LOVB enters unique multiyear partnership with smart gym company Tonal

The GIST: League One Volleyball (LOVB) and home gym system Tonal have partnered to offer volleyball-centric workout programs and a unique family-focused program. The pro women’s volleyball league won’t launch until November, but it secured Tonal’s first league partnership — despite LeBron James and Sue Bird being investors and brand ambassadors. Set for success.

The details: This integrated partnership isn’t just unique for women’s sports, but for sports leagues in general. Since LOVB already has 1.1K youth volleyball clubs across the country, Tonal will be able to support athlete workouts and earn brand awareness before the pro league launch. Additionally, Tonal will run “Family Workout Nights” at LOVB youth clubs for its members and their families.

• These events will let them try out new Tonal machines with company staff on deck to assist. It’s a smart play to convince volleyball parents to invest in their own Tonal systems, and if they do purchase a machine, the smart gym brand will make a corresponding donation to the LOVB Foundation to support youth volleyball access. Can we please keep it?

The context: Pairing smart tech and sports is beneficial for both sides. Tonal posted impressive numbers in 2021 — it claimed to have over 90% of market share in the connected strength category with sales jumping 800% between 2019 and 2020. However, the post-pandemic market has been cruel to Tonal’s competitors like Peloton.

• After a precipitous crash, Peloton got resourceful by leaning into corporate partnerships with sports leagues like the NBA and WNBA. Despite its creative attempts at resurrection — like selling bikes in collegiate colorways — shares for the at-home smart bike hit a new all-time low last week, something Tonal is hoping to avoid.

Zooming out: By intertwining themselves with LOVB before its pro launch, Tonal benefits from increased brand affinity in America’s fastest-growing high school sport. It’s a winning trend in women’s sports — early partners of the PWHL and the NWSL’s Angel City, for example, have reaped the rewards of getting in on the ground floor. LOVB to see it.