Nike’s pressing pause on group fitness.
What’s happening: The sportswear giant closed all Nike Studios locations on March 27, impacting sites in West Hollywood, Austin, and elsewhere.
Test run. Launched in 2023, Nike Studios included HIIT, treadmill running, and strength training. Operated by sport lifestyle platform FitLab as an affiliate, the concept was designed to test Nike’s place in the IRL fitness market.
Now, the experiment is ending — with some locations closing permanently, while others will reopen as FitLab’s strength brand Racked, running studio Mile High Run Club, and contrast therapy experience XPT.
Staying active. While studios may be out for now, fitness remains part of Nike’s turnaround and return-to-sport strategy.
Beyond boutiques, the brand renewed its After Dark women’s running series and partnered with Everlast Gyms, Fitness Park Spain, and European football clubs Atlético de Madrid and Paris Saint-Germain to install premium strength equipment.
Punchline: A cultural force, Nike’s still evaluating its place in the fitness landscape. But with credibility across running, training, and performance, it’s only a matter of time before it cracks the $10T wellness economy.
