NRTHRN Strong, formerly Nordic Strong, the Copenhagen-born fitness concept redefining functional training through a Nordic lens, today announced the opening of its first permanent U.S. studio at 35 W. 21st St. in Manhattan’s Flatiron District, officially marking the brand’s debut on the New York City boutique fitness scene. Founded by Nicoline Roth, NRTHRN Strong is introducing a new training modality to the U.S., derived from one of the world’s most effective workouts, cross-country skiing, and offering over 50 dynamic workout combinations grounded in functional movement to deliver a powerful blend of strength, cardio, and mobility.
The new flagship studio builds on the momentum of NRTHRN Strong’s successful Sag Harbor pop-up, which introduced wellness-minded New Yorkers to the brand’s signature training method, a high-intensity, low-impact workout inspired by the natural rhythm of cross-country skiing. Designed for all fitness levels, NRTHRN Strong’s 50-minute classes are meant for both beginners and seasoned athletes.
Cross-country skiing is one of the most effective total-body workouts, delivering powerful cardiovascular and muscular benefits. It strengthens the heart and lungs, boosts oxygen intake, and enhances endurance, all without placing strain on the joints. NRTHRN Strong replicates these benefits using its patented machines, combining the cardio power of cross-country skiing with focused strength, mobility, and balance training. The new Flatiron location will debut a sleeker version of the machines, featuring updated technology, each equipped with an interactive tablet that tracks performance and displays real-time workout data.
NRTHRN Strong Flatiron will provide a year-round destination for those seeking a smarter approach to fitness. The 3,000 square foot space reflects Roth’s passion for the simplicity, warmth, and balance of Nordic living, inspired by the concept of “hygge” and the natural beauty of the Northern Lights. Her vision goes beyond aesthetics; it’s about bringing people together. Roth’s dream was to create a space where individuals can feel good, laugh, and inspire one another. This philosophy has shaped every element of the training experience at NRTHRN Strong, making it a community-driven journey of strength and resilience.
“The reception we received in the Hamptons this summer was incredible. People were immediately drawn to the flow, power, and results of the NRTHRN Strong modality,” said Nicoline Roth, founder and CEO of NRTHRN Strong. “We’re absolutely thrilled to bring our unique training method and experience to Manhattan and to open the doors to our very first permanent U.S. home in Flatiron.”
The new studio will offer all three of NRTHRN Strong’s classes each with its own focus, but all grounded in the same core philosophy: low-impact training that empowers every individual to feel stronger, more balanced, and more capable.
- Signature Strong: Signature session fuses total-body strength training with bursts of high-intensity movement, alternating between the machine and targeted dumbbell floor work for core, glutes, arms, and more. Designed for all levels, each session blends power, pace, and control to deliver a dynamic, full-body workout in a vibrant, motivating atmosphere.
- Sculpt: Combines Pilates principles with deep muscle activation, focusing on precision and control. Using the machine, this class targets both large and small muscle groups, sculpting the physique and enhancing balance. Each session ends with mindful breathwork, offering a holistic approach to align body and mind.
- Cardio: This high-intensity class drives heart rate to new heights with rapid, powerful intervals designed to boost VO₂ max and build endurance. Expect a sweat-drenched, adrenaline-fueled workout that’s as challenging as it is exhilarating, perfect for pushing cardio limits.
“With our patented machines, we’ve brought the powerful, full-body movement of cross-country skiing indoors,” continued Roth. “It’s a dynamic, year-round workout that builds strength, endurance, and mobility, allowing our community to train like athletes in the warmth and energy of the Flatiron studio.”
To celebrate the opening of NRTHRN Strong Flatiron, a limited number of Founding Memberships are now available, offering special pricing and early access.
To book a class and learn more about the new studio, follow NRTHRN Strong on Instagram and visit the website.
Founded in Copenhagen in 2022 by Nicoline Roth, NRTHRN Strong is a Scandinavian-inspired fitness and wellness studio redefining the full-body workout experience. At the center of the studio is the patented fitness machine, designed to mimic the natural, rhythmic motion of cross-country skiing. With over 50 dynamic workout combinations, the full-body, low-impact modality seamlessly blends cardio, strength, and mobility to deliver results that are both measurable and sustainable.
More than just a workout, NRTHRN Strong embodies a holistic approach to wellness where performance meets mindfulness, and community is integral to the experience. Rooted in the Nordic values of balance, simplicity, and connection, the studio is designed to help individuals achieve strength, resilience, and a sense of well-being, all while fostering a deep sense of community.
Born in Copenhagen and closely tied to her Norwegian heritage, Nicoline embodies the Nordic lifestyle that inspires the brand. Her deep love for nature infuses NRTHRN Strong with a sense of warmth, resilience, and purpose. Through innovation, intention, and a deep reverence for Scandinavian principles, Nicoline brought NRTHRN Strong to life. Following the success of its inaugural flagship studio in Copenhagen, NRTHRN Strong has expanded its presence globally, with a pop-up in Sag Harbor, NY during summer 2025 and now a permanent flagship in New York City’s Flatiron District.
Nicoline is also the proud co-founder of BEBOLD, an international women’s community and brand-building partner for female-led businesses with a central mission to support ambitious women on their path to success.
