Tonal launches its next phase of growth and expansion

Tonal, the leader in intelligent strength training, announced the appointment of Todd Bartee as Chief Executive Officer, effective today.

Tonal serves more than 175,000 members and has strong retention with year-over-year growth. The company has built a beloved brand through product innovation and a long-term strategy delivering durable value to its members. By combining advanced digital resistance, science-backed programming, expert coaches and seamless hardware design, Tonal defined and continues to lead the category it created: intelligent strength training at home.

Tonal recently expanded distribution through retail while continuing to invest in product leadership and member experience. The leadership transition comes as Tonal enters its next stage of platform development, focused on software and AI, deeper personalization, and greater awareness of strength training’s long-term health impact.

Bartee brings deep experience scaling consumer brands and leading growth-stage businesses. Most recently, he served as an Operating Partner at L Catterton, where he worked closely with Tonal on strategy, operations, and value creation. Prior to L Catterton, Bartee was CEO of Aquasana and CEO of Taxa Outdoors, where he led both companies through periods of growth and operational expansion. Earlier in his career, he held senior sales and marketing roles at Dell Technologies.

“Tonal has built something special by bringing together intelligent hardware, great coaching, and real strength data in one experience,” said Bartee. “That foundation gives us a real advantage as we continue integrating software and AI more deeply into how people train. I’m focused on making the product even more personalized and effective, expanding access through retail, and helping more members build strength that lasts. We’re just beginning to unlock what’s possible.”

Bartee succeeds Darren MacDonald as part of the planned leadership transition. MacDonald and Bartee shared the transition with employees last week and expressed confidence in Tonal’s leadership team and long-term direction.

“It has been an honor to serve our members and team,” said MacDonald. “I am proud of what we’ve achieved together and confident that Todd will lead Tonal to even greater heights.”

Under Bartee’s leadership, Tonal will continue to invest in the product and its members, expand access through strategic retail partnerships, and remain focused on its mission to help members build lasting strength.

Jack Lazar, Chairman of Tonal’s Board of Directors, shared Friday, “We’re excited for Todd to build on the momentum of the team. He understands the business deeply and brings the operational discipline and leadership experience to lead Tonal in its next phase.”

Visit tonal.com to learn more about the company’s latest updates and developments.

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About Tonal

Tonal is the pioneer of the world’s smartest strength training system. Founded in 2015 and headquartered in San Francisco, Tonal combines revolutionary digital weight technology with personalized, AI-powered coaching. It offers thousands of coach-led, on-demand, and live workouts across various fitness categories, including strength training, cardio, Pilates, HIIT, and mobility. Since its launch in 2015, Tonal has built the world’s largest strength training dataset, with over 175,000 members lifting more than 235 billion pounds. This data fuels continuous innovation, ensuring that Tonal remains at the forefront of personalized fitness solutions. Tonal’s innovative system adapts to each user’s fitness level, enabling them to build strength faster and push past plateaus to achieve optimal results efficiently. By delivering a comprehensive, at-home strength training experience, Tonal is redefining how people approach fitness. For more information or to purchase Tonal 2, visit tonal.com and follow Tonal on Instagram, TikTok, Facebook, and YouTube.