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Though most of the attention for smart home gym startup Tonal centers around its fitness equipment and star-studded campaigns, the intense, galvanizing script is the secret sauce that helps the brand connect with its consumers. Tonal’s script writer, Tonja Renée Stidhum, is part of the team that feeds the company’s coaches inspirational words for workouts.
A comedy writer with immense experience, California-based Stidhum has found joy in trying to crack the code of helping coaches provide informational but entertaining videos and content.
Of course, [Tonal coaches] are real people, but essentially, they are also personalities onscreen.