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Sweatshop launch 'ultimate running destination'
Posted by: Editor
Posted on: Monday 3rd December 2012


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Four time Ironman World Champion Chrissie Wellington (representing Brooks Running) and Ironman UK Champion Daniel Halksworth (On Running) were in London last week for the press launch of the new flagship Concept store of Sweatshop, in Cheapside. It is certainly a bold initiative a true commitment to the running market, right in the heart of the City of London.


Award-winning, specialist running retailer, Sweatshop takes its retail offering and commitment to customer service to the next level, with the opening of its new Trump Street concept store in Cheapside, London.

Having joined forces with world-class specialist partners City Athletic, The Running School, The Altitude Centre and Perfect Balance, this state-of-the art running centre will serve to enhance the individual's running performance and experience.

Spanning three floors and 10,000 square feet in the heart of the City of London, the store brings together the best cutting edge technical running product, advanced performance science, sporting rehabilitation services and world class coaching all under one roof. These services, normally reserved for the world of the elite athlete, are now made readily available to the everyday consumer, continuing Sweatshop's mission to help people “be the best they can be”.

“The Trump Street store takes our goal of helping runners to the next level,” says Nick Pearson, Managing Director, Sweatshop. “We know that our customers often require expert advice and training to enhance their running experience. As such, we have teamed up with the best specialist partners, to enable us to offer the ultimate one-stop running shop that will fulfil every runner's requirements.”

The retail space on the ground floor will host the most authoritative range of technical running apparel, footwear and accessories on the market, as well as products exclusive to Sweatshop Trump Street. Renowned for their high level of customer service in all their 39 stores, the Trump Street store will also offer Sweatshop's award-winning gait analysis and sports bra fitting services to ensure their customers are well equipped, whatever their sport.

Sweatshop Trump Street

City Athletic will operate a 2,000 square foot high-end sports and performance gym in the basement of the store to enable city workers to train like modern day athletes. In addition to cutting-edge cardiovascular and strength equipment and a two lane sprint track, the City Athletic team will offer expert advice in a myriad of disciplines including running, cycling and swimming to enhance their members' performance.

The community area on the top floor will offer a daily timetable of free exercise and fitness activities in a dedicated studio area, creating a local community running and exercise hub. The Sweatshop Running Club will host three free runs from the store daily for local residents and businesses.

The top floor will also house three specialist centres, managed by expert partners. For those looking for specialist rehabilitation services, Perfect Balance Clinic will offer a wealth of therapies, including physiotherapy, osteopathy, Pilates and sports massage, to ensure clients maintain peak physical condition and avoid injury.

The High Altitude Centre offers simulated altitude training to enhance athletic performance, improve recovery, and support general health, weight loss and wellbeing. The team offers spin and treadmill classes at simulated altitudes as well as bespoke altitude consultations and pre-acclimatisation training to help those preparing for trips to high altitude and training for extreme endurance events.

The Running School is the ultimate facility for those looking to improve and enhance their running technique, from elite athletes to weekend warriors. Their group of specialists provide expert advice, coaching and training to prevent injury, and help improve running technique and increase speed, whatever the sport. Uniquely, the school will also house a zero gravity treadmill which is an essential tool for rehabilitation, weight reduction and treating neurological conditions.

Whatever your goal or level of ability, this unique new store will become the one stop shop for all your running needs. So start your stop watch now and get set for Sweatshop, Trump Street.


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