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Wednesday, June 19, 2024

Nike Leans Into In-Person Fitness As Lululemon Cuts Back 

  • Nike already streams workout classes on Netflix and is now launching its own in-person group fitness studios.
  • Members can join Nike Studios’ first California locations for $99 per month.
Nike's group fitness studios follow its Netflix workout streaming deal.
Nike

Sports apparel giant Nike has launched “Nike Studios” as the brand jumpstarts its in-person fitness presence with a new group training concept. 

The first two planned Nike Studios are planned to open in Southern California’s Newport Beach and West Hollywood neighborhoods — with one location serving as a Nike Training Studio and the other branded as a Nike Running Studio. 

Nike’s in-person studios will complement the Swoosh’s virtual instructor-led fitness classes added to Netflix’s content library in December. While Nike accelerates its push into fitness, athlete apparel competitor brand Lululemon is shifting away from fitness as it looks to sell its at-home workout provider Mirror, which it bought for $500 million in 2020. 

In July, Lululemon laid off 100 staff members from its fitness studio and Mirror departments. Nike and Lululemon have also targeted each other in multiple patent lawsuits

Nike’s upcoming California locations will drive its “network of boutique fitness studios opening later this year,” Fitt Insider reported. The group fitness locations aim to host social in-person workouts reportedly accompanied by Nike’s digital app for at-home workouts. 

Founding members can sign up for $99 per month to access unlimited monthly workouts at their local studio. The locations will host group workouts with treadmills, dumbbells, weights, kettlebells, sleds, sandbags, among other equipment for strength and cardio exercises.

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