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

In October 2024, we shared that Nordic Strong had set its sights on New York to expand its concept, The Nordic Trainer – a machine built on Nordic training principles. Back then, the plans were still on the drawing board, but the ambitious team behind the brand hasn’t wasted any time. Now, the location is secured, and Nordic Strong is ready to take its next big step in the U.S.

We spoke with co-founder Nicoline Roth about what lies ahead before their American adventure truly begins.

Nicoline, let’s start with the obvious. How far along are you with the New York dream?

“We have just signed the contract for our flagship Nordic Strong studio in New York! The studio will be located in the Flatiron District, and we expect to open right after Labor Day in September. In addition, we have secured a summer pop-up in the Hamptons from Memorial Day in May to Labor Day in September. The pop-up will be in Sag Harbor, where we will host workouts and events all summer to build a community in the U.S. and create awareness around our training before the grand opening in September.

It has been a long process, but now the dream of bringing Nordic Strong to New York is becoming a reality. We can’t wait to take our unique training concept from Nordhavn to New York.”

What made this location the perfect choice?

“Flatiron has always been our dream location. The area is known as one of the key hubs for fitness and wellness in New York, with a high concentration of boutique fitness studios, sauna and longevity concepts, and major sports brands.

At the same time, Flatiron is centrally located in Manhattan, with a strong mix of residential and office spaces, ensuring a solid customer base throughout the day. Since our studio will have direct street access, we’ll also benefit from high visibility in one of the most attractive areas of New York.”

How has the process of finding the right location been? What have been the biggest challenges?

“It’s been a long and intense process! We’ve spent about a year finding the perfect spot and have looked at around 40 different locations—some even outside of Flatiron.

In New York, a single block can make a huge difference when it comes to commercial leases, so we’ve been extremely thorough in our selection. We’ve mainly focused on street-level visibility, proximity to other relevant fitness and wellness concepts, the size of the space, and the ability to optimize the use of the space in relation to the rent per square foot, which, as you can imagine, is much higher than in Denmark.

We’ve partnered with an expert in the field who’s been guiding us through the process. That’s been absolutely crucial. We really feel like we’ve found the perfect location and can’t wait to open the doors!”

What are the next steps leading up to the opening?

“There are several parallel processes underway right now: We have an architect team working on designs based on our concept, so we can apply for the necessary building permits. At the same time, we’re planning our Hamptons pop-up and a few other pop-ups in New York in the coming months, while also working on exciting collaborations with other brands. We’re also in the process of building the team that will be part of the studio when we open. There’s a lot of work ahead of us, but we’re full steam ahead, and it’s going to be an incredibly exciting process!”

How has the response been from potential members and partners in New York?

“I’m truly overwhelmed by the incredibly positive response we’ve received! The Nordic region is generally very popular in New York, and many people find Nordic Strong to be an exciting and unique training concept. At the same time, I’ve met so many people who simply want to help us get off to a great start.”

What are you bringing with you from Copenhagen—both in terms of the concept and the lessons you’ve learned?

“Opening in New York would never have been possible without first running our studio in Nordhavn. We’ve learned so much about the concept, what works, and how to best operate a studio. The experience we’ve gained in Copenhagen gives us a strong foundation to create the right experience in New York. We know how to adapt the training, how to best engage our community, and which elements make Nordic Strong unique.”

What does this milestone mean to you personally—and what are your ambitions for Nordic Strong moving forward?

“Opening a Nordic Strong studio in the U.S. has been my dream since we started, so this is a huge milestone! Even though we’ve ‘only’ signed a lease, it’s a crucial step toward something much bigger. The real challenge now is to get the studio open, generate buzz around it, and, of course, make it as successful as our Nordhavn location once it’s up and running. There’s an enormous amount of work ahead of me this spring and summer, but I’m excited about every part of the process—and most of all, to get New Yorkers hooked on our training!”

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

When the Joe & The Juice group soon presents its 2024 financial results, it will show a nine-figure million-dollar profit on the bottom line. This comes alongside a top-line growth of up to 20%. Achieving such strong numbers is an impressive feat, considering all the new bars and markets the “juicers” have opened over the past year.

At the same time, the company now employs more than 5,000 people worldwide.

But it doesn’t stop there. Speaking to Finans, CEO Thomas Nørøxe has just revealed that the company aims to have 1,000 stores by 2028, which would mean more than doubling its current footprint. He doesn’t rule out the possibility of direct acquisitions.

He explains:
“We are open to acquisitions in specific markets. It could be entire chains or a certain number of units that we acquire. The important thing is which locations we get as part of the deal. That’s what we’re interested in.”

There has previously been speculation about a potential IPO for Joe & The Juice in 2025, but the CEO now dismisses that:
“Not this year. We will use 2025 to prepare for an IPO and focus on our organization, which we are heavily investing in right now. We’re getting bigger and bigger and hopefully becoming a more attractive case. We still see an IPO as a clear opportunity.”

He expects the listing to take place in New York, partly due to the American ownership (General Atlantic) but also because of comparable chains such as Starbucks.

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