Varsity Sports is opening a location inside Elmwood Fitness Center in Harahan this week. The venture is a joint partnership between Varsity Sports and Ochsner Health System. Ochsner runs the Elmwood Fitness Center, a 175,000-square-foot facility with 25,000 members that ranks among the largest in the region. Jenni Peters, owner of Varsity Sports, says the partnership, though “new to the industry,” is one that should reap benefits for both companies. Ochsner footed the bill for renovation and construction of the retail space, while Varsity will have control over operations, inventory and appearance. “It worked to our advantage,” Peters says. “They really want this to be successful.”
The Varsity Sports location will be a full-fledged store, Peters says, and merchandise will be tailored to specific fitness activities, such as yoga and swimming, offered within Elmwood Fitness Center. Though the store will be open to the public, “most of the traffic will be driven from” the club, she says. Consequently, “the power of Ochsner doctors” to recommend fitness regimens will determine success at the store. Peters is confident the location will thrive “if they send even a percentage of patients there.” This is the fourth Varsity Sports location, joining stores in Baton Rouge, New Orleans and Mandeville. — Ian McGibboney
