Shoesday Tuesdays: New Balance Working Out

Shoesday Tuesdays: New Balance Working Out var like

Footwear Webdesk
January 18, 2011

New Balance and Westin Hotels have forged a new way for travelers to follow their regular exercise routine while away from home with a product loan program that allows guests to use complimentary fitness gear during their stay. “This is a natural opportunity to expose the New Balance brand and products to a consumer base that is already inclined to be receptive to us,” explains John Cullen, general manager, global licensing and brand extension for the Boston-based company. Products include men’s and women’s footwear, tops, shorts and socks.

So far, the program has been well received. In post-participation surveys, Westin users were 98 percent satisfied with their overall experience with the gear loan program. In addition, close to 89 percent of users said that they would be more likely to purchase New Balance products. Currently, the products are not available to purchase at the hotels, but Cullen says as the program grows the brand hopes to offer special online prices to Westin guests.

The program is currently available at 10 domestic and global Westin properties. Cullen reports that both companies are hopeful to roll out the program at all 174 Westin hotels and resorts throughout 2011. The next stage will include in-room fitness content and collateral developed by New Balance Fitness Ambassador Holly Perkins. Materials will cover wellness in travel tips, advice on eating healthy on the road, a guide to better sleep habits and ways to combat jet lag. “We are also working with the Westin to provide 3- and 5-mile running maps from each location and, at some properties, a Running Concierge program, where a hotel associate would take guests on a guided running tour of that city at certain designated times throughout the week,” Cullen adds. —Angela Velasquez