At the ATN Innovation Summit, executives discussed how Tonal’s recent in-person NYC Training Lab turned a digital-first fitness product into an immersive, real-world experience
Tonal peeled back the curtain on its recent NYC Training Lab, a high-conversion, community-driven pop-up experience that offered a glimpse into how connected fitness brands can translate digital loyalty into real-world engagement.
At the ATN Innovation Summit 2025, Troy Taylor, vice president of performance innovation at Tonal, and Lise Kuecker, founder and CEO of boutique fitness consultancy Studio Grow, joined moderator Eric Malzone to discuss how the strength-training brand brought its Tonal 2 strength training machine to life through a short-term physical retail activation in New York City.
The panelists explored the value of building an immersive, in-person experience around a digital product and what it taught them about future growth opportunities.
From Content Studio to Strength Lab
Unlike a traditional showroom or marketing event, Tonal’s NYC Training Lab was designed as a boutique strength studio that blended high-touch instruction with hands-on product testing. The 1,500-square-foot space operated on a tight timeline, just 100 days from ideation to execution, but drew attention: more than 60% of attendees were non-members and class slots were over 200% subscribed, according to Tonal.
While consumers had the chance to trial the machine in a real-world setting, Tonal gathered valuable feedback not just on the product itself but also on community sentiment, brand messaging and instructional engagement.
“There’s no amount of UX research or online surveys that can replace this kind of direct interaction,” Taylor noted during the panel.
The Training Lab also served as a touchpoint for Tonal’s coaches, who typically interact with members through on-screen programming. For many, it was their first opportunity to meet users in person and hear how the platform had impacted their lives. These interactions helped bridge the digital gap, adding a meaningful live connection.
The ‘Why’ Behind the Pop-Up
Kuecker emphasized that the project’s success stemmed from a clear and intentional objective.
“If you don’t know why you’re launching a pop-up, it’s easy to miss the mark,” she said.
For Tonal, the goals were specific: raise brand awareness, reduce the feedback loop between consumer and product and test a high-conversion retail concept in a dense urban market.
Kuecker also pointed to the logistical and creative challenges of executing a six-week activation with a unique audience journey, where many visitors would only come once, making every touchpoint count.
“It wasn’t about scaling a studio model,” she added. “It was about creating a memorable entry point into the brand.”
A Hybrid Future?
Though Tonal hasn’t yet confirmed future locations, panelists hinted that similar activations could expand into other cities and potentially inform a retail-hybrid licensing model.
The NYC pilot reinforced that physical and digital offerings don’t have to compete. According to internal company data, over 90% of Training Lab participants said they would return monthly if the space became permanent.
