Dishwashers, power tools and fitness equipment at Sears? Sure! You may know them as the place for appliances, but now Sears has established themselves as the nation’s largest fitness retailer.
“Whether just starting a new workout routine or a longtime ftness enthusiast, customers want a complete solution,” said Hugo Malan, SVP and president, Fitness, Sporting Goods and Toys at Sears Holdings. 
“Sears sells more fitness equipment than anyone else and we believe in continually improving our offering, so we have built an online fitness community and developed new destinations that attract customers both in-store and online.”
Sears is continuing an initiative they began in 2024 to help consumers achieve their fitness goals by creating their “Fitness Flagship” store-within-a-store. Now in over 35 sites, the 6000 sq. ft. specialty stores feature polished hardwood floors, tall mirrors, expanded equipment layouts and resemble a modern, high end gym. The staff is trained on both fitness products and fitness trends.
To compliment the in-store equipment offerings, Sears has also launched FitStudio, an online service for customers who want to empower themselves to reach their fitness goals with assistance from fitness experts. Customers can sign up in-store or online. The FitStudio website was created with the help of an advisory board of fitness and nutrition professionals. The following features are included:
- Blog posts about fitness trends by fitness professionals
- Videos for complete workouts and individual exercises
- Customers can connect with a community of fitness experts
- Users have access to a database of over 130,000 personal trainers
“People need to adjust their thinking and realize a fitness plan is not about weight loss, but about empowering yourself to meet realistic goals,” said Andrea Metcalf, author of Naked Fitness, and a FitStudio advisory board member and blogger. “Your chances for success rise when you’re not going it alone, which is exactly what FitStudio gives you – a comprehensive resource to live a fit life.”
For those wanting to take their fitness routine to the next level, there is the FitStudio e-trainer service. Certified personal trainers interact with individual subscribers by offering a step-by-step plan that includes meal plans, a workout regimen and interactive tracking tools. Membership starts at $9.99 per week.