Tonal

Tonal develops and sells a wall-mounted strength-training system that replaces conventional free weights and gym machines with electromagnetic digital resistance. The system measures a user's strength and sets resistance for each repetition, adjusting in increments as small as one pound, with resistance available from 5 to 250 pounds. Adjustable arms can be repositioned by height, angle and rotation to support more than 170 on-machine movements, and Bluetooth-connected Smart Accessories (rope, bar and handles) let users toggle weight and provide form feedback. A touchscreen delivers coach-led classes, programs and a "Daily Lift," and tracks metrics including Strength Score, total volume lifted and weekly streaks.

A companion mobile app for iOS and Android lets members browse workouts and programs, build and share custom workouts, follow live class schedules, review workout stats and track progress toward personalized weekly targets. Advanced lifting modes such as drop sets adjust weight automatically between sets. Content is delivered by an in-house coaching roster including Ash Wilking, Ackeem Emmons, Kendall Wood, Joe Rodonis, Kristina Centenari, Kristin McGee, Betina Shimonek and Shelby Hicks, spanning strength, yoga/Pilates, prenatal and postpartum training, and rehab-to-performance work. The current lineup includes two hardware generations, Tonal 1 and Tonal 2.

Founding story

Founder Aly Orady, a supercomputer engineer who had struggled with his weight since childhood, lost 70 pounds training at commercial gyms but plateaued, prompting him to seek a different approach to sustainable physical change. In 2013 he developed the digital resistance mechanisms and initial algorithms that underpin the product, and after exiting two prior startups he founded Tonal in 2015 and led it as CEO. Orady holds an M.S. in electrical engineering from Stanford University and an undergraduate degree in computer engineering from McMaster University.

Business model

Hardware-plus-subscription: customers buy or rent the Tonal trainer and pay a recurring membership fee that unlocks the content library and personalized training features. Purchases require a 12-month membership commitment at $59.95 per month plus applicable sales tax, and each membership includes unlimited household accounts. A rental option, Tonal Rent, bundles membership, delivery and installation into a monthly payment, and financing is offered through third parties (Affirm; rental offered by Fragile, Inc. d/b/a Whim). Purchases are positioned as HSA/FSA eligible via Truemed for qualified customers.

Revenue comes from equipment sales or monthly rental of the Tonal trainer and accessories, plus recurring monthly membership subscriptions for content and personalized training.

Traction

The company reported explosive growth in 2020 and surpassed a $1.6 billion valuation with its 2021 Series E. It operates a showroom network with in-person demos and virtual appointments, publishes member testimonials describing outcomes such as substantial body-composition changes and injury-free marathon training cycles, and offers thousands of workouts and programs across its content library.

Latest developments

Todd Bartee joined as Chief Executive Officer in February 2026, arriving from L Catterton where he was an Operating Partner working with Tonal and other portfolio companies; he previously led Aquasana and Taxa Outdoors. Hayden Tollas joined as Chief Financial Officer in September 2025 from Pet Food Express. Founder Aly Orady, CTO from 2023 to 2025, now serves as Founder & Advisor. The current product range includes the second-generation Tonal 2 alongside Tonal 1, and the company is promoting a limited-time Tonal Rent offer of $60 off per month for the first three months, with terms running to September 14, 2026.