5 Keys to Tonal’s Business Success The Home Workout Machine Worth $1.6 Billion
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2. Smart Features
When Healthline reporter SaVanna Shoemaker first set out to review the Tonal — a high-tech workout machine that lets users lift weights at home without bulky equipment — she felt skeptical about the $3,000 price tag. But after six weeks of using the wall- mounted screen and digital weight system to take live and on-demand fitness classes, SaVanna was converted. “Between the tangible results I’ve experienced and the fact that it’s the first time I’ve been able to stick with a weight training regimen for more than a week, I personally find Tonal to be well worth the investment,” she wrote. Silicon Valley engineer and entrepreneur Aly Orady founded Tonal in 2015. He used electromagnetics to create an at-home weight machine with “electronic resistance,” and in 2018, the Tonal was born. It really took off in October 2021, when the company added live workouts with fitness trainers to its in-demand lineup. A quick Google search will show you a lot of reviews like SaVanna’s. But what has made Tonal so successful stacked up against other trendy home fitness devices like Peloton and Mirror? Why is the company backed by Amazon and funded to a valuation of $1.6 billion? We have a few ideas — and your business can steal them. 1. Individual Attention Tonal adapts to each user’s needs. The smart weights gauge their strength and adjust accordingly between every set or rep. The machine also lets users
The Tonal looks incredibly sleek and high-tech — because it is. Workouts are played on a wall-mounted digital screen, and even the weights on the attached pulley system use artificial intelligence. Tonal has a companion app that guides users through workouts away from home. All of these “smart” features increase the machine’s convenience and remind us that every company should embrace technology, whether by adding apps or using marketing automation.
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3. Community Building With its live classes, Tonal has created a social network among its customers. This is powerful because according to Harvard Business Review, when customers feel like they’re part of a community, they promote the brand more, refer friends, engage more frequently, and stay longer. Consider creating your own brand community with customer events, a private Facebook group, or a customer portal. 4. Constant Communication Tonal keeps in constant touch with its customers through email and its app. Plus, the machine itself has communication built in. During the live classes, users get real-time feedback and encouragement from coaches. Tonal also holds users accountable by displaying the number of days they’ve worked out. Constant communication with clients is key in every business. Email marketing campaigns, newsletters, birthday cards, and in-person interaction keep your company top of mind and encourage customer retention and referrals. 5. Celebrity Endorsements
Ahh, the power of celebrity. Businesses typically see a 4% boost in stock price and sales after partnering with a celebrity, and Tonal is backed by Serena Williams, LeBron James, Stephen Curry, and Maria Sharapova, who brought their fans with them. You may not be able to get Serena Williams to endorse your product, but don’t underestimate the impact of Instagram influencers, well-known figures in your target demographic, and even reviews and testimonials from the average Joe.
set their own workout goals and pace. This is a smart fitness and brilliant business move. If you see every customer as unique, get to know them, and pay attention to their wants and needs, they’ll feel appreciated and stick around long term.
By utilizing these features, you may be able to power your brand to Tonal-level success.
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