Smart fitness equipment brand Tonal teamed up with trainer and
fitness influencer Kristin McGee for the launch of its Pilates program, and accompanying campaign.
The brand has previously offered mat-style Pilates classes, but Tonal is now debuting its
first Pilates program offering “personalized, reformer-like resistance powered by Tonal’s patented digital weight technology.” The program will be available to Tonal 1 and Tonal 2
users with the purchase of $100 Tonal Pilates Loops accessories.
The move is designed to position Tonal as “the most versatile all-in-one fitness platform that lets you experience the
benefits of Pilates and resistance training from the comfort of your home, on your schedule,” according to the company.
In addition to acting as an instructor for the new experience,
McGee is also taking center stage in a “Progress Beats Perfection” campaign created in collaboration with independent agency
Flower Shop, ahead of the program’s Nov. 17 launch. “If you’re chasing perfection, you’re after something that isn’t real,” McGee says in the ad, which
concludes by showing the new equipment in action. The spot is running across digital and social media channels.
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The new product, and campaign, are designed to appeal to consumers who may be
interested in trying, or returning to Pilates, but find it intimidating. Pilates is one of the fastest-growing exercise programs in the country, according to the brand, which cites a Sports &
Fitness Industry Association (SFIA) “First Half Game Plan: Key Moves in Sports Participation Report” published in August, but many “still find it intimidating and hard to
access.”
“Pilates has always been a tool to help ground me and build core stability, but reformer Pilates can be intimidating and it can be difficult to find a class -- with
availability -- that works with your schedule,” McGee said in a statement.