The Jims fitness in Kortrijk (Flanders) will be the first to offer physiotherapy support, as part of the ever-widening range of (health) services provided by Colruyt Group.
Permanent treatment rooms
Jims, a fitness chain belonging to the Colruyt Group, has expanded its offer in Kortrijk to include physiotherapy. Through cooperation with a local practice of sports physiotherapists, members can now visit the gym for physical therapy and advice, while the physiotherapists will also treat their own patients in the fitness club.
As of early 2025, the cooperation is already expanding to Jims Kuurne, a neighbouring municipality. Each club will be equipped with four new treatment rooms where different therapists can treat patients. ‘If the test phase is a success, all Jims clubs could be expanded with this offer,’ Colruyt Group commented.
‘Complement to the healthcare system’
For some time now, Colruyt’s strategy has been to focus more on health and lifestyle: apart from food, the retail group does so through online pharmacy Newpharma and fitness formula Jims. In this way, the retailer wants more and longer-lasting contact moments with customers. Jims even wants to ‘complement the classic healthcare system’: the chain already cooperates in various ways with hospitals and other healthcare institutions (in Ghent, Halle and Genk, among others).
Last year, Colruyt Group invested in Yoboo, a digital health platform for pharmacists, while bridges are also being built between the group’s food and health activities: via both Newpharma and Jims, customers can get online nutritional advice since this summer, after which they can order tailored grocery shopping lists immediately via Collect&Go.
