Hy-Vee has opened a new stand-alone version of its HealthMarket store-within-a-store concept, for consumers focused on a healthy lifestyle, in West Des Moines, Iowa. HealthMarket also offers shoppers a full-service pharmacy, health clinic and a hearing aid center where customers can get free hearing tests.
The 15,700-square-foot store stocks approximately 11,000 products including fresh produce, meat and seafood, dairy, frozen foods and meal kits. The store also houses a hydration station that serves nitro coffee, kombucha and Bevi-infused waters.
In September 2017, Hy-Vee partnered with Orangetheory to build fitness centers adjacent to and inside its stores. The HealthMarket concept store offers customers access to an adjacent, nearly 3,000-square-foot Orangetheory fitness center offering high-intensity cardio and strength-training routines.
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“Orangetheory, combined with Hy-Vee’s health offerings, creates a one-stop shop for wellness,” said Kevin Keith, Chief Brand Officer at Orangetheory Fitness in a statement. “Like our members, we know that many Hy-Vee customers are looking for more convenient ways to access fitness and healthy eating options in one location, and this partnership solves that need.”
