At Tonal, we amplify the strength that exists in everyone.

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Krystal Zell, CEO

Krystal Zell is the Chief Executive Officer of Tonal. Zell joined the company in July 2022 as President with responsibility for revenue, sales and marketing, product, and content. In this role, she was a key member of the executive team that focused on transforming the business for its long-term, sustainable future—overhauling the company’s structure and operations.

Zell brings to Tonal more than 20 years of professional experience across consulting and Fortune 500 companies including Bain & Company, Starwood Hotels and Resorts, Simon Property Group, and most recently The Home Depot where she served as the Chief Customer Officer. She has driven significant consumer and commercial innovation in several roles while delivering substantial revenue and growth and managing large organizations. She brings a depth of experience across digital, technology, customer experience, profit and loss management, and operations.

She holds an M.B.A. from Harvard Business School and received her undergraduate from Rice University. She is married with two children and loves how training with Tonal fits perfectly into her everyday life as a working mom.

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Aly Orady, Founder & CTO

Aly Orady is the founder and Chief Technology Officer of Tonal. In 2013, he developed the pioneering digital resistance mechanisms and initial algorithms that power the product today—setting the foundation for a new era of strength training.

Orady, a supercomputer engineer who struggled with his weight since childhood, managed to carve 70 pounds off his frame at commercial gyms. But when prolonged progress eluded him, he sought a paradigm shift that could help anyone create sustainable change in their bodies and minds. In the process, he revolutionized the realm of human improvement by inventing Tonal.

After exiting two prior startups, Orady led Tonal as Chief Executive Officer from 2015 to 2023, securing dozens of patents, fundraising, and overseeing the company’s senior leadership team, structure, and operations. Now in his role as CTO, Orady oversees Tonal’s technology portfolio as he carries on his mission to make strength training accessible to all.

Orady holds an M.S. in electrical engineering from Stanford University and received his undergraduate degree in computer engineering from McMaster University in Ontario. He is married with two children and is glad he can get the world’s best workout in the comfort of his home.

Ron Will, CFO

Ron joins Tonal’s executive team following three decades as a senior financial executive and investment banker, successfully scaling established public and emerging high growth private companies. He most recently served as CFO of Hinge Health and Ripple, as well as TubeMogul, prior to their acquisition by Adobe. He served as CFO, CCO and Operating Partner at the growth equity firm Mainsail Partners and was CFO at BrightRoll which was acquired by Yahoo!. Ron was also the VP Finance and Treasurer at Yahoo!, as well as an investment banker at Merrill Lynch and Lehman Brothers. He has an MBA from the Tuck School at Dartmouth College where he was an Amos Tuck Scholar and also has a Bachelor’s Degree from the University of Michigan.

Jonathan Shottan, Chief Product and Content Officer

Jonathan Shottan joined the company in November 2023 to lead the end-to-end product and content strategy and overall transformation of how the product technology will improve the physical well being of all members. Jonathan brings  nearly two decades of product and technology management, operations, and data analytics experience at large brands, Facebook and Pinterest, private equity, and various start-ups to the executive team. In these roles he was integral to successfully scaling emerging private companies, driving global growth, and delivering billions in revenue contribution. Jonathan spent the last five years at Button, the leading mobile commerce platform. In this previous role, Jonathan was responsible for all of the go-to-market and technical operations of the business. Jonathan holds a Political Science degree from UCLA.

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