Tonal Launches Rental Program in First Major Move Under New CEO

Tonal is offering its smart strength machines for a monthly fee instead of an upfront purchase, a pivot toward affordability under Todd Bartee, a former private equity partner

Tonal is letting members rent its smart home gym system instead of buying it outright, launching Tonal Rent, the first rental option the company has offered since it debuted in 2015.

The program, powered by rental platform Whim, includes the Tonal machine, an accessories bundle, a monthly membership and white-glove delivery and installation, with no upfront cost. Through August 17, renters get their first month free, with pricing reverting to those monthly rates thereafter. Renters can cancel or request a purchase quote at any time, and Tonal will pick up returned units at no charge.

The Tonal Rent program costs $279 per month for the new Tonal 2 or $219 per month for a certified refurbished Tonal 1. 

The launch marks the first major initiative under new Tonal CEO Todd Bartee, who took over in February after roughly five months as an operating partner at private equity firm L Catterton working directly with Tonal on strategy and operations. Bartee succeeded Darren MacDonald, who exited after 17 months in the role.

At the time of his appointment, Bartee signaled a focus on broadening the brand’s reach. 

“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 said in February.

A rental model lowers the barrier to entry for a product that has carried a steep upfront cost — $2,495 for the Tonal 1 and $4,295 for the Tonal 2 at full price — in a connected fitness category that has struggled to convert interest into purchases and paid subscriptions. Peloton has run a similar bike rental program since 2022. 

The move follows other recent efforts to widen Tonal’s appeal, including a try-before-you-buy retail partnership with Johnson Fitness & Wellness that put the Tonal 2 in more than 100 U.S. stores, and the addition of celebrity instructor Kristin McGee to lead a Pilates-inspired program built around a new accessory.

Tonal Rent is available to residents of the contiguous U.S. and requires renters to be at least 18. The company said it will replace rental units at no cost for issues arising from normal use, so long as payments stay current.