Tonal
Tonal is a Sports + Recreation concept with 23 stores in 23 shopping centers across 12 states. As of October 11, 2026 they opened 0 and closed 0 locations in the last 12 months, a net change of 0. Typical site: 50–2,500 SF. Across their fleet, locations have a median 10-minute drive-time population of 74,236 with a median household income of $119,153 and a median age of 40, according to Brandmarch. Similar brands: Dick's House of Sport, 810 Billiards & Bowling, and PXG.
Stores
In 23 properties
Site Submittals
Coming soon
Competitive Intelligence
New in the last 3 months
Verified Contacts
Ready to connect
About Tonal
Tonal: The AI-Driven Pioneer of Personalized Strength and Connected Fitness Founded in 2015 by Aly Orady and headquartered in San Francisco, California, Tonal is the premier digital strength-training anchor for Tier-1 Regional Malls, High-Street corridors, and luxury Lifestyle Centers. Entering 2026 under the leadership of CEO Darren MacDonald (formerly of Petco and Walmart), the brand has successfully pivoted from a pandemic-driven growth model to a sustainable "Quality over Quantity" retail strategy. The 2026 model centers on "Experiential Education" and high-touch demonstrations, utilizing a fleet of curated flagship showrooms and strategic "Store-within-a-Store" concepts (including 40+ locations within Nordstrom). The 2026 retail prototype—defined by the "Tonal Training Lab"—allows customers to experience the system’s adaptive digital weight and AI-coaching in a private, simulated home environment. For landlords, Tonal serves as a high-tech "Wellness Anchor" that attracts an affluent, data-driven demographic and occupies a highly efficient footprint with industry-leading sales-per-square-foot.
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