Dive Brief:
- In connection with its Nike Well Collective, Nike is opening a “boutique fitness concept” in partnership with FitLab, the company confirmed to Retail Dive. Nike Studios will offer live classes, and the first location is opening in Los Angeles later this year. Fitt Insider first reported the news.
- An FAQ on the retailer’s website says that the company plans to open more locations across Los Angeles and the U.S. The fitness studios are open to everyone 18 and older, and will include Nike Training Studios, which focus on functional strength training, and Nike Running Studios, which focus on endurance workouts.
- Currently, the retailer is offering an unlimited workout membership for $99 per month for founding members, but users must pay $49 to “reserve a spot” as a founding member. Once studios open, Nike plans to offer drop-in class rates and unlimited monthly workouts, with prices that vary by location.
Dive Insight:
Nike is diving deeper into fitness with the planned opening of a “network” of fitness studios. The locations will be supported by an app for at-home workouts and will also feature social fitness events.
Nike did not answer questions about how many of the locations it plans to open, but the retailer’s website says it plans to launch the studios “where we have the best opportunity to connect with consumers through premium services, experiences and products.” The retailer also plans to sell merchandise at the locations, but Nike Studios merchandise cannot be returned to Nike retail stores.
Nike Studios will offer month-to-month memberships that can be canceled at any time, but customers must give notice 10 days before their next payment to avoid being charged. Memberships are currently only functional for one location, but Nike plans to release an All Access membership tier in the future that allows for workouts at any of its studios.
The retailer describes the studios as neighborhood locations with small class sizes, which will feature “blood-pumping tunes” and “‘let’s do this’ lighting.” The Nike Training Studios will offer rotating classes focused on specific muscle groups and include exercises with weights, kettlebells, sandbags and more. Nike Running Studios will split classes between the treadmill and floor exercises, and the studios will feature a screen for competitive features.
“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,” a Nike spokesperson said about the studios opening.
Nike Well Collective, which launched in June, focuses on holistic fitness and is specifically geared toward women. As part of the initiative, the athletics retailer said it was broadening its branded content and programming to include things like nutrition advice and mindfulness practices. The retailer also announced as part of the effort that it would rebrand its Nike Live stores to Nike Well Collective stores.
Nike has long touted its workout apps, including Nike Training Club and Nike Run Club, and in December the retailer expanded access further by putting a selection of its workout content on Netflix.
