💰 Behind The Brand: Bala 🏋🏼‍♀️

How a Simple Ankle Weight Became a Cult Fitness Brand

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From a Shark Tank Pitch to a Global Brand

Bala wasn’t built to be just another piece of fitness equipment. It was designed to be aesthetic, wearable, and lifestyle-driven—a stark contrast to the clunky, uninspired gym gear that had dominated the industry for decades.

What started as a simple, stylish ankle weight evolved into a full-fledged fitness and lifestyle brand, expanding into new categories, securing partnerships with big-box retailers like Target and Nordstrom, and gaining a cult-like following in the wellness space.

But Bala’s growth wasn’t just about selling a prettier dumbbell—it was about smart branding, strong positioning, and community-driven marketing.

Let’s break down how Bala scaled from a single-product brand to a major player in fitness accessories, what worked, and what lessons product-based founders can learn from their journey

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The Early Days: A Product That Looked Different on Purpose

Bala was co-founded in 2018 by husband-and-wife duo Natalie Holloway and Max Kislevitz. The idea was born when the two were traveling in Bali (yes, Bala is a play on “Bali”) and realized how outdated fitness accessories looked.

At the time, the fitness industry was dominated by function over form—gear was designed for practicality, not aesthetics. But Holloway and Kislevitz saw an opportunity to bring design into the equation.

Their first product—the Bala Bangles—were a stylish, adjustable wrist and ankle weight made to be as much a fashion statement as a functional workout tool.

Lessons from Bala’s Early Stages: