Healthy lifestyle retail: why shopping centers increasingly focus on sports shopping

We will tell you how Russian sports malls are developing and what does healthy lifestyle have to do with it

The fashion for a healthy lifestyle is gaining more and more popularity, and with it the demand for sports products, fitness rooms and healthy restaurants is growing. This trend was not spared by shopping centers. In 2020, according to Knight Frank, the share of the sports component in Russian shopping centers increased from 1% to 4% (compared to facilities commissioned before 2014). Malls are becoming more and more popular, combining not only classic stores of goods and services, but also combining hypermarkets intended for professional athletes and sports enthusiasts.

Real estate analysts talked about how the sports concept is developing in Russian shopping malls.

There are not many sports-oriented shopping centers in Russia today. “Most of them are located in Moscow and satellite cities – in 80% these are objects of low quality, since they opened a long time ago. The latest opening of a specialized sports shopping center was in 2015. These complexes do not meet modern requirements for the quality of shopping centers and, in general, are morally outdated, ”says Boris Matsa, deputy director of the retail real estate department at Colliers International.

Table: Colliers * – GBA

Over the past few years, the number of highly specialized stores for a particular sport has especially increased – martial arts, yoga, Pilates, dance studios, cycling and crossfit, said Evgenia Khakberdiyeva, director of the retail real estate department at Knight Frank. “They are popular with shoppers, but they are often located in outdated retail outlets. However, from the point of view of the audience of buyers, if you really need something to practice a certain sport, then you will choose not by the appearance and functionality of the shopping center, ”the expert explained.

The only modern mall in Moscow that is focused on sports is the Arena Plaza shopping center. It opened in 2018 as part of VTB Arena – Dynamo Central Stadium. “This shopping center combines not only specialized sports stores, but also boutiques of fashion brands. In addition, the advantageous difference of this complex is that it belongs to the conceptual modern facilities, ”said the director of the retail real estate department at Knight Frank. She clarified that sports stores in this shopping center account for 30% of the area.

Andrey Luntovskiy, General Director of FC Dynamo:

– The concept of the Arena Plaza shopping center is “comfortable, sporty, safe”, each of these characteristics is highly appreciated by our visitors. “The format of the shopping center is unique in terms of location – the mall is conveniently located on the first floor of the VTB Arena – Dynamo Central Stadium and has two entrances opposite each other and a spacious underground parking. Another advantage of the shopping center, combined with a stadium, a concert venue and an ice arena, is increased security measures. More than 30% of our tenants have a sports theme, and we strive to increase their share. Thus, the shopping center is fully consistent with its concept.

The Arena Plaza shopping center unites under one roof a multi-brand sports store Ekipion, a sports equipment store SportDepo, a tactical outfit and equipment for hunting, fishing and other active leisure Tacticool, as well as a Way2Fiy fitness center and a functional food store ProZozh “. “Here you can find everything for football, hockey and alpine skiing. In the future, the shopping center may be replenished with CrossFit clubs, sports food stores and new healthy food cafes, ”predicts Khakberdiyeva.

In the first half of 2021, the UFC GYM Signature sports club with an area of ​​2.5 thousand square meters will open on the territory of VTB Arena. m, where a multifunctional training area with sports equipment from leading manufacturers is provided.

General Director of MC Dynamo Andrey Luntovsky emphasizes: “Cooperation with UFC Gym is another step in realizing our idea of ​​developing a healthy generation and creating a common space for active recreation. The new sports club will ideally fit into the concept of the complex and will become a center of attraction for both professionals seeking to improve their skills and beginners who are just planning to get acquainted with the fitness industry and the UFC format ”.

According to expert Knight Frank, the new fashionable space will attract even more visitors, including fans of ultimate fighting, who are winning the hearts of an increasing number of Russian fans every day.

One of the main components of a shopping center with a sports concept is the correct location. The Arena Plaza shopping center is located on Leningradsky Prospekt, a five-minute drive from the historical center of the capital. Within walking distance – metro stations “Dynamo” and “Petrovsky Park”. Nearby there is a park with bike paths, recreation areas, workout spaces, playgrounds and playgrounds. Leading Moscow universities are located around the shopping center, making the shopping center popular among students.

The facility has a canonical location for a shopping center – two metro stations, the Third Transport Ring and Leningradsky Prospekt are adjacent to the building, said Boris Matsa, deputy director of the retail real estate department at Colliers International. “Thanks to this, the Arena Plaza shopping center has become not only the usual shopping place for the residents of the district, but also embodied the citywide task, becoming a significant place on the map of sports shopping for Muscovites. The presence of highly specialized sports operators under the roof of the stadium within the new urban environment of the VTB Arena Park project makes it possible to serve several target audiences at once: from the primary coverage area of ​​the Airport, Begovoy and Savelovsky districts to business center workers and sports shopping lovers, “Matsa stressed.

Today, tens of thousands of people come to each event at VTB Arena – Dynamo Central Stadium, who immediately receive information that the complex has a shopping center, said Marina Malakhatko, director of CBRE’s retail space department in Moscow. She noted that the project has the potential to increase stable attendance at the level of 13 thousand people a day, primarily due to the residents of the district.

In the European retail industry, there are two shopping centers that are part of sports complexes with stadiums. “The first, the Allianz Stadium & Area 12 Shopping Center, is 5 km from the center of Turin, Italy. On an area of ​​30 thousand sq. m there are 58 different shops, about half of them sell sporting goods. The traffic here exceeds 5 million people. The second such shopping center is Estadio do Dragao – Alameda Shop & Spot Portugal in the city of Porto. The leasable area is 38 thousand square meters. m. Traffic in this Portuguese shopping center averages 6.5 million people, ”said Malakhatko.

These malls have consistent traffic thanks to a large number of sporting events, state-of-the-art gyms and sports specialty stores not found in other malls, a CBRE analyst noted. According to her, the Arena Plaza shopping center is not inferior to European counterparts and in the near future may become one of the most popular malls in Moscow.

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