After watching the Internet steal market share for years, the people at Sport Chalet Inc. think they’ve found the answer. The La Canada-Flintridge company opened what it calls the next generation of Sport Chalet outlets in Downtown Los Angeles last month. The new location at the Figat7th shopping center measures about 27,000 square feet, as opposed to upwards of 45,000 at the typical Sport Chalet store. But it adds something completely new. The middle of the story features an Expert Center that gives patrons the chance to get advice on products and sports. They can also take classes and hear athletes speak. “We want to cater to a technical customer that wants more functionality and performance,” said Chief Executive Craig Levra. With that, he hopes to hold off the likes of Amazon. com, which sells pretty much everything people need, including sporting goods, often at lower prices. But Neil Stern, a senior partner at Chicago-based retail consulting firm McMillan Doolittle LLP, said the battle that brick-and-mortar stores face with Internet sellers is only going to get worse. And while Sport Chalet may be able to slow the advance, the results are inevitable. “There’s just not that many independents left in the business,” he said. “It sounds good and they definitely put some money into the store. But is it going to be enough? Probably not.” Levra said the store will serve as a model for his company’s future. He acknowledges the challenges the Internet has brought to the company, but said that the retail business is psychological in nature, which gives the brick-and-mortar shops an advantage. And to combat the rise of technology, sales people at the new outlet will carry iPads, which will be capable of completing a transaction without the customer waiting in line. And if an item isn’t available in stock, the company recently opened a next-day home delivery service within 25 miles of all 54 of its stores. “All retailers are just trying to understand human behavior,” he said. “It’s our job to deliver an experience that makes customers more comfortable. These offerings represent the next generation at Sport Chalet.” Bulking Up The 24 Hour Fitness USA Inc. location in West Hills has beefed up its offerings. The San Ramon company has more than 400 gyms in the country, with 13 located in the greater Valley region. But the outlet in the Fallbrook Center on Fallbrook Avenue near Vanowen Street was outdated compared to area competition. Last month, the gym finished renovations that doubled its size to more than 50,000 square feet. The gym added a two-lane indoor pool, sauna, steam room, full-size outdoor basketball court and a suspension training station. It replaced almost all of its weightlifting and cardio equipment. The company would not disclose the costs, but said it was a multi-million dollar project. The overhaul took five months. Marshal Cohen, chief sports industry analyst at Port Washington, N.Y. market research firm NPD Group Inc., said the chain has become a secondary brand in the market, falling behind concepts such as Equinox and L.A. Fitness. “They’ve needed to reinvent themselves for some time,” he said. And in the West San Fernando Valley, gym choices are overwhelming. Within a few miles of the 24 Hour Fitness there is an L.A. Fitness, Equinox, Spectrum Athletic Club, Powerhouse Gym and Total Woman Gym & Day Spa, in addition to several smaller health clubs. Cohen said clientele in their 20s and 30s, which represents a key demographic to the industry, is looking for a more complete fitness experience, where the social aspects of a membership are highlighted. That’s increased the demand for group classes, which the renovated 24 Hour Fitness has bumped up as well. He noted that the gym business is constantly changing, as health-conscious people discover new and different ways to stay in shape, from mud runs to CrossFit and more. “You have to be able to constantly appeal to an ever-changing market,” he said. “If this pumps up membership, look for them to renovate more older clubs.” Blow Dry A new designer blow-dry bar has opened in Encino. Drybar Holdings LLC of Irvine has opened its third Valley outlet at 16624 Ventura Blvd. The concept is centered on the notion that women can receive celebrity-like hair treatment at a price that middle-class women can afford. A blowout at Drybar runs about $35. Maria Velissaris, chief executive of La Voila, an in-home hair, makeup and nail service that operates in New York and Los Angeles, said blow-dry bars have become a staple for women, and she expects the demand to grow. “I believe that we will continue to see more and more derivatives of these salons opening because of the high return on investment for owners,” she said. DryBar has 28 locations nationwide, including other Valley outlets in Westlake Village and Studio City. Staff Reporter Elliot Golan can be reached at [email protected] or (818)316-3123.
Sporting Goods Chain Slims Down for Downtown
