Nordstrom Leans Into Smart Fitness with Latest Store Concept

Lisa Johnston
Senior Editor
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Nordstrom is teaming with smart fitness brand Tonal for a series of concept customer experience areas.

The 50-square-foot concepts will be located in the Women's Active department in 40 Nordstrom locations in 20 states beginning this month, including 12 states where Tonal had not yet had a physical location.

Tonal’s smart fitness technology combines equipment, digital weight and artificial intelligence software to provide personalized full-body workouts. Shoppers will be able to experience a full Tonal demo and try a workout firsthand.

"We know customers are looking for inspired workouts that elevate their wellness ambitions, and we're excited to offer them a dynamic new digital fitness experience through our partnership with Tonal," said Lori Marten, Nordstrom VP and divisional merchandise manager. "Our goal is to help customers discover the latest active gear for style, performance and everything in-between, and we look forward to making it easier than ever to discover everything in one place so they can look and feel their best."

In December 2020, Nordstrom launched a new Active microsite responding to how customers shop for activewear, athleisure and gear throughout the year, enabling consumers to search for brands by activity or category for the whole family, in addition to finding fitness and wellness advice, expert tips and product and performance guides that support their fitness and wellness goals.

The microsite was intended to be a first key step to launching its Active growth strategy for the 2021 year.

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