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Why Bala’s Natalie Holloway Believes in Approachable Workouts and Beauty

As the co-founder and CEO of Bala, Natalie Holloway transformed the world of wearable weights with her stylish silicone-and-steel Instagram-worthy bracelets. But the Texas native is the first to admit that when it comes to her own workouts, she’s just like the rest of us. “Fitness has always been a part of my life, but it's definitely hard to find the motivation,” says Holloway, a former runner and certified yoga instructor who wanted to find a way to make working out less daunting, and easier to fit in throughout the day. The idea to put a fashionable spin on ankle and wrist weights came to Natalie and her husband, Max Kislevitz, while they were traveling together and in search of new ways to challenge themselves during their workouts; in 2018, Bala was born. “What we realized when we launched it is that all of the fitness industry products, besides tech ones like Peloton, are really underdesigned,” she says. 

The brand was featured on “Shark Tank” in February 2020, right before the world went into lockdown; within a few short weeks, the colorful weights became the most coveted accessory of the pandemic. “It really made us grow up overnight,” says Natalie.

Fast forward to the present, when the L.A.-based couple has not only expanded their brand with new products such as the Bala Beam and digital fitness platform Balacize, but their family, too; the pair has an 18-month old son and another baby on the way. In between raising their child and running a fitness empire, Holloway values the importance of approachable workouts more than ever before and has gained a deeper perspective of beauty, both inside and out.

“Fitness has always been a part of my life, but it's definitely hard to find the motivation…”

By Adrian Martin
By Adrian Martin

“I've been a lot easier on myself because I recognize that I've been way more in tune with my body in general ...”

By Adrian Martin

“We'd try them on and feel beautiful, and do a fashion show for our parents.”

By Adrian Martin
By Adrian Martin

“Limited phone time on the weekend is huge, because I'm so plugged in during the week ...”

Flow With Natalie Holloway

Bala co-founder Natalie Holloway believes fitness should be fun and approachable. Wearing the brand’s signature ankle and wrist weights for yoga or walking her dog are just some of the ways Holloway gets her workouts in during the day, and a go-to playlist helps sustain the good vibes along the way.

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