Fitness startup Tonal secures $45 million Series C to disrupt the connected-fitness market

Tonal, a tech startup that uses intelligent technology, expert coaching, and personalized guidance to help members stay in shape, has raised $45 million Series C fundraising round to further invest in its supply chain, distribution, and AI talent as well as in recruiting and operational effort.

The round was led by the Growth Fund of L Catterton, the largest and most global consumer-focused private equity firm, which has invested in Peloton, ThirdLove, ClassPass, The Honest Company. The fundraising also included new participation from Evolution Media, which has invested in MasterClass, Calm, The Athletic, and support from existing investors Shasta Ventures (which has invested in Nest), Mayfield (which has invested in Lyft, Classpass, Poshmark), Sapphire Ventures (which has invested in 23andMe, Fitbit, LinkedIn, Square), Serena Williams via Serena Ventures, and more. This round will bring the total capital raised to $90 million.

Founded in 2015 by serial entrepreneur Aly Orady, Tonal is disrupting the $50 billion U.S. fitness category by establishing the only on-demand personalized strength-training system. Recognizing the white space within the connected-fitness category, Tonal is known for their in-home strength-training focus in an easy-to-install package.

Tonal is disrupting the connected-fitness category by establishing the only on-demand personalized strength-training system, and the recent funding will fuel the company’s growth after its recent expansion of delivery to all 48 contiguous states. “There is nothing like Tonal on the market today. We are the first AI-powered connected strength company,” said Aly Orady, Founder and CEO of Tonal. “Our mission is to create the first truly personalized fitness concept by delivering smart on-demand video guidance, actionable data and real-time feedback through one beautiful product in the comfort of your own home. We want to make everyone stronger and healthier.”

Tonal uses intelligent technology, expert coaching, and personalized guidance to help any Tonal member be his or her strongest. It’s like having an entire gym and personal trainer in your home. The system’s electromagnetic resistance creates digital weight, which allows people to do every leg, arm, shoulder, back, core, and chest exercise with one compact piece of equipment. Tonal monitors the quality of every rep, adapts guidance, and measures your progress in real-time to take the guesswork out of strength training. It’s the first fitness system to offer the kind of personalized, science-based training that’s typically reserved for professional athletes and celebrities.

“As the fitness landscape continues to evolve, we have seen a clear shift toward personalized, content-driven, at-home workout experiences,” said Scott Dahnke, Global Co-CEO of L Catterton. “Tonal is the first connected fitness brand focused on strength training and represents an opportunity to invest behind an innovative concept with tremendous growth potential. We look forward to leveraging our deep knowledge of consumer behavior and significant experience in the connected fitness space to bring Tonal’s dynamic technology and content platform to more homes across the country.”

“There’s nothing more important in life than health, and the most exciting aspect of my investment in Tonal was not just the opportunity to help grow the next great connected fitness brand, but the opportunity to help people get stronger, healthier and live better lives,” said Serena Williams, Serena Ventures.