Pop-ups from brands in a variety of industries are tapping into wellness and fitness to appeal to and enhance customers' lifestyles

More brands are using experiential marketing and innovative activations to create customer-focused pop-up fitness and wellness events.

PSFK researchers have been exploring how companies are utilizing pop-ups to extend their experiences and enhance customers’ daily lives. In addition to temporary stores and entertainment activations, brands are experimenting with programs centered around fitness and well-being, even if their primary business falls in another industry.

Among the brands launching pop-up wellness experiences are:

WeWork 
WeWork​ ​offers​ ​fitness​ ​classes​ ​including​ ​spinning,​ ​yoga, meditation,​ ​dance ​and​ ​kickboxing​ ​at​ ​several​ ​of​ ​its​ ​New​ ​York​ ​City​ ​locations.​ ​Classes​ ​take place​ ​alongside​ ​WeWork’s​ ​office​ ​services,​ ​in​ ​common​ ​areas,​ ​on​ ​rooftop​ ​decks ​and in​ ​other​ ​spaces​ ​that​ ​the​ ​brand​ ​has​ ​turned​ ​into​ ​pop-up​ ​fitness​ ​studios.​ ​WeWork​ ​members and​ ​non-members​ ​can​ ​sign​ ​up​ ​for​ ​classes​ ​in​ ​these​ ​studios​ ​using​ ​the​ ​website,​ ​online ticket service​ ​Eventbrite,​ ​the​ fitness​ ​subscription​ ​service​ ​ClassPass ​or​ ​an​ ​iPhone​ ​app. The​ ​WeWork​ ​Wellness​ ​app​ ​includes​ ​an​ ​option​ ​to​ ​buy​ ​massages,​ ​and​ ​the​ ​website​ ​includes a​ ​section​ ​for​ ​“club​ ​sports.”

Volvo 
Auto​ ​manufacturer​ ​Volvo​ ​opened​ ​a​ ​pop-up​ ​studio​ ​to​ ​provide​ ​people​ ​with​ ​a​ ​calm,​ ​relaxing space​ ​to​ ​escape​ ​the​ ​rigors​ ​of​ ​city​ ​life.​ ​The​ ​Scandinavian​ ​sanctuary​ ​retreat​ ​offers members​ ​of​ ​the​ ​public​ ​a​ ​selection​ ​of​ complimentary​, ​relaxing 30-minute​ ​sessions, including​ ​yoga,​ ​Swedish​ ​massage,​ ​meditation,​ ​art​ ​classes​ ​and​ ​guided​ ​run​ ​clubs.​ ​For​ ​those who​ ​want​ ​to​ ​explore​ ​the​ ​city​ ​beyond​ ​their​ ​everyday​ ​routes,​ ​Volvo​ ​will​ ​also​ ​be​ ​providing free-of-charge​ ​cycle​ ​hire​ ​throughout​ ​each​ ​event.

Nordstrom 
Nordstrom​ ​is​ ​partnering​ ​with​ ​Goop,​ ​the​ ​online​ ​lifestyle​ ​brand​ ​founded​ ​by​ ​Gwyneth Paltrow,​ ​to​ ​open​ ​a​ ​series​ ​of​ ​wellness-themed​ ​pop-ups,​ ​called​ ​goop-in@Nordstrom,​ ​in eight​ ​Nordstrom​ ​stores​ ​across​ ​the​ ​country.​ ​The​ ​Goop​ ​pop-up​ ​will​ ​feature​ ​a​ ​mix​ ​of wellness-focused​ ​merchandise—curated​ ​by​ ​the​ ​Goop​ ​team—across​ ​apparel,​ ​accessories, beauty​ ​and​ ​home.​ ​Products​ ​include​ ​Goop’s​ ​lines​ ​of​ ​luxury​ ​skincare,​ ​wellness,​ ​apparel​ ​and fragrance,​ ​as​ ​well​ ​as​ ​hand-picked​ ​items​ ​from​ ​the​ ​brand’s​ ​digital​ ​shop.​ ​The​ ​shop​ ​is​ ​being presented​ ​as​ ​an​ ​“enclosed​ ​living​ ​space”​ ​with​ ​furniture​ ​and​ ​design​ ​by​ ​1stDibs​ ​and​ ​custom Chinoiserie​ ​wall​ ​coverings​ ​by​ ​Fromental.

REI 
Outdoor​ ​retailer​ ​REI​ ​is​ ​setting​ ​up​ ​shop​ ​in​ ​a​ ​fast-growing​ ​gym​ ​niche.​ ​REI​ ​and​ ​Momentum TM​ ​Indoor​ ​Climbing​ ​are​ ​launching​ ​REI​ ​Co-op​ ​Climb,​ ​which​ ​will​ ​serve​ ​as​ ​a​ ​hub​ ​for​ ​climbing gear,​ ​programming​ ​and​ ​events​ ​at​ ​each​ ​of​ ​Momentum’s​ ​new​ ​climbing​ ​gyms.​ ​Expert instructors​ ​from​ ​REI’s​ ​Outdoor​ ​School​ ​will​ ​help​ ​Momentum​ ​members​ ​and​ ​guests​ ​gain skills​ ​and​ ​confidence​ ​through​ ​classes ranging​ ​from​ ​beginner​ ​to advanced​ ​levels.​ ​REI​ ​members​ ​who​ ​participate​ ​in​ ​the​ ​Learn​ ​to​ ​Climb​ ​program​ ​will​ ​receive two​ ​weeks of​ ​free​ ​climbing​ ​at​ ​Momentum.

An increasing number of businesses are partnering with related brands to create experiences that reflect their understanding of customers and also finding ways to enhance lifestyles in ways that align with their core values. For more insights, check out our recent research paper, Building Pop-Up Fitness Experiences.


Lead Image: WeWork

More brands are using experiential marketing and innovative activations to create customer-focused pop-up fitness and wellness events.

PSFK researchers have been exploring how companies are utilizing pop-ups to extend their experiences and enhance customers’ daily lives. In addition to temporary stores and entertainment activations, brands are experimenting with programs centered around fitness and well-being, even if their primary business falls in another industry.

Among the brands launching pop-up wellness experiences are: