Today, Bala launches its new video content platform called Balacize, a colorful, design-driven workout experience for fans of Bala fitness accessories. Conceptualized as an opportunity for the brand’s exponentially growing community to optimize workouts and explore new ways of using Bala’s colorful, design-centric workout accessories, the new platform launches with 100 workout modules. Focused on leveraging its dedicated ambassador-instructors, called Balacizers, Balacize combines its top instructors with stylized set design and wardrobe, carefully curated music and videos that each feature one Bala product.
After a period of unprecedented growth in 2020 when brick-and-mortar studios were shuttered and fitness enthusiasts developed at-home routines, Bala’s revenue grew exponentially from $2m annually in 2019 to $16m annually in 2020 and then $23m in 2021. The new, web-based fitness platform was designed to accommodate this acceleration in growth as a natural digital evolution, with a dedicated Balacize app on the way. Co-founder Maximilian Kislevitz says of the launch, “Speed-to-market played an important role in this product release. We prioritized the web-based platform to create a seamless workout and shopping experience. We also felt an urgency to teach customers how to make the most of their Bala products. We are planning an app release in 2023.”
As core to the experience as education, Balacize echoes the design-driven ethos of the brand’s signature products. Kislevitz shares, “Just as Bala brought a design sensibility to physical product, we believe there is an opportunity to beautify fitness content as well. Our aim is to elevate the workout experience such that people are more inspired to workout. We’ve all seen workouts filmed in minimalistic studios or homes. In contrast, Balacize is a deeply immersive, fantastical workout experience.”
Another differentiator from existing fitness content is the way Bala serves workouts up to its community. Different from traditional digital fitness platforms that provide fixed workouts of 30-minutes and longer, the Balacize platform is made up of short-form workout modules that can be pieced together by users in a playlist. Pre-curated playlists can also be selected for a more traditional, longer workout made up of smaller modules. Kislevitz shares that, “Our first 100 videos can yield thousands of workout permutations. The Bala-curated Playlists also offer a variety of options based on duration of workout, product, category and instructor. We have nine official Balacizers who teach across Sweat, Sculpt, Flow and Unwind-themed classes. They include: Ridge Davis, Alexis Fischer, Aubre Winters, Marie Grujicic, Camai B, Danny Saltos, Grayson Gilbert, Jailyn Matthews and Renee Noa Harris.”
Balacize is the latest launch from Bala, which has released 10 fitness accessory products to-date, and recently opened a brick-and-mortar fitness studio and retail space in New York City. Kislevitz continues that, “Many of our fitness accessory products are brand new form factors (i.e a weighted ring) and fundamentally require product education for customers to make the most of them. To date, we’ve sold more than one million units of Bala Bangles and we’re regularly asked for workout content. Additionally, in a recent survey to our customer base, we found that 60+% of our customers used their Bala products 3+ times per week.”
Balacize is currently being offered complimentarily, with plans to move to a paid subscription this summer. Starting then, one month of complimentary access will be provided with purchase of a Bala product, and subscriptions will start at $12.99 per month or $99 per year.