Nordstrom’s Push Towards Fitness

Written By Warehouse Automation

At-home workout stations have found their way into department stores.

Tonal, maker of a wall-mounted home gym, recently announced a partnership with Nordstrom to put mini Tonal stores in 40 Nordstrom locations. It’s part of a trend towards experiential shopping and diversified retail and shows the future of at-home fitness.

Modern Experiential Retail

Large at-home gym equipment has gained massive popularity in the last year as consumers have faced closures or restrictions at their traditional gyms. Products that many consumers once considered too expensive are now viewed as long-term health investments.

Now, Tonal is opening mini shops right next to the women’s fitness apparel section at select Nordstrom stores. At the Tonal mini shops, customers will be able to test the equipment and speak with Tonal employees. This is the future of modern experiential retail. Customers can see ads for Tonal and know its basic features, but they are less likely to make the nearly $3,000 purchase until they can see it in person and test it for themselves. Experiential retail allows customers to see something in real life that they don’t have at their homes.

Experiential retail is especially important in the competitive high-tech fitness industry, where consumers are spending on big-ticket items from brands like Peloton, Mirror and Tempo. Being able to demo the product in real life in the convenience of a Nordstrom store could be a big boost for Tonal and expand its reach to potential new customers. Tonal is the first of the major fitness brands to partner with an outside retailer to demonstrate its products, meaning the partnership could be a litmus test for other brands to follow suit.

Nordstrom’s Push Towards Fitness

As fitness brands grow, Nordstrom is trying to establish itself as a leader in athletic apparel and fitness equipment. Instead of simply being a destination for clothing and beauty products, Nordstrom wants to be a player in the name-brand fitness game. Nordstrom’s goal is to not only sell the apparel for exercising but also the equipment and gear that goes with it. The partnership with Tonal puts it on a path in the right direction, especially because the brands target similar types of customers.

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Warehouse Automation
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