Tonal triples its bodily offers with the Nordstrom partnership


Tonal, maker of the smart home fitness trainer, announced that it has more than tripled the number of physical locations that devices are sold through a new partnership with Nordstrom.

Starting this month, Tonal will have 50-square-foot wards in the women’s activewear departments at at least 40 Nordstrom locations in the U.S., bringing the total number of Tonal physical locations to 60 by the end of 2021. Buyers can run into or book appointments to try out Tonal devices and purchase them through the existing staff.

“As we looked to expand our retail presence and strategy, we focused on the retail landscape and we really feel like Nordstrom is saying ‘Best in Class’ – the department store is well suited to be in a COVID and the post-COVID world to be successful, ”said Christopher Stadler, CMO of Tonal.

Tonal, which makes a wall-mounted device with a digital weight system that emulates various traditional fitness stations, already operates 16 locations across the country with shoppers’ exercise equipment and plans to open four more showrooms later this year. However, the partnership with Nordstrom, which expects total sales growth of 25% in 2021, is a first for home fitness manufacturers. For example, Peloton operates a larger network of dedicated showrooms in the US, Canada, Germany and the UK. However, it has yet to partner with an outside retailer to display and demonstrate its bikes and treadmills.

An example of Tonal’s placement on a north stream in Walnut Creek. Credit: Tonal.

Tonal’s physical expansion is taking place amid a boom in home device demand during the pandemic. According to Stadler, sales of Tonal devices increased by 800% from December 2019 to December 2020, resulting in waiting times of up to 10-12 weeks for deliveries. These delays are comparable to Peloton, which has also had significant delays for delivery in the past few months and is currently reporting delays of 6 to 10 weeks – an issue that Peloton CEO John Foley acknowledged and apologized in a note to users.

For its part, Tonal is working to fix shipping delays. According to Stadler, the startup has ramped up equipment production significantly, increased the number of employees and, in some cases, has now shipped airships from Taiwan to the US to meet demand.

“We have seen exceptional demand for tonal and are working aggressively around the clock to produce, deliver and install tonals faster and faster,” says Stadler. “We have absolutely ramped up production and all facets of the company are gathering to deliver our customer orders as quickly as possible.”

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Melinda Martin