When husband-and-wife duo Natalie Holloway and Max Kislevitz left their careers in advertising to travel the world, they had no intention of launching a fitness product — let alone building one of the most recognizable wellness brands of the decade. But a single yoga class in Indonesia sparked a simple idea with massive potential: reimagine outdated ankle and wrist weights for the modern mover.

What began as a bootstrapped side project quickly evolved into Bala Bangles — a sleek, functional, design-first accessory that took social media (and the fitness industry) by storm. Their journey from DIY prototyping to a $900,000 deal on Shark Tank is a masterclass in scrappy, style-forward entrepreneurship.

Today, Bala is a multimillion-dollar brand carried by major retailers and worn by celebrities, with Clearco now helping fuel their next chapter of growth.

From Burnout to Breakthrough

After nearly a decade in advertising, Natalie and Max craved more than deadlines and pitch decks. They quit their jobs and traveled across 14 countries, seeking clarity and inspiration. During a yoga class abroad, the pair recognized an unmet need in the wellness ecosystem: ankle and wrist weights that looked good and felt even better.

“Most resistance gear was uncomfortable and ugly,” Holloway recalls. “The trend had disappeared, and we saw a white space to serve the modern consumer.”

The idea was born.The goal? Create a functional accessory you could wear at the grocery store or on a walk; something versatile, minimal, and aesthetically elevated.

Prototyping with Passion

Neither had experience launching a product. “We didn’t know anything,” Holloway says. “We Googled how to start a business and asked friends for help.” With a $5,000 budget, they sourced a designer from Upwork for a CAD drawing and eventually found a manufacturer willing to troubleshoot materials and specs with them.

From there, they stretched every dollar. Max built the website and Natalie shot the product photos. They relied on their marketing backgrounds and creativity instead of expensive ad campaigns.

“It was grassroots,” Holloway explains, “We used Instagram and built brand awareness through word of mouth.”

Gaining Traction - and Then, a Breakthrough

The first year brought modest momentum, with features in Goop, Shape, and Free People. But the real breakthrough came in 2020 on ABC’s Shark Tank. Armed with months of preparation, including mock pitches to friends posing as sharks, the couple delivered a standout presentation. All five sharks wanted in. They accepted a $900,000 deal from Mark Cuban and Maria Sharapova in exchange for 30% equity.

The timing couldn’t have been better. Two weeks later, the world shut down due to COVID-19. At-home fitness exploded - and so did the demand for Bala Bangles. The brand became a quarantined essential, mentioned in Vogue’s “17 Items That Defined 2020.” Celebrities like Kim Kardashian, Reese Witherspoon, and Adam Levine posted themselves wearing the bangles. In one year, revenue jumped from $2 million to $20 million. 

‍

Funding the Future with Clearco

Though the Shark Tank deal changed everything, Natalie now sees how Clearco could have helped earlier. 

“We didn’t know we shouldn’t be spending $100,000 on inventory,” she says. “If I had known about funding like Clearco, I would’ve used it for inventory and marketing instead of draining our own cash.”

Today, the Bala team leverages Clearco’s funding for large purchase orders and maintaining inventory for major retailers like Target. “We may get a million-dollar PO, and now we know we don’t have to use our own cash,” she adds. “Especially in an inventory-heavy business, that’s a game changer.”

‍

What’s Next for Bala?

In May 2025, Bala launched Bala Mama, a line dedicated to the pre- and post-natal journey. The couple also plans to introduce their own fitness studios and continue disrupting the category with thoughtfully designed, style-forward products.

“There’s no cap on how big fitness and wellness can get,” Holloway says. “And we plan to be a part of that growth - on our terms.”

Clearco is proud to support innovative, bootstrapped brands like Bala as they scale with confidence and control.