Nicoline Roth, the visionary Founder and CEO of Nordic Strong, is making waves with a pop-up studio in Sag Harbor. Nestled in a stunning 2,300-square-foot space, Nicoline’s Nordic-inspired concept blends health, wellness, and community. We had the opportunity to ask her a few questions about the inspiration behind this venture, the ethos of Nordic Strong, and what exciting experiences await visitors this summer.
What inspired you to bring Nordic Strong to the Hamptons?
To me, the Hamptons embody the essence of a perfect New York summer: a vibrant community, stunning natural beauty, and a deep-rooted culture of health and wellness. It felt like the ideal place to introduce Nordic Strong in the U.S., where our philosophy of strong, balanced, and intentional living could truly resonate.
We’ve been incredibly fortunate to secure a beautiful 2,300-square-foot space right in the heart of Sag Harbor. It even has a spacious porch, which we’ve transformed into a welcoming lounge area with furniture from our summer partner, Gubi. The setting gives us the perfect foundation to host not only classes but also elevated experiences where people can come together, move, connect, and enjoy.
The Hamptons have long been a retreat for renewal. How does Nordic Strong tap into that energy?
We’ve been really intentional with how we’ve created the space. The studio is light, calming, and cozy — a place where you’ll want to stay, not just pass through for a workout. The furniture inside is also from Gubi, which brings a beautiful sense of warmth and simplicity that complements the space perfectly.
At the heart of it all is the Nordic ethos, rooted in balance, connection to nature, and the power of slowing down. That mindset is reflected not just in the design but in everything we’re offering this summer. We’re curating experiences that go beyond just training. Later in the season, our Summer Reset Series will include activities such as breathwork — moments to reset, breathe deeper, and reconnect with yourself.
For me, renewal comes from the little things: being in a space that feels good, taking time for breathwork, or jumping in cold water. Those are the tools I use in my own life, and it’s exactly what we’re bringing to the Hamptons this summer.
Are there any collaborations or local partnerships we can expect this summer?
Yes! We have some really exciting partnerships lined up. One I’m especially excited about is our exclusive collaboration with the Danish activewear brand Planet Nusa. We’ll be hosting several events with them throughout the summer, like our run and class series, where we start with a group run, flow into a class, and then hang out and connect after.
We also love partnering with local favorites like Kidd Squid, Dreamy Coffee Co., and Montaukila for our events. Some of our other go-to brands and summer essentials include The Long Drink, Aplós, Sarah Wragge Wellness, stakt, Promix, Bravo Sierra, SaltWater Co., Magic Molecule, and more.
This season, we’re also proud to be offering community classes with i-tri, an incredible local nonprofit organization that empowers young women through physical and mental development.
The Nordic ethos is rooted in simplicity, strength, and a connection to nature. How have you brought that to life in the design and concept of this studio?
Our partnership with Gubi really helped us bring that ethos to life. The studio feels welcoming, light, and cozy. At the back wall, we’ve added floor-to-ceiling curtains in a warm sand tone. They soften the space and give it that calm, coastal feeling we were after. The design was very much inspired by a Danish summer beach town.
Compared to our flagship studio in Copenhagen or our upcoming space in Flatiron, which both lean more heavily into natural elements like the studio lights that resemble the Northern Lights, the Hamptons space takes a slightly different approach. Here, we’ve included things like coffee table books about Danish nature and winter swimming in the lounge area to keep that connection alive in a more subtle, curated way.
And of course, the strength element is always there. Our machine was originally created for cross-country skiers, one of the most iconic outdoor sports in the Nordics. So even through the training itself, there’s a strong link back to nature, resilience, and simplicity.
Tell us about your plans to open a flagship location in Manhattan this fall.
We’re so excited to open our permanent flagship studio in New York City this fall. Like all of our spaces, the Flatiron studio was designed with a lot of intention and with the Nordics at heart. My mom’s side of the family is from Vestlandet in Norway, and I’ve always felt deeply inspired by the nature there. The rugged mountains, the clear blue fjords, and of course, the Northern Lights — it has this wild, raw beauty, but also a deep sense of calm. That feeling has guided the design of our Manhattan studio. Every element of the space has been thoughtfully curated to draw you into that world, from the materials and sounds to the lighting and scent. The studio room features lighting designed to mimic the movement and colors of the Northern Lights. The studio’s color scheme blends grey and earth tones to evoke a sense of mountains and wilderness. Our soon-to-open Flatiron flagship will mirror the Copenhagen aesthetic and multisensory design elements. We’ve brought in those natural elements through lighting, materials, and even scent, creating a space that feels grounded and expansive.
