• Loading stock data...
Friday, May 9, 2025
Join us May 14 at 1 p.m. ET for Future of Sports: Leagues of Their Own Register Now

Lebron James Invests In Tonal

Tonal/Design: Alex Brooks

Lebron James is the newest investor and brand ambassador for Tonal, an at-home fitness startup valued at $1.6 billion after a $250 million Series E round in March.

Financial terms of James’ investment were not disclosed.

The wall-mounted system uses advanced technology to replicate weight-lifting equipment found at brick-and-mortar gyms. The $2,995 machine soared in popularity during the pandemic.

“I’ve used a lot of different machines and different methods,” James said. “Tonal definitely sits right at the top.”

James joins the growing list of Tonal’s athlete investors, which includes Steph Curry, Serena Williams, Sue Bird, Mike Tyson, and Drew Brees. Dragoneer, L Catterton, Cobalt Capital, and Amazon’s Alexa Fund are among its venture capital investors.

Tonal says it has more than 90% of market share in the connected strength category, with system sales increasing 800% between December 2019 and December 2020.

  • Earlier this year, Tonal struck a long-term deal to bring workout stations to 40 Nordstrom stores across 20 states — it has 16 brick-and-mortar locations of its own.
  • The company says “hundreds of athletes across 40+ leagues and teams” use its product.

In March, Tonal CEO Aly Orady said the company was preparing for an IPO.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Sue Bird

USA Basketball Moving Women to Men’s Model Under Sue Bird

The move marks a major change for USA Basketball’s women’s operations. 
Michelle Wie West
exclusive

Michelle Wie West Is Latest Athlete to Invest in Togethxr

The brand tripled its revenue year over year and is profitable.

NBA Misses a Dynasty Duel—but Gains a Star-Making Moment

The Warriors defeated the Rockets in seven games.
Apr 22, 2025; Los Angeles, California, USA; Los Angeles Lakers guard Luka Doncic (77) and Los Angeles Lakers forward LeBron James (23) leave a court after defeating the Minnesota Timberwolves 94-85 in game two of first round for the 2024 NBA Playoffs at Crypto.com Arena.

The Lakers Failed to Cash In on Luka Dončić Heist

After winning the trade of the century, the Lakers were bounced early.

Featured Today

Fat Perez reacts after hitting his shot on the 16th tee during the WHOOP Shot at Glory on the 16th hole at TPC in Scottsdale on Feb. 5, 2025.

Golf Influencers Are the New Currency for PGA Tour and LIV

YouTube golf is big business. The rival tours are staging formal events.
Feb 8, 2025; New York, New York, USA; New York Knicks assistant coach Rick Brunson talks with New York Knicks guard Jalen Brunson (11), forward Mikal Bridges (25), and guard Josh Hart (3) during a timeout in the third quarter against the Boston Celtics at Madison Square Garden.
May 6, 2025

Before the Villanova Knicks, There Were the Kentucky Celtics

Three decades ago, Boston tried its own version of the college-teammate experiment.
Mar 22, 2025; Miami, FL, USA; Joao Fonseca (BRZ) reacts after winning a point against Ugo Humbert (FRA)(not pictured) on day five of the Miami Open at Hard Rock Stadium.
May 6, 2025

João Fonseca Is a Teen Tennis Phenom. His Parents Are Overseeing His..

The Brazilian is forgoing a management team in favor of his parents.
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Sponsored

Win. Advance. Repeat: The Professional Fighters League’s Rise to Prominence 

As of 2025, PFL has introduced a World Tournament format, where every fighter must battle through a high-stakes bracket to reach a championship.
Sponsored

How On Location is Redefining the Olympic Winter Games Hospitality Experience

As the Olympic Winter Games Milano Cortina 2026 approaches, On Location—the Official Hospitality Provider—is redefining luxury hospitality.
The 2018 Ragin' Crossfit Games are held at Blackham Coliseum in Lafayette.
March 14, 2025

CrossFit for Sale After Years of Drama and Attrition

The intense fitness workout got popular in the early 2000s.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Portfolio Players is our bi-weekly spotlight on the athletes and investors reshaping the business of sports. This week, venture capitalist Kai Cunningham unpacks why athletes land top deals and how the usual investing rules don’t always apply.
Sponsored

How On Location is Redefining the Olympic Winter Games Hospitality Experience

As the Olympic Winter Games Milano Cortina 2026 approaches, On Location—the Official Hospitality Provider—is redefining luxury hospitality.
Sponsored

The Surprising Ingredient That Can Improve Your VO2 Max

In the high-stakes world of sports, VO2 max—or maximum oxygen consumption—has emerged as a critical marker of endurance and performance.
Peloton Bike
October 31, 2024

Peloton Earnings Beat Expectations As It Still Loses Subscribers

Peloton tapped Peter Stern, former Ford executive and cofounder of Apple Fitness+, to be its new CEO.
September 4, 2024

Under Armour Sells MapMyFitness Back to Founders 11 Years Later

The founders sold the tracking app to the apparel giant in 2013.