Prepared for
David Lloyd Clubs · Connected Retail
Trial live 2026
Own the entrance.
Own the ritual.
Bright.Blue is putting a premium Blinx locker in the David Lloyd club lounge in 2026. Rituals’ part is the machine by the door — gift sets, full-size bodycare, a branded screen. They never leave the club to buy.
Prepared for
The project
What Bright.Blue is bringing
to David Lloyd.
That’s the trial. Every slide from here is Rituals on the Blinx.
Prepared for
The audience
They already live in the club.
Now they can gift.
800k+
David Lloyd members — affluent, high-dwell, the most premium membership in the world.
6.5
Club visits per member, every month. They pass the entrance again and again.
Lounge
After the session they sit. That is the moment for Sakura, Jing, Mehr, Karma and a gift set.
They don’t leave for a beauty hall. They stay in the club.
The unit · Trial 2026
Rituals Blinx, in the lounge.
Premium lockers, centre screen, full wrap. Milton Keynes first — then every David Lloyd lounge that follows.
Prepared for
Question
Commercial structure: how is pricing set, how is revenue shared, who carries stock ownership and risk?
Solution
Rituals sets the price.
We carry the machine.
- Pricing. Lockers sell at Rituals RRP. The club does not undercut the store. Promo only if Rituals briefs it.
- Stock. Rituals supplies the product and owns it until the vend. Unsold stays Rituals’. Bright.Blue × David Lloyd own the Blinx, payments and in-club ops.
- Revenue. Rituals is paid on units sold. The partnership fee is the seat — listing, wrap, screen, data — for the Milton Keynes trial.
Tier 1
Partner
£10k
Listing, brand page, screen rotation, monthly sales / engagement / basket.
Tier 2
Amplify
£15k
Priority media, mid-trial insight review, expanded facings.
Tier 3 · dedicated Blinx
Category Sponsor
£20k
Exclusivity, full wrap, games and quizzes, case study, first option on rollout.
Prepared for
Question
We originally discussed a dedicated machine for Rituals at the entrance — is this still an option? What SKU count and facings do you propose? Any constraints around product size or packaging?
Solution
Yes — the dedicated
entrance Blinx is still open.
- Two paths. Category Sponsor: Rituals owns both bays — 30 lockers, full wrap, no other brand. Working MK planogram: branded left bay, 15 lockers, so we can still trial other premium gifting on the right.
- Facings. 5 collections × 3 facings on a branded bay — Sakura, Jing, Mehr, Karma, gift sets. Dedicated machine: same five with 6 facings, or 10 SKUs × 3.
- Packaging. Lockers take Gift Set S and M, 200 ml shower gel, 100 ml cream, candles. Pre-wrapped boxes are the point. Oversized home décor does not sit.
Still an option
Dedicated · 30 lockers
Full machine at the Club Room entrance. Rituals only. Category Sponsor.
Working planogram
Branded bay · 15 lockers
5 × 3 Rituals left. Right bay tests other premium and gifting brands.
Sakura
Sakura
Sakura
Jing
Jing
Jing
Mehr
Mehr
Mehr
Karma
Karma
Karma
Gift set
Gift set
Gift set
Centre screen
RITUALS
Scentered
Scentered
Wearables
Wearables
Foreo
Foreo
Healf
Healf
NADclinic
NADclinic
LookFantastic
Aromatherapy
Aromatherapy
Spa gifts
Experiences
Prepared for
Question
Rituals places a strong emphasis on premium presentation. Which other brands would be present in the machine (outside of DLC own-brand)? Can Rituals provide branded assets or storytelling elements?
Solution
The lounge is built
as a Rituals room.
- DLC own-brand is not on this Blinx. Towels, bottles and kit sit on a corridor Hyperion — a different machine, a different category.
- Dedicated path: Rituals only. Wrap, screen, lockers. No other brand on the unit.
