Sept. 10, 2021

Upgrade your fitness equipment while shopping for food? It could happen as Hy-Vee plans to add fitness showrooms in some grocery stores.

The Iowa grocer is partnering with Wisconsin-based Johnson Fitness & Wellness, the nation’s largest specialty fitness retailer, to open in-store fitness equipment showrooms in some locations.

The first one opens next week in Grimes, Iowa. Future locations haven’t been announced yet, but several more are scheduled for later in the year.

“As part of our commitment to helping make customers’ lives easier, healthier and happier, we are proud to announce our latest partnership with Johnson Fitness & Wellness to make affordable, in-home fitness equipment more accessible and convenient to our shoppers,” Randy Edeker, chairman, CEO and president of Hy-Vee, said in a statement. “The new showroom experience is just one more way we can help our customers in their health and wellness journey.”

Each in-store showroom at Hy-Vee will feature several types of fitness equipment for customers to view and try out, including treadmills, elliptical machines and exercise bikes. The showroom will be digitally supported, with a kiosk and QR codes available for customers to use to order from the Johnson Fitness & Wellness online platform. Free home curbside shipping is available for most items, and in-home delivery and installation will be available for an additional cost.

“We’re excited to partner with Hy-Vee, who shares our mission of enhancing the lives of our customers through healthy choices,” said Bob Zande, president of Johnson Fitness & Wellness. “This unique opportunity allows customers to get hands-on experience with high-quality, high-value fitness solutions where they already shop every week, and the online kiosk allows for them to easily have the equipment delivered to their home.”