NYC Fitness Studio Tone House Sets Sights on Expansion

As Tone House hosts its signature Turf Wars event in Toronto for the first time, the group strength and conditioning brand is eyeing serious growth

Tone House, a New York City-based group strength and conditioning studio, is looking to share its mission with a wider audience.

The brand just announced a new, upcoming state-of-the-art facility in Manhattan as it eyes expansion.

First, Tone House will host its annual competition Turf Wars, in Toronto on August 10, in partnership with City Shred, a Canada-based fitness and wellness community founded by Cheryl Willberg.

Tone House also has big plans for its home turf in NYC.

“We are taking things up a notch with big plans for a new state-of-the-art facility with a holistic 360-degree approach to athletic-based training,” James McMillian, director of innovation at Tone House, told Athletech News. “This will include strength and conditioning spaces with collegiate and pro-level equipment and programming, nutrition and dietetic services designed to help athletes fuel for performance, and recovery offerings like physical therapy, restorative yoga and mobility sessions, contrast therapy (hot/cold plunge, infrared sauna), and a robust line up of Hyperice and Normatec tools.” 

Once the flagship facility in New York City is established, Tone House plans to take its athlete-style approach to group and strength and conditioning across the U.S.

“We plan to expand in several key cities in the primary and secondary markets, optimize our digital platform, continue to nurture our strategic partnership with Adidas, and increase our charitable impact with our beneficiary, Special Olympics,” McMillian said. 

Throughout the expansion, Tone House wants to stay true to the loyal fitness following its developed.

“Our mission is to provide sports-based training to the mainstream, offering the type of training you would see in a pre-season camp for football, soccer, tennis, and many other sports,” McMillian explained. “We pride ourselves in having first-rate coaches, tough but fun workouts, educational clinics, community competitions like Turf Wars, and a big focus on teamwork and friendly competition.”

The upcoming Turf Wars event in Toronto will feature ten signature Tone House movements, like sprints, gallops, runners, and push-up knee tucks, along with a surprise “wild card.” Competitors are encouraged to create individual fundraising pages for Special Olympics Ontario. 

“We are excited to keep growing, expand our digital offerings, roll out new workout formats, and keep delivering premium sports-based training to everyone who wants to feel like a pro athlete,” McMillian added.