According to CMDsport, Sprinter’s new, omnichannel store in the Spanish city of Leganés, outside Madrid, aims to exceed the purpose of a point of sale and serve as a meeting place for urban athletes. Some of its design, like the assortment, is drawn from the traffic data of Sprinter’s website. Some 250 square meters – out of a total 1,500 – are devoted to various kinds of advisory, for neophytes and experienced athletes alike. A “Level Up Your Training” (Eleva tu entrenamiento) section offers free stride analysis, with a system called Podoactiva, for members of the Sprinter Club, while the Sneaker Bar will scan product bar codes, order shoes of the proper size and deliver them by conveyor belt, eliminating the need to wait for a clerk. There is also a 3D body scanner to aid in the development of nutritional and training plans, and Sprinter Club members can deposit used clothing for the new “Second Use Textile” (Segunda Vida Textil) plan. Sports teams will have a space of their own, for gear customization. The store offers a free click-and-collect service and a marketplace of 60,000 items. According to the Spanish retail chain’s director of retail Cé,sar Cuadrillero, with this store Sprinter sought to “express the optimism and vibrant energy of a good dose of post-training endorphins.” The store is Sprinter’s 180th.

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