Nordstrom to Open Tonal Exercise Demo Spaces Inside 40 Stores

Nordstrom will open 40 Tonal store-within-a-store locations in 20 states, including 12 where the exercise equipment retailer doesn’t have a physical location. Tonal machines utilize AI software and digital weight, which is determined through a full-body strength assessment, to power adaptive resistance technology that learns from the user for a more personalized full-body workout.

The store rollouts will begin in March 2021 and will include Nordstrom flagship stores in Seattle, Los Angeles, San Francisco, Chicago and Dallas. The 50-square-foot spaces will be located in Women’s Active departments, where shoppers can try out a Tonal exercise machine with a full demo.

“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, Chief Marketing Officer at Tonal in a statement. “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.”

The Tonal rollout will complement Nordstrom’s Active microsite, which launched in December 2020. The site lets shoppers search for active brands by activity or category, and provides fitness and wellness advice to help them maintain healthy lifestyles. Both the microsite and Tonal partnership are part of the company’s Active ambition and growth strategy for 2021.


“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, VP and Divisional Merchandise Manager at Nordstrom in a statement. “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.”

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