Fitness platform Tonal has unveiled a marketing collaboration tied to the upcoming Star Wars film, using the Mandalorian’s ethos of discipline to reinforce its AI-driven strength training proposition.
Tonal builds fitness ethos around Star Wars: The Mandalorian
Tonal, the AI-powered home gym platform, has announced a collaboration with Lucasfilm that ties exclusive strength training content to the theatrical release of Star Wars: The Mandalorian and Grogu, opening in theaters May 22, 2026. The partnership introduces new content within Tonal’s “Power Progress” platform; the brand’s framework for encouraging consistent, long-term fitness habits.
The partnership converts ‘The Way’ into a training philosophy
The collaboration centers on the Mandalorian character’s guiding code, known as “The Way” – an ethos of discipline, commitment and sustained effort. Tonal is using the same fictional mindset to frame the real-world habits its adaptive training system is designed to build.
Jonathan Shottan, Chief Product and Content Officer at Tonal explains the tie-in: “When we looked at this collaboration, what struck us was the shared ethos of discipline: showing up, doing the work, getting better.” Shottan adds: “Most people don’t fail in fitness because they lack motivation. They fail because their training doesn’t adapt to them or their lives. Tonal was built to solve that.”
Exclusive workout content inspired by the latest Star Wars film became available to Tonal members on April 20, a month ahead of the theatrical premiere.
Flower Shop and Daisy Zhou lead the creative execution
The multi-channel marketing rollout spans digital, social and creative advertising, with coaches, creators and members brought in to demonstrate how the programming integrates into daily routines.
According to additional reporting, the campaign was developed with New York-based creative agency Flower Shop and production company Curfew, and directed by Daisy Zhou. The creative work bridges franchise fandom and a fitness training mindset, positioning Tonal’s AI-adaptive weight system as the mechanical equivalent of the Mandalorian’s unrelenting regimen.
The move reflects a wider pattern in connected fitness
For platforms competing in the home gym segment, entertainment IP partnerships have become a recognized tool for extending reach beyond core fitness audiences. Tonal – which counts more than 300,000 members, holds over 80 patents and has logged more than 274 billion pounds lifted since its 2015 launch – frames the collaboration as evidence of its growing ability to partner with globally recognized IP. The announcement coincides with the brand’s ongoing Summer Sale.
About Tonal
Tonal is a San Francisco-based connected fitness company founded in 2015. Its wall-mounted home gym system uses AI-adaptive digital weight technology and real-time coaching to personalize strength training for each user. The platform covers strength training, Pilates, cardio, yoga, high-intensity interval training (HIIT) and mobility. It competes in the connected home fitness market alongside Peloton and iFit. More information at tonal.com.
About Star Wars: The Mandalorian and Grogu
Star Wars: The Mandalorian and Grogu is a Lucasfilm production directed by Jon Favreau and written by Favreau, Dave Filoni and Noah Kloor. The film stars Pedro Pascal, Sigourney Weaver and Jeremy Allen White, with music by Ludwig Göransson. It opens exclusively in theaters May 22, 2026.
