Nike is opening a network of boutique fitness studios under the Nike Studios banner in partnership with FitLab.

The first Nike studio will open in West Hollywood, CA, this year, with additional studios to follow in Los Angles and across the U.S., according to “We will continue to evaluate locations where we have the best opportunity to connect with consumers through premium services, experiences and products,” Nike said on the FAQ page on the site.

Nike Studios are suited for gym veterans to those beginning their fitness journey. “Each workout is designed for members to go at their own pace, whatever that may be. Whether you’re training for competition or taking the first step in a fitness journey,” the company said in the FAQ. 

The Studios are supported by a digital app for at-home exercise and anchored by a calendar of social fitness events. The studios will also sell branded merchandise.

In an email to SGB Media, Nike said the studio openings build on its launch in mid-June of the “Nike Well Collective,” a new effort emphasizing holistic fitness and specifically targeting women.

As part of the effort, Nike is rebranding its Nike Live stores, which take a community approach, as Nike Well Collective stores. Its @niketraining handle on Instagram will become @nikewellcollective, and Nike is discontinuing its @nikeyoga handle. Nike is also onboarding over 1,000 new fitness trainers as part of the Well Collective, which focuses on five pillars: Movement, Mindfulness, Nutrition, Rest, and Connection.

“Inspired by insights from our Nike Women’s consumer, Nike Well Collective is designed to support wellness journeys for everyone; however they define them,” Amy Montagne, vice president and general manager of Global Nike Women’s, said in a statement. “It celebrates all bodies and all forms of movement. Because we know holistic fitness is more than just sport, it’s focusing on body, mind and life.”

Photo courtesy Nike