Pick n Pay is now selling gym equipment – from exercise bikes to weightlifting benches
- Pick n Pay’s new gym equipment range, LIVEFIT, will compete against offerings by Massmart, Sportsmans Warehouse and Mr Price Sport.
- A wide selection of free weights, exercise machines and yoga equipment are available at selected Pick n Pay stores, all Hypermarket stores and will soon be online.
- Pick n Pay will also be launching an activewear range “soon” as it looks to position itself as a “health destination”.
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South Africa’s second largest supermarket chain, Pick n Pay, has launched a new range of fitness equipment, which includes yoga mats, weightlifting gear and exercise machines. Touted as an affordable home gym solution, Pick n Pay’s LIVEFIT range features more than 75 products available at all Hypermarket stores.
Capitalising on the challenges brought about by the Covid-19 pandemic and subsequent lockdown – which has resulted in plummeting gym subscriptions and a growing home workout trend – Pick n Pay has expanded its Livewell health food brand to include exercise equipment.
The home gym equipment market is expected to grow by 8.5% over the next four years, with global revenue exceeding $31 billion (R456 billion).
While the gym equipment market in South Africa has traditionally been dominated by stores like Makro, Game and Sportsmans Warehouse, the uptick in online shopping and multipurpose retailers entering the sector have made home workout gear more accessible, with a broader range of products.
Mr Price Sport was one of the first fashion-based retailers to challenge Massmart and Sportsmans’ grip on the home gym equipment market. In early 2021, another popular South African clothing retailer, PEP, entered the fitness fray, selling exercise wheels, yoga mats, skipping ropes and free weights at competitive prices.
The latest move into the market by Pick n Pay is more intense than PEP’s experimental, limited offering and is expected to compete directly – in terms of affordability and product range – with the likes of Mr Price, Massmart and Sportsmans.
“With many resources now available online to help customers remain active at home, this new range of quality fitness equipment, suited to every budget, seeks to complement customers’ fitness goals, whether they are starting their fitness journey or wanting to level up their intensity,” explains John Bradshaw, Pick n Pay’s retail executive of marketing.
The LIVEFIT range is already available at selected stores nationwide and will soon be available online.
The free weight selection includes barbells, dumbbells and kettlebells in varying weights, sizes and finishes. Ab-wheels, exercise bikes, sit-up benches and power gyms – which are used to perform multiple weighted exercises – also form part of the LIVEFIT range.
An extensive selection of yoga equipment – from gyms balls to matts, blocks, foam rollers and resistance bands – are also on sale.
Accessories like hand grips, weighted gloves, sauna suits and gym gloves supplement the equipment range.
Here's how some prices compare:
*Price for 9kg Hex Dumbbell
** Price for 4kg kettlebell
Pick n Pay’s new LIVEFIT range is expected to be expanded to include exercise clothing “soon”, adds Bradshaw.
These developments are intended to grow Pick n Pay as a “health destination” and coincides with the introduction of a free hotline which puts shoppers in contact with registered dieticians who are able to provide nutrition advice.
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