Nike is pulling back on several fronts as the sportswear giant works to correct course after a rocky stretch tied to its push toward direct to consumer sales.
The Beaverton, Oregon based company has shuttered fitness studios, closed tech offices, relocated a major retail location and cut hundreds of jobs, all part of an effort to stabilize a business that lost ground to rivals in recent years.
Nike Studios fitness concept has shut down
Nike Studios, the boutique gym concept the company launched in 2023 in partnership with fitness company FitLab, has closed or suspended operations at all of its Texas and California locations. Members and trainers first flagged the closures on social media.
Most Nike Studios locations are transitioning into FitLab’s existing portfolio of fitness brands, including yoga studio Y7, strength training brand Racked, Mile High Run Club and wellness brand XPT, which was founded by big wave surfer and professional volleyball player. Locations that did not make that transition were closed entirely…