UK based athletic fashion brand, Sweaty Betty, is getting further into fitness with the opening of a three-floor flagship store in London's Soho this September, set to include a fitness studio, cafe, and blow dry bar.

The studio will host workouts run by boutique fitness groups, including Frame, Gymclass and Paola's Bodybarre.

Located at No.1 Carnaby Street, the 3,500sq ft (325sq m) retail space will be the company’s largest store in Europe.

The move is part of Sweaty Betty’s strategy of expanding into the growing market for experience-driven retail.

Founder and creative director, Tamara Hill-Norton, wants to create a fun environment, where people can socialise, work out, eat and shop, she said: “We’ve curated a space where you can work out daily with London’s hottest studios, shop our new collection and eat the best healthy food in town.”

This isn't the first time Sweaty Betty has looked to draw customers in through exercise. The company has spent much of the last decade offering weekly yoga sessions and workouts at its stores, with more than 600 women taking part in classes every week.

Sweaty Betty collaborated with 1Rebel in 2016 in a strategic tie-up which saw the boutique operator's Rumble class offered free in UK Sweaty Betty retail stores for a limited period. The Sweaty Betty website had a dedicated 1Rebel section offering a free Rumble video workout, as well as curated content, suggested workout looks and interviews with 1Rebel instructors.

The company will also run its Sweaty Betty Live event on 16 September in London, hosting a line up of speakers on wellbeing topics, as well as offering workouts and a range of retail and foodservice options, under the strapline, 'Fashion, fitness and food'.

Workouts by BLOK Boxing, Third Space, Barry's Bootcamp, Psychle and Third Space will be available, while talks will be by Tanya Burr, Hemsley & Hemsley, Alice Liveing and Tess Ward, among others. You can view the full programme here.