Bala is expanding its design-forward workout equipment with an assortment just for moms.
On Friday, the brand — best known for its internet-breaking Bala Bangles, $55 — is launching Bala Mama, a collection of fitness equipment for pre- and postnatal. The lineup includes the Belly Band, $70, a wearable to distribute the weight of the belly during pregnancy or support the area post-birth; Birthday Peanut, $65, an inflatable tool that can be used during birthing for comfort, to increase dilation and keep the pelvis open; Balance Ball, $95, a large stability ball for a variety of workouts of just sitting, and Big Band, $30 to $40 depending on resistance, a band that can be used for stretching, reformer-like workouts and more. The products will be available on the brand’s website, as well as through Hatch, Free People Movement and Revolve.
Bala Mama products.
Courtesy
For cofounder Natalie Holloway, who now has three children, this collection was inspired by her own pregnancy journey.
“I’m a longtime fitness enthusiast. My favorite workouts are heated mat Pilates and heated yoga,” she said. “I already knew I couldn’t be doing that workout [during pregnancy], but I just felt like, even me being in the fitness industry and being an enthusiast, there was so much confusion on what products you can use [and] what you can do for pre- and postnatal.”
Holloway continued: “[The] body changes so dramatically each time you have a kid. Movement is so near and dear to my heart, and I [was] like, ‘We need to make mama products, things that are actually good for you during pre- and postnatal.”
It would seem Bala customers were experiencing a similar confusion to Holloway during their pregnancies.
Bala Mama
Courtesy
“We’re always getting asked, ‘Is it safe to use this weight, this bangle?’” said Holloway, adding that along with this line, the brand is rolling out kits with equipment specific for pregnant people to dispel the confusion.
Given the influx of questions received, when ideating the line Holloway began researching the category and was disappointed to find very little, and what was available wasn’t design- or education-driven.
“If you don’t know what you’re looking for, you may never find it, unless a trainer tells you,” she said. “It was a gap in the market… I really wanted to infuse motherhood in Bala’s story.”
Therefore the products are all multifunctional and support the body as it changes during pregnancy and beyond. They are also developed to make movement more effective.
“When you become a mom, it’s all about hacking time,” Holloway said. “The best way to do that is to add some products to your workout.”
While this is Bala’s first product line completely focused for this market, the brand has a long history in the pregnancy and motherhood realm.
Previously, on its workout platform Balacize, the brand featured instructor Renee Noa Harris during her pregnancy. In addition, the brand has done events and collaborations with Hatch, a maternity brand, and Push, a pre- and postnatal-focused fitness studio in New Jersey. With this, Holloway said this type of collection “was always on the horizon.” In addition, Holloway believes there is room to expand the collection in the future.
“Should you choose to become a mama, we want to be there on that journey,” she said.
While Holloway did not share specifics around sales projections, she said this year was expected to be the brand’s best yet with this collection expected to sell out quickly. However, with the ever-changing tariffs, expectations may shift.
