For decades, Nike told you to Just Do It. Nike Studios was the place where you actually could.

The idea was simple: training, running, and strength studios built and run the way only Nike can. World-class coaching, a membership that made sense, and a brand that finally had a physical home.

FitLab was Nike's operating partner. I ran marketing.

We built it from scratch. No social, no paid infrastructure, no playbook. I developed the brand and marketing strategy, worked directly with Nike's internal teams on creative and approvals, and put together the go-to-market plan that opened doors across the country.

Presale memberships hit 4x industry benchmarks. And the workout kicked my ass, many times.