--- title: 'Associate, Strategy & Corporate Development at Tonal' canonical: 'https://feeny.ai/job/associate-strategy-corporate-development-tonal-new-york-chx97cwkeqdj' type: 'job' last_seen: '2026-11-06' --- # Associate, Strategy & Corporate Development at Tonal - **Company:** Tonal - **Location:** New York, NY - **Employment:** full-time - **Work type:** remote - **Posted:** 2026-11-02 - **Last confirmed live:** 2026-11-06 - **Apply:** https://jobs.ashbyhq.com/tonal/a5373034-1bf6-488a-b96d-4f82f9ead697 ## Job description ## Overview Tonal is looking for a passionate, fitness-minded Associate to join our Strategy & Corporate Development team. This role sits at the intersection of long-term strategic planning, partnerships, and high-priority business analysis. You'll work directly with senior leadership and on initiatives that shape the direction of the company, from market expansion and competitive positioning to partnership evaluation and new business opportunities. The ideal candidate is a strong, independent, strategic thinker, highly analytical, a great team player, and comfortable operating with a great work ethic. This is a high-visibility, high-impact role for someone who thrives in ambiguity, moves quickly, and wants to go deep on the business. ## What You Will Do Strategic Planning & Market Analysis - Assist in data- and research-driven strategic initiatives to develop Tonal's short- and long-term strategy. - Synthesize and analyze quantitative and qualitative research and data sets into insights, hypotheses, implications, and recommendations. - Conduct market and competitive research across consumer hardware, fitness, wellness, and adjacent tech, to inform executive-level strategy discussions. Financial Modeling & Deal Evaluation - Build financial models and business cases to evaluate strategic options, new market opportunities, and investment decisions. - Synthesize and analyze quantitative & qualitative research and data sets into insights and/or hypotheses that support initiatives, implications and/or recommendations - Create key analyses and negotiation support, working closely with internal and external partners to structure and execute transactions. Partnerships & Corporate Development - Support strategic partnership processes end-to-end: sourcing, evaluation, financial modeling, and internal recommendation materials. - Partner on a range of projects spanning product development, product pricing, evaluation of new revenue opportunities, and identification of acquisition/investment targets. Cross-Functional Collaboration & Executive Communication - Work cross-functionally with Finance, Product, Revenue, Operations and other teams to develop and pressure-test strategic frameworks. - Projects could range from partnering on product development, product pricing, evaluation of new revenue opportunities, and identifying acquisition/investment targets - Assist in framing and communicating key conclusions, including board materials, executive presentations, and strategic memos. ## Who You Are - 3+ years of experience in a highly analytical and strategic role (investment banking, private equity, growth equity, management consulting, corporate strategy, or corporate development). - Proficient in financial modeling, valuation and financial analysis - Demonstrated experience solving complex, ambiguous, and analytically challenging problems. - Excellent verbal and written communicator, able to distill complex analysis into clear, executive-ready narratives. - Self-starter who excels in a fast-paced, resource-constrained, and fluid environment. You figure things out rather than wait for direction. - Willingness to step up to greater responsibility and take ownership of projects, strong desire to contribute to overall goals - Passionate about fitness and wellness. Genuine curiosity about Tonal's business and the broader consumer, fitness, and tech landscape. - Strong stakeholder management skills and comfort working directly with senior leadership. - Bachelor's degree required; top academic record preferred. ## Skills Preferred - Proficient in financial modeling, valuation, and financial analysis (three-statement models, DCF, scenario analysis, unit economics). - Experience manipulating and deriving insights from data sets using tools such as Excel, Looker, or DataBricks. - Ability to frame and communicate complex concepts and analysis using Microsoft Excel and Google Suite - Strong research skills and ability to drive independent analysis into growth opportunities and industries. - Experience working in or covering consumer hardware, health & wellness, or subscription businesses. - Exposure to strategic partnership or business development processes. At Tonal, we believe that the unique and varied lived experiences of our teammates contribute to our overall strength. We don’t just appreciate differences, we celebrate them, and we always seek people that represent a wide variety of backgrounds. We’re dedicated to adding new perspectives to the team and designing employee experiences that contribute to your growth as much as you do to