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More than software.
We're a community.
In the press
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We didn't build another software to compete. We built a software to be your partner in success, to be an industry disruptor, to permanently shift boutique fitness for the better. That's our Walla why.

Where innovation
meets collaboration

Meet our founders

Founded in 2020, the Walla team consists of entrepreneurs, tech execs, former studio managers, and creatives who saw a need for a simple, solution-oriented studio management software.

+1.5M
Walla Users
+5M
Walla App Bookings

Supporting growth, exceeding goals

At Walla, it isn't just about saving you time and eliminating the tech headache—it's about amplifying your client and community impact and your ambition.

Walla is not just a software solution, we're your partner in success.

Where innovation meets collaboration
The Walla team consists of entrepreneurs, tech execs, and former studio managers + staff.
Constantly disrupting the fitness industry
We're always innovating because you deserve a software that isn't the "norm"!
Passion, creativity, and team history
Our core team has worked together to design complex, solution-oriented systems.  
Committed to you and your business goals
From new features to new studio owner connections, we pledge to always support you.

Trusted tech experts

Data-driven vision

Our team has worked with data for some of the largest brands in the world, including NBCUniversal-Comcast, Johnson & Johnson, Unilever, Rolex, CBS, United Health Group, Google, Meta, Microsoft, and many more.

A new algorithm

Some of the Walla staff were the founders of Lymber (acquired by Mindbody), pioneering a dynamic pricing algorithm in the fitness space that priced excess studio class inventory based on several factors.

Designed for change

Blending our proven tech experience with our passion for fitness, the Walla team created a platform featuring modern industry-first features and functionality that uncomplicates studio management software in an overcomplicated space.

Walla team members have extensive backgrounds in building sophisticated systems that are integral to profitability and success.

So, who is Walla?

It's time to introduce you to our fearless leaders (our wellness tech mavens) responsible for leading the charge and changing the game.

Doug Hecht

Doug Hecht

CEO & Co-founder

Entrepreneur, startup visionary, angel investor, and 25-year veteran in the digital marketing and software space

Laura Munkholm

Laura Munkholm

President & Co-founder

Passionate yogi, wellness aficionado, and client relations expert with over 15 years in FitTech

Matthew Ausonio

Matthew Ausonio

CTO & Co-founder

Veteran software engineer with expansive native mobile development experience for several successful startups

Proud to be part of the Pledge 1%

Walla is part of a movement of corporate philanthropy, donating 1% of our time to support nonprofits in our community. A small commitment today that can make a huge impact tomorrow.

Join the Conversation

Keep up with Walla in the news and follow the conversations our founders are having with other leaders in the boutique fitness industry.

In the Press
Podcasts
Blogs

Laura Munkholm: From Yoga Teacher to Tech Innovator

Born from Laura’s mission to empower studio owners, Walla is upgrading fitness studio management with practical tools and intuitive guidance

December 2, 2024

Walla Appoints Beth Potter as VP of Sales During Brand Expansion

Potter brings extensive experience in boutique fitness studios to the table

August 30, 2024

Walla Announces Hire of Beth Potter to Accelerate Sales Growth

The new VP of Sales at Walla will focus on product awareness, building dynamic sales processes, and increasing revenue

August 29, 2024

From Pain Points to Profits: Addressing Sales Challenges in Boutique Fitness

Laura Munkholm and Walla Software provide insights on how to overcome sales management challenges and thrive in a competitive industry

August 28, 2024

Check Out Laura Munkholm’s Story

Laura, co-founder, highlights the value of innovation, community, authenticity in the fitness industry

July 1, 2024

Red Light Method Taps Walla Software To Support Booming Franchise Growth

Red Light Method founder points to Walla as a key reason for franchise brand’s impressive early growth

June 11, 2024

Creating Community through Fitness and 4D Wealth

Ridge Group Investments conducts a case study on Walla's approach with the 4D Wealth philosophy

March 1, 2024

Meet Laura Munkholm of Walla

Our co-founder Laura shares her triumphs, challenges, and motivators with SD Voyager Magazine

January 15, 2024

Walla Software Secures $13M, to Assist Boutique Fitness Studios in Navigating ‘New Normal’

CEO Laura Munkholm says investors are bullish on the fitness studio management software

July 14, 2022

The Good Enough Mompreneur Podcast: Shaping the Future of FitTech and Female Leadership

Our co-founder shares what motivates her success—and the importance of not being perfect.

Podcast Alert: The Balanced Mom Method Talks Mental Health

Listen in for an honest conversation between two mothers and entrepreneurs.

Wellness is Wealth: Meet the Co-Founder

Industry expert Nicole Renèe Chetaud speaks with Walla leader Laura Munkholm about her journey from yogi to a tech start-up.

The Pilates Business Podcast: Software that Supports Profit and Growth

Laura Munkholm joins business and marketing strategist Seran Glanfield to share how Walla influences a studio's bottom line.

Marketing Off the Mat: Enhancing Your Studio Toolkit with Laura Munkholm

Tap into strategy and real-life studio owner and entrepreneur learnings!

An Honest Conversation: Vulnerability Meets Motherhood

Our co-founder sits with the MotherLoad Podcast for an honest conversation.

The Power of Knowing Your Numbers: Why KPIs Are the Secret to Studio Growth

The Power of Knowing Your Numbers: Why KPIs Are the Secret to Studio Growth

April 29, 2025
The Studio Owner’s Guide to Hiring a Game-Changing Consultant

The Studio Owner’s Guide to Hiring a Game-Changing Consultant

April 21, 2025
Beyond Automation: The Hidden Levers of Scalable Fitness Studio Growth

Beyond Automation: The Hidden Levers of Scalable Fitness Studio Growth

April 21, 2025
Boost Studio Retention and Revenue with Walla Collections

Boost Studio Retention and Revenue with Walla Collections

March 31, 2025
10 Surprising Ways Fitness Studio Insurance Protects You—And Cuts Costs!

10 Surprising Ways Fitness Studio Insurance Protects You—And Cuts Costs!

March 24, 2025
Top Client Retention Strategies: Boost Loyalty, Cut Churn, Increase Revenue

Top Client Retention Strategies: Boost Loyalty, Cut Churn, Increase Revenue

March 14, 2025
Keep reading

Bringing the human element back to support

At Walla, we do support differently. We focus on what matters most: Our studio partner. The Walla Support team is empowered to spend less time going through tickets and more time engaging with studios and their staff, providing an exceptional support experience at Walla—something our industry desperately lacks.

⭐⭐⭐⭐⭐
Support Rating

3 Min

Average Message
Response Time

Real people,
real conversations

Every support interaction in real time is built for time-saving success, so you leave every conversation educated and connected to the Walla product and your goals.

Want to chat?

Our team would love to meet you, and we’re always open to fresh conversations, new opportunities, partnership, and more.
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