🇩🇰 Du finder den danske version af denne artikel her.

The last time we spoke with Nicoline Roth was back in February, when she and the team behind Nordic Strong were deep in preparations for their biggest adventure yet: New York. The plan was to introduce their unique concept, The Nordic Trainer – a machine rooted in Nordic training principles – to one of the world’s most competitive fitness markets.

Now, just months later, they are on the verge of opening their first U.S. studio, right in the heart of New York’s Flatiron District – long considered the epicenter of boutique fitness and wellness.

Alongside the opening, Nicoline also shares a major announcement: Nordic Strong is rebranding to NRTHRN Strong as part of a global strategy.

We spoke with co-founder Nicoline Roth, now of NRTHRN Strong.

Nicoline Roth, Co-founder NRTHRN Strong.

Nicoline, the opening is just around the corner. What does the final stretch look like?

“We’re in the middle of putting the finishing touches on the studio while also planning a series of events leading up to our official opening on October 8. I’m an ambassador for On, so our very first event will be in collaboration with them – a brand that feels like the most natural fit to kick things off with. We’re bringing together On’s U.S. ambassadors for a short run, which we’ll wrap up with a session in the studio. Beyond that, we have several exciting events lined up to build energy and awareness around the opening. Of course, there are a lot of details to handle at this stage, but I actually feel we’re in a really good place. And we’ve been fortunate not to run into any major delays during the build-out.”

How has the response from New Yorkers been to your pop-up?

“The feedback has been overwhelmingly positive. We’ve welcomed a broad mix of people – both locals from the Hamptons and New Yorkers who stopped by throughout the summer. I’ve seen a lot of curiosity and strong support for a completely new and different concept. Our pop-up has been the perfect way to introduce ourselves and has given us a strong springboard for the opening of our first New York studio.”

What has surprised you the most in encountering the U.S. fitness industry?

“It hasn’t really come as a surprise, because I sensed it even before we started here, but I’m still deeply impressed by the incredible support and openness toward new initiatives. Americans are truly great at rallying behind new ventures. They’re also very generous in creating connections and introducing you to new people. As a new company, being met with that warmth and openness means the world – and it’s something I’m extremely grateful for.”

You’ve decided to rebrand as NRTHRN Strong ahead of the opening – why?

“The name NRTHRN Strong is a natural step in our journey toward becoming a global brand. We felt this was the right moment to evolve into a more universal and distinctive identity. NRTHRN Strong still reflects our Scandinavian heritage, but it also resonates with a global audience as we prepare to expand internationally. At the same time, the name embodies the unique concept we are bringing to the market.”

What does NRTHRN Strong stand for?

“NRTHRN Strong stands for Northern Strong. The name is inspired by the strength, simplicity, and resilience we associate with the Nordic region. It points back to our roots in Copenhagen while also sending a clear signal of a brand designed to bring people together across borders.”

Will the brand continue to carry its Scandinavian influence?

“Absolutely. Scandinavian design and philosophy remain at the core of everything we do: simple, disciplined, and holistic. The new name allows us to stay true to those roots while reaching out to a broader audience.”

How does your everyday life look right now – balancing Denmark, the US, and preparations for the opening?
“My days are intense – they start early and end late. I’m often in touch with the team in Copenhagen as early as 6–7 in the morning, and from there the day continues with work at the New York studio, meetings, and planning. It’s demanding, but I love every minute of it. The energy of building something across two continents at the same time is truly unique, and I feel privileged to live this journey.”

And what about the studio back home?
“My siblings are running it, and they’ve really stepped up and taken full responsibility. Of course, there was a transition period where we had to establish the right structure, but they’re doing a fantastic job. The studio continues in the same spirit and with the same family-driven atmosphere it has always had – and it means a lot to me to know that our members back home are in good hands.”

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