Tonal Training System Challenges Archaic Workouts of the Past

Tonal, the smartest, most effective strength training system in the world, today introduced its new brand platform, 'Power Progress,' and ad campaign developed in partnership with agency of record, Quality Experience (QX). The new campaign challenges outdated workout routines and ushers in the future of fitness, highlighting the advanced technology that Tonal offers. 

'Power Progress' draws a clear line between the fitness methods of the past and the innovation Tonal represents today. The campaign, highlighted by a tour-de-force, two-minute brand film, enters a black-and-white world of the Victorian era, depicting people engaged in gruelling, repetitive exercises, like banging anvils, lifting kettlebells, riding pennyfarthing bicycles, rowing old-time rowboats and swinging battle ropes, to depict how outdated workouts still linger in today’s gyms. The protagonist flees this grim scene and enters her home gym, where she discovers the cutting-edge experience of strength training with Tonal, symbolising the future of fitness. 

"We're excited to see more people understand the importance of strength training to their overall health and longevity and to evolve past the cardio-heavy trends of the past," said Meg Douglass, VP marketing at Tonal. "But all strength training is not created equal either. We consistently hear that the experience on Tonal is unlike anything people have felt before. The way we use technology to customise a workout at an individual level means everyone progresses at their optimal pace. That's why 'Power Progress' resonated so deeply - it's exactly what we do."

The 'Power Progress' platform marks a bold new direction for the brand, including strategy, messaging, integrated campaign assets and a new brand design system, positioning Tonal as an innovator in the sports and fitness industry.

“Sports marketing has had a long history of breakthrough advertising,” said Ari Weiss, creative chairman at QX. “We wanted to launch with an idea as disruptive as the product itself. Not an easy bar to live up to. Like any great idea the insight is dead simple but the execution is unexpected and riveting. Great sports marketing doesn’t happen without great sports marketers and the team at Tonal shared our ambition to make the marketing as disruptive as the product.”

In addition to the brand film, the campaign includes cutdowns ranging from 90 seconds to 15 seconds, with even the shortest spot clearly connecting the old and the new. The films were directed by award-winning French director Aube Perrie of Pulse Films, known for his music videos for Harry Styles, Megan Thee Stallion, and RM’s 'LOST!'.  

The new design system complements the 'Power Progress' platform, encompassing refreshed brand colours, dynamic, photographic style, featuring a modular layout system and bold, streamlined aesthetic that mirrors Tonal’s commitment to individualised strength and progress.

“The refreshed look is ownable, modern, and differentiated,” said Cristina Reina, chief creative officer at QX. “The signature colour palette flows from emerald to blue hues, symbolising energy and transformation, and aligns perfectly with Tonal’s dynamic, personalised approach.”

"Working on Tonal felt like entering a development sanctuary. The trust and vision Ari puts in a director, how he allows for total creative space, paved the way for a project like no other, built by a shared obsession for uncompromising substance and imagery. Designing this old and bleak world and the light and progress storming into it, alongside the most committed and passionate people all along the journey, has for us truly been by far one of the most exciting projects of the year." said Aube Perrie.

The campaign and new brand ecosystem are launching in time for the fitness industry’s most important sales season, Black Friday through the New Year. The campaign will air across connected TV (CTV), linear television, and paid social channels, with additional touchpoints to include live activations and retail partnerships.

Tonal partnered with QX earlier this year, and Douglass, who previously held creative leadership roles at Huge and Grey Group, came on board as VP of marketing. In addition to Ari and Christina, newly formed agency QX is led by industry veterans Dan Gonda, who is CEO, and Colleen Leddy, chief strategy officer.