What Is Swoosh TC? Nike’s Big Bet on the Future of Pro Distance Running

Nike doesn’t do half-measures. When they decide to shake things up, they go all in—just ask any rival brand that’s tried to keep pace.

With the demise of the storied (and at times controversial) Bowerman Track Club and the launch of Swoosh TC, they’re not just tweaking their approach to pro running; they’re overhauling how they develop, train, and support their top athletes.

Nike isn’t just adding another elite running club to the mix—they’re rewiring the entire pro distance running system in the U.S., and they’re ruffling feathers along the way.

The Basics: What Is Swoosh TC?

Swoosh TC is a professional training network with three dedicated hubs across the U.S.:

• Provo, Utah – Led by BYU coaching powerhouse Diljeet Taylor, known for her success in developing elite middle-distance and distance runners, particularly in the women’s NCAA circuit.
• Eugene, Ore. – Under the guidance of Jerry Schumacher, the head coach of Bowerman Track Club and U.S. track and field, with Shalane Flanagan providing additional coaching expertise. This hub sits at the heart of Nike’s Oregon-based sports innovation campus.
• Flagstaff, Ariz. – Overseen by Mike Smith, one of the most respected distance running coaches in the country, with support from his wife, Olympian Rachel Smith. Flagstaff’s high-altitude environment makes it a prime location for endurance training.

Each of these locations provides a combination of high-performance coaching, cutting-edge sports science, and access to Nike’s latest gear and technology.

Unlike traditional pro clubs that operate from a single location, Swoosh TC offers its athletes flexibility—they can move between hubs to fine-tune their training based on season, event specialization, and personal needs.

This new model allows Nike to optimize performance in ways that a single-location setup never could.

Why Now? The Bigger Picture

Nike’s timing isn’t just about internal strategy—it’s a response to broader shifts in the sport.

The NCAA’s financial model is becoming more unstable, and if funding for non-revenue sports like track and cross country continues to shrink, the traditional collegiate-to-pro pipeline could collapse.

Swoosh TC is Nike’s preemptive strike: an in-house development system that ensures top collegiate talent has a structured, well-funded path to the professional level without relying on the NCAA to provide it.

This also allows Nike to create a controlled environment for athlete progression.

Historically, young pros signed with Nike might find themselves in fragmented training setups, bouncing between coaches and groups. Now, Nike can keep its best talents in-house, refining their development from the moment they graduate college.

An Olympic Medal Factory?

Nike’s ambitions with Swoosh TC extend beyond individual athletes—it’s a long-term play to bolster Team USA’s success on the world stage, particularly at the 2028 Los Angeles Olympics.

The results of the 2024 Paris Games sent a clear message: American men’s distance runners brought home five medals, but the women left empty-handed. That’s not a trend Nike—or U.S. Track & Field—wants to see continue.

“I think in 2028 you’re going to see more women, not just knocking on the door, but walking through the door,” Taylor said.

“Women are not men, and so the timeline might look a little bit different. Nothing happens overnight, and even though we may think that it does, it’s years and years of perfecting your craft and getting the right support system around you. I do strongly feel that this new collaboration and the sense of community and belonging that the athletes are going to feel is going to give women the opportunity.”

By consolidating top coaching talent and fostering an elite training environment, Nike is positioning Swoosh TC as a medal-producing machine.

Athletes training within this system will have access to specialized altitude training, biomechanical analysis, and some of the most experienced coaching minds in the sport.

The goal? Maximize podium finishes when the Games hit home soil in 2028.

A Response to the Competition

For years, Nike had the upper hand in professional running, largely thanks to its dominance with Bowerman Track Club. But in recent years, rival brands have stepped up their investment in pro training groups:

• On Running has built a strong presence in Boulder, Colo., a major endurance training hotspot.
• Puma has established a squad training in North Carolina.
• Under Armour has built a team around Weini Kelati in New Mexico, focusing on developing distance specialists.
• Adidas backs Tinman Elite, a well-known Boulder-based group with a strong grassroots following.

Nike’s launch of Swoosh TC is a direct response to these developments.

It ensures that top collegiate talent doesn’t slip away to other brands and reaffirms Nike’s position as the dominant force in elite running. This move also allows Nike to shape the professional running scene in a way that aligns with its long-term goals—both commercially and athletically—something that’s been slipping through their fingers the last few years.

The Fallout: Winners and Losers

For Nike-sponsored athletes, Swoosh TC is a massive win. They now have access to a world-class training system designed to optimize their performance and prolong their careers.

But for others, this shift creates complications.

Some of the biggest question marks surround non-Nike athletes currently training under Swoosh TC coaches.

Runners like Nikki Hiltz (Lululemon-sponsored) and Luis Grijalva (Hoka-sponsored), both of whom have been training under Mike Smith, may now face a difficult choice: find a new training environment or, when their contracts are up, consider switching to Nike to maintain coaching continuity.

Additionally, this shake-up could disrupt existing training groups.

With Nike consolidating resources around Swoosh TC, other Nike-sponsored athletes who were previously training in different setups may now be encouraged—or even required—to join the new system.