Building Community through Brand Spaces

Retail isn’t just about selling stuff anymore—it’s about bringing people together. More and more brands in the outdoor and activewear space are creating hangout spots inside their stores to connect with customers in a real way.

Why Brands Are Doing It…

Customers want more than a checkout counter—they want an experience. Hoka Delivers

Hoka’s new Run Stop Corner Shop in London isn’t just a place to buy running shoes; it’s a cool spot where runners can grab supplies, meet other athletes, and feel part of something bigger. 

Deus Ex Machina blends retail with coffee culture, making their stores more than just a place to shop— they’re a place to belong.

Other brands are catching on, adding coffee bars, event spaces, workshops, and even yoga studios inside their stores. The goal? Give people a reason to stay, engage, and keep coming back.

How You Can Do This for Your Brand

You don’t need a massive budget—just a little creativity:

✅ Create a chill lounge area—a few comfy seats and free coffee can go a long way.

✅ Host events & workshops—trail runs, product demos, or DIY repair clinics.

✅ Make your space interactive—gear swaps, live music, or speaker nights.

What If You Don’t Have a Retail Space?

Not every brand has a brick-and-mortar store, but that doesn’t mean you can’t create a community hangout. Events, pop-ups, and outdoor gatherings are great ways to bring your people together.

✅ Set up a lounge at events—Trade shows, races, or festivals are perfect opportunities to create a branded chill zone where your community can connect. 

✅ Host meetups in public spaces—Partner with a local coffee shop, park, or co-working space to bring like-minded customers together. 

✅ Create an experience at expos—Instead of just a standard booth, offer a space with seating, snacks, or even live entertainment to encourage people to stay and engage. 

Customers don’t just want products from you anymore; they want to feel part of your brand - IF they can feel and vibe with it. Give them a place to hang out, meet like minded people, experience your brand and they’ll stick with your brand for the long run. 

Time to turn your store, or your event area, into a community gathering space.