What Bala does

Bala (legal entity Bala Bangles Inc.) is a US-based, privately held design-forward fitness accessories company founded in 2018 by Natalie Holloway and Max Kislevitz. The company designs and sells wearable weighted products (the patented Bala Bangles at $55 per set, plus Bala Bars, Bala Beam, Kettleball, Power Ring, resistance bands), a mat family (Play Mat, Compact Mat, Plush Mat, Wavy Mat), yoga and Pilates props, recovery tools, and an Everyday Active apparel and accessories line. Hardware uses premium materials including steel cores wrapped in silicone, antimicrobial waterproof surfaces, FSC-certified natural rubber bases, and EVA foam constructions, with industrial design protection via US patent D888,167 S on Bala Bangles and a pending application on the Bala Beam.

Bala operates a direct-to-consumer e-commerce model through shopbala.com, supplemented by Amazon marketplace distribution, a wholesale channel (wholesale.shopbala.com) for retailers and studios, and a digital subscription workout platform called Balacize that offers category-coded content (Sculpt, Sweat, Flow, Unwind) tied to specific Bala hardware. Revenue is generated predominantly through one-time hardware sales, with gift cards and Balacize subscriptions contributing ancillary streams. The customer base is horizontally segmented into fitness enthusiasts, yoga/Pilates practitioners, and a pre/postnatal segment served by the Bala Mama line, supported by a high-velocity collaboration strategy with consumer brands including Dunkin', Clairol, Perelel, Pucci, Spanx, Ralph Lauren Pink Pony, and others.

Name

Bala

Legal name

Bala Bangles Inc.

Website

https://shopbala.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Bala (Bala Bangles Inc.) is a US design-forward fitness accessories company that designs and sells patented wearable weighted products, mats, props, apparel, and the Balacize workout platform to fitness, yoga/Pilates, and pre/postnatal consumer segments through DTC, Amazon, and wholesale channels.

Ownership category

akta.pro rank

Product category

Fitness Accessories & Wearable Weights

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Free Weights & Kettlebells Retail (Dumbbells, Kettlebells, Weight Sets) (CRAMADAC)

akta.pro secondary industries

Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG), Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB)

Keywords

• Wearable fitness equipment
• Weighted bangles
• Yoga and pilates props
• Prenatal postnatal fitness
• Design forward activewear

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Product Sales: One-time hardware sales of fitness accessories including wearable weights, mats, bands, balls, and apparel. Revenue generated from individual product purchases and bundled kit sales.
2. Balacize Subscription: Digital workout content platform offering thousands of Bala-fueled workout classes. Subscription model providing recurring revenue from app access.
3. Gift Cards: Digital gift cards sold in denominations from $25 to $500, driving future customer acquisition and gifting purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Bala designs, sells, and ships a fashion-forward ecosystem of fitness hardware — led by its patented Bala Bangles wearable weights — including weighted bars (Bala Bars, Bala Beam, The Kettleball, The Power Ring), resistance bands, yoga and workout mats, props like blocks and pilates balls, recovery tools, Bala Mama pre/postnatal gear, apparel, and accessories. The branded Balacize digital platform adds thousands of on-demand Bala-fueled workout classes across Sculpt, Sweat, Flow, and Unwind categories.

Product overview

Bala is a design-forward fitness accessories company offering a comprehensive ecosystem of wearable weights, yoga/pilates equipment, recovery tools, apparel, and accessories. The core product lineup centers on the signature Bala Bangles (wearable weighted wrist/ankle weights) alongside complementary strength training tools including Bala Bars, Bala Beam, Kettleball, and Power Ring. The mat collection includes The Play Mat, Compact Mat, Plush Mat, and Wavy Mat. Recovery and props include Balance Blocks, Pilates Ball, Balance Ball, Hourglass Roller, Jump Rope, and resistance bands. The Bala Mama line specifically serves prenatal and postnatal mothers with support bands, pelvic prep kits, and specialized strength and relief bundles. Apparel includes bras, biker shorts, leggings, sweatshirts, socks, and everyday wear. The company also offers Balacize, a digital workout platform with thousands of video workouts designed around their products. Product bundles (Kits) provide curated combinations for specific activities (yoga, barre, cardio, strength, travel). Brand collaborations include Dunkin', Perelel, TORCHD by Isaac Boots, PUCCI, Spanx, Ralph Lauren Pink Pony, CorePower Yoga, Draper James, FORM, Kate Spade, New Balance, Vuori, and Summer Fridays.

Differentiator

Problem solved

Functional benefit

Brands

• Balacize: A digital fitness platform offering thousands of Bala-fueled workout videos and classes, including Sculpt, Sweat, Flow, and Unwind categories.

