What: Tonal partners with Nordstrom to bring its intelligent strength training system to new customers in 40 stores across the US

Why it is important: Tonal’s fitness equipment uses a proprietary digital weight system that generates up to 200 pounds of resistance and replicates every machine in the weight room with a fraction of the equipment, as well as an advanced A.I. software available to offer customised and evolutive training programmes to its users.

Its partnership with Nordstrom will take the form of a 50 square foot concept in Nordstrom Women’s Active department where visitors can experience a full Tonal demo and try a workout first-hand. Tonal hoping to reach new customers, including in 12 states where it had no physical locations yet.

As for Nordstrom: "We know customers are looking for inspired workouts that elevate their wellness ambitions, and we're excited to offer them a dynamic new digital fitness experience through our partnership with Tonal," said Lori Marten, Nordstrom Vice President and Divisional Merchandise Manager. "Our goal is to help customers discover the latest active gear for style, performance and everything in-between, and we look forward to making it easier than ever to discover everything in one place so they can look and feel their best."

Tonal Partners with Nordstrom to Expand its Retail Footprint [...]