Tonal launches monthly rental plan in first move under new CEO

Smart fitness equipment company Tonal has launched a monthly rental programme called "Tonal Rent," allowing US consumers to access its high-end strength training machines without paying thousands of dollars upfront. The move is the first major strategic initiative under new chief executive Todd Bartee, who took the helm in February 2026, and the first time in the brand's 11-year history that it has offered a hardware rental option.

What Tonal Rent actually costs

The programme offers two tiers. Renters can opt for a certified refurbished Tonal 1 at $219 per month, or the newer Tonal 2 at $279 per month. Both tiers bundle considerably more than just the machine itself.

Each monthly fee covers the machine, a full Essential Accessories Bundle — which includes Smart Handles, a Bar, Bar Control Module, Dual T Lock Rope, Bench, Mat, and Roller — plus a complete digital membership and complimentary white-glove delivery and professional in-home installation. There are no upfront costs and no long-term commitment: members can cancel at any time, and Tonal will collect the unit free of charge, with no cancellation or shipping fees.

For anyone signing up before 17 August 2026, the first month is free — worth $279 on the Tonal 2 or $219 on the Tonal 1. The rental platform is operated by Whim, Tonal's rental partner.

How it stacks up against buying outright

To understand why this matters, it helps to know what Tonal ordinarily costs. The Tonal 2 retails at $4,295, and buyers must also commit to a 12-month digital membership at $59.95 per month to unlock the machine's personalised training features. Delivery, installation, and tax are additional.

Tonal does offer split-payment options through Affirm — the 48-month plan works out to roughly $140 per month, the 36-month plan to approximately $170 per month, and the 24-month plan to around $230 per month — but those are financing arrangements that eventually lead to ownership. The rental programme is explicitly not a rent-to-own scheme: there is no accruing equity and no waiting for a term to end.

Renters who decide they want to keep their machine can request a purchase quote at any time through Tonal's support team or customer portal. The price would be based on Tonal's assessment of fair market value, taking into account factors including product age, condition, demand, and inventory levels.

On the damage front, Tonal says it will replace equipment free of charge for normal wear and tear as long as rental payments are current. Severe damage resulting from misuse or abuse may attract a damage fee.

Who is Todd Bartee, and why does the timing matter?

Bartee is the third CEO Tonal has had in three years — a stretch of leadership turnover that industry observers have noted as a potential sign of execution instability. He succeeds Darren MacDonald, who departed after roughly 17 months in the role.

Bartee is not a Tonal outsider, however. He most recently served as operating partner at L Catterton — the private equity firm that led Tonal's $45 million Series C in 2019 and a further $130 million funding round in 2023 — and worked closely with the company on strategy and operations before taking the top job. He has previously served as CEO of Aquasana and CEO of Taxa Outdoors, and held senior sales and marketing roles at Dell Technologies.

On his appointment in February 2026, Bartee set out his priorities clearly:

"Tonal has built something special by bringing together intelligent hardware, great coaching, and real strength data in one experience. That foundation gives us a real advantage as we continue integrating software and AI more deeply into how people train. I'm focused on making the product even more personalized and effective, expanding access through retail, and helping more members build strength that lasts."

Tonal Rent looks very much like that "expanding access" agenda in action.

What about UK buyers?

The short answer is: not yet. Tonal Rent is available only to residents aged 18 and over in the contiguous United States — Hawaii and Alaska are excluded, and the programme does not extend beyond US borders. Tonal hardware is not currently sold outside the US at all, and no UK launch date or GBP pricing has been confirmed for either the machines or the rental plan.

Tonal says it serves more than 175,000 members and has recorded year-over-year membership growth, suggesting the core product has found its audience — the challenge has been widening that audience beyond early adopters willing to spend four figures upfront on fitness kit.

A wider shift in connected fitness?

Tonal's move comes as premium connected fitness brands continue to grapple with a post-pandemic hangover. Hardware that flew off shelves during lockdowns now faces stiffer competition from free and low-cost AI fitness apps that require nothing more than a smartphone. The rental model is widely read as a direct response to that affordability barrier — an attempt to bring more consumers inside the ecosystem on a lower-risk monthly commitment, rather than asking them to write a cheque for the thick end of $5,000 before they have touched the product.

Whether that logic translates to the UK market remains to be seen. For now, British strength training enthusiasts will need to watch from the sidelines — but if Tonal Rent gains traction in the States, an international expansion may not be far behind.