Sag Harbor is getting a glimpse into the Nordic lifestyle through fitness. Nicoline Roth, the founder and CEO of this boutique fitness brand, Nordic Strong, is bringing her Copenhagen-born concept to the Hamptons as a preview of the brand’s anticipated New York City opening.
Over two years since its opening, Roth explained her reason to introduce the pop-up and permanently expand to the Flatiron District was from the number of attendees in Copenhagen who were New York natives.
“It was a no-brainer for me because so much of the New York community is out [in Copenhagen] over the summer,” she said. “I think the fact that [New Yorkers] are out here gave us a really great opportunity to build that community that we sort of have already, or is similar to what we have in Copenhagen.”
At the center of the Nordic Strong concept are two parts: a patented fitness machine — the Nordic trainer — and the Nordic way of life.
The machine was originally made for cross-country skiers but also serves as a multi-functional fitness machine and offers over 50 exercises for users. These assortment of exercises are broken down into three classes, one named after the brand itself, Nordic Strong, along with Nordic Sculpt and Nordic Cardio.
As for the lifestyle, Roth shared that she was born and raised in Copenhagen and also has family from Norway which inspired her to create the brand surrounding what she grew up with.
“I started training on the machine myself, and I immediately fell in love with how it felt in my own body,” Roth said. “Finding this machine made me start thinking that there could be a great concept here by bringing together some of these elements of the Nordics and then center it around this machine that’s also kind of inspired by Nordic skiing.”
The studio’s atmosphere meticulously captures the essence of the Nordic rhythm through vibrant lighting meant to replicate the Northern Lights, the aroma of pine trees in the air and even the logo that subtly forms cross-country skis.
This unique experience offers attendees the opportunity to immerse themselves into the Nordic way of life by not only focusing on physical fitness, but also on mental and emotional well-being. Roth emphasized the importance of practices such as breathwork and setting intentions, both before and after a workout, is essential to help individuals feel centered.
As the brand prepares to launch its new permanent location this fall, the Hamptons pop-up offers a chance to expand upon the mission of Nordic Strong which is building community through fitness.
“The community building aspect [will fit into our larger goal], because we’ll have the time here to really get to know people,” Roth said. “There’s such a diverse group of people here. It fits well with the community out here.”