Products and services

• Bala Bangles Wearable weighted wrist/ankle bangles in 1LB, 2LB, and 3LB options, made of steel wrapped in baby-soft silicone, that add constant but comfortable resistance to workouts and can be worn during yoga, pilates, boxing, walking and other activities; protected by US Design Patent No. D888,167 S. Sold to individual fitness consumers through shopbala.com.
• Bala Bars Compact silicone-grip weighted bars in 1LB, 2LB, and 3LB options with a steel core, marketed as compact dumbbell alternatives for pilates, strength training, walking workouts, and upper body toning; for individual fitness consumers and studio practitioners.
• Bala Beam An all-in-one sculptural barbell for strength training, available in 15LB, 25LB, and 35LB options, with evenly distributed weight, ergonomic shape and soft silicone exterior over a steel core; intended for home gyms and studios doing squats, deadlifts, presses, rows, lunges, and core work. Patent pending.
• The Kettleball A kettlebell-dumbbell hybrid with a rigid handle and a soft cushioned belly, available in 10LB, 20LB, and 30LB sizes, designed for total-body toning through swings, squats, and snatches; aimed at home fitness consumers and studio users.
• The Power Ring A ring-shaped weighted fitness tool in 8LB and 10LB options that combines kettlebell and dumbbell functionality, used for press, hold, swing, and squat movements to increase strength, agility, endurance, and balance; sold to individual fitness consumers.
• Bala Bands Premium woven-fabric elastic resistance bands sold in three strength levels (Light/Blush, Medium/Sand, Heavy/Charcoal), designed for yoga, pilates, home workouts, strength training, and rehabilitation; for individual fitness consumers.
• The Compact Bands Travel-friendly fabric resistance band set of three incrementally resistant bands with a carrying case, designed for yoga, pilates, home workouts, strength training, and rehabilitation while traveling or on-the-go.
• The Play Mat Yoga and workout mat available in 5mm and 8mm thickness with non-slip moisture-wicking surface, antimicrobial waterproof top layer, and FSC-certified natural rubber base; signature portal shape used for yoga, pilates, HIIT, and mobility workouts.
• The Compact Mat 12mm capsule-shaped folding yoga mat that transforms into a foam block for extra support, made with EVA foam and a polyurethane top-coat; moisture-wicking and non-slip surface, includes a booty band, targeted at travel and compact home use.
• The Plush Mat 10mm thick supportive foam mat with a sweat-absorbent top-coat, available in Play, Wavy, and Capsule shapes; lightweight and travel-friendly mat for WFH, studio, or on-the-go use.
• The Wavy Mat Wavy-textured yoga and workout mat sold as part of Bala's design-forward mat collection, intended for yoga, pilates, stretching, and home workouts.
• The Ab Roller Ab roller with a steel core, rubber tread, and ABS handles wrapped in baby-soft silicone, using ball bearings for smooth, controlled movement; core-conditioning tool for home workouts.
• Bala Balance Blocks Semi-circular EVA foam yoga and stretching blocks where each angle offers a different level of support, designed to improve stability and flexibility without becoming a crutch; for yoga and pilates practitioners.
• Bala Pilates Ball 8-inch non-weighted pilates ball made of thick, pop-resistant PVC that can be over-inflated for more support or half-filled to activate muscles; ships deflated with a mini-pump included.
• Bala Balance Ball Stability ball used for balance, core strengthening, and rehabilitation exercises; complements Bala's wider equipment ecosystem for home fitness consumers.
• The Hourglass Roller Hourglass-shaped massage roller designed to improve alignment, flexibility, and speed recovery; intended for yoga, stretching, and rehabilitation use.
• The Jump Rope Weighted jump rope with 1/2 LB handles, an adjustable replaceable rope, and silicone handles; engineered for cardio, HIIT, and travel-friendly home workouts.
• Bala Mama Pre- and Postnatal Fitness Equipment Line Prenatal and postnatal fitness equipment and curated kits — including the Bala Big Band, Bala Belly Band, Bala Birthday Peanut, Pelvic Prep Kit, Strength Kit, Relief Kit, Mighty Mama Kit, and Mom and Me Kit — explicitly designed for safe pre- and postnatal exercise, pelvic floor preparation, and postpartum recovery for expecting and new mothers.
• Bala Everyday Active Apparel Design-forward athletic apparel and accessories intended for both workouts and everyday wear, including the Bala Bra, Bala Biker Short, The Flared Legging, The Everyday Sweatshirt, The Everyday Sweat Short, The Everyday Dress, Get-A-Grip Socks in high and low cuts, The Frilly Sock, and complementary hair and lifestyle accessories such as scrunchies, claw clips, mugs, and tote bags.
• Bala Kits & Bundles Curated, activity-themed product bundles that combine Bala hardware at a discount, including the Neon Total Body Kit, Neon Strength Kit, Neon Essentials Kit, The Wind Down Kit, Founder Fuel Set, The Bootstrap Set, Powerhouse Performance Kit, Power Flow Kit, Grounded Strength Kit, Flex & Flow Kit, Strongest Self Kit, Mighty Mama Kit, Mom and Me Kit, Sculpt & Slide Kit, Power Kit, Yogi Kit, Barre at Home Kit, Travel Kit, Cardio Kit, Pilates Essentials Kit, and specialty kits like The Pilates Loops + Lift Kit and Mystery Moves Kit.
• Balacize Digital Workout Platform Subscription-based digital workout content platform from Bala offering thousands of Bala-fueled workout classes organized across Sculpt, Sweat, Flow, and Unwind categories; workouts are designed around Bala products such as Bangles, Play Mat, Power Ring, Beam, Bars, Ball, Bands, Jump Rope, Balance Blocks, and Hourglass Roller; accessed via the Balacize app.
• Bala Gift Cards Digital Bala gift cards sold in fixed denominations from $25 up to $500, redeemable on shopbala.com with no processing fees and funds that never expire; used for gifting and customer acquisition.

