Todd Bartee takes over for Darren MacDonald, who served as Tonal’s CEO for 17 months. The appointment of a private equity veteran signals a new chapter for the home-gym giant
Tonal has named Todd Bartee as its new chief executive officer, effective immediately, the connected fitness company announced Wednesday.
Bartee succeeds Darren MacDonald, who departs the smart home strength brand after roughly 17 months.
Bartee brings firsthand familiarity with Tonal, most recently serving as operating partner at L Catterton and working closely with the fitness company on strategy and operations. He is also the former CEO of Aquasana and CEO of Taxa Outdoors and has held senior sales and marketing roles at Dell Technologies.
Founded in 2015 by serial entrepreneur Aly Orady, Tonal raised a $45 million Series C round led by L Catterton in 2019 for its smart at-home strength training machine that uses digital weight and on-screen instructors. In 2023, it raised $130 million in new capital through existing investors, again led by L Catterton. The private equity firm has also invested in Peloton and ClassPass.
In September 2024, Tonal hired MacDonald, a former Petco executive, as its CEO. MacDonald succeeded Krystal Zell, who took over for Orady in April 2023.
“Tonal has built something special by bringing together intelligent hardware, great coaching, and real strength data in one experience,” Bartee said. “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,” he added. “We’re just beginning to unlock what’s possible.”
One retail partnership was announced last fall with Johnson Fitness & Wellness, allowing shoppers to test out Tonal’s latest model, the Tonal 2, in more than 100 U.S. stores before purchasing.
The company has also been working to broaden its appeal beyond hardcore strength training, bringing on Kristin McGee, a celebrity yoga and Pilates instructor, as coach for a reformer-like Pilates experience using a new Pilates Loops accessory.
“It has been an honor to serve our members and team,” MacDonald said. “I am proud of what we’ve achieved together and confident that Todd will lead Tonal to even greater heights.”
Tonal’s appointment of a private equity veteran as its new CEO echoes that of Purpose Brands. The holding company formed by the merger of Orangetheory Fitness and Anytime Fitness named Tom Leverton, a veteran CEO who most recently served as an operating partner at Pritzker Private Capital, as its chief executive in 2024.
