The Jupiter Drawing Room Cape Town has been appointed by the British gym, Sweat! to develop its active lifestyle offering for Debenham stores in the UK. Three stores initially will feature Sweat! gyms instore from early 2018, giving customers more reasons to visit the stores and attract a younger female base.
The long term relationship will see Jupiter Cape Town being tasked to create the overall look and feel, and brand tonality for the Sweat! gyms in the retail space.
Kevan Aspoas, Chairman of Jupiter Cape Town says “Opportunities like this are testament to the quality of creative work being produced locally and rolled out globally. We have worked with Sweat! before and have a good relationship with the team. The win comes off the back of the Sweat! gym concept we created for the UK several years ago. With Debenhams currently undergoing a dynamic reinvention, this is an opportunity for Sweat! to further entrench itself as part of the retailer’s client’s lifestyle.”
Frank Reed, the founder of Sweat! explains “Debenhams recognised the dynamic offering of Sweat! and the ‘torture test’ shows that the market is ready for us to bring the gym to their customers in an environment that they regularly frequent – the retail space. Our offering speaks to the person who understands active leisure in the modern, connected, fast-paced world.”
“Once again being recognised for our world class work, the brand look and feel, CI, design, membership and all other campaign work will be developed in and rolled out from the Jupiter Cape Town office,” concludes Aspoas.
Sweat! will offer dedicated studios for spinning and aerobics, fitness programmes such as The Matrix as well as free weights and Technogym equipment.