Bala Expands From Fitness Equipment Into Activewear

The cult-favorite accessories brand is entering apparel with Bala Everyday Active, extending its design-led approach

Bala, the cult-favorite fitness brand known for turning workout equipment into lifestyle objects, is officially entering activewear.

The company, which became well-known through Shark Tank in 2020, has launched Bala Everyday Active, its first-ever apparel collection. The collection includes six studio-to-street essentials in Bala’s signature muted color palette.

Since launching in 2018, Bala has brought color and elevated design to a category historically defined by performance-first equipment. Its signature Bala Bangles helped make wearable weights more aesthetically appealing.

That positioning has helped Bala stand out in an increasingly crowded wellness market. Bala has generated well over $150 million in sales, according to the company.

The move into apparel is a logical extension for a brand at the intersection of fitness, design and fashion. Bala Everyday Active includes the Bala Bra, Bala Biker Short, The Flared Legging, The Everyday Dress, The Everyday Sweatshirt and The Everyday Sweat Short. The pieces retail from $69 to $109 and are available in sizes XS to XXL. The brand has future plans to expand apparel distribution into select retail partner locations in the near future.

The collection comes in blush pink, sage green, sea blue, espresso brown and charcoal gray, carrying over the soft, lifestyle-oriented palette that has helped distinguish Bala from more traditional fitness equipment brands.

Apparel is one of the most crowded fitness and wellness markets, with a lower barrier to entry than more capital-intensive equipment. However, activewear at the intersection of lifestyle and fitness is becoming increasingly popular, with consumers desiring pieces that can move between settings without feeling overly technical or casual.

“Our entry point is actually our biggest advantage, we’re not starting from scratch,” Founder Natalie Holloway told Athletech News. “Bala already has a devoted community, a distinct design aesthetic, and a color language that people recognize instantly. This is a focused, edited collection of classics that I personally live in, designed to take you from the studio to the rest of your day. The positioning is ‘Everyday Active,’ not performance-at-all-costs. That’s a different conversation than what most activewear brands are having.”