AT TONAL
WE AMPLIFY THE STRENGTH THAT EXISTS IN EVERYONE
Meet our senior leadership team
Todd Bartee, CEO
Todd Bartee joined Tonal as Chief Executive Officer in February 2026.
Todd brings deep leadership experience scaling growth-stage consumer brands. He has most recently served as an Operating Partner at L Catterton, a leading global consumer-focused private equity firm, working closely with Tonal and other portfolio companies on strategy, operations, and value creation.
Before joining L Catterton, Todd was CEO of Aquasana, one of the largest direct-to-consumer water filtration companies in the U.S., and CEO of Taxa Outdoors, an innovator in the lightweight camping trailer industry, leading the company to significant growth. Todd began his career in consulting and engineering, and has held senior sales and marketing roles at Dell Technologies.
Todd holds a BS in Civil Engineering from Texas A&M University and an MBA from the McCombs School of Business at the University of Texas at Austin.
HAYDEN TOLLAS, CFO
Hayden Tollas joined Tonal as Chief Financial Officer in September 2025.
Hayden is a seasoned financial executive with more than 20 years of leadership experience across retail, consumer goods, and e-commerce. He has a track record of driving sustainable, profitable growth and is deeply committed to helping companies with strong missions thrive.
Most recently, Hayden served as CFO at Pet Food Express, a leading omni-channel pet health retailer, where he drove new store expansion, broadened distribution through Instacart and Uber Eats, and championed investments in a customer data platform and enhancing the online user experience.
Previously, he held senior leadership roles at Gap Inc., including CFO and Strategy Lead for Old Navy, overseeing the full P&L and guiding financial planning and analysis, long-term strategy, real estate strategy, and annual operating plans. Hayden earned a BA from Princeton University and an MBA from London Business School.
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.
Aly Orady, Founder & Advisor
Aly Orady is the founder and trusted advisor 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. As CTO from 2023-2025, Orady oversaw Tonal’s technology portfolio as he carried 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.
CULTURE
WE'RE MORE THAN JUST A FITNESS COMPANY
We walk the talk
We’re a group of builders, thinkers, creators, and fitness junkies on a mission to make the world a healthier, happier place.
INVESTORS
MEET OUR PARTNERS
With the support of our industry-leading investors, we're building systems to make strength training accessible to anyone.
Join our team
With roles from marketing to product engineering, we’re looking for individuals that are passionate about reinventing how people pursue their fitness.