What: John Lewis is launching Sports & Wellness departments that combine sportswear, wearables, recovery, AI-powered fitness and expert services.
Why it is important: John Lewis’s investment highlights the shift from category-based merchandising to goal-led shopping journeys that combine advice, digital access and local engagement.
John Lewis is launching a new Sports & Wellness concept that brings sportswear, footwear, wearable technology, recovery, AI-powered fitness and expert services into one destination. The multi-million-pound investment is part of the retailer’s wider £800 million transformation programme and will roll out across Oxford Street, Liverpool, Cheadle and Glasgow. Each department spans around 5,000 sq ft and is organised around activities such as running, training and outdoor pursuits rather than traditional product categories. The aim is to support customers shopping around fitness goals, whether training for a marathon, taking up Hyrox or building a healthier lifestyle. The offer includes brands such as Nike, Brooks, Patagonia, Garmin, Oura, Whoop, Therabody, Peloton and NordicTrack. Services include free gait analysis, specialist footwear advice and MagicAI’s intelligent fitness mirror, which provides personalised training, rep counting and form correction. Monthly “Jog Lewis” run clubs will also connect customers with local running communities, product testing and expert advice.
IADS Notes: John Lewis’s Sports & Wellness concept reflects the rapid convergence of fitness, wellness, technology and community inside department store retail. John Lewis is rolling out the concept across Oxford Street, Liverpool, Cheadle and Glasgow, combining sportswear, footwear, wearables, recovery, AI-powered fitness, expert services and run clubs in one destination. Ian Jindal’s June 2026 analysis of the “health hub economy” showed how fitness, wellness, technology and community are becoming connected retail ecosystems where health drives loyalty, data and commerce. WWD’s May 2026 coverage of Harvey Nichols’ wellness floor similarly showed luxury retailers integrating Pilates, treatments, nutrition and holistic health into stores to drive footfall and differentiation. Retail Week reported in November 2025 that Flannels’ Leeds flagship had added a premium health and fitness club combining performance, recovery, activewear and local community engagement. Modaes’ January 2026 coverage of El Corte Inglés’ Puerta del Sol sports destination also showed how department stores are using sports, technical apparel, footwear and major brand shop-in-shops to attract active-lifestyle customers.

John Lewis’new sports and wellness departments