Tonal
“Lux hit the ground running and moved quickly as our needs evolved. The team at Tonal was particularly impressed by Lux’s depth and fluency with the research and the market. The results helped us shape and position Tonal for our launch.”
Head of Product
Tonal Systems
Tonal is the first-ever personalized digital weight system with interactive video workouts that is powered by machine learning. Virtual, personal coaching and personalized programs provide an advanced workout from the comfort of home.
Lux worked with Tonal to identify a target segment of frequent exercisers in the US and which features and programs were most appealing to them. Earlier this year, backed by leading venture capital firms and investors in health and fitness, Tonal was introduced to the market.
- Size the market and understand attitudes and motivators towards exercising (with a focus on strength training) in the US.
- Segment the exercise market and identify key consumers to target by demographics and psychographics.
- Evaluate overall appeal of the Tonal concept in addition to likelihood to purchase in the competitive landscape.
- Test potential benefits, features and promises to leverage in communications.
A 3-phased research approach including:
- A quantitative survey which segmented ~1,000 exercisers across the US who work out at least twice a week and are open to working out at home. Segments were based on demographic, attitudinal, behavioral and lifestyle statements.
- To deepen our understanding of segment personas an online discussion board delved into their attitudes and behaviours when it comes to working out and strength training. Some distinguishing traits included their lifetime relationship with exercising, types of gym equipment or memberships owned, competitive spirit, and satisfaction with current exercise routines.
- Equipped with greater information about the strength training market, we then evaluated potential features and exercise programs to offer, along with likelihood to purchase at various price points with an online survey
While some exercisers are knowledgeable and committed to working out, they strength train for different reasons. For example, motivation varies across segments ranging from a desire to achieve a personal goal, maintaining a specific physique, improving mental and physical health (e.g. longevity, weight loss) and for philosophical reasons (e.g. it is the right thing to do).
The findings showed space existed in the market for a new at-home exercise solution to provide personalized strength training programs. Given Tonal’s unique, technologically advanced product, there was high interest for consideration and purchase.
Based on likelihood to purchase Tonal, annual spend on exercise products and psychographic alignment, 4 key segments were identified and prioritized. Next, exercise programs and communication messages were tested to determine the most appealing features and effective marketing messages for each segment. Armed with segment specific tactics, Tonal improved its targeting, messaging, and product initiatives to align with customer interests and launch a successful product.
