Tonal
Tonal is going IRL.
What’s happening: The equipment maker will launch a pop-up boutique studio in NYC next year.
For a limited time, Tonal Training Lab will offer coach-led classes with the latest innovations in smart strength, plus special events.
What it means: Revamping post-pandemic, the brand has iterated — entering Best Buy, outfitting LOVB facilities, and partnering with Truemed to unlock HSA/FSA spending.
Now, it’s stepping outside the home to build community and expand its base.
Show & tell. Connecting in-person, equipment brands are reenvisioning showrooms as club spaces.
- Technogym is scaling a global network of immersive hubs with classes and events.
- Smart boxing bag maker BHOUT launched its own training studios last year.
- Teaming up, Vitruvian co-hosted strength clubs at Gymshark’s London flagship.
Precedent. Showrooms were central to Peloton’s early growth before being scaled back amid cost cuts. Still in play, bookable classes at its NYC production studio highlight its core technology + content experience.
Punchline: Whether or not the NYC site extends its stay beyond February, Tonal is embracing a try-before-you-buy strategy to court new consumers.
