FITCO Ponds Forge

FITCO’s new flagship store located within Ponds Forge, a part of the Sheffield City Trust has been designed in partnership with Briggs Hillier. The store provides a curated product offering tailored to the onsite swimming, sports and leisure facilities.

This store is the latest addition to FITCO’s 250+ locations across stores and concessions within the health, leisure and hotel industry, providing a unique, hassle-free retail model to its partners which includes David Lloyd, Virgin Active, SIV and Power League. FITCO’s product offering sees it partnering with top global brands, including Nike, Adidas, Under Armour and Speedo enabling them to offer a curated range of apparel, footwear and accessories across swimming, running and fitness.

As Ponds Forge operates an Olympic-sized pool, swimming is a key category in store. As a result, Briggs Hillier have designed a dedicated Speedo swim wall, enabling the required options to be represented. The store also includes a Speedo ‘Fastskin’ body scanner, one of only three in the country, designed to help customers achieve the perfect fit to enhance their performance in the water.

FITCO’s new retail identity, designed and implemented by Briggs Hillier has created a clear and thoughtful identity through clear signage and graphics which has enhanced the customer journey, which in-turn has seen an improvement in customer conversion.


Jenny Hillier

30th January 2017