Gym members already buy branded merchandise. Coffee is the item they'll rebuy every fortnight. Fitness businesses have something most cafés would kill for: a named, loyal audience who visit several times a week and identify with the brand on the wall. That makes own-brand retail coffee unusually effective here — the bag sells on identity, not on shelf position, and it goes home with the member. On the floor, a compact espresso setup with a forgiving blend covers post-session
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