In Feature 034 of Conversations Behind The Campaign, we sat down with Natalie Holloway, the co-founder behind Bala, an elevated fitness equipment brand filling the pilates classes and workout photos of your favorite creators.
Since launching Bala in 2018 with her now-husband Maximilian Kislevitz, the duo has transformed what was once a side project into a nine-figure business. Reshaping the female fitness industry, Bala has garnered a reputation for being a playful, retro, and inviting brand – bringing a sense of fun, fashion, and intentionality to workouts. From its cult-favorite Bala Bangles to collaborations with fashion and wellness heavyweights including Emilio Pucci, Summer Fridays, Form, and most recently, Spanx, Bala has cultivated a community inspired by movement and aesthetics.
In our interview, Natalie shares the evolution of her collaboration with Spanx, the important role these partnerships play in building both brand and community, and how the female sporting industry has evolved since Bala first launched.
You’ve previously shared that Bala started with a napkin sketch in 2018. What was missing in the fitness space at the time, and why did you feel the Bala Bangles – and brand around it – needed to exist?
In 2017, we quit our jobs to take a break because we were on the brink of burnout in advertising. We were traveling and wanted to add resistance to our workout. We realized we could add weights but weirdly wrist and ankle weights were ugly sandbags and had not seen any innovation since the 80s. We immediately got to work with our first design render being that sketch on a napkin. After launching the Bala Bangles, we looked at the whole category and said why is there no brand attached to the fitness category. Everything was masculine, steel and black, it was a male dominated category. We said let’s redesign the entire category and introduce design for females: more functional, comfortable and cuter. Designed to be left out vs thrown in your closet to hide.
For the first two years, you were shipping every Bala order by hand from your garage. What was the first major investment you made in the brand, and how did you know it was the right time to take that leap?
We packed and shipped over 75,000 units with our own hands. Our first real investment wasn’t money, it was quitting our jobs. We played it safe, working in advertising for 2 years while building Bala at night and moments between meetings. We didn’t make the jump until we’d crossed $2M in sales and had Shark Tank on the horizon.
By year three, Bala had surpassed $16 million in sales. What key marketing decisions or brand moments do you credit with driving that kind of momentum and traction?
It was the combination of airing on Shark Tank and two weeks later the world shut down due to Covid19. It really put Bala on the map because everyone was in need of workout equipment and toilet paper. They rushed to purchase Bala Bangles.
You’ve previously collaborated with brands like Pucci, Summer Fridays and most recently, Spanx. What do these collaborations bring to your community, and how do you know when a brand partnership makes sense for Bala?
We have become known for our brand collaborations and it’s truly my favorite part of the business and always has been. We can get super creative and make a big splash, keeping our customers wanting more and guessing what’s next. We know when it’s a perfect pairing when it seems unexpected (Schutz) or makes sense because of brand values (Spanx) or one that has iconic potential (Pucci).
How did the partnership with Spanx come about, and what was the creative vision behind bringing both brands together?
Our brands are very aligned in that we stand for confidence, playfulness, and making women feel good. Spanx approached us a year ago and it was an immediate yes. I admire Sara Blakely’s bootstrapping story so much and she has been an inspiration of mine while building Bala so it was an obvious one for us.
How involved has your community been in shaping both the types of collaborations you pursue and how often you do them?
Super involved. I live and breathe our customer and I am the Bala customer so it’s easy for myself and Brooke (our CBO) to identify who would make for a great partner. We have even gotten ideas from our community. The Summer Fridays collaboration came to life because of a customer comment connecting myself and Marianna on Instagram.
Bala’s visual identity feels instantly recognisable – playful, retro and full of colour. Where do you pull your creative inspiration from when it comes to shaping the brand’s look and feel?
First of all, love to hear that from you! From the beginning, we knew we wanted to truly merge fashion and fitness, sometimes pushing it a little too far (like heels or a funky outfit). We pull inspiration from retro fashion campaigns and futuristic looks, sometimes merging the two.
How important is offline brand presence to Bala’s future? Do you see retail, events, or community spaces playing a bigger role?
It’s important for us to be able to build community IRL. We are having an event today and many of the attendees are Bala Babes that we have known for years. It is a way to continue building relationships with our super fans. We will continue to show up in this way and surprise and delight our core customers.
Since starting Bala, have you noticed a shift in how you view the female sports or fitness industry?
Absolutely. Since starting Bala, I’ve seen the female fitness space completely transform. It used to feel overly serious or designed with men in mind. Now it’s playful, expressive, and full of personality. Women are showing up in bold colors, sparkly socks, and ankle weights that double as accessories. There’s a real shift toward joy, confidence, and individuality. Fitness isn’t just about performance anymore. It’s about feeling strong, having fun, and doing it your own way.
Are there any founders or marketers you look up to for both career and creative inspiration?
The OGs like Sara Blakely !!! and Kendra Scott. They built profitable businesses that are still standing and that is what I truly admire.
Where can our audience follow and engage with you and Bala on socials?
Natalieholloway on IG and TikTok, Bala on IG and TikTok and my new business podcast – hottakesbigstakes on Spotify and Instagram.
