Colruyt Group is finding a new way to connect exercise with grocery shopping, through Move & Save, a family subscription linking its Jims fitness clubs with its supermarket business.
The concept is straightforward: families paying €14.99 a week for a Jims membership can earn €5 in Xtra shopping credit, through Colruyt’s loyalty programme, when they collectively complete at least three workouts in a week. The credit can be used for fruit, vegetables and potatoes, creating a direct link between exercise and fresh food.
The initiative is notable because Jims is not an external partner but part of Colruyt Group itself. The Belgian retailer acquired a majority stake in the fitness chain in 2018 and subsequently took full ownership. That gives the chain the opportunity to connect two businesses that traditionally operate in very different parts of the consumer journey.
For Colruyt, Move & Save is another expression of its ambition to develop from a food retailer into a broader “food & health retailer.” For Jims, it gives the fitness business another role within the group’s wider customer ecosystem.