Quantifiable outcome

• 4.9/5 star rating from 1,837 customer reviews on Bala Bangles

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Dunkin'coreGTM or Marketing Partner · 7 January 2026Dunkin' partnered with Bala Bangles for promotional activations as part of the 'Dunk N' Pump' campaign featuring Megan Thee Stallion. Bala Bangles included in advertising campaign alongside [solidcore] fitness studios for protein-forward beverage promotions.
• Red PointsminorGTM or Marketing Partner · 3 January 2026Bala Bangles featured as speaker at Brand Intelligence Summit hosted by Red Points, focused on brand protection and ecommerce strategies. Bala participated alongside HSS IPM on brand building and anti-counterfeiting topics.
• ClairolminorGTM or Marketing Partner · 3 June 2025Clairol teamed up with Bala to celebrate beauty and strength, likely a limited-time collaboration celebrating women's empowerment.
• PerelelminorGTM or Marketing PartnerBala x Perelel limited-edition bangle collaboration combining Bala's signature wearable weights with Perelel's Watermelon Mint Cellular Hydration theme.
• TORCHD by Isaac BootsminorGTM or Marketing PartnerBala x TORCHD collaboration featuring Gold Glitter Bala Bangles and Bala Bars designed by Isaac Boots.
• PucciminorGTM or Marketing PartnerBala x Pucci collaboration featuring signature Pucci print on Bala Bands, Jump Rope, and Bangles products.
• SpanxminorGTM or Marketing PartnerBala x Spanx collaboration featuring Spanx-branded Bala Bands and High Socks.
• Ralph Lauren Pink PonyminorGTM or Marketing PartnerRalph Lauren Pink Pony x Bala collaboration featuring The Play Mat with proceeds supporting Pink Pony Fund.
• CorePower YogaminorGTM or Marketing PartnerBala x CorePower Yoga collaboration featuring branded products.
• Draper JamesminorGTM or Marketing PartnerBala x Draper James collaboration featuring Southern-inspired branded products.
• FORMminorGTM or Marketing PartnerBala x FORM collaboration featuring branded fitness products.
• Kate SpademinorGTM or Marketing PartnerBala x Kate Spade collaboration featuring branded products.
• New BalanceminorGTM or Marketing PartnerBala x New Balance collaboration featuring branded products.
• VuoriminorGTM or Marketing PartnerBala x Vuori collaboration featuring branded products.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Liforme: Comparison already captured at #3.

Direct peers

• TRX: Brand-led home fitness equipment company with a strong DTC and professional training following. Comparable with Bala in marketing iconic fitness hardware through celebrity and influencer channels.
• Manduka: Premium yoga mats, props, and accessories brand competing head-to-head with Bala's mat, block, strap, and towel SKUs; both target design-conscious yogis and pilates practitioners with premium-priced equipment.
• Liforme: Premium yoga mat specialist aligned with Bala's design-led, higher-priced mat strategy (Play Mat, Compact Mat, Plush Mat, Wavy Mat); both cater to the same yoga/pilates consumer with sustainable and premium materials.
• Gaiam: Long-established yoga mats, resistance bands, blocks, and wellness accessories retailer. Overlaps Bala's mats, bands, blocks, jump rope, and fitness accessory catalog with similar DTC and wholesale distribution.

Broad incumbents

• Alo Yoga: Lifestyle yoga and athleisure brand overlapping with Bala's apparel (sports bras, biker shorts, leggings, sweatshirts) and broader yoga-adjacent customer base; shared celebrity-driven positioning.
• Peloton: Connected fitness platform with proprietary hardware and subscription content, structurally parallel to Bala's owned-equipment-plus-Balacize content strategy on a much larger scale.
• Gymshark: Influencer-driven DTC fitness apparel and accessories brand; comparable founder-led, social-native DNA and was co-recognized with Bala in Athletech News' 2026 innovation list.
• Vuori: Premium performance and lifestyle apparel brand directly comparable to Bala's Everyday Active apparel line; co-marketing partner already, signaling overlapping customer profiles.
• Lululemon: Dominant lifestyle/fitness brand. Bala competes for the same aspirational, design-led consumer; Lululemon serves as the broader incumbent shadow benchmark for Bala's apparel and accessory ambitions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/balabangles
• Instagraminstagram.com/bala
• TikToktiktok.com/@bala
• Pinterestpinterest.com/balacize
• Xx.com/balabangles

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bala