From fitness studios and home gyms to baseball diamonds and high school gym classes, the pursuit of athletics is a major component of American life. This is particularly true in the post-COVID-19 era: In a survey of 1,160 Americans, Ipsos determined that 62% of those surveyed believed their health is more important to them now than before the pandemic. 

When it comes to buying the goods to seek out that healthy lifestyle, shoppers prefer to do it in person. According to a 2024 survey by Gartner, 58% of U.S. consumers would rather shop in-store for clothing, shoes, and accessories, compared to 39% for online. 

Whether they’re trying on sneakers or testing out the perfect treadmill, shoppers flock to brick-and-mortar athletic stores. That’s why it’s no surprise that the biggest athletic stores out there are leaning into immersive shopper experiences to connect buyers with the sporting goods that allow them to achieve that healthy lifestyle.

Here is a look at a few who are changing the game.

The New Wave of Sporting Goods Stores Lean into a Concept

With 85% of sales taking place in person, Dick’s Sporting Goods is leading the new wave. The popular American chain was recently reinvigorated when several locations became known as Dick’s House of Sport. At the Boston store, you’ll find batting cages, golf simulators, and a climbing wall. Star athlete visitors, like Boston Celtics players, drive in customers eager to meet their heroes. And while they’re there waiting for an autograph, they make purchases.

“Our data suggests that they’re doing anywhere between 15% and 30% higher visits per location,” R.J. Hottovy, head of analytical research at Placer.ai, told Modern Retail. “Sporting goods are really a category that people need to test and try out the products before they purchase.” 

By 2027, Dick’s Sporting Goods plans to have around 75 to 100 House of Sport locations across the country, the piece continued. They’re also planning to roll out their next-generation 50,000-square-foot Dick’s store, which is inspired by the House of Sport format with the same elevated assortment and experiences.  

“We are creating an experience that people cannot get anywhere else,” Dick’s Sporting Goods President and CEO Lauren Hobart said in 2024 on a call with analysts, PYMNTS reported. “And what you’re seeing is athletes are responding to it, so communities are responding to it.” 

Dick’s isn’t alone in the endeavor. In Canada, JD Sports is doubling down on its expansion in North America. The store boasts a double-height shopfront and a digital portal entrance, complete with an LED sushi stand, a DJ booth, and a click-and-collect station for seamless shopping, Chain Store Age reported.  The same goes for Champs Sports, which is also reinventing its store presence. The new stores focus on digital integration and an expanded focus on Champs Run Club — an in-store and nationwide program promoting movement and inclusivity through running.

The Sneaker Economy

Sneakers are a major driver of sporting goods store sales, and footwear brands continue to open thriving stores of their own. Hoka opened a flagship store in NYC in 2024. The company’s vice president and general manager, Brooke Lord, said they made this big investment to provide a full brand experience to committed runners, general consumers, non-runners, and tourists alike, as well as a way to showcase both its latest technical innovations and fashion-forward products to a wider audience, Outside reported. 

Every shoe on the store wall has a QR code, and customers can work with a sales associate to get their feet digitally scanned. They can even wear-test shoes on a treadmill or sign up for running workshops and community-building group runs. Outside called it “part of a growing trend of running brands trying to control the look, feel, and vibe of the consumer experience with exquisitely designed concept shops.” The brand’s cool pop-up shop abroad was also a great way to lean into the international space. 

Similarly, ASICS, the global Japanese sportswear brand, launched its flagship store in India in Delhi’s Connaught Place, it was reported earlier this week. The store offers an immersive retail experience across its Performance Running, Core Performance Sport, SportStyle, and Apparel categories, spanning expansively in 2,800 square feet. 

The Allure of Big Box Stores

Many of us love to head to big box stores for everything from new sheets to a place to stroll on a quiet Saturday. That’s why it’s no surprise that Walmart is expanding into sports retail, targeting Gen Z/millennial demographics through curated products and events. They’re even partnering with high-impact platforms like StockX and Major League Soccer. 

The company’s focus on youth engagement and digital media ensures sustained growth in a market projected to expand through 2030, the same piece stated. Similarly, Target announced a partnership deal with Champion in February, showing how big-box stores are teaming up with athletic brands to become even more powerful. 

Even large non-athletic retailers are teaming up with athletic retailers. Back in May, Urban Outfitters introduced On Rotation, a new retail experience “created to fuel discovery, inspiration, and authentic connection through a curated mix of today’s most exciting brands, all brought to life with Urban’s signature creativity.”  Partnered with Nike, it launched in New York, Washington D.C., Scottsdale, San Diego, and Manhattan Beach, CA. The new concept builds on Urban’s strategy to meet the evolving needs of Gen Z and deliver community-driven, memorable retail experiences.

Health is wealth, and the athletic retail world is hot right now. According to McKinsey, the sporting goods industry managed to sustain a growth rate of 7 percent a year from 2021 to 2024. That’s a good sign for the future. 

The World Federation of the Sporting Goods Industry (WFSGI) performed a recent survey and found that 44 percent of industry executives felt optimistic or rather optimistic about 2025. As we look forward to 2026, brands in the wellness space need to understand how important an immersive brick-and-mortar retail presence will be in their success.