Tonal Taps First Legal Chief as ‘Fit Tech’ Loads Up on Lawyers

Tonal Systems Inc., one of several home fitness technology companies that have watched their business grow due to demand during the coronavirus pandemic, has recruited M. Andrea Soria to be its new director of legal.

Ashley Hennings, a Tonal spokeswoman, confirmed to Bloomberg Law that Soria is the startup’s first in-house legal chief. Tonal, which has been seeking new funding over the past year, makes an eponymous gym-on-the-wall exercise equipment and training product that sells for roughly $3,000 apiece.

Tonal joined the ranks of fitness technology or “fit tech” unicorns in March after closing a $250 million Series E fundraising ...