Issue No. 244: Nike's Next Move

Issue No. 244: Nike's Next Move unknown

Today, we’ve got a little scoop for you: Nike is making its foray into group fitness.

Introducing Nike Studios

The apparel giant is set to unveil Nike Studios, a network of boutique fitness studios opening later this year.

What we know so far:

• The first Nike Studios locations are set for West Hollywood and Newport Beach,  California.
• There are two studio concepts, Nike Training Studios (NTS) and Nike Running Studios (NRS).
• In-person workouts will be supported by a digital app for at-home workouts and social fitness events designed to build community.

Nike tapped FitLab, an integrated operating company of performance lifestyle brands, to bring this project to fruition.

Raising $15M last year to scale its hybrid vision, the company teased plans for “connected fitness studios” paired with digital products and mass participation events. Flashing forward, Nike Studios seems to fit the bill.

Also of note, FitLab co-founder Brian Kirkbride previously worked at Nike, having overseen the Nike+ Lab and the company’s accelerator program, so the link-up may have been a long time coming.

The Workouts

Referring to its studios as the “next generation of group fitness,” Nike is delivering functional training and running-focused workouts.

NTS. Combining interval and strength training, Nike Training Studio classes utilize weights, kettlebells, sleds, sandbags, and other functional equipment. The programming is broken into periodized training blocks that rotate through three workout types, with the opportunity to assess progress after each period.

NRS. Split between treadmill and floor work, Nike Running Studio classes go beyond cardio to target strength, balance, mobility, and more as part of Sprint, Capacity, and Endurance workouts. The most unique feature is the NRS Pace Screen, displaying solo and group challenges for an immersive experience.

For both classes, Nike is building a roster of NTS and NRS trainers who will specialize in delivering the brand’s curriculum and inspiring studio-goers.

Beyond Sports

Evolving from sportswear and elite athletes to an emphasis on “body, mind, and life,” Nike Studios is the latest in a series of fitness- and wellness-related developments.

No surprise, running is central to Nike’s ethos. This fact led them to pursue a number of experiments, including the Nike+iPod Sport Kit, Nike+ SportWatch GPS, and the FuelBand.

Pivoting away from hardware, the company doubled down on digital content with its Nike Run Club and Nike Training Club apps.

Pushing further into fitness, Nike debuted CrossFit-specific shoes in 2015 followed by yoga apparel in 2019 and indoor cycling shoes in 2020. However, its most recent (and most significant) developments have transcended apparel entirely.

• Last December, the company announced a partnership with Netflix, bringing Nike Training Club workouts to the streamer’s library.
• In May, Nike teamed up with Strava, integrating with the workout tracking app and hosting a Nike-branded club on the platform.
• In June, the apparel maker announced Nike Well Collective, marking its commitment to holistic wellness through new products, services, and experiences.

Bringing it all together, group fitness studios are a manifestation of the brand’s belief that everyone is an athlete.

Looking ahead: As Nike looks to expand its ~$170B empire, wellness is fertile ground for growth. Already associated with high performance, the Swoosh’s commitment to building its tribe around health could make it an immediate contender among gym-goers.