The Partnership
Bright.Blue has officially launched a multi-venue partnership with Suntory Beverage & Food Europe, bringing the iconic Lucozade and Celsius brands into the next generation of unattended retail.
The first installation recently went live at PureGym Sheffield Meadowhall, marking the start of a phased national rollout that will extend across leading fitness operators including PureGym, Fitness First, SLM, Parkwood, Goals, Village Hotels, Bannatyne, and Powerleague.
This partnership represents a significant evolution in how performance hydration and energy products are delivered to health-conscious consumers. By integrating Bright.Blue’s high-impact touchscreen retail interface with Suntory’s market-leading product portfolio, members can now access a premium, curated range 24/7—seamlessly, and without breaking stride in their workout routine.
“Our vision has always been to transform the way people discover and buy products in the spaces they already live, work, and play,” said Jiri Horalek, CEO of Bright.Blue. “With Suntory Beverage & Food Europe, we’re combining world-class brands with a cutting-edge retail experience, setting a new benchmark for convenience and engagement in the fitness sector.”
Beyond Traditional Vending
The Bright.Blue platform delivers a mobile eCommerce-inspired experience, allowing members to browse, select multiple products, and check out in just a few taps. Alongside in-stock favourites like Lucozade Sport and Celsius, virtual product slots expand the range far beyond the machine’s footprint—unlocking services such as home delivery, subscription offers, and exclusive promotions.
For operators, Bright.Blue’s real-time analytics provide a granular view of customer preferences and sales performance, enabling precise product curation for each location. This creates a flexible, data-driven retail channel that performs across diverse venue types—from national gym chains to sports clubs and leisure centres.
Strengthening a Winning Legacy
The Lucozade and Celsius brands have a long and proven history in the health and fitness sector, with deep roots in hydration, recovery, and performance support. This collaboration harnesses that legacy while introducing a new layer of digital engagement designed to surprise, convert, and perform.
“This is a bold step forward for our category,” said [Suntory spokesperson name, title]. “Partnering with Bright.Blue allows us to meet consumers where they are, in the moments when our products can have the greatest impact—fueling their performance and supporting their goals.”
As the rollout gathers pace, members and guests can expect to see the new units in key venues nationwide, with more locations being added every month.
About Bright.Blue
Bright.Blue is revolutionising retail through edge-connected, AI-powered technology that seamlessly bridges physical and digital shopping experiences. The company’s innovative platform integrates interactive, media-enabled automated retail machines with personalised recommendations, offering customers the perfect blend of immediate product access and e-commerce convenience. Bright.Blue’s technology enhances everyday shopping with more choice, flexibility, and ease — all while delivering real-time analytics and insights to continuously improve the experience. Bright.Blue powers connected retail experiences across gyms, airports, universities, and many other locations worldwide.
About Suntory Beverage & Food Europe
Suntory Beverage & Food Europe is one of Europe’s leading soft drink manufacturers, with a portfolio including iconic brands such as Lucozade, Ribena, Orangina, and Schweppes. Guided by its vision to grow for good, Suntory creates drinks that taste great and do good for people and the planet.
