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Get Hot Smart Rich With Natalie Holloway

How she built Bala to $20M, survived nearly going bankrupt, and balances motherhood.

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♡ This Week’s Episode ♡

Natalie Holloway: How She Built Bala to $20M, Survived Nearly Going Bankrupt & Balanced Motherhood

On this episode of Hot Smart Rich, I sit down with Natalie Holloway, co-founder of ⁠Bala⁠, the brand that made fitness hot. Natalie built Bala into a $20M business with a Shark Tank deal from Mark Cuban, faced near bankruptcy, and navigated the rollercoaster of entrepreneurship—all while raising three kids under four.

The conversation gets real as Natalie shares the hardest moments of scaling Bala, from the chaos of explosive growth during COVID to nearly losing the company. She breaks down what saved the business, why she prioritizes profit overgrowth, and how she made the tough call to lay off nearly her entire team while pregnant.

Natalie and I also dive into motherhood, ambition, and the reality of balancing it all—plus, Natalie shares what really happened with Bala’s Drunk Elephant drama, how she deals with copycats, and why she believes affiliate marketing is the future for brands.

You can connect with Natalie on Instagram:⁠⁠⁠⁠⁠⁠ ⁠@natalieholloway⁠, ⁠@bala⁠ & ⁠@balacize. Check out her Substack here: Working Out in Heels.

Items Mentioned in This Episode

Key Takeaways

  • You can build a $20M brand without raising big VC money. Bala’s success proves that profitability is more important than endless fundraising. Natalie and her husband bootstrapped their way to the top—then nearly lost it all.

  • Scaling fast can break you. Bala blew up overnight after Shark Tank and COVID, but hypergrowth almost killed the business. Natalie shares the hard truth about layoffs, cash flow, and surviving the free fall.

  • Motherhood and entrepreneurship? There’s no perfect balance. Natalie had to make brutal business decisions while pregnant. The real talk: founders don’t get maternity leave, and work-life balance is a myth.

  • Copycats and competition will come—so stay ahead. Drunk Elephant launched a Bala-inspired product. Knockoffs are everywhere. The only way to win is to innovate faster than they can copy.

  • The smartest founders are shifting from influencers to affiliates. Natalie shares why paying influencers big bucks is outdated and why affiliate marketing is the new power move for brands.

  • Negotiate like a man. Women are still underpricing themselves in business. Natalie learned to ask for more, own her worth, and not settle for the first offer.

  • Bala is just getting started. NYC fitness studio? More retail expansion? Natalie spills what’s next and why she’s betting big on IRL experiences and digital fitness.

HSR ICYMI is a weekly newsletter, podcast, and educational resource — its $8 a month or $80 a year. If you want to expense it and need to ask first, use this template.

♡ Phone on Airplane Mode ♡
I block off time to unplug (7-9 AM, 4-7 PM, and bedtime) to stay calm and focused without constant notifications.

♡ The Power of Saying No ♡
Before committing to anything, I ask myself: Is this worth leaving my kids for? It’s helped me prioritize what truly matters.

♡ Lemon Water & Coffee Routine ♡
I start my day with warm lemon water before having coffee with collagen—a simple habit that makes a big difference.

♡ Bangles for Walks ♡
Adding these weights to my daily walks makes movement more intentional and effective.

♡ Hot Yoga for Mental Clarity ♡
I swear by this hot yoga studio for clearing my mind—my best ideas always come during a sweaty class.

♡ Fatty 15 Supplements ♡
Most of us are deficient in this essential nutrient. I take this supplement daily for better overall health.

♡ Hot Baths & Habit Stacking ♡
I maximize bath time with a face mask, body scrub, and a podcast or meditation—relaxation with a purpose.

 

♡ Mouth Tape for Deep Sleep ♡
I use this tape to improve sleep quality and wake up feeling fully rested.

♡ Always Have a Side Hustle ♡
Whether it’s babysitting, real estate, or another stream of income, having a second source of income has always been a game-changer.

♡ Baby Carrier Over Strollers ♡
Life as a mom is easier when I just wear my baby instead of dealing with a stroller—this carrier is my go-to.

♡ Hot, Smart, Rich Tips ♡

♡ Hot Hack ♡

Formula Fig collagen facials for that glossy glowy skin.

♡ Smart Hack ♡

Habit stacks your commute with a podcast that feeds your brain. When I was building Bala I would take the subway every day to work from Brooklyn and listen to How I Built This or any podcast about building a company to absorb as much knowledge as I could.

♡ Rich Tip ♡

I invest with Kickfurther because they offer high-interest returns. You fund a brand's inventory, and in return, they pay you interest—sometimes as high as 20%. It's best to invest only in brands you know and trust.

♡ Favorite Part of The Conversation ♡

The end when we couldn't take a cute pic! JK it was when we talked about the hard times we went through on Bala. It was refreshing to be real and talk about the negative side too. 

♡ Something People Don’t Know About You ♡

I have a real pizza problem. 

TYSM, I♡U!!!!

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