Nike is beginning to open a network of boutique gyms in the U.S. under the Nike Studios banner in partnership with FitLab, a fitness and sports lifestyle company that offers digital and gym experiences. The studios will be open to anyone over the age of 18.
The move comes after the company in June announced Nike Well Collective, an initiative that aims to expand ideas of mind, body and life and serve as a guide for “wellness journeys” for all of its customers. “Nike recently announced Nike Well Collective, our commitment to deliver innovation, expertise, services and experiences across body, mind and life. As part of this, we are onboarding new trainers globally and investing in Nike’s five pillars of holistic fitness: movement, mindfulness, nutrition, rest and connection,” the company said. Nike also announced at the time that it would rename its Nike Live stores to Nike Well Collective stores to reinforce the concept.
The first Nike Studio locations will open later this year in the greater Los Angeles area, specifically in West Hollywood and Newport Beach, California, with more openings to follow across the country.
The studios will be supported by a digital app for at-home workouts and complemented by a calendar of “fun and motivating” social fitness events. Nike has long promoted its workout apps, including Nike Training Club and Nike Run Club, and further expanded access in December by posting a selection of its workout content on Netflix.
Nike is offering a special membership deal for unlimited workouts priced at $99 per month, with the fee only going into effect when the gym opens and for “founding members,” who pay an additional $49 to sign up. Each founding member will also receive an exclusive package that includes a limited-edition home studio T-shirt, a $25 Nike gift card, a drawstring bag and a water bottle. In the first phase, passes will be tied to a specific gym, but in the future, an ID will be created that can be used to work out at any of the current locations. Merchandise will also be sold at the studios.
According to the Nike website, there will be two types of studio formats: Nike Training Studios, which will focus on functional strength training (with rotating classes that focus on specific muscle groups using weights, kettlebells, sandbags, etc.), and Nike Running Studios, which will focus on endurance training (treadmill and floor training).
