Tonal Releases New Campaign, Redefining Modern Fitness
The smart fitness company goes back in time with a new campaign for the holiday season
Tonal has unveiled its new brand platform, “Power Progress,” developed in collaboration with creative agency Quality Experience (QX). The campaign sets out to contrast outdated workout routines with Tonal’s cutting-edge approach.
Anchored by a two-minute brand film, “Power Progress” draws viewers into a black-and-white Victorian world, where people work through repetitive, archaic exercises like hammering anvils, riding penny-farthing bicycles, and lifting kettlebells. The scene then shifts to a home gym with a Tonal.
“We’re excited to see more people understand the importance of strength training for their overall health and longevity and to move past the cardio-heavy trends of the past,” Meg Douglass, Tonal’s Vice President of Marketing, told Athletech News. “But all strength training is not created equal either. The way we use technology to customize a workout at an individual level means everyone progresses at their optimal pace. That’s why ‘Power Progress’ resonated so deeply—it captures exactly what we do.”
The “Power Progress” platform represents a brand overhaul, from strategy to creative execution. Tonal’s partnership with QX introduced the brand’s visual identity, like a modular layout system, a new aesthetic, and a refreshed color palette that transitions from emerald to blue hues.
“In a time when more brands are leaning on rational proof points, we’re allowing our idea to land in an entertaining way,” said Douglass. “This more emotional approach, paired with our simple message that there’s a better future for fitness, positions Tonal as the clear choice for those ready to progress.”
Looking to 2025, Tonal remains committed to elevating the member experience. Douglass highlighted their plans: “We invest in our members, and in turn, they are our greatest advocates. We’re bringing even more classes, content, guest coaches, and features to our members next year. Additionally, we’re exploring exciting advancements in Tonal’s technology to support better long-term health outcomes.”
As a kickoff to this new era, Tonal has launched a limited-time holiday offer of $1,000 off every unit purchased on tonal.com.