Growl plans to price its device in the same range as Tonal devices. The full price is slated at around $4,500, but most customers will likely opt for a financing option with monthly payments. There will be a subscription plan to access new content as well. The idea is that it shouldn’t cost more than a premium gym membership in total, the startup said.

The Growl team is well aware that the connected fitness industry is crowded these days. But most of these companies have focused on cycling, strength and rowing. And those companies have faced some growing pains.