by Stephen Garner

With the pandemic forcing many to exercise from home, Nordstrom is getting in on the action. The Seattle-based retailer announced on Monday that it has partnered with smart home gym and personal training company, Tonal, to bring its technology to Nordstrom stores.

Beginning this month, Tonal will launch in the women’s active department in 40 Nordstrom locations across 20 states in the U.S., including 12 states where the at-home fitness company had not yet had a physical location. The partnership will be brought to life through a 50 square foot concept where visitors can experience a full Tonal demo and try a workout firsthand.

“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, vice president and divisional merchandise manager at Nordstrom. “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.”

In December 2020, Nordstrom launched a new active microsite responding to how customers shop for activewear, athleisure, and gear throughout the year. The site enables customers to search for active brands by activity or category for the whole family, in addition to finding fitness and wellness advice, expert tips, and product and performance guides that support their fitness and wellness goals. The microsite was a first key step to launching the company’s active ambition and growth strategy for the 2021 year.

“It’s a natural fit for us to partner with one of the most respected retail brands in the world and introduce Tonal to Nordstrom customers across the country,” added Christopher Stadler, chief marketing officer at Tonal. “We are excited for more people to experience the power of digital weight, and this partnership underscores our continued retail momentum and broadening our reach to new customers.”

Tonal is pioneering intelligent fitness and has set the bar for connected strength training as the clear leader with more than 90 percent market share in the category. It is the only product that combines equipment, digital weight, and the most advanced A.I. software available.

Store rollouts will begin in March 2021, including top Nordstrom flagship stores in Seattle, Los Angeles, San Francisco, Chicago, and Dallas.

Tonal retails for $2,995 and can be financed for as low as $149 a month, including subscription.