We recently had the chance to connect with Laura Munkholm and have shared our conversation below.
Good morning Laura, it’s such a great way to kick off the day – I think our readers will love hearing your stories, experiences and about how you think about life and work. Let’s jump right in? What is something outside of work that is bringing you joy lately?
I have been writing poetry for years, and promised myself that this year I would go to an open mic night and read a couple of my poems. I absolutely loved it! Saying the words out loud gave me a whole new perspective on the writing process. I have always loved words, and I can’t help but romanticize experiences on paper. I find myself marveling at so many moments in life. Poetry has been a way to memorialize moments into something I can relive years from now.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Laura Munkholm, Co-Founder and President of Walla, an all-in-one performance platform built specifically for boutique fitness studios. Before starting Walla, I spent years working in and with studios myself. I was teaching, managing, and consulting, and saw firsthand how disconnected and impersonal most software in our industry had become.
We built Walla to change that. It’s technology designed with heart: intuitive, data-driven tools that actually help studio owners grow, improve retention, and connect more deeply with their clients. What makes us unique is that we don’t just build software, we partner with studios to help them thrive.
Right now, I’m focused on helping studio owners leverage AI in a human way — using it to make sales, marketing, and retention more personal, not robotic. I also host a podcast called Well, Well, Well, where we explore how wellness intersects with business, leadership, and real life.
At its core, my work is about making the business of wellness more profitable, purposeful, and deeply human.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. What was your earliest memory of feeling powerful?
My earliest memory of feeling powerful was as a young athlete playing basketball and volleyball— tall for my age, loud, and totally in my element on the court. I loved that feeling of using my strength, my voice, and my leadership to move a team toward something bigger than any of us could do alone. I remember playing basketball or football at recess with the boys and realizing that power wasn’t just physical, it came from confidence, teamwork, and grit.
That experience shaped so much of who I am today. I still draw on that same energy, the belief that individual strength and teamwork must coexist, that leadership is about connection, and that when you trust your instincts and use your voice, incredible things can happen.
What fear has held you back the most in your life?
The fear that’s held me back the most is the fear of disappointing people. I had always cared deeply about what others think and have this instinct to keep everyone happy. That translates to my team, my family, my clients, my friends, and even strangers! It’s something that comes from wanting to be dependable and make people proud, but it can easily turn into overextending myself or hesitating to take risks.
There’s a quote from Brené Brown that’s been a compass for me: “It’s not the critic who counts… the credit belongs to the one who is actually in the arena.” I remind myself of that often. You can’t show up in the arena worried about the crowd. You have to show up in the area prepared to be yourself and give it all you’ve got.
Learning to tolerate the discomfort of not pleasing everyone has been one of my biggest growth edges. But every time I choose courage over comfort, I feel a little freer, and a lot more like myself.
Next, maybe we can discuss some of your foundational philosophies and views? Is the public version of you the real you?
I’d say the public version of me is real, but it’s the curated version. It’s the part of me that’s learned how to show up with confidence, clarity, and composure, even when things feel messy behind the scenes. In other words, I don’t post pictures of me ugly crying after a rough meeting, but I will talk openly (and sometimes without filter) about the challenges I’ve faced.
I’m an emotional, deeply feeling person, and that doesn’t always translate through social media or business conversations. What people see publicly the leader, the strategist, the speaker is absolutely me. But it’s not all of me. The realest version includes the parts that doubt, overthink, or cry in my car after a hard day.
I’ve worked hard to let more of that realness show through over time. Because authenticity isn’t about sharing everything it’s about being aligned. So whether someone meets me on stage, on a podcast, or in person at a yoga class, I want them to feel the same energy: honest, human, and wholehearted.
Okay, we’ve made it essentially to the end. One last question before you go. If you knew you had 10 years left, what would you stop doing immediately?
If I knew I had ten years left, I’d stop saying yes out of guilt. I’d stop trying to control other people’s emotions or hold everything together for everyone else. I’ve had a lifelong pattern of wanting to make sure no one’s disappointed, uncomfortable, or left out, but it often comes at the expense of my own peace.
I’d also stop postponing joy for later and start celebrating even the smallest wins,. No more waiting until “after the next milestone” or “when things slow down.” I’d read more novels in the middle of the day, take more walks with friends on a tuesday, book more flights with no agenda, and spend more slow mornings with my kids and husband.
The truth is, there’s less I’d stop doing, and more I’d give myself permission to indulge in!
Contact Info:
- Website: https://www.hellowalla.com/
- Instagram: https://www.instagram.com/laura.munkholm/
- Linkedin: https://www.linkedin.com/in/lauramunkholm/
- Facebook: https://www.facebook.com/wallasoftware
- Youtube: https://www.youtube.com/@walla_software
