Nike in partnership to open network of fitness studios

Nike is diving deeper into fitness with its newest concept: boutique fitness studios.

The athletic apparel and footwear giant is planning to open a network of boutique fitness studios under the Nike Studios banner in partnership with FitLab. The first location will open this year, in West Hollywood, Calif., with additional openings to follow in Los Angles and across the U.S. (FitLab is a fitness and sports lifestyle company that offers digital and boutique fitness studio experiences.)

“We will continue to evaluate locations where we have the best opportunity to connect with consumers through premium services, experiences and products,” Nike said in an FAQ about the studios on its website.  

Nike Studios are intended for a wide range of individuals, from seasoned gym veterans to those just beginning their fitness journeys. The locations will also sell merchandise.

“Each workout is designed for members to go at their own pace, whatever that may be,” the company said in the FAQ.

The Studios will be supported by a digital app for at-home exercise and anchored by a calendar of “fun and motivating” social fitness events.

Nike is offering a special membership deal for unlimited workouts for $99 a month, with the charge not taking effect until the studio doors open. (The deal is only open to individuals who pay $49 to sign up as a “founding member”).

Each founding member will also receive an exclusive bundle, which includes a limited-edition home studio t-shirt, a $25 Nike gift card, a drawstring bag, and a water bottle.

Once studio classes begin, membership options will range from drop-in classes to unlimited monthly workouts. Prices will be tiered and dependent on location. All memberships will be month-to-month. Members must be 18 years or older.

According to the Nike web site, there will be two types of studio formats: Nike Training Studio and Nike Running Studio.

The news about Nike Studios was first reported by FittInsider.