Nordic Strong, a Scandinavian fitness concept grounded in functional movement and inspired by the Nordic lifestyle, is expanding into the U.S. market. The company will open a seasonal studio in Sag Harbor for the summer of 2025 and will launch a permanent location in New York City’s Flatiron District later this year.
Founded in 2022 by Nicoline Roth in Copenhagen, Nordic Strong centers around a patented fitness machine designed to simulate the motion of cross-country skiing. The machine is used with strength and mobility exercises to offer a low-impact, full-body workout. According to Roth, the concept was developed as a response to what she saw as an oversaturation of trend-based fitness classes that prioritize intensity over longevity.
“Nordic Strong is about creating a consistent and sustainable way to build strength and move well over time,” Roth said. “It’s not about pushing harder for the sake of it. It’s about staying connected to your body and building resilience through intentional movement.”
The studio’s approach reflects core principles of Nordic living, including simplicity, balance and an emphasis on outdoor activity and community. Roth, who was raised in Denmark and has Norwegian roots, drew from her own background to shape the studio’s values and training style.
The brand currently offers three classes, each incorporating its ski machine with additional elements: Nordic Strong, the studio’s namesake class, alternates between machine intervals and dumbbell-based strength training. Nordic Sculpt introduces slower-paced, Pilates-influenced exercises, focusing on smaller muscle groups and breath control. Nordic Cardio is structured around high-intensity intervals that emphasize endurance and cardiovascular output.
The Sag Harbor pop-up will operate from Memorial Day to Labor Day, offering small-group classes of up to 20 participants. The space is located at 11 Bridge Street and includes pricing options such as a free introductory class and a three-class new member offer for $84.
Following the pop-up, Nordic Strong plans to open its first permanent U.S. studio in Manhattan’s Flatiron neighborhood. For more information on class bookings or the upcoming studio, visit nordicstrong.com or follow @nordicstrong on Instagram.
