How Nike is tapping into the US$1.5 trillion wellness market

Sportswear brands are continuing to invest in their wellness offerings, as the multi-billion-dollar global wellness trend shows no signs of slowing down. 

Last week, Nike announced that it is rebranding its Nike Live stores as Nike Well Collective stores, and is committed to delivering a more holistic approach to health.

Rather than Nike Live’s focus on mobile shopping and two-week merchandise rotation, the Well Collective stores will instead aspire to help customers across five key pillars: movement, mindfulness, nutrition, rest, and connection. 

“We know holistic fitness is more than just sport,” Amy Montagne, VP and GM of Global Nike Women, said.

“As Nike exists to champion athletes and sports, our ultimate goal is to help more people move, feel good in their bodies, and connect with what matters most – a life well lived.”

The initiative, which Montagne noted is inspired by the wants and needs of female shoppers, aims to help the business support customers through more than just their workout routine, and to touch more parts of their lives in the process.

Nike will do so by providing resources, inspiration and scientifically-backed knowledge across the five key pillars in its Well Collective stores, as well as open up opportunities for customers to connect with each other and the world around them. 

“We’re a sports company, but I also see us as a movement and wellness company – this means embracing and celebrating all forms of movement and all health journeys, and being your authentic self,” said Liz Weldon, VP of Global Nike Women’s brand management. 

“We want to be a trusted support network where people know they’re getting access to the best guidance, innovation, experiences and community connection.”

“Nike Well Collective is the action behind those aims, giving the guidance and support needed for anyone to reach their personal wellness goals.” 

The business expects to hire more than 1,000 new ‘trainers’ globally to help it bring expertise beyond sports to its stores. 

Eloise Zoppos, director of research and engagement at Monash Business School’s department of marketing, told Inside Retail that Nike Well Collective was a well-thought-out move to build a sense of trust and legitimacy as the brand expands its focus.

“The wellness industry is booming, with some estimating it’s worth more than US$1.5 trillion, so it’s not a surprise that many brands are looking to play in this space,” Zoppos said. 

“Wellness and well-being have emerged as key focus areas for many consumers post-pandemic, and many brands are now looking to enter or to strengthen their engagement in this space. 

“As a sports and performance brand, wellness seems like a natural category extension for Nike, and its focus on five wellness pillars […] is a clever strategy to blend their sport and performance heritage with their new focus on holistic wellness.”

Well-being a well-worn road

While the Nike Well Collective is a drastic change from the mobile-first focus of the previous Live concept, it isn’t out of step with what contemporaries are offering. 

For example, in Australia, Rebel launched a health and well-being experience store in Warringah Mall in late 2022, which offers a similar experience. 

Likewise, when activewear business LSKD launched its first physical store in Australia last year, it also offered customers access to a gym, an events space – which regularly houses open yoga classes – as well as a community-first attitude. 

“We haven’t got the experience in physical retail, so we really want to use this store as a learning experience around how to work with our community,” LSKD founder and chief executive Jason Daniel told Inside Retail at the time. 

“We’re really trying to learn how to grow and work with our community. It’s really a testing ground, [and] we are using this store as a learning opportunity.”

The broader retail industry is also getting in on the trend. Adelaide’s Rundle Mall recently hosted the largest yoga session in an Australian shopping precinct, for example.

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