How this fitness brand puts design and functionality at the forefront of its mission
We discuss changing the game in the fitness industry with Natalie Holloway, founder of Bala.
How does your morning routine set you up for optimal success and how does this change or not according to your travel schedule?
Sleep is incredibly important to me – especially with three little ones – so my mornings vary depending on how the night went. No two morningslook exactly the same, and I’ve learned to embrace that. I try to move my body, even if it’s just ten minutes of stretching or breathwork. Movement really helps me feel grounded and ready for the day.
What was the catalyst to founding Bala and how did you know it was the right time?
Bala was born out of an idea during a yoga class while traveling to Asia with my husband. We started brainstorming how we could’ve made the class more challenging – and more fun. We saw a white space where workout equipment was either overly masculine or purely functional. We realised the market was saturated with overly serious equipment, but nothing seemed playful or aesthetic. It wasn’t about the “right” time, it was about the right feeling. The idea was drawn on a napkin and the rest is history!
What learnings did you take with you to equip you for this from previous roles, and how much did you learn as you built the brand?
I came from a background in advertising, which definitely helped – especially with branding and communication. But honestly, most of the real learning came on the job. Scaling a product-based business is a masterclass in resilience. From navigating manufacturing to understanding community engagement, operations, and logistics – it’s been a hands-on education every single day.
How would you differentiate Bala from what else exists and what are the key pillars the brand is built on?
Bala is grounded in the idea that movement should be enjoyable and fun! At Bala, we believe beautiful, functional fitness equipment will change the way you move. Because we understand that your life includes exercise but is not exclusively defined by it.
What are the core values of your brand?
Creativity, inclusivity, intentionality, and joy. Those values are woven into everything from our product design to our partnerships. We want people to feel uplifted by the brand – like they’re part of something personal and elevated.
What was your approach to investment and what would you advise others if they are building a brand themselves?
We were very scrappy in the beginning. Shark Tank was a pivotal moment for us – not just in funding, but in visibility. My advice to others: know your numbers, understand your customer deeply, and only bring in partners who align with your vision.
What do you look for in terms of partnerships?
We look for partners who share our values – wellness, creativity, and authenticity are big for us. But honestly, the most exciting collaborations are often the unexpected ones. Our partnership with PUCCI is a perfect example – playful, bold, and totally outside the box. We love when a collab brings a little surprise and sparks joy in a way people didn’t see coming.
The colourways you use are super aesthetic. How conscious was design as well as functionality in terms of brand positioning?
Design has always been at the heart of Bala. We’ve said from the beginning,we’re a design-led fitness brand. We approached our products the way afashion or interiors brand might, thinking carefully about colour, material, and feel. But it wasn’t perfect from day one – it’s been a lot of trial and error, listening closely to our community, and evolving along the way. Over time, we’ve landed on core colours that really reflect who we are (Sea, Sage, Charcoal, Blush, Sand) and we’re so proud of how they’ve become such a recognisable part of the brand.
How do you approach scaling without compromising on quality?
We’re very hands-on with our manufacturing partners and have a strong internal team dedicated to quality control. We’d rather grow slowly and maintain integrity than scale fast and lose trust. Quality is non-negotiable for us! With social media constantly changing, how do you stay ahead of the curve? We try not to get caught up in chasing every trend – instead, we stay grounded by listening to our community. Platforms change, algorithms shift, but what doesn’t change is the importance of showing up with intention and authenticity. We adapt where it makes sense, but we really focus on staying true to our brand rather than doing what’s trendy.
How has being LA-based helped or hindered the brand growth?
LA has definitely helped. It’s a wellnessforward city with a strong creative pulse. Being here has opened doors to great partnerships, studios, talent, and visibility. That said, we’re conscious of creating a brand that resonates globally – not just in an LA bubble.
If you could give one piece of advice to your younger self, what would it be?
Keep working hard. Keep trusting your gut. You are on the right path and it will all pay off in the end to lead you to your dream job and life.
This is The Self-Care Issue – how do you stay kind to yourself during challenging times?
As a mother of three, staying kind to myself means giving myself permission to pause. Movement is a big part of how I reset – but so is rest. Whether it’s a walk, a quick stretch, or just five quiet minutes to myself, I try to carve out little moments to recharge. I’ve learned that disconnecting when I need to is just as important as showing up. Taking care of myself helps me be more present – as a mother, a wife, and in my work – so I’ve learned to give myself a lot of grace along the way.
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