Tone House Expands 2025 Lift Off Into a Team-Based Strength Festival
The popular NYC studio’s annual lifting competition is evolving with team and doubles divisions, a larger venue and a renewed focus on community as in-person fitness events gain ground
Tone House is taking its signature in-person strength competition, Lift Off, to new heights.
Under the direction of newly appointed president James McMillian, the New York City-based athletic training studio is expanding its annual event into a larger and more inclusive format. Originally a solo-based competition, Lift Off will now feature doubles and team divisions.
“Our founder created Lift Off to bring people together, but before, it was one person on stage while everyone else cheered,” McMillian told Athletech News. “Now we want everyone lifting at the same time and partnering up. I’ve done competitions around the world like Hyrox and ATHX, where a teammate helps you get through that last rep; that’s the kind of energy we want here.”
This year’s competition will see 15 athletes lifting simultaneously across a massive setup featuring five squat racks, five bench press stations and five deadlift rows. Each athlete gets ten minutes to complete three attempts per lift, followed by a two-minute rest and a one-minute “rep test,” a dynamic bonus round that keeps the format engaging and sport-driven.
“It’s not just about the max lift,” McMillian explained. “The rep test makes it fun and competitive in a way that feels like a sport.”
The expanded format also helps accommodate a bigger audience. To be hosted in December at the Major Owens Community Center in Brooklyn, the event will accommodate a higher volume of competitors while completing six total events in just one hour.
“It’s a major upgrade from past years,” McMillian noted. “We can now host more people, more teams, and mixed doubles; even couples who want to train together.”
McMillian emphasized that Lift Off isn’t just for Tone House regulars.
“You don’t have to be a member or a seasoned lifter to compete,” he said. “You can choose your strengths, maybe you bench better than you squat, and your teammates can fill in the rest. It’s about participation and pushing yourself alongside others.”
Beyond the competition floor, Lift Off maintains its partnership with Special Olympics New York, ensuring the event serves a larger purpose.
“Everyone’s lifting for a cause,” McMillian said. “We’ve partnered with Special Olympics for several years now, and it’s an incredible way to channel the energy of competition toward something bigger.”
The reimagined event also mirrors McMillian’s broader vision for Tone House as the brand enters its second decade.
“This next phase is about revamping the system between our clients, coaches and community,” he stated. “We’re keeping true to the ethos that everyone can train like an athlete, but also bringing in what’s trending, from wellness festivals to run clubs, and opening our doors to new audiences.”
As McMillian sees it, Lift Off is more than a competition; it’s a way for everyday athletes to feel motivated and empowered to raise their performance bar.
“These events give everyday people, not just pros, the chance to feel like winners again,” he said. “That adrenaline rush, that feeling of pride, it doesn’t have to end when sports do. Tone House is here to keep that fire alive.”
The next Lift Off event is scheduled for Saturday, December 13, at the Major Owens Community Center in Brooklyn. Registration is now open for individual competitors, doubles teams and three-person teams.