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Tonal, the intelligent strength training platform, has announced the return of fitness veteran Tony Horton alongside three new coaches and expanded programming. The company serves over 175,000 members and maintains industry-leading retention rates with consistent year-over-year growth. Horton's new programming launches 3 April, focusing on efficient strength training for healthy ageing and longevity. Three new coaches join the platform from 4 May: Margaret Valenzuela, specialising in strength training for women through perimenopause and menopause; Kenny Ferrer, blending strength with mindfulness and recovery; and Alexandra Mack, bringing athletic performance expertise. Tonal will introduce additional structured programmes including a 10-week HIIT and strength hybrid, an eight-week muscle-building programme, and advanced Pilates programming designed for strength, performance and longevity.

Tonal appoints L Catterton partner as new CEO. February 25, 2026 1/3 free articles used this month. 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 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 a guest 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.

Inside Tonal's at-home Pilates push led by Kristin McGee. Powered by adaptive resistance and led by popular instructor Kristin McGee, Tonal is aiming to bring the reformer Pilates experience into people's homes without the need for the machine itself. Smart home strength training brand Tonal is expanding into new territory with the launch of a reformer-inspired Pilates experience guided by celebrity instructor Kristin McGee. The launch marks the brand's first integration of personalized, reformer-like resistance into its connected fitness system. The new offering combines Tonal's patented digital weight technology with classes, bringing the feel of reformer Pilates to those who may find traditional studios intimidating or inaccessible. Using the brand's adaptive resistance and new Pilates Loops, an accessory available for $100, members can unlock a range of full-body workouts that automatically adjust to their strength levels in real time. "This is the next chapter in rethinking what's possible with smart strength training," explained Darren MacDonald, CEO of Tonal. "By combining Pilates with adaptive resistance, we're giving members a completely new way to train; one that's deeply effective, highly personalized, and only possible with Tonal's technology and seamless experience." McGee, one of the most recognized names in Pilates and yoga instruction, leads a curated selection of Tonal workouts designed to build stability, improve mobility and deepen mind-body connection. "Pilates has always been a tool to help ground me and build core stability, but reformer Pilates can be intimidating and it can be difficult to find a class, with availability, that works with your schedule," McGee said. "With Tonal's versatile offerings and personalized workout options, it's the natural evolution for my journey and for others looking to start or deepen their Pilates practice." A reformer Pilates feel without the machine. Tonal's Pilates experience includes 10 levels of digital resistance that emulate the feel of traditional reformer springs, automatically micro-adjusting to match each user's strength. Tonal's new Pilates Loops, made in partnership with Reformer Loops, feature a double-loop design and eco-conscious materials like water-resistant neoprene and recycled fibers for comfort and grip. The result is a workout that feels like a high-tech reformer, with McGee's guidance elevating the experience. To coincide with the launch, Tonal is debuting a new campaign titled "Progress Over Perfection," created by Flower Shop and directed by Leigh Powis. Shot in an infrared, documentary-style format, the campaign stars McGee in candid moments that highlight the real work behind personal growth. The Pilates push also comes as Tonal celebrates its ten-year anniversary. Following the launch of Tonal 2, the brand has introduced features such as Daily Lift, which delivers an adaptive daily workout powered by AI, and audio coaching cues that provide real-time guidance for better form. The launch also follows a major distribution deal with Johnson Fitness & Wellness, expanding Tonal's retail footprint to more than 100 U.S. locations. Pre-orders for the Tonal Pilates Loops began on October 14, with the full Pilates experience rolling out to all Tonal devices on November 17.