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03/01/2021

Nordstrom opening in-store shops dedicated to at-home fitness product Tonal

Marianne Wilson
Editor-in-Chief
Marianne Wilson profile picture

Nordstrom is jumping into the at-home fitness trend.

The department store giant is partnering with Tonal, which sells a high-tech, wall-mounted exercise station that uses advanced A.I. software. Beginning in March, Nordstrom will open mini Tonal shops in 40 of its stores across 20 states (see end of article for list of locations). The 50-sq.-ft. spaces will be located in the women’s active department. Customers will be able to experience a full Tonal demo and try a workout firsthand.

Tonal focuses on strength training through digital weight resistance. It sells for $2,995 and, similar to Pelotan, has a monthly subscription fee through which members access personal training sessions, recommended programs and workouts. Tonal currently has five freestanding stores and about 10 in-store shops at other retailers, including B8ta and Neighborhood Goods. 

Nordstrom’s partnership with the high-tech fitness company comes as the retailer is making a wider push into the athleisure and fitness wear and gear categories. 

"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 VP 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."

The confirmed list of Nordstrom locations for the Tonal shop includes:
•    Scottsdale Fashion Square (Scottsdale, Ariz.)
•    San Francisco Centre (San Francisco)
•    Fashion Island (Newport Beach, Calif.)
•    Santa Monica Place (Santa Monica, Calif.)
•    Thousand Oaks (Thousand Oaks, Calif.)
•    Century City (Los Angeles)
•    South Coast Plaza (Costa Mesa, Calif.)  
•    The Americana at Brand (Glendale, Calif.)  
•    La Jolla at UTC (San Diego)
•    Broadway Plaza (Walnut Creek, Calif.)  
•    The Village at Corte Madera (Corte Madera, Calif.)  
•    Westfarms (Farmington, Conn.)  
•    The SoNo Collection (Norwalk, Conn.)
•    International Plaza (Tampa, Fla.)  
•    Aventura (Miami) 
•    Boca Raton Town Center (Boca Raton, Fla) 
•    The Shops at Merrick Park (Coral Gables, Fla.)  
•    The Gardens (Palm Beach Gardens, Fla.)  
•    Phipps Plaza (Atlanta) 
•    Oakbrook Center (Oak Brook, Ill.)   
•    Michigan Avenue (Chicago)
•    Montgomery Mall (Bethesda, Md.)  
•    Natick Mall (Natick, Mass.)  
•    Somerset Collection (Troy, Mich.)   
•    Mall of America (Minneapolis)
•    Saint Louis Galleria (St. Louis) 
•    The Mall at Short Hills (Short Hills, N.J.)
•    Garden State Plaza (Paramus, N.J.)  
•    The Westchester (White Plains, N.Y.)   
•    SouthPark (Charlotte, N.C.)  
•    Easton Town Center (Columbus, Ohio)  
•    Washington Square (Tigard, Ore.)  
•    The Plaza at King of Prussia (King of Prussia, Pa.)   
•    Northpark (Dallas)  
•    Galleria Dallas (Dallas)
•    The Shops at La Cantera (San Antonio) 
•    Domain Northside (Austin)  
•    Tysons Corner Center (Tysons, Va.)
•    Downtown Seattle (Seattle)