- Branded-bay path: right bay trials Scentered, Wearables, Foreo, Healf, NADclinic, LookFantastic, Aromatherapy Associates, spa gifts and gift experiences. Left bay is Rituals.
- Assets. Yes — wrap, screen films, scent stories, collection stills. We already treat the centre screen as Sakura. Rituals sends the brand; we build the locker wall around it.
Prepared for
Question
How frequently are machines replenished and checked? What SLAs do you operate under for resolving faults and stockouts?
Solution
Live stock.
Live faults.
- Every vend is live. Each locker reports empty the moment it sells. Replenishment is driven by telemetry, not a weekly guess.
- MK trial cadence. Scheduled visits plus a same-week restock when a hero line — Sakura, a gift set — goes empty. The planogram is never left dark for a full week.
- Faults. Hardware tickets the moment the machine reports them. Bright.Blue field plus club ops. Screen, lockers, payments — we own the unit.
- Presentation check. Every visit is a merchandising pass, not just a fill. Boxes face forward. Empty cubbies do not sit on the entrance wall.
Prepared for
Question
What level of sales and behavioural data will Rituals receive? How frequently?
Solution
Closed loop.
Every month, and mid-trial.
- Monthly pack. Sales by SKU, engagement on the screen, basket mix. That sits in every partnership tier.
- Behavioural. What they browsed versus bought, game plays, time of day, dwell-to-vend. Not a till file — a member journey.
- Amplify and Category Sponsor. A mid-trial insight review with what to move, what to drop, what to put in the lounge next.
- Live ops view. Bright.Blue sees stock and faults in real time. Rituals sees the commercial picture on the monthly cadence — plus the mid-trial sit-down.
Prepared for
Question
Will the machines be supported through in-club signage or member comms? Are small activation moments possible to drive awareness and product experience?
Solution
The screen is the media.
The lounge is the stage.
- On the machine. Centre screen carries Rituals stories, Lounge Spin and quizzes. That is in-club media, every visit.
- Club comms. Amplify and Category Sponsor unlock member comms and lounge signage with David Lloyd marketing — not a silent locker in a corner.
- Activations. Yes. A scent and gift moment at go-live, and again through Christmas if we install before December. Small, premium, in the lounge — not a gym-floor sampling table.
- Games. The same mechanic as the rest of the estate: spin, quiz, vend, come back. Next slide is the Rituals wheel.
Prepared for
Question
What KPIs define success for this pilot? What does expansion look like? UK only, or Europe-wide?
Solution
Prove it at MK.
Then 149 clubs — UK and Europe.
- Pilot KPIs. Sell-through by facing, average transaction value, stockout hours, screen and game engagement, repeat vends. Premium presentation held — empty lockers and tired wrap count as a miss.
- Phase 2. Category Sponsor carries first option on rollout. The trial is Milton Keynes. The network is 149 David Lloyd clubs.
- Geography. UK and Europe. This is not a UK-only conversation. The same lounge, the same entrance, the same member — across the estate.
Prepared for
Rituals Lounge Spin
Spin after training.
Gift in the lounge.
- Instant-win wheel on the same screen as the shop. They pause in the lounge, they play.
- They spin for Sakura, Jing, Mehr, Karma — or a shot at a gift set.
- Prize, then the vend. The game sits on the Blinx, not on a separate app.
- Train, sit, spin, buy, come back. Rituals stays in the loop.
Lounge Spin
Tap to win in the lounge
You won
Prepared for
Rituals’ part
Get on the Blinx for the
first session of 2026.
01
Choose the path
Dedicated entrance machine — 30 lockers, Rituals only — or the branded left bay, 15 lockers, while we trial other gifting on the right.
02
Choose the range
Sakura, Jing, Mehr, Karma, gift sets. Rituals fills every facing. Pre-wrapped S and M boxes are the hero.
03
Own the wrap
Send branded assets and stories. Stock the Milton Keynes trial. Then Lounge Spin, Christmas, and first option on 149 clubs.
The Club Room is already the seat. This is where Rituals plays a part.
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