Nike’s workout app is fantastic. During lockdown, it’s been a great source for exercise, food tips, and if needed, yoga and meditation. Once the lockdown started, Nike made their app free to users, including its premium content. The results have been beneficial for both Nike and users.
Nike Training Club
Prior to lockdown, the app cost either $14.99 a month or $199.99 a year. The Nike Training Club app was made free for all customers in the United States after its success in China. The ads for the app touted “Play Inside and Play for the World.”
The app provides workouts between 10 minutes to 40 minutes, often led by wonderful trainers such as Betina Gozo and Jennifer Lau. They help push you. The workouts are fun, challenging, and a great resource for information. It’s perfect for beginners and experts. When the app was made free, the president of Nike’s consumer and Marketplace division, Heidi O’Neill, explained the decision:
“During a time of adversity around the globe, we’ve had to adjust like so many others. One of the biggest shifts we’ve made is dialing up the strength of our digital ecosystem to help consumers maintain their physical and mental well-being while at home.”
Making the app free has led to great results. There was a 100% increase in weekly users in the United States. In China, Nike witnessed an 80% increase in users. Quarterly earnings showed the boost in usership led to an increase of sales. Digital business in China grew by 30% and, according to Nike CEO John Donahoe, “maintained strong momentum throughout this challenging period.” Donahoe added:
“The strong engagement of Chinese consumers with our activity apps translated to strong engagement with our Nike commerce app.”
After the e-commerce success in China, Nike looked to achieve the same results in the United States, Europe, and other territories. Even when Nike stores reopened in China, e-commerce business remained high. Sales were multiplied, while in-store shopping normalized. Nike’s shares have dropped 17% this year, but they’re still killing it in sales, especially after making Nike Training Club available for nothing.
Phil Knight’s Charity
The co-creator of Nike, Phil Knight, has been doing his part during the pandemic. Knight donated $10 million to aid workers and who knows how much else to other causes. Based in Oregon, Knight sent donations to Oregon Food Bank, the Oregon Community Recovery Fund, and the Oregon Health & Science University.
Throughout Knight’s career, he has used his wealth and power to help his community. If you ever want to learn more about Knight and Nike, read “Shoe Dog.” It’s a fantastic memoir about failure and success. It’s such a suspenseful and exciting book about process. Can’t recommend the book enough, which Netflix is turning into a television show.
Download the Nike Training App
If anyone is missing the gym or doesn’t want to step a single foot in a gym these days, the Nike Training App is where to go. Even if a user doesn’t have much home equipment, that’s not a problem. Most of the workouts involve bodyweight. All the weights you need to get a great workout. Besides taking care of one’s physical well-being, the app is tremendously helpful in maintaining mental health. The workouts, the trainers, and the food tips — it’s a fantastic app that, hopefully, Nike will keep free forever.
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