Nike Makes Bigger Push to Sell Strength Training Equipment in the US

The swoosh is bringing Nike Strength equipment to Johnson Fitness & Wellness stores nationwide as it ramps up its presence in gym-based fitness

Nike is making a bigger play for the U.S. strength training market, bringing its branded fitness equipment to Johnson Fitness & Wellness stores across the country.

Johnson Fitness & Wellness (JFW), a specialty fitness equipment retailer with nearly 100 U.S. stores, will begin carrying Nike Strength Equipment at 25 locations this month, along with its online marketplace. The retailer plans to expand the assortment to all of its U.S. stores over the next several months.

The rollout gives Nike Strength a significantly larger physical retail presence as the Swoosh makes a broader push into gym-based fitness, spanning equipment, footwear and partnerships with fitness operators.

JFW will sell a range of Nike Strength products including dumbbells, kettlebells, barbells, racks, benches and accessories. 

Nike Strength is operated by Dimension 6 Fitness, a Portland, Oregon-based sporting goods company that holds licensing rights to design, manufacture and market Nike-branded sports equipment.

“We’ve developed equipment informed by how the best in the world train and elevated by Nike’s rich design heritage that will make any home gym stand out from the pack,” Dimension 6 Fitness CEO and Nike Strength founder Drew Conant said.

The initial Nike rollout spans stores in markets including Los Angeles, Dallas, Houston, Phoenix, Seattle, Chicago, northern New Jersey and the Washington, D.C., area before expanding nationwide.

The partnership could also give Nike an opportunity to capitalize on the home-gym market with a more premium take on strength equipment. Some products incorporate Nike Grind, a material made partly from manufacturing scrap and end-of-life footwear, while leaning heavily on the design language of the Nike brand.

“We are very excited to partner with Nike Strength Equipment and their best-in-class assortment of strength training products,” Johnson Health Tech Retail president Bob Zande said, adding that the deal supports JFW’s strategy of expanding its strength offerings.

Nike Reasserts Itself in Fitness

The retail expansion is the latest sign that Nike sees an opportunity to deepen its position in fitness, even as the company has changed how it approaches the category.

Earlier this year, Nike Studios, the boutique fitness concept launched with FitLab in 2023, shuttered or suspended operations across its locations, which were in California and Texas. 

But Nike quickly resurfaced in brick-and-mortar fitness through partnerships rather than operating branded studios itself.

In May, Nike Training named The Yard Gym its first global gym partner, putting Nike footwear, apparel, accessories and branding inside the fast-growing strength franchise while collaborating on training experiences and community events.

Nike Strength has also been targeting the commercial gym floor. Earlier this year, the equipment brand partnered with Everlast Gyms to bring Nike Grind dumbbells, bumper plates, kettlebells and power bars to facilities across the U.K. and Ireland.

More recently, Nike has made a play for the booming hybrid fitness category. The company unveiled its first footwear designed specifically for Hyrox-style training and racing this month, including the Nike Hybrid RN training shoe and the carbon-plated Nike Hybrid Fly race shoe.