Top 10 Tonal Competitors in 2023

The Tonal Smart Home Gym and Personal Trainer system is self-proclaimed to be the most intelligent training machine on the globe. Founded in 2015 by Aly Orady through a crowdfunding campaign, its first product was made available to the public three years later. Reportedly, Orady came up with the idea of a complete yet compact home workout machine when his regular gym training sessions clashed with his working schedule. 

In even some highest-paid gymnasiums, one has to often wait for another customer to finish their workout on a machine. Tonal was developed with an aim to reduce the waiting time to zero, effectively bringing an entire personal gym to your home. Doesn’t seem like a revolutionary concept? Any guy can purchase gym equipment for their house, after all. However, what sets Tonal apart is its ability to take up as little space as possible. You can even fit it in a one-room studio apartment!

Name	Tonal Smart Home Gym
Founded	2015
Headquarters	San Francisco, CA, US
SIC Code	5047
Status	Private, Independent Company
Industry Sector	Smart Workout Equipment
Employees	130

Over six years of its reign (ideally, three years), Tonal has managed to attract several subscribers, so many that the company raised $45 million more within a year of the launch of its first product. Tonal Home Gym’s features include expert coaching through machine learning, full-body workouts with dynamic adjustments, and advanced artificial intelligence that delivers exactly what you ask for, then, be it weight reduction or gain.

However, did you know that Tonal Smart Home Gym isn’t exactly one of its kind? Artificial Intelligence has progressed in leaps and bounds over the past 15 years or so, and several other compact smart workout systems have turned up in the market. Let us take a look at Tonal’s 10 best competitors.

Tonal similar companies:

Future, Fitocracy, Tictrac, GOQii, VirtuaGym, Bravo Wellness and Strava.

Who is Tonal’s Biggest Competitor?

The biggest competitor of Tonal is Mirror. Mirror Smart Home Gym was founded by Brynn Putnam in 2018. It is a unique concept in the sense that the device acts like a regular mirror when turned off, but opens up a whole new array of gym training features when you flick it on. Today, Putnam works entirely from home, delivering her smart workout equipment by taking time out from her busy schedule at her Greenwich Village premises. Her husband helps her out as well!

How Tonal makes Money

Tonal sells its compact AI-based workout machine at a substantial profit margin. However, given its rising number of customers, the company doesn’t always have the machine ready for purchases. You may need to wait for about one to three weeks for the delivery after placing the order. Tonal’s popularity has risen steadily over the years, and it has managed to raise a total of $450 million since its inception in 2015.

In essence, every smart home gym company is a startup, and Tonal is no exception. Despite its unusually high funding, its revenue currently is around $80 million. However, the company is predicted to cover its debts during the coronavirus pandemic itself, as more and more workout enthusiasts plan to purchase smart home machines.

Industry – Smart Home Gym

Makeshift home gyms have been around for centuries. How else would the fitness enthusiasts of the 19th century and before have kept themselves healthy? While gymnasiums have been around since Ancient Greece, the first fully-equipped gyms didn’t come into prominence until the mid-1800s. And just about 150 years later, those extra-large workout rooms have arrived at our doorstep!

While Tonal may not be the very first smart home gym to hit the market, it definitely is one of the most efficient ones out there. Tonal features a 24-inch (diagonal) screen that runs on 12 amp power. Your fitness subscriptions can be downloaded over Wi-Fi or via Bluetooth connection to another smart device.

Industry – Compact Workout Equipment

Compact workout equipment means that you can fit the products in a relatively small space. And Tonal’s training equipment can be extended from the 24-inch device itself! It features Pilates or yoga mats with exclusive strength training extensions and add-ons for quick-fit equipment and recovery pads. 

You can opt for affordable subscriptions of strength training, yoga, prenatal exercises, barre, kickboxing, and even dance cardio. Tonal’s smart home gym may be on the higher side (starts at $3000 or thereabouts), but it is well worth the money spent.

Competitor – Mirror

As the name suggests, Mirror is exactly that – a mirror with a multitude of features. Who would have thought that a simple mirror could encompass features other than simply showing your reflection? Brynn Putnam, the founder of Mirror, did think so, and how right she was! Did you know that Putnam was once a ballerina? She dared to dream beyond the ballroom stage, which finally led her to this juncture.

Initially, Mirror Smart Home Gym had hundreds of employees, but since COVID-19 hit the globe, Putnam decided to take matters into her own hands. Now, she operates from her lavish Greenwich Village house with a little help from her husband. Mirror has been so successful over the years that its revenue has already reached $45 million, despite low funding of $74 million.

Industry – Smart Home Gym

Mirror’s standing display size is around 40 inches, quite like a regular mirror at a dressing table. It expands into an interactive home gym system that delivers a studio-level fitness workout. You can simultaneously look at yourself and be involved in the training sessions with the aid of its 3D hologram-like display. The available workout sessions range from basic strength training to competitive boxing.

Competitor – Hydrow

Hydrow is an interactive smart rowing machine that can blend with any type of room. Cannot afford a house by the river? You can definitely afford Hydrow with its price tag of around $2100. This smart rowing machine simulates the system of boat rowing both upstream and downstream. In fact, you can choose the level of resistance that you want out of the tides! The company was founded in 2017, and it is already generating a revenue of around $35 million. 

Industry – Smart Home Gym

While Hydrow may not be a full-fledged gym, it certainly emulates one. Did you know that rowing is one of the few activities that render an intensive, full-body workout? You don’t need to visit your nearby barge anymore to get an immersive rowing experience. Hydrow’s extendable rowing equipment with smart training subscriptions can get the job done for you!

