Sports nutrition chain GNC, sister retailer of Holland & Barrett, has opened an interactive store format featuring a fitness equipment area and sports bar.

The shop, located on Birmingham’s New Street, features ‘challenge areas’ hosting fitness equipment allowing store staff to demonstrate exercises to customers.

Touchscreen information points have also been installed giving shoppers access to product details and demonstration videos. Shoppers can also use the sports bar to make their own protein shake in store.

The shop was opened by professional body builder and TV personality Jodie Marsh last week.

The retailer plans to open two further stores modelled on the format next year.

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