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Extra Crunch Tuesday: The Tonal EC-1

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Tuesday, March 30, 2021 By Walter Thompson and Annie Siebert

Welcome to Extra Crunch Tuesday

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Image Credits: Nigel Sussman

This morning, we published a four-part series on Tonal, a home fitness startup that has raised $200 million since it launched in 2018.

Tonal’s patented hardware combines digital weights, coaching and AI in a wall-mounted system that sells for $2,995.

By any measure, it is poised for success — sales increased 800% between December 2019 and 2020, and by the end of this year, the company will have 60 retail locations.

Our deep dive examines Tonal’s origins, product development timeline, its go-to-market strategy and other aspects that combined to spark investor interest and customer delight.

We call this format the “EC-1,” since these stories are as comprehensive and illuminating as the S-1 forms startups must file with the SEC before going public.

Here’s how the Tonal EC-1 series breaks down:

We have more EC-1s in the works about other late-stage startups that are doing big things well and making news in the process. Complete articles are only available to Extra Crunch subscribers, however.

Thanks very much for reading; have a great week!

Walter Thompson
Senior Editor, TechCrunch
@yourprotagonist

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