Hy-Vee Inc. announced that it is partnering with Johnson Fitness & Wellness to open in-store fitness equipment showrooms in select locations across its eight-state region.

This is the first partnership in the U.S. between a grocery retailer and a fitness equipment company. The first location opens on September 14 inside the Hy-Vee located in Grimes, IA with more locations scheduled to open by the end of 2021.

Each in-store showroom will feature fitness equipment for customers to see and try, including treadmills, elliptical machines and exercise bikes. Showrooms will be digitally supported with a kiosk and QR codes to order online from Johnson Fitness & Wellness. Free curbside home shipping will be available for most items, and in-home delivery and installation will be available at an additional cost.

Johnson Fitness & Wellness is headquartered in Cottage Grove, WI and offers fitness and wellness products from brands including Matrix Fitness, Vision Fitness, Horizon Fitness, and Synca Wellness.

“As part of our mission to making customers’ lives easier, healthier and happier, we are deeply invested in the health and wellness journey of our customers,” said Randy Edeker, chairman, CEO and president, Hy-Vee. “Our new partnership with Johnson Fitness & Wellness allows us to diversify and expand upon our current health offerings to provide our customers with all the tools they need to live a healthy lifestyle.”

Hy-Vee said for more than 50 years it has placed an emphasis on health and wellness with its pharmacy services, in-store dietitians and HealthMarket departments.

“We’re excited to partner with Hy-Vee, who shares our mission of enhancing the lives of our customers through healthy choices,” said Bob Zande, president, Johnson Fitness & Wellness. “This unique opportunity allows customers to get hands-on experience with high-quality, high-value fitness solutions where they already shop every week, and the online kiosk allows for them to easily have the equipment delivered to their home.”

Photo courtesy Hi-Vee