Your grocery shopping list might soon include an Orangetheory class right after the reminder to pick up spinach, milk, and eggs. The popular boutique fitness company is partnering with Hy-Vee to anchor studios right next to the grocery stores. How’s that for convenient? So far, two food-fitness Orangetheory locations have opened near Hy-Vee stores, setting the tone for what could be a larger movement. In fact, Hy-Vee CEO Randy Edeker says he’s hoping to open 50 or 60 more Orangetheory locations.
The first Orangetheory locations near Hy-Vee opened last year in Shakopee, Minnesota, and West Des Moines, Iowa. And the partnership is making the two brands more than just next door neighbors. Hy-Vee’s in-store dietitians are also offering up their services to Orangetheory members.
“We know many of our customers are looking to live healthier lifestyles while also having more convenience, so they can spend time on the things they truly enjoy,” says Tina Potthoff, vice president of communications at Hy-Vee. “We’re getting a lot of feedback from customers who appreciate that they can now meet their health and wellness needs in one stop versus multiple stops to a grocery store, health store, and gym.”
Now, if only your doctor, your hairstylist, and your dry cleaner rented space across the street, you’d really be set.
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