The Vitamin Shoppe Brings In-Club Stores to LA Fitness

Lisa Johnston
Managing Editor
Lisa Johnston profile picture

Intending to tap its fitness-focused consumer base when their health is firmly top of mind, The Vitamin Shoppe has opened nine in-store locations within LA Fitness health clubs.

The 300-square-foot shops feature sports nutrition products, vitamins, minerals, supplements, beverages and snacks from around 90 health and wellness brands, including the company’s own BodyTech, BodyTech Elite, True Athlete, Plnt and ProBioCare brands.

"These shops provide the health-conscious members of LA Fitness easy access to their favorite sports nutrition and supplement products, as well as the exceptional expertise and guidance of our Health Enthusiasts,” said Sharon Leite, CEO of The Vitamin Shoppe. “This initiative represents an innovative new channel of distribution for The Vitamin Shoppe with great potential for growth, and we look forward to a productive partnership with LA Fitness."

Nine shops in three states have already opened. Locations include:

  • Union, N.J.
  • Huntington Station, N.Y.
  • Farmingville, N.Y.
  • Boca Raton, FL
  • Tampa, FL
  • Lakewood Ranch, FL
  • Dunedin, FL
  • Palm Harbor, FL
  • Lake Mary, FL

The Vitamin Shoppe, which is a subsidiary of Franchise Group Inc., has been exploring a variety of new ways to reach consumers. The company recently opened a 3,185-square-foot innovation store in Edgewater, N.J., with digital product guides, a body-composition analysis station and a mobile POS checkout. Digital kiosks from Vengo Labs offer up samples to shoppers in an interactive experience that provides data and analytics to retailers.

It has over 750 company-operated retail stores under The Vitamin Shoppe and Super Supplements banners, as well as its e-commerce site.