Walla Appoints Beth Potter as VP of Sales During Brand Expansion

Potter brings extensive experience in boutique fitness studios to the table

Despite women comprising 47% of the total U.S. workforce, they hold only 26.7% of all tech jobs. However, fitness studio software company Walla is challenging that trend. The brand boasts a 53% female staff and has just added another top female executive to its team.

Beth Potter, the former chief experience officer at fitness consulting firm Studio Grow, has been named Walla’s new vice president of sales. With over a decade of experience in sales and revenue growth for independent and franchise studios, Potter is well-versed in leadership roles within the health and wellness industry, having overseen numerous brands during her tenure at Self Esteem Brands.

Potter’s primary focus will be to expand Walla’s reach both domestically and internationally under the leadership of Walla CEO and co-founder Doug Hecht.

“I am beyond thrilled to join the Walla team and work with a software company that aligns with my core values. Walla has built a revolutionary and beautiful product with the right tools created for the right reasons: putting studio owners first and prioritizing client relationships,” Potter said. “When you put people first, profits follow. As a studio owner, I live by that every day, and it’s evident at Walla—we’re really helping studio owners grow and scale, but with integrity, making it more relational, not just transactional.”

Laura Munkholm, president and co-founder of Walla, said she co-founded the software company to relieve common pain points in studio software, hoping to help studio owners personalize communication with their members.

Adding Potter to the team will not only strengthen Walla’s female-led leadership but also bring critical expertise in studio growth to the brand.

“Making key hires like Beth at this pivotal moment in our expansion is crucial to our trajectory,” Munkholm said. “Beth is a force in the fitness and wellness industry. Her passion, sales experience, and authentic approach to relationships are exactly what Walla needs in a leader.”

Walla supports multiple brands that are over 70% women-owned and founded such as Red Light Method, Barre & Soul, and Elevate Training. Allison Beardsley, founder of Red Light Method, attributes her brand’s success to the software.

The San Diego fitness studio software start-up is now one of the top tech companies for women’s employment with higher percentages than Amazon, Facebook, Apple, or Google. With over 1.5 million users and 500 clients, Walla plans to continue its expansion worldwide with its newest executive team addition.

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