Tona
- Company typePrivate
- Founded2019
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
Tona firmographics
Firmographics- Name
- Tona
- Legal name
- Tona Ltd.
- Website
- https://tona.fit
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Tona industry classification
Industry- Product category
- Fitness Software
- NAICS
- Fitness and Recreational Sports Centers (71394), Fitness and Recreational Sports Centers (713940)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- General Personal Training (In-Person & Virtual) (HSADAAAA)
- akta.pro secondary industries
- Fitness Wearables & Training Tech Retail (Heart-Rate Monitors, GPS Watches, Sensors) (CRAMADAH), Endurance & Running/Cycling Training (HSADAAAG)
Keywords
Where Tona is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Tona business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Gym/Studio Subscriptions: Monthly subscription model for gyms and studios accessing the Tona platform, including GYM TV, class booking, member management, and custom leaderboards. Priced at £49/month with free trial for early adopters.
- Individual User App (Freemium): Free app for individual gym users to record workouts, track progress, and compete on leaderboards. Core app features are free; premium features may be available for individual subscriptions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Gym/Studio Subscription - £49/month |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Tona product offering
Product offeringCore offering
Tona develops a free mobile fitness app (iOS and Android) that lets individual gym users record any workout type rep-by-rep, track metrics such as calories, load, pace, distance and heart rate (via Apple Watch), and compete on roughly one million community leaderboards. Alongside the consumer app, the company sells Tona Partners, a paid B2B SaaS subscription for gyms and studios that bundles GYM TV live wall-mounted class stat displays, class booking, member management on web/iPad, and engagement/retention analytics.
Product overview
Tona operates as a dual-sided fitness platform comprising a consumer mobile app and a gym-partner business solution. The core consumer offering is the Tona App — a workout recording and competition app available on iOS and Android, with built-in Apple Watch integration for health metrics. Users record workouts, build and share training plans, and compete on millions of leaderboards. The Tona Partners business solution builds on top of the consumer app to serve gym owners and PTs, combining GYM TV (live gym-wall stats display), class booking and member management tools, custom workout sharing, and retention analytics. Both sides share the same underlying app infrastructure and leaderboard ecosystem.
Differentiator
Problem solved
Functional benefit
Brands
- Gym TV: Class stats displayed live on gym walls, showing heartrate, percentage of max heart rate and calories burned.
Products and services
- Tona App Free mobile fitness application for individual gym-goers (iOS and Android) that records any workout type rep-by-rep and set-by-set, tracks calories, load, time, pace, distance and heart rate (via Apple Watch integration), and lets users compete on roughly one million community leaderboards, share workouts with friends, and track daily/weekly/monthly progress.
- Tona Partners (Business Solution) A B2B SaaS platform targeting gym owners, studio operators, and personal trainers that combines live in-class stat displays (GYM TV), class booking and registration across app/web/iPad, member and membership management, custom workout plan creation and sharing, custom leaderboards, and engagement and retention analytics. Sold as a monthly subscription at £49/month with a free trial for the first 100 gyms.
- GYM TV Branded in-gym display feature, part of the Tona Partners suite, that shows live class statistics — heart rate, percentage of max heart rate, and calories burned — on a wall-mounted screen by connecting to members' own heart-rate devices (starting with Apple Watch). Designed to gamify the in-class experience and create a viral loop between on-site participation and the consumer app.
Quantifiable outcome
- Competition increases gym attendance by up to 90%
- +2 more outcomes
Companies that use Tona
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles3 records
Tona technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature5 records
Tona partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights5 records
Tona competitors and assessment
Company assessmentDirect peers
- FitNotes: Lightweight workout logging app with exercise libraries and progress tracking — a more minimalist direct competitor to Tona's consumer workout recording functionality.
- Strava: Social fitness tracking platform with leaderboards, segment competitions, and community-driven engagement — the same core mechanic Tona uses to drive virality, but at massively greater scale across endurance sports.
- Hevy: Workout recording and social fitness app focused on strength training, with community sharing and progress tracking — overlaps directly with Tona's rep-by-rep logging and social features.
- Stronger: Workout tracking app with social features, progress analytics, and Apple Watch integration — competes head-on with Tona on consumer logging plus wearables.
- Glofox: Boutique gym and studio management SaaS with class booking, member management, and branded apps — most directly comparable to Tona's B2B Partners product on the gym side.
Emerging players
- Whoop: Subscription fitness wearable and app with biometric tracking, strain, and recovery analytics — overlaps with Tona's wearable integration strategy and consumer subscription model.
Broad incumbents
- MyFitnessPal: Mass-market fitness tracking app with workout logging, calorie tracking, and large consumer base — incumbent consumer competitor to Tona's app across multiple fitness disciplines.
- ClubReady: Gym and fitness club management software with member management, billing, and scheduling — incumbent competitor in the same B2B niche Tona targets via its Partners product.
- Mindbody: Market-leading fitness and wellness business management platform with class booking, member management, and consumer marketplace — broader portfolio that overlaps with Tona's gym-side modules.
- Apple Fitness+: Apple's subscription fitness platform with workout classes, Apple Watch integration, and real-time biometrics — competes with Tona on the consumer side and on wearable-tied engagement, backed by Apple's ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Tona social profiles
Digital presenceTona financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tona leadership team
Management profileNumber of profiles
Tona funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tona M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tona
What does Tona do?
Tona develops a free mobile fitness app (iOS and Android) that lets individual gym users record any workout type rep-by-rep, track metrics such as calories, load, pace, distance and heart rate (via Apple Watch), and compete on roughly one million community leaderboards. Alongside the consumer app, the company sells Tona Partners, a paid B2B SaaS subscription for gyms and studios that bundles GYM TV live wall-mounted class stat displays, class booking, member management on web/iPad, and engagement/retention analytics.
Is Tona a public or private company?
Tona is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tona founded?
Tona was founded in 2019. It employs 1 to 10 people.
Where is Tona based?
Tona is headquartered in London, United Kingdom, in the Europe region.
How does Tona make money?
Two revenue lines are on record. Gym/Studio Subscriptions are the primary driver. The others are individual User App (Freemium).
Who are Tona's main competitors?
Direct peers on record are FitNotes, Strava, Hevy, Stronger and Glofox. Whoop is listed as an emerging player. Broad incumbents are MyFitnessPal, ClubReady, Mindbody and Apple Fitness+.
Does Tona have an API?
No public API is recorded for Tona.
What industry is Tona in?
Tona's product category is Fitness Software. Its primary akta.pro industry code is HSADAAAA, General Personal Training (In-Person & Virtual), with a secondary code of CRAMADAH, Fitness Wearables & Training Tech Retail (Heart-Rate Monitors, GPS Watches, Sensors). Its NAICS code is 71394 and its SIC code is 7997.