Who We Are

Tonal has built the world’s most intelligent fitness system and is changing the way people work out at home. Tonal is a fresh approach to fitness that leverages hardware, software, content, and artificial intelligence. Everyone who’s used our product, from professional athletes to fitness enthusiasts, has fallen in love.

At Tonal, we are applying our collective knowledge and creativity to reimagine fitness. We know firsthand that too many hurdles stand between each of us and our fitness goals. Drawing on decades of research and a diverse team of experts, we have created the most advanced content-driven strength training system available that makes working out more efficient, effective, and engaging. We're passionate about building products that transform people's lives.

Overview

Tonal seeks a strategic, collaborative leader to oversee the Talent function, working directly with our team of world-class coaches to develop and deliver impactful content across all platforms, including product, social, and marketing. This role is responsible for shaping Talent strategy and operations, ensuring talent alignment with company objectives, and driving coach growth and brand development. Based in New York City, the Director of Talent will partner closely with the VP of Content to drive a cohesive and inspiring approach to Talent that supports Tonal’s long-term goals.

In this highly collaborative and visible position, you will engage directly with senior leadership and various stakeholders across the organization, navigating complex challenges and facilitating solutions that elevate our brand and Talent team. This role requires a strong understanding of production workflows, exceptional communication skills, and an ability to bridge creative vision with operational efficiency. By fostering a collaborative, innovative, and growth-oriented environment, you will shape a Talent function that supports both individual and organizational success, driving the evolution of Tonal’s Talent for years to come.

What You Will Do

Strategy Development & Vision Execution

• Develop and own both short-term Talent strategy and long-term Talent vision, ensuring alignment with business needs, the product roadmap, and organizational goals.

• Translate company strategies into functional plans, guiding execution to drive impactful results.

• Regularly evaluate Talent strategies, keeping pace with industry trends and emerging content engagement insights.

• Lead collaboration with senior leadership to establish strategic plans and objectives for the Talent team, ensuring that initiatives support company priorities and deliver high operational effectiveness.

Talent Development & Brand Management

• Directly engage with Tonal’s coaches to shape on-screen performance, strengthen personal brands within the Tonal ecosystem, and support their long-term growth and development.

• Develop and implement objective, data-driven rubrics to assess Talent performance, synthesizing content engagement metrics and key insights to inform opportunities.

• Provide consistent, constructive feedback to coaches, facilitating ongoing discussions with cross-functional stakeholders to align Talent capabilities with evolving business needs.

• Oversee and drive the coach casting process when applicable, ensuring effective talent acquisition aligned with member demographics, product roadmap, and brand positioning.

• Partner with production and social media teams to execute strategies that support Talent and brand growth.

Operational Excellence & Cross-Functional Partnership

• Lead all aspects of Talent team operations, including budget management, contract processes, and resource allocation, ensuring compliance with corporate requirements and strategic alignment.

• Partner closely with Production and Studio Operations teams to support stage schedule.

• Build and maintain strong relationships with cross-functional teams, including Cross-Platform Content, Marketing, Retail, Product, Legal, and Performance Innovation, to support seamless integration of Talent initiatives within the company.

• Engage with external partners, including casting agencies, public relations agencies, and brands, to enhance brand exposure and coach recognition, strategically positioning Tonal’s Talent within the fitness industry and media landscape.

Who You Are

• 10+ years of experience in on-screen talent management and/or development, with demonstrated success in strategic leadership and cross-functional collaboration.

• Proven experience in people management, communication, and problem-solving, with a track record of guiding teams through complex situations and growth stages.

• Strong organizational skills with a proactive, action-oriented approach to tasks.

• Experience in casting procedures, with an established network of fitness industry connections; casting agencies are a plus.

• Passion for fitness and an active consumer of fitness-related content, with an understanding of the competitive landscape, brand development, and audience engagement.

• This is an on-site role based in New York City.

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.