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Tonal sells a wall-mounted digital strength trainer plus the membership, accessories and apparel built around it, aimed at people assembling a home gym in the United States. The store carries two hardware lines, Tonal 2 and a certified refurbished Tonal 1, alongside accessory bundles, servicing, extended warranties and a Performance Shop of branded kit. The pitch is stated plainly: “the expertise of a personal trainer and a full gym in your home”. Built on Shopify with a custom Vue front end.

Website Design

Near-black grounds and an aqua accent. Colour is handled as named schemes rather than one palette, with a near-black 28 28 26 and an off-white 244 244 244 swapping roles between sections, mid greys for borders, and an aqua 17 221 196 reserved for accent states.

Three cuts of GT. Type uses GT America for body copy, GT Expanded for display lines and GT Mono for eyebrow labels. Headlines and buttons are set upper case, pushing most of the page into short shouted lines such as SHOP TONAL 2 and DISCOVER TONAL.

Carousels carry the middle of the page. Coaches, member stories and press quotes each run as a swiper with its own controls, so a long homepage keeps one rhythm.

Shopping Experience

Two hardware paths, both discounted. Tonal 2 lists at $4,295 and Tonal 1 Certified Refurbished at $2,495, with a 20% banner running across the site and a countdown framing of “Final Days”.

The buy box is a configurator. The product page asks for a purchase type, then stacks an accessories bundle (Essentials at $495, Ultimate at $595), an extended warranty at $425 for four years or $449 for five, and a zip code field that calculates white-glove delivery and installation from $295. Membership is quoted separately at $59.95 per month on a 12 month commitment.

Rental sits inside the same choice. The alternative to Purchase is Try at Home, a rental through the partner Whim at $219 per month for three months and $279 after, with membership, delivery and installation folded in.

A short tail of small goods. Beyond the machines the catalogue runs to 45 products: accessories from $40 to $250, apparel from $25 to $128, servicing at $395 or $795, and a one year membership at $719.40.

Brand Storytelling

Coaches are named and described. Eight appear with portraits and a one line specialism each, covering athletic performance, rehabilitation, yoga and Pilates, and prenatal and postpartum training.

Members speak in first name and last initial. Quotes run at paragraph length and name outcomes rather than features, including “At 66 years of age, I’m the strongest and the healthiest that I’ve ever been in my entire life”.

Notable Features

HSA and FSA eligibility in the hero. The banner flags tax-advantaged purchase through Truemed alongside the price, with the disclosure carried in a numbered footnote.

Three footnote blocks under the fold. Sale terms, rental credit terms and the health-account disclaimer are restated in full at the base of the homepage.

Showrooms, demos and hotels. A Visit a Showroom link, a Book a Demo route and a Tonal Hotel Finder offer three ways to try the machine.