ours. If your experience aligns with what we’re looking for (even if you don’t check every single box), send us your application. We would love to hear from you! Tonal is committed to meeting the diverse needs of people with disabilities in a timely manner that is consistent with the principles of independence, dignity, integration, and equality of opportunity. Should you have any accommodation requests, please reach out to us via our confidential email, accessibility@tonal.com. All requests will be addressed and responded to in accordance with Tonal’s Accessibility Policy and local legislation. ## About Tonal ## Company Overview - **One-liner**: Tonal develops a smart home gym system that uses digital resistance, electromagnets, and AI to provide personalized strength training. - **Entity Type**: Private (Venture Capital-backed; Series F completed in 2023; latest debt round in March 2026) - **Headquarters**: San Francisco, California, USA - **Founded**: 2015 - **Founders**: Aly Orady (Founder & Advisor; former CEO and CTO) ## Core Business - **Primary industry**: Smart fitness equipment / Recreational goods (connected home gym hardware & subscription software) - **Target customers**: B2C – individuals and households seeking home strength training - **Mission / purpose statement**: “Help everyone find their inner strength” and “make strength training accessible to all” ## Products & Services - **Tonal Smart Home Gym**: A wall-mounted unit with digital weight resistance (up to 200+ lbs), touchscreen display, sensors, and AI-powered coaching. Replaces free weights, barbells, and cable machines. - **Tonal Membership**: $59.95/month (12-month commitment) – includes personalized workout programs, automatic weight adjustment, advanced lifting modes (e.g., Drop Sets), form feedback, progress tracking, and unlimited user profiles per household. ## Market Standing - **Valuation / Market Cap**: Not publicly disclosed. Post-money valuation from earlier rounds is unknown; the latest round (Debt – $20M in March 2026) carries no valuation. - **Key Metric (Private)**: Total funding raised ≈ **$678M** as of March 2026 (includes Series A through Series F and debt). - **Notable Investors**: L Catterton (operating partner Todd Bartee joined as CEO), Sapphire Ventures, Team Builder Ventures, NextEquity Partners, Skip Capital, Big Loud Capital, and over 55 total investors. - **Growth Signals**: - New CEO Todd Bartee (Feb 2026) brings scaling expertise from L Catterton portfolio companies. - New CFO Hayden Tollas (Sept 2025) from Gap Inc. / Old Navy. - Debt financing of $20M in March 2026 indicates continued capital to support operations or growth. - Headcount of ~393 employees (as of mid-2026). - Active patent filings (e.g., drop set mode, form feedback, reserve estimates). ## Competitive Advantages - **Digital resistance technology**: Uses electromagnets and real-time algorithms to adjust weight in 1‑lb increments, eliminating physical plates and racks. - **AI‑driven personalization**: Automatically learns user strength and recommends adjustments; advanced modes (e.g., drop sets) that would require manual intervention in traditional gyms. - **Compact, all-in-one design**: Fits in a home environment while delivering a full strength-training gym experience. - **Proprietary IP**: Dozens of active patents covering digital exercise devices, form feedback, and resistance control. ## Strategic Focus - **Scaling the consumer brand**: New CEO Todd Bartee aims to drive profitable growth and expand market reach, leveraging his DTC and consumer goods experience. - **Product & content innovation**: Continued investment in software features (form feedback, new lifting modes) and content (workout programs, coaching). - **Financial discipline**: Bringing in a CFO with retail/omni-channel background suggests focus on unit economics, profitability, and possible retail expansion. ## Why Work Here - **Mission-driven culture**: “Tight-knit group of builders, thinkers, coaches, creators” dedicated to transforming fitness. - **Work environment**: Hybrid/office presence in San Francisco HQ, New York Studio, and Toronto office. Bi-weekly catered team lunches, stocked kitchens, and a Tonal loaner program for employees. - **Benefits**: Competitive salary, top-tier health care, commuter benefits, parental leave, mental health support, retirement savings, flexible time off, and Tonal discounts for employees and their families. - **Inclusive atmosphere**: Emphasis on diversity and belonging; “welcome talented people with unique perspectives.” - **Engineering & product focus**: Opportunities across hardware, software, data, and content teams; exposure to cutting-edge AI/ML and IoT. ## Sources 1. [tonal.com](https://tonal.com/pages/about) – Company overview, leadership, mission 2. [tonal.com](https://tonal.com/pages/careers) – Culture, perks, benefits 3. [pitchbook.com](https://pitchbook.com/profiles/company/125615-62) – Funding history, headcount, investor list 4. [tonal.com](https://tonal.com/) – Product details, membership pricing 5. 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