Providing peace of mind and offering extra service — that’s what motivated Roel de Best, Business Development Manager at BasicFit, to approach DHL eCommerce with the idea of installing parcel lockers at the fitness chain’s gyms. Today, roughly half of the BasicFit clubs in the Netherlands are equipped with a DHL parcel locker.
“Our target audience orders a lot online. So it’s convenient if you can combine picking up your package with an hour of working out. If it’s clothing, you can even try it on right away and return it if needed. Our gyms are open 24/7, so members and local residents can use the DHL service at any time, day or night. You can always choose the moment that works best for you. The parcel locker also generates foot traffic from the neighborhood. It helps people realize that a gym is not an intimidating place at all,” says Roel.
Commercials targeted at BasicFit athletes
He explains that his first contact with DHL about the parcel locker idea immediately felt right. “A very pleasant collaboration developed from that. DHL keeps its commitments perfectly, works quickly and efficiently, communication lines are short, and follow‑up is always solid. They see opportunities and think along with us — I really appreciate that. In our gyms, we have an average of five to seven screens showing rotating information from us and from advertisers. As one of our media partners, DHL produces commercials specifically aimed at our BasicFit athletes to give extra visibility to the parcel lockers. Our target audience is hard to reach via traditional media, but they typically spend an hour exercising with us and see the screen content. Through these commercials, DHL makes our visitors aware of how easy it is to pick up or return a package.”
No excuse not to work out
BasicFit aims to gradually equip all 246 gyms in the Netherlands with DHL parcel lockers. “When we open new locations, we now automatically reserve space for them. We're planning significant growth in the coming years — not only in the Netherlands, but also in Belgium, France, Spain, and now we’re entering the German market as well. We want to integrate the parcel lockers into our gyms abroad too. We offer value for money — meaning quality at a very affordable price, and as accessible as possible. So there’s no excuse left not to exercise. People think about starting sports for an average of thirteen months. We don’t expect every local resident who picks up or sends a DHL package at our gyms to immediately become a member. But when they decide to start working out, we’ll be top of mind.”
The gym as a place for social contact
BasicFit’s growth is partly driven by changes in how 18‑ to 35‑year‑olds socialize. “Not long ago, going to the bar was the obvious way to meet people. Our target group now sees the gym as a place to connect. A night out has become almost unaffordable for students. They increasingly go to coffee shops and the gym for their social interactions. They are often consciously focused on healthy eating, exercising, the environment, and sustainability. Together with DHL, we contribute in a small way through the parcel lockers. People no longer need to go to one location to work out and another to pick up or send a package. That saves a trip. And some online shops don’t charge shipping fees if the package is delivered to a locker instead of a home address. So our members benefit from the parcel lockers, while neighborhood residents visit our gyms as potential new members.”