How Laura Munkholm Is Rewriting the FitTech Playbook for Female Studio Owners

In boutique fitness, women have long been at the forefront—leading as instructors, coaches, and studio owners. Despite the female dominance in the industry, the technology built to support their fitness and wellness businesses has often missed an integral mark from a functionality and feature perspective. And the disparity is glaring. Currently, 80% of developers globally identify as male, and the FitTech systems they create often don’t align with the realities of running a studio—especially one led by a woman. Instead of helping studio owners thrive, many legacy platforms have only made day-to-day operations more complicated.

That’s where Laura Munkholm, co-founder and president of Walla, is making an impact. With a deep understanding of the fitness business from years of hands-on experience, she set out to redefine FitTech and build a platform designed for the people who actually use it.

From Yoga Teacher to Tech Founder

Laura’s journey into FitTech didn’t follow a traditional tech path. She didn’t come from Silicon Valley or start as a software executive. Instead, she began her career as a yoga teacher, studio manager, and consultant, working directly with clients and navigating the complexities of running a fitness business. Over time, she saw the same recurring challenges:

• Booking systems were confusing and inefficient
• Payment processing was outdated and unreliable
• Studio owners had no clear insights into revenue or retention trends

These weren’t just small inconveniences; they were barriers to success. Seeing so many passionate fitness entrepreneurs struggle with the same problems, Laura transitioned into consulting, working with hundreds of studios to optimize their businesses. But no matter how strong their strategy, they were all running into the same roadblock—the technology available wasn’t designed to truly support them.

That’s when she knew something had to change.

Building Walla: A FitTech Platform That Puts Women First

Determined to provide a better solution, Laura co-founded Walla, a modern studio management platform designed to eliminate tech headaches and give ambitious studio owners the tools they need to succeed. Teaming up with tech veteran Doug Hecht, she brought her firsthand industry expertise to the table to ensure that Walla reflects fitness professionals' needs.

Walla is not just another software platform. It’s a complete reimagining of FitTech, focusing on simplicity, usability, and real business insights. It replaces outdated systems with a sleek, intuitive interface that works the way studio owners do. There is no unnecessary complexity, no frustrating glitches—just technology that supports the growth of boutique fitness businesses.

Empowering Female Entrepreneurs in a Male-Dominated Industry

While women make up the majority of boutique fitness studio owners, they have historically been left out of the conversation when it comes to FitTech innovation. Software development, even in the fitness space, remains largely male-dominated. Women hold only 25% of tech jobs, meaning that the very tools intended to support female-led businesses have often been designed without their input or understanding.

Laura is actively changing that narrative. Under her leadership, over 53% of Walla’s team is female, a significant shift in an industry where tech companies are typically male-driven. She is proving that women don’t just belong in FitTech: They should be leading it. By building a company that prioritizes female entrepreneurs and their unique challenges, she is setting a new standard for how technology should evolve in the fitness industry.

Balancing Business and Motherhood

As both a business leader and a mother, Laura understands the complexities of balancing entrepreneurship with personal life. She has openly shared her experiences navigating the challenges of running a company while raising a family, which is an honest and relatable perspective for other female entrepreneurs.

In an interview on The Good Enough Mompreneur Podcast, Laura discussed the importance of:

• Setting boundaries to protect personal time
• Prioritizing self-care as a business owner and parent
• Leading with authenticity rather than striving for perfection

Her story inspires women who feel they have to choose between business success and personal fulfillment. Through her leadership at Walla, she is proving that women can excel in both and that the right support systems, both in business and in technology, make all the difference.

Shaping the Future of FitTech for Women

Laura is not just building better technology; she is leading a movement. She understands that when female entrepreneurs have access to the right tools, they don’t just survive in the industry; they thrive.

With Walla, she is ensuring that FitTech is finally designed with women in mind—creating a future where more female-led fitness businesses can grow, scale, and succeed without being held back by outdated systems.

Through innovation, leadership, and a deep understanding of what studio owners truly need, Laura is reshaping an industry, breaking barriers, and empowering female fitness entrepreneurs to build the businesses of their dreams.