Tonal’s New Nordstrom Presence

Want to see how those Tonal machines really work? Stop by Nordstrom.

Tonal is setting up shop in 40 Nordstrom stores across 20 states — adding to its 16 brick-and-mortar locations. The companies said the partnership is a long-term deal.

Customers will be able to demo Tonal’s wall-mounted workout station in Nordstrom’s active department and talk to a Tonal employee about the $2,995 device. The company says it has a “more than 90% market share” in the connected strength training category.

Like Peloton, Tonal’s sales skyrocketed during the pandemic — rising 800% from December 2019 to December 2020, according to Tonal CMO Christopher Stalder.

The Tonal deal is an extension of a strategy that’s been in place for the retailer. Nordstrom launched an Active section on its website in December and previously said it plans to devote more space to activewear in its stores.

“It was a pretty seamless opportunity across the board,” Lori Marten, merchandise manager for Nordstrom’s active category, told CNBC. “One that really helps us build our authority and authenticity in a space that we are aggressively growing.”

Amazon’s Alexa Fund and three-time NBA champ Steph Curry are Tonal investors. Nordstrom reports its fiscal Q4 earnings after market close on Tuesday.