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• Nike introduced its studio concept in 2023, with phased openings beginning in early 2024. Studios in London and Tokyo opened first, followed by West Hollywood. A flagship site in Irvine, California, opened in January 2025.
• The concept blends boutique fitness classes with Nike’s performance identity, aiming to create a new kind of brand-led training space.

Walk through the doors of in west London, and the shift is immediate. There’s no merchandise wall or promo signage. You’re greeted instead by open space, sleek flooring, mirrors, and movement.

Nike has launched something between a boutique fitness club and a training lab. The sessions are led by local coaches, dressed head to toe in Nike. The space is built for bodies in motion. You won’t find rows of machines. You’ll find hand weights, mats, suspension gear, and room to move.

What You Get as a Member

Nike Studios aren’t your average gym. You book your sessions through the Nike Training Club app. There’s no front desk. You check in with a tap of your phone. Your profile is linked to your schedule, and your stats follow you across visits.

Classes are small. Ten to fifteen people. They range from functional strength training to mobility flows. Think HIIT, core, yoga, recovery. The playlists are curated. The lighting is low. The design is minimal but purposeful.

There are water, towels, and mats. It’s all branded. But it doesn’t feel like an ad. It feels considered.

There’s no sales pitch. Just movement.

The Studio Setup

The Notting Hill studio spans a compact footprint, typical of boutique studios, although Nike has not publicly disclosed its exact size. There’s a main room for group workouts. A smaller side space is used for one-on-one sessions or focused recovery. Smart screens show movement demos. Trainers guide in real time. There’s no clutter.

There are lockers, but they’re not the focus. The entire experience is built around ease. Book. Show up. Train. Walk out.

Each class is 45 minutes. Timed perfectly for city schedules.

Who It’s Built For

If you’ve bounced between fitness trends, you’ll feel at Ì첩ÈüʹÙÍø. These studios don’t cater to one niche. You see strength athletes, yoga enthusiasts, beginners, and long-time Nike+ users.

It’s less about chasing metrics and more about consistency. If you train regularly, it offers a supplement to your gym routine. If you’re new to fitness, it provides a clear entry point without intimidation.

There’s no competition. No one’s filming themselves. No mirrors for selfies. The vibe is less performance theatre, more performance support.

What It Costs

Pricing varies slightly by location. In the UK, early sessions were reported at £15 each or £55 for a five-class pack, though exact pricing may differ by site and date. Membership models are in testing. One version ties in product discounts for studio regulars. Another syncs with Apple Fitness and WHOOP data.

There’s no joining fee. No contract. It’s pay-as-you-go with the option to bundle.

Why Nike Built It

Nike isn’t chasing gym chain dominance. The studios aren’t meant for scale.

They’re about creating a deeper connection. You wear the product. Now you train in the environment that product was made for. The result? A feedback loop between brand and body.

For Nike, this is a test bed. It lets them trial the product in real time. See how the gear performs. Watch how athletes move. Understand which sessions keep people coming back.

It’s also a response to how people engage with fitness now. Community-driven, app-based, IRL over digital.

The Studios tie Nike’s digital platforms to physical outcomes. You use the app. You join the class. You feel the brand.

Early Feedback

In west London, most evening classes are full. Weekend slots book out fast. Feedback via the app suggests satisfaction scores above 90%.

Visitors return more often than first-time gymgoers. Repeat rates in the first 60 days hover around 70%. Not bad for a concept still in early rollout.

The most mentioned features? Class quality, convenience, and the vibe. Users say it feels like a “training lounge� or a “community studio without the fuss�.

The Implication for the Brand

Since launching in March 2024, Nike Studios has seen high repeat visit rates, strong app engagement, and consistent class bookings. These results suggest the model is resonating with users who value experience-driven fitness over transactional gym memberships.

The success of the concept has helped strengthen Nike’s image as more than an apparel brand. It now sits closer to being a lifestyle service provider, especially in urban fitness circles.

For Nike, the studios aren’t about revenue. They’re about relevance. In a time when brand loyalty is fragmented and fitness options are abundant, Nike is claiming physical ground.

Not in big boxes, but in curated spaces.

They get to control the brand environment end-to-end. No retail middleman. No gym repping other gear.

It’s also a data play. Nike gets to observe behaviour—what time you train, what gear you wear, and how often you book. That data feeds back into product, content, and campaign cycles.

What Comes Next

Nike has confirmed expansion plans if the first three studios meet their engagement targets.

Nike is evaluating expansion in select global cities, including Manchester, Berlin, and New York. Specific locations have not been officially confirmed.

Each new studio will have local trainers, seasonal programming, and regional events.

Nike isn’t trying to copy fitness studios. It’s building something else. Not a competitor to Barry’s or F45. More like a living campaign you can sweat through.

If you’re already in the Nike ecosystem, it fits. If you’re not, it offers an easy way in.