John Lewis is relaunching its sports and wellbeing range as part of a broader strategy to tap into the growing consumer interest in fitness. The retailer, which operates under the John Lewis Partnership, described the initiative as a key component of its ongoing store investment program.

The upgraded sports and wellbeing departments will integrate sportswear, footwear, wearable technology, recovery products, artificial intelligence-powered fitness solutions, and expert services within a single retail environment. According to managing director Peter Ruis, this approach marks the first time a UK retailer has combined these elements under one roof, positioning John Lewis to better compete with established sportswear chains such as Sports Direct and technology-focused specialists.

A multimillion-pound investment has already been implemented in the sports department at the John Lewis flagship store on London’s Oxford Street. Similar revamps are planned for the Liverpool and Cheadle locations, alongside the introduction of a new department in the Glasgow store.

Each revamped area is expected to cover close to 5,000 square feet, with layouts designed to facilitate an easy transition for shoppers among different product categories, including clothing, footwear, technology, home fitness equipment, and recovery products.

The refreshed offering will feature well-known sportswear brands such as Nike, Brooks, and Patagonia. On the technology front, John Lewis will stock wearable devices from Garmin, Oura, and Whoop. Recovery-focused products from Therabody and high-end home fitness equipment from Peloton and NordicTrack will also be available.

This relaunch is part of an £800 million investment John Lewis is making across its 36 stores, aimed at modernizing its retail spaces and enhancing the customer shopping experience.