Nike is back in the gym.
What’s happening: The sportswear giant tapped The Yard Gym (TYG) as its first Global Nike Training Partner, outfitting studios and trainers while co-creating fitness experiences.
Power up. Shuttering its HIIT, running, and strength studios earlier this year, the initiative served as field research, with insights shaping future strategies.
Behind the scenes, it was testing a new model, powering “Worksite” activations in Sydney for Aussie-born strength & conditioning franchise The Yard Gym — supplying Nike Grind equipment and co-branded apparel.
Going yard. A rising force in hybrid fitness, TYG’s programming mixes functional movement, weightlifting, and bodybuilding, combining TURF conditioning sessions with RIG power training — plus in-house competitions, HYROX training, and run clubs.
Scaling to 75 clubs in five years—including 35+ open or in development in the US—it’ll now integrate Nike products and branding into existing gyms and future buildouts.
Looking ahead: Reformulating its IRL fitness strategy, Nike’s going from ground-up to drop-in, using its apparel, strength equipment, and training expertise as a platform to power other brands — and tap into thriving fitness communities.
