The intersection between fitness and wellness is a natural fit for retailers in the activewear industry. Nike will leverage the synergy of its gym products and services with Nike Studiosa boutique fitness concept created in partnership with FitLab which is expected to open its first location in Los Angeles later this year.
Nike Studios will offer two options to help members choose the workout they need. Nike Training Studio focuses on full-body training and conditioning through exercises such as lifting weights and pulling sleds, while Nike Running Studio will feature cardio-enhancing treadmills and large screens to help athletes participants to follow each other’s efforts for competition or encouragement.
The spaces will focus on small classes in local neighborhoods to highlight a sense of community. Classes will be taught by dedicated trainers, and each workout will be designed to allow members to complete it at their own pace to accommodate people of all fitness levels and experience.
Memberships will cost $99 per month and Nike is currently accepting founding member reservations for a $49 registration fee. Founding Members receive an exclusive bundle as a thank you for being an early adopter, including a limited edition t-shirt and $25 Nike gift card.
Nike has remained mum on additional details of the boutique fitness center launch, but the company acknowledged that Nike Studios fits into its broader strategy, particularly the recently announced one. Nike collective good. The program focuses on delivering “innovation, expertise, services and experiences across body, mind and life” through investments in Nike’s five pillars of holistic fitness: movement, mindfulness, nutrition, rest and connection.
Nike is no stranger to wellness and has successfully combined retail and fitness into one cohesive whole. The retailer launched the Nike Rise concept store, which includes streaming information about local sporting events among its experiential features, in 2020 and brought it to the United States with a shopping in Aventura, Florida, in 2022.
Other sports-focused retailers have also added a feel-good touch to larger store concepts, like DICK’S Sports House and its in-store destination dedicated to health and well-being.
Fitness content is also an area where Nike feels comfortable. The brand Nike+ Run Club app upgrade in 2016, connecting it to the Nike+ app to combine expert exercise advice with product recommendations. The service continued to receive major updates, and it connection added to Strava to further improve tracking and sharing features earlier in 2023.
Other retail-backed applications in this space include Under Armor MapMyFitnesswhich connects users to execution paths, and Peloton’s revamped appwhich offers options for users without Peloton bikes.
Of course, wellness is a huge topic, and Nike isn’t the only sportswear retailer exploring all the possibilities. Competitor Lululemon launched the Global Advisory Council on Mental Wellbeing to help it develop best practices to improve the mental well-being of communities and employees. Although the connection between yoga equipment and mental health isn’t immediately obvious, lululemon noted that physical, mental, and social well-being are part of a larger whole — and that only 29% of those surveyed in a study of 10 markets reported having strong well-being in all three dimensions.
If this study is to be believed, there’s a lot of work to be done – and plenty of opportunities for retailers like Nike and lululemon to provide valuable services while driving awareness of their brands to consumers.
