News

Jul 31, 2023

Issue No. 244: Nike’s Next Move

Today, we’ve got a little scoop for you: Nike is making its foray into group fitness. The apparel giant is set to unveil Nike Studios, a network of boutique fitness studios opening later this year.

Today, we’ve got a little scoop for you: Nike is making its foray into group fitness.

The apparel giant is set to unveil Nike Studios, a network of boutique fitness studios opening later this year.

What we know so far:

Nike tapped FitLab, an integrated operating company of performance lifestyle brands, to bring this project to fruition.

Raising $15M last year to scale its hybrid vision, the company teased plans for “connected fitness studios” paired with digital products and mass participation events. Flashing forward, Nike Studios seems to fit the bill.

Also of note, FitLab co-founder Brian Kirkbride previously worked at Nike, having overseen the Nike+ Lab and the company’s accelerator program, so the link-up may have been a long time coming.

Referring to its studios as the “next generation of group fitness,” Nike is delivering functional training and running-focused workouts.

NTS. Combining interval and strength training, Nike Training Studio classes utilize weights, kettlebells, sleds, sandbags, and other functional equipment. The programming is broken into periodized training blocks that rotate through three workout types, with the opportunity to assess progress after each period.

NRS. Split between treadmill and floor work, Nike Running Studio classes go beyond cardio to target strength, balance, mobility, and more as part of Sprint, Capacity, and Endurance workouts. The most unique feature is the NRS Pace Screen, displaying solo and group challenges for an immersive experience.

For both classes, Nike is building a roster of NTS and NRS trainers who will specialize in delivering the brand’s curriculum and inspiring studio-goers.

Evolving from sportswear and elite athletes to an emphasis on “body, mind, and life,” Nike Studios is the latest in a series of fitness- and wellness-related developments.

No surprise, running is central to Nike’s ethos. This fact led them to pursue a number of experiments, including the Nike+iPod Sport Kit, Nike+ SportWatch GPS, and the FuelBand.

Pivoting away from hardware, the company doubled down on digital content with its Nike Run Club and Nike Training Club apps.

Pushing further into fitness, Nike debuted CrossFit-specific shoes in 2015 followed by yoga apparel in 2019 and indoor cycling shoes in 2020. However, its most recent (and most significant) developments have transcended apparel entirely.

Bringing it all together, group fitness studios are a manifestation of the brand’s belief that everyone is an athlete.

Looking ahead: As Nike looks to expand its ~$170B empire, wellness is fertile ground for growth. Already associated with high performance, the Swoosh’s commitment to building its tribe around health could make it an immediate contender among gym-goers.

Terra co-founder and CEO Kyriakos Eleftheriou on health data interoperability.

We also cover: hyper-personalization for apps, wearables, and more.

Listen to today’s episode here.

The diagnostics and longevity company introduced an RNA-based Oral Health Intelligence Test that analyzes saliva samples to generate personalized dental disease prevention plans.

How it works: Enabled by AI, users receive 16 oral health scores and tailored food recommendations to improve gum health, restore pH, and reduce inflammation — as well as custom-formulated lozenge supplements that provide pre, pro, and postbiotics to rebalance the mouth’s microbiome.

Already scaling its suite of tests for gut microbiome and cellular function, Viome has raised ~$170M to date — and its intention is to move deeper into DTC diagnostics, personalization, and longevity.

Say aah. Like advances in gut care and the gut-brain axis, the oral microbiome is trending.

Science has linked the balance of the 700+ species of bacteria in our mouths to broader health concerns like cardiovascular disease, Alzheimer’s, stroke, diabetes, mental illness, and even athletic performance — suggesting better oral health could have a huge socioeconomic impact.

In response, more oral health startups like preventative oral diagnostic startup Bristle and at-home oral care company Proclaim are teaching consumers about the microbiome in your mouth, connecting the dots between dental care and systemic health with personalized products.

Punchline: Science says rebalancing the mouth’s bacteria requires more than brushing — so startups are zooming in on the role of lifestyle factors and dietary habits in dental care. Riding the microbiome wave, forward-looking companies are pushing a new category of preventative solutions that expands far beyond the dentist’s chair.

The digital health and wellness company announced Heart Health by Hims, a program coupling erectile dysfunction treatment and cardiovascular preventative care.

Two for one. After screening users, Hims can prescribe a single pill containing ED and statin medications — effectively improving sexual health and lowering cholesterol at the same time.

Patients will also have ongoing access to resources and education from the American College of Cardiology (ACC), with the purpose of thinking proactively about major cardiac events like heart attack and stroke.

Heart to heart. Cardiovascular disease (CVD) in the US is a major problem.

But, while it’s the leading killer for both men and women, its symptoms present differently across gender. And that gives Hims an in — it determined ~30% of its customers are at risk.

ED can be an independent risk factor for CVD, with some research purporting ED symptoms are an early indicator (roughly two or three years preceding) of cardiovascular disease.

Seeing the opportunity for early, preventative screenings, the company believes the platform can insert itself into a system that spends $320B annually on CVD treatment.

TBD. There has been greater attention to heart health from apps and wearables, but monitoring and treatment are two different games. And while many digital health companies flock to GLP-1 weight loss prescriptions, Hims CEO Andrew Dudum has distanced the company (at least for now), perhaps to be a first-mover on CVD-related statin therapy, despite its purported side effects.

Takeaway: Even when advised by a doctor, Americans have a horrible track record of taking and adhering to statin therapy. But, packaged as a single pill for holistic enhancement could be an unexpected savior for thousands who don’t know they’re even at risk of CVD.

Today’s newsletter was brought to you by Anthony Vennare, Joe Vennare, Ryan Deer, and Jasmina Breen.

Anthony Vennare