Nike Strength launches – targets health clubs via wholesale purchase option

By Liz Terry    18 Oct 2023

Paralympian Beatriz Hatz is a brand ambassador for the new Nike Strength line / Nike/Beatriz Hatz

Nike, which teased a possible foray into the strength training market six weeks ago, via a soft launch at Dick’s Sporting Goods in the US, has finally unveiled its new line via a dedicated website at

Picking up on the trend for strength training, the company lined up longtime partner, Dimension 6, to design and manufacture the range – HCM understands in China. Dimension 6 is also handling the sales process.

Both Nike and Dimension 6 are based in Portland Oregon.

The launch range includes dumbbells (5-95lbs), kettlebells (9-88lbs), benches and racks. There are also barbells with bumper plates (10-45lbs) made from Nike Grind, a granular mixture which is a byproduct of training shoe manufacturing.

Because shoe colours change each season, Nike says the bumper plates will likely be different colours each year as a result. All equipment features the Nike Swoosh and liberal scatterings of ‘Just do it’, Nike’s iconic call to action.

Nike Strength also has a dedicated line of apparel – currently T-shirts, hoodies and hats.

Ambassadors for the new equipment include a number of high profile athletes, such as pro-golfer, Kelly Korda, American football star, Russell Wilson, basketball’s Lebron James and track and field Paralympian, Beatriz Hatz.

In addition to retail sales through Dick’s and Scheel’s in the US, Nike is selling direct to consumers online.

The company is also inviting health club operators to set up wholesale accounts, cutting out distributors.

In a statement Nike said: “The Nike Strength wholesale programme is designed to provide commercial gyms, schools, corporate locations and other facilities with premium strength training equipment at competitive prices. This is not a reseller program. This programme is for businesses to outfit their facility with Nike Strength equipment.”

Military discounts are also available.

The line will initially only be available in the US and Canada, but with Nike’s global distribution network, this is likely to change fast if the launch is a success.

Nike Strength is the latest move by Nike into the health club and wellness market and follows the launch of a Nike group exercise studios, whereby the company licences existing health clubs to rebrand as Nike Studios and the launch of Nike Well Collective, an initiative the company says will see it hiring 1,000 trainers globally.

Nike has also tackled the on-demand and live streaming market with Nike Training Club on Netflix, which launched in late December 2022 and ran for 30 weeks.