Tonal, a smart home gym provider, announced a partnership with Nordstrom to bring its strength training system to customers across the country. Beginning in March, the experience will be in the Women’s Active department in 40 Nordstrom locations across 20 states in the U.S., including 12 states where Tonal had not yet had a physical location. The partnership will be brought to life through a 50 square foot concept where visitors can experience a full Tonal demo and try a workout firsthand.
“It’s a natural fit for us to partner with one of the most respected retail brands in the world and introduce Tonal to Nordstrom customers across the country,” said Christopher Stadler, Tonal’s chief marketing officer. “We are excited for more people to experience the power of digital weight, and this partnership underscores our continued retail momentum and broadening our reach to new customers.”
Tonal controls more than 90% market share in the category, the company said. It combines equipment, digital weight and advanced artificial intelligence (A.I.) software. Tonal’s technology learns from the user for a more personalized and more effective full-body workout.
“We know customers are looking for inspired workouts that elevate their wellness ambitions, and we’re excited to offer them a dynamic new digital fitness experience through our partnership with Tonal,” said Lori Marten, Nordstrom vice president and divisional merchandise manager. “Our goal is to help customers discover the latest active gear for style, performance and everything in-between, and we look forward to making it easier than ever to discover everything in one place so they can look and feel their best.”
In December 2020, Nordstrom also launched an Active microsite responding to how customers shop for activewear, athleisure and gear throughout the year. The site enables customers to search for Active brands by activity or category for the whole family, in addition to finding fitness and wellness advice, expert tips and product and performance guides that support their fitness and wellness goals.
