Retailers going after fitness market

Stores like Saks and Urban Outfitters are looking to work out more than your wallet.

As retailers struggle to draw in shoppers who have migrated online, stores are seizing on one of the few bright spots in the industry - fitness and wellness - in hopes of engaging consumers. That means meditation lectures with Deepak Chopra at ABC Carpet & Home in New York, a yoga class at Bloomingdale’s or a wellness getaway with Free People.

One recent Wednesday, a dozen women walked into Saks on Fifth Avenue, tucked their purses into lockers and got to work performing squat thrusts and jumping jack intervals during an hourlong boot camp. After class, they could browse through a rack of $85 Phat Buddha leggings and try Glow Recipe’s $58 oil essence with cactus extract.

Mila Petrova, who wasn’t part of the class that day but has attended other sessions at Saks, says it’s the location more than the shopping that has drawn her - it’s closer to her office. “I probably would have gone (to the workout) wherever they put it,” she said.

The 27-year-old browsed the store only on the first night and hasn’t made any purchases - she’s usually rushing to the class from work and anxious to get home afterward. Still, though she’s not a big shopper in general, she can see herself buying holidays gifts at Saks’ Wellery section because she’s already in the store.

Several stores have opened stand-alone locations with vast areas carved out for exercise classes and seminars.