With summer just one week away, the Hamptons will once again be the place where New Yorkers come to get a break from the city and enjoy everything the area has to offer from gorgeous beaches to restaurants and shopping. But one thing this coveted enclave doesn’t have an abundance of is fitness studios. So, it’s very likely that Nordic Strong’s 2300 square foot pop in Sag Harbor will be a hotspot this season. Open from Memorial Day through Labor Day, the studio offers a European take on functional fitness.
The Nordic Strong method centers around a patented machine that simulates the full-body, low-impact motion of cross-country skiing—engaging the core, legs, arms, and stabilizers without putting stress on the joints. The studio will offer three distinct class formats: Nordic Sculpt, Nordic Cardio, and the signature Nordic Strong.
Here’s a look inside the studio and discover how Nicoline Roth, the brand’s founder and CEO, brought her vision to life—designing not just a workout studio, but a Scandinavian-inspired summer sanctuary.
Welcome To Sag Harbor
After testing the concept for several years in Copenhagen, Roth decided it was time to introduce Nordic Strong to the American market, with a flagship in New York City’s Flatiron District this Fall. In the spirit of emulating her community-first approach in Europe, Roth found the perfect space to launch a popup where many New Yorkers could discover Nordic Strong in the interim. She tells me, “When the chance came to take over a space in the heart of Sag Harbor, it was a no-brainer. The location is ideal, the space is a great size, and we even have access to a garden — giving us the flexibility to host events and activations both indoors and outdoors.”
The Studio
While this space is only temporary, it’s the brand’s first foray into a new market. So, Roth wanted to make sure the aesthetic of the studio was part of the overall experience. “When there’s a clear thread between the design, materials, lighting, and even the scent of a space, everything feels more intentional and elevated,” notes the founder. “It’s a bit like going to a beautiful hotel or restaurant—when the details are aligned, you feel it instantly. And if you’re someone like me who trains often, the space you’re in really does affect how you feel. But it’s not just about aesthetics—it’s also about the energy of the people working there. The ultimate experience is when you walk into a studio and immediately feel at home. A place you want to stay, not just train.”
A Family Affair
Roth’s vision was to create a Nordic summer oasis. “Light-filled, cozy, and inviting,” she says. The founder worked with interior designer and architect Josefine Roth, who is actually her sister. “It’s such an honor to bring this brand to life with my family. Josi has an incredible instinct for creating spaces that feel warm and effortless. It’s often the small, thoughtful details—the ones you might not consciously notice, but would feel their absence—that make all the difference. She has a gift for infusing each design with elements that create an unmistakable sense of calm and warmth.”
Europe In The Hamptons
As a Nordic brand, Roth tells me it was important that the studio reflected a Scandinavian summer aesthetic—light, inviting, and effortlessly elegant. “We wanted to create a space that felt warm and welcoming, where people genuinely want to spend time—not just workout.”
However, she didn’t want to go overboard on design and build out because the space is still just a pop-up.
“Because it’s a temporary space, we were thoughtful about how to deliver an elevated feel without over-investing in permanent fixtures.” She also wanted it to connect to the permanent space in the city. “To create a clear thread between this pop-up and our upcoming Flatiron flagship, we also chose to use some key design elements across both spaces—for example, the custom front desk designed for Flatiron is already in use in Sag Harbor. And just like any Nordic home, we brought in cozy details—curated coffee table books, ambient lighting, and natural textures—to create that signature hygge vibe, without going over the top.”
She also partnered with Danish design brand Gubi, which was a natural fit. “Not only does their aesthetic align beautifully with our brand, but it also allows us to furnish the space with timeless, high-quality pieces that bring a sense of understated luxury. All of our furniture in Sag Harbor is from Gubi—both indoor and outdoor.”
From the modern flooring to the chairs with angled legs, plush sofas and wood lockers, it’s a sleek combination of Scandi meets Sag.
The Chic Outdoors
One of the best features of the studio is the outdoor space on the water—a true Sag Harbor experience. Roth plans to use this spot for classes as well as community gatherings. “We have access to an outdoor garden space where we plan to integrate programming and community gatherings all summer long. Think: a cold plunge party, run club launch point, or breathwork session after class. We’re planning to embrace the fresh air and nature as much as possible, but the classes themselves will take place in the studio.”
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