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Tonal is an intelligent fitness company that makes highly personalized 

home gym systems.

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The wall-mounted cable machine became popular as people turned to home fitness. In recent years they focused on optimizing performance marketing for early adopters. Now they want to evolve their growth marketing tactics past the basic D2C playbook and build a pipeline to a new market.

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The Ask​

Identify a new market opportunity for Tonal—and propose tactics and messaging to reach this audience outside of traditional D2C channels.

I got to know the product.

How I Got Smart

  • Tonal user surveys (n=252)

  • Audience interviews (25)

  • SME interviews (6)

Showroom Demo - Tysons Center, VA

Home workouts - 45 min sessions

I got to know users.

For me, Tonal doesn't replace the gym experience. Digital weights are way different than a normal barbell...I still go to the gym to get out of the house and throw [free] weights around.”

I use my Tonal 4-5 times per week, but it's still just part of my exercise. I walk the dogs, I do Peloton. Plus I'm coming back from surgery, and I'm using Tonal to get ready for the tennis season." 

– Alex R. (29, Sales)

– Jennifer B. (43, Mother of 3)

Tonal is a compliment—not a substitute—for a user's existing fitness routine. 

Positioning

This consumer attitude differed from some company messaging:

“Tonal replaces every   machine in the gym.”

– Aly Orady (Founder, Fmr. CEO)

So I looked at Tonal's internal messaging.

People are using Tonal to get better another pursuit.

[Users] concentrate on functional movements that translate to better quality of life and performance in recreational sport."

People value diversity in their regimen...the hybrid athlete sees the value that resistance training adds to their other athletic pursuits.” 

– State of Strength Report (2023)

– Joe Rodonis (Tonal Coach)

Tonal markets to "fitness fanatics."

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Tonal's average purchaser already exercises four times per week. They're fitness obsessed, performance-oriented, and are already familiar with strength training and understand the benefits.

Lift 10x /month

Home Owner

AHHI

$150k+

“Running and cycling are entry points to strength training for many." 

Opportunity

Tonal’s mission is to strengthen every body every day.

 

But someone's definition of strength depends on their goals (i.e., weight, endurance). 

You do not want to run your way into old age, that’s a lot of wear and tear on your body. You want to strength train as you get older."

– Aly Orady (Founder, Fmr. CEO)

I considered the full spectrum of training.

I interviewed...

  • Tonal users (4)

  • Lifters (4)

  • Spartan athlete (1)

  • Crossfitters (3)

  • Triathletes (3)

  • Runners (12)

  • Swimmers (3)

  • Rowers (2)

  • Retail Assoc's (3)

  • Physicl Therapists (2)

  • Personal Trainers (3)

Runner

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Lifter

I'm a powerlifter.

 

To better understand

the runner's journey,

I joined a run club

and ran a 10k.

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The biggest barriers for runners getting into lifting?

  • Getting bulky

  • Getting hurt

  • The gym

"Effect Run Club" Thursday morning runs. Richmond, VA.

A lifter does not need to run to become an elite lifter.

But a runner must strength train to become an elite runner.

  • Runners aren’t strength training because they’re afraid of getting injured, but they’re getting injured because they’re not strength training.

  • But Runners can’t keep running if they’re not lifting. Strength training develops stronger muscles, connective tissues, resilience.

Why Runners

There's a lot of them.

  • 450,000 Americans compete in races every year.

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Tonal users run.

  • Most common activity among Tonal Facebook group users.

  • 20% of existing users report wanting more performance running content

They spend money.

  • The average NYC marathoner makes $180,000.

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They invest in their fitness.

  • And spends $1,000 on equipment.

Audience size

Audience fit

Strength training with Tonal gives them more value than a traditional gym.

  • They're interested in lifting, but they're "not a lifter."

  • They don't like the gym and don't want a personal trainer.

  • Endurance training: lower intensity lifts for higher volume, emphasizing technique. 

  • Muscle readiness

Campaign

"Resilient Runner" Program

  • A resistance training program focused on injury prevention.

  • Most running programs offer conditioning, not strength.

  • Prehab - Addresses pain points of endurance athletes: "Small little injuries"

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You're a runner. This program will ease you into strength training and keep you strong—so you can stay running.

  1. Squats 

  2. Lunges 

  3. Hip Hinge

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    4. Hip Bridge

    5. Up. Body (Push)

    6. Up. Body (Pull)

Track fatigue. Don’t overtrain.

Runners will quit lifting if it interferes with their running.

Promotion

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Running stores are trusted community hubs for training info and tech.

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Fleet Feet shoppers are affluent and willing to invest in personalized fitness tech (see below: Fleet Feet Fit ID).

Run clubs are popular in cities like NYC and DC. A partnership with goal-oriented long distance runners can spread WOM and direct shoppers to demo showrooms.

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Low lift, 6 month hospitality partnerships with apartment complexes in top markets to allow residents in our income targets to spend time with Tonals.

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The differentiated value of Tonal lies in its advanced features (i.e., spotter mode, burnout) and personalization. It gets smarter the longer you use it. That's hard to communicate during a 30 second station at an obstacle course race.

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Brand Ambassadors, Advocacy

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  • Runners love to share progress 

  • Monthly sub discounts

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