Tonal

Tonal hangs on a wall. Two adjustable arms extend from a sleek black panel. Inside, digital weights up to 200 pounds are generated by electromagnets. No physical plates, no bulky rack. A full gym in a device the size of a television. The hardware costs 3,995. The monthly subscription costs 49. Tonal needs both. The subscription unlocks the trainer, the programs, and adaptive AI that adjusts weights based on performance. Without it, the device becomes an expensive towel rack. Once someone spends $4,000 mounting tonal to their wall, cancelling 49 monthly feels irrational. The hardware creates lock-in. The subscription creates the annuity.