- Fitness company Tonal is opening mini shops in Nordstrom department stores in 20 states.
- The 50-square-foot shops will let you try out Tonal’s sole product – a $3,000 wall-mounted workout machine.
- The connected-fitness market has boomed during the pandemic.
- Visit the Business section of Insider for more stories.
Nordstrom is adding mini shops for Tonal, the fitness brand, to some of its stores, with the first opening later this month.
Tonal sells just one product – an at-home workout machine for strength training, retailing at $3,000.
The 40 Tonal shops will be added to Nordstrom stores in 21 states, including Nordstrom’s flagship stores in Los Angeles, San Francisco, Chicago, and Dallas.
The move will massively expand Tonal’s brick-and-mortar presence, more than tripling its number of shops, and bring the company to 12 new states. The fitness company has six of its own stores, as well as 10 located inside larger stores.
The Tonal machine mounts to your wall and lets you perform more than 200 exercises, such as deadlifts, bicep curls, and overhead presses. It also gives you on-demand coaching through a digital display, Tonal said in a press release.
The new mini shops will be 50-square-foot and will be staffed by Tonal employees, who can talk customers through the product and help them try the machine, Tonal said.
Tonal x Nordstrom
CNBC first reported on the news.
Talks between the two companies began in November, Lori Marten, a merchandise manager at Nordstrom, told CNBC.
Tonal spoke to other potential partners before deciding on Nordstrom because of the similarities between Nordstrom shoppers and Tonal's target market in areas such as age, income, and employment type, Christopher Stadler, Tonal's chief marketing officer, told CNBC.
The connected-fitness market has boomed during the pandemic as people have invested in more expensive at-home fitness equipment. Tonal told Insider its sales tripled in just one week in March.
Other companies including Peloton, Ergatta, and Strava have also seen their sales soar - and Ergatta's CEO told Insider the at-home fitness trend is likely here to stay.