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{"id":8034,"date":"2022-06-15T15:16:38","date_gmt":"2022-06-15T15:16:38","guid":{"rendered":"https:\/\/scienceandnerds.com\/2022\/06\/15\/peloton-rival-tonal-is-adding-a-new-york-studio-to-win-the-fitness-content-race\/"},"modified":"2022-06-15T15:16:40","modified_gmt":"2022-06-15T15:16:40","slug":"peloton-rival-tonal-is-adding-a-new-york-studio-to-win-the-fitness-content-race","status":"publish","type":"post","link":"https:\/\/scienceandnerds.com\/2022\/06\/15\/peloton-rival-tonal-is-adding-a-new-york-studio-to-win-the-fitness-content-race\/","title":{"rendered":"Peloton rival Tonal is adding a New York studio to win the fitness content race"},"content":{"rendered":"

Source: https:\/\/www.theverge.com\/2022\/6\/15\/23167828\/tonal-peloton-ny-studio-aly-orady<\/a>
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While hardware is a big part of connected fitness, so are the classes. The highly produced sessions led by engaging instructors can make \u2014 or break \u2014 a product, especially if there isn\u2019t enough of a library to justify a device\u2019s subscription. On that front, Tonal announced today that it\u2019s opening a New York studio to expand its live class offerings and adding five new coaches to its lineup.<\/p>\n

Tonal is one of the major players in the connected fitness industry with a valuation of roughly $1.6 billion<\/a>. Its $3,000 strength training system is backed by several professional athletes, including Maria Sharapova, Mike Tyson, and Drew Brees. But when The Verge<\/em> initially reviewed the device<\/a> in 2020, the classes were underwhelming. There was no live content and the class library was a tad thin as strength training benefits from repeating the same workouts over and over again. That\u2019s why it was intriguing to see the company introduce Tonal Live<\/a> <\/em>in September. Tonal Live was the company\u2019s answer to growing demand for live classes \u2014 a feature that was also one of Peloton\u2019s claims to fame. That\u2019s why expanding it further is a bold statement at a time when Peloton\u2019s unfolding misfortunes<\/a> have raised questions about the business of running a successful connected fitness brand. <\/p>\n

The New York studio will be based in Hell\u2019s Kitchen in Manhattan. Up until now, Tonal\u2019s studios were exclusively on the West Coast. According to Tonal CEO Aly Orady, the move is aimed at bringing more content to users on the other side of the country. <\/p>\n

\u201cWe always knew with the announcement to go live that would lead us to a New York studio,\u201d Orady told The Verge, <\/em>noting that about a third of Tonal\u2019s member base is located on the East Coast.<\/p>\n

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Tonal is adding five new coaches, while another is relocating from Hollywood to New York.<\/em><\/figcaption>Image: Tonal<\/cite><\/p>\n

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In total, Tonal will now offer 32 live classes weekly and 24 encore classes. Live classes will be held between 7AM ET and 8:30PM ET and will be available on-demand within 48 hours. All of the new coaches will also be based in New York City and will offer a range of specialties outside of lifting weights, including HIIT, boxing, and yoga. The coaches will also go beyond Tonal\u2019s existing programs to include nutrition, balance, and mental health content. Unlike Peloton\u2019s studios, which are set to reopen to the public later this summer, Orady says Tonal users won\u2019t be able to take classes in person alongside instructors. <\/p>\n

Running these studios, however, is no small task. While you only see the instructor on screen, there\u2019s a small army of people working behind the scenes. On a recent tour of Peloton\u2019s new Manhattan studio, I saw firsthand how filming a live class necessitated several stage hands, rehearsal blocking, a director, and multiple cameras capturing every possible angle. Connected fitness is also an expensive category in general, especially if you\u2019re also producing a high-tech piece of proprietary equipment. For users, that often means pricey monthly subscriptions in addition to costly devices. In Tonal\u2019s case, members have to pay a $49 monthly subscription in addition to its $3,000 machine. A good deal of that money, according to Orady, goes back into producing more content. <\/p>\n

\u201cBelieve it or not, the content part of our business is the most profitable part,\u201d Orady says, adding he believes this is likely true for most connected fitness brands. A big library of good, varied content is also key to growing a following.<\/p>\n

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