Competitor – Peloton

Do you think you have heard the name anywhere? Of course, you have, for Peloton smart bikes are all the rage during the coronavirus pandemic! Founded in 2012, Peloton initially sold only regular (but not-so-regular) bikes. It was only in 2014 that it entered the stationary bike industry, producing world-class smart home bikes for commercial purposes.

Industry – Smart Home Gym

While Peloton’s products may not include a fully-equipped home gym, its interactive smart gym bikes definitely cover most of the usual training arenas. Rowing isn’t the only form of workout that provides full-body exercises. There’s swimming, and then there’s biking. Those of you who are understandably apprehensive of going out on biking trails in this ongoing pandemic can purchase Peloton. So far, the company has managed to generate a revenue of a staggering $3 billion!

Competitor – Tempo

Tempo Studio, the company, was founded in 2015 by Moawia Eldeeb and Josh Augustin. It managed to raise a cool $220 million for kick-starting its production. So far, it has met all its customers’ demands and has generated a revenue of around $19 million. The one major thing that sets Tempo apart from the competition is its 3D sensing algorithm, which records the number of reps first hand.

Industry – Smart Home Gym

Every Tempo product comes with an exercise mat and attached dumbbells. The screen is bulkier than other smart home gyms, but it is well worth the space covered. You can actually track your reps with the help of its built-in 3D sensors. The resultant data is satisfactorily accurate. Tempo Studio is priced at $2500, and its subscription comes for about $39.

Competitor – ARX

ARX Fit, one of the premier home gym equipment manufacturers in the world, was founded in 2011. The company’s products look like they came right out of a top-budget science fiction movie! A smart screen sits snugly atop a futuristic workout machine that provides gymnasium-like exercising conditions.

Industry – Smart Home Gym

Despite its high-end, fashion-forward design, ARX Fit generates revenue of less than $5 million. We believe it is probably because of lackadaisical marketing. Nonetheless, if you are looking for a comprehensive, all-inclusive workout session in a futuristic atmosphere, then ARX is the home workout gadget for you.

Competitor – Fiture

Fiture is a home gym manufacturer based in Sichuan, China. The company’s AI-powered fitness content is so good that it has already managed to raise $390 million in funding within two years. Founded in 2019, Fiture is still a struggling startup that has begun to see substantial growth in 2021.

Industry – Smart Home Gym

Fiture smart gym features are similar to that of any other brand, right from the mirror-like vertical screen to expandable workout equipment. It has an affordable yearly subscription with an entire device price tag of around $3000. As of this moment, the company is looking to expand its business in the US.

Competitor – SmartSpot

Did you know that Moawia Eldeeb, the co-founder of Tempo Studio, also developed another smart gym machine simultaneously? It is called SmartSpot, and it has already managed to raise over $1.8 million in funding.

Industry – Smart Home Gym

SmartSpot is similar to Tempo in many ways, including its price tag of $2500. The interactive system involves a host of proficient gym trainers who will review your recorded videos and provide expert feedback in a short time. Eldeeb is currently on his way to developing a personal training program for his more dedicated workout customers.

Competitor – Precor

Precor is one of the largest suppliers of gym equipment in the world. Founded in 1980, the company has recently entered the smart home gym market, with a variety of offerings. Its parent organization is Peloton, so it isn’t a direct competitor in this list. However, a self-generating revenue of over $420 million effectively earns it a place here.

Industry – Gym Equipment

While the gym equipment sector is much larger than the smart home gym industry, its existing suppliers have a major advantage over other new startups. They have an already established client base. Hence, Precor’s smart exercise equipment is slated to sell faster than that of other companies.

Competitor – Bowflex Revolution

Another major traditional/outdoor exercising company to put on this list is Bowflex. With its most recent offering, the Bowflex Revolution, it has effectively the smart home workout market with a bang.

Industry – Smart Home Gym

The Bowflex Revolution is a compact machine that focuses on high-performance workouts ideal for experienced training enthusiasts. Founded in 1986, the company’s revenue currently stands at around $50 million.

Competitor – SoulCycle

SoulCycle is primarily an indoor cycling and spinning company that offers on-location workout classes. Founded in 2006, it has over 99 studios in the US, with its headquarters in New York City, NY.

Industry – Smart Home Gym

SoulCycle has recently entered this industry with the production of at-home bikes. These compact bikes feature exclusive access to live training programs at SoulCycle’s locations. The company generates revenue of $117 million.

Conclusion:

The Top 10 Tonal Competitors: Mirror, Hydrow, Peloton, Tempo, ARX, Fiture, SmartSpot, Precor, Bowflex Revolution, SoulCycle. Along with Tonal, these companies generate annual revenue of around $7.6 billion, quite large for such a niche, developing industry. Their total employee count is nearly 7000.

Competitor Stats:

Name	Founded	Headquarters	Employees
Mirror	2018	New York, NY, US	86
Hydrow	2017	Cambridge, MA, US	86
Peloton	2012	New York, NY, US	3281
Tempo	2015	San Francisco, CA, US	197
ARX	2011	Austin, TX, US	42
Fiture	2019	Chengdu, China	113
SmartSpot	2015	Queens, NY, US	7
Precor	1980	Woodinville, WA, US	800
Bowflex Revolution	1986	Vancouver, WA, US	434
SoulCycle	2006	New York, NY, US	1500