s focus on health and wellness, including the HealthMarkets sections, in-store dietitians, fresh and organic produce and pharmacies found in its larger stores.
Said Orangetheory Fitness Chief Brand Officer Kevin Keith, last September, “Like our members, we know that many Hy-Vee customers are looking for more convenient ways to access fitness and healthy eating options in one location — this partnership solves that need.”
The fitness center/grocer pairing comes as malls are increasingly seeking out health clubs and fitness studios as anchors.
- Hy-Vee’s First HealthMarket to Open in West Des Moines – Hy-Vee
- Hy-Vee’s new HealthMarket offers organic foods, adjoining fitness center – Des Moines Register
- Hy-Vee HealthMarket store makes debut – Supermarket News
- Hy-Vee Announces Innovative Partnerships with Wahlburgers Restaurants and Orangetheory Fitness – Hy-Vee
- Malls Never Wanted Gyms. Now They Court Them – The Wall Street Journal
- Exclusive Q&A: Can Fitness Centers Become The New Mall Anchor Store? – Retail Touchpoints
DISCUSSION QUESTIONS: How would you rate the growth potential for the Hy-Vee HealthMarket concept and Hy-Vee’s partnership with Orangetheory? Do you see more grocers or other types of retailers doing something similar?