Walla Accelerates Growth with Strategic Leadership Hire: Gia DeRose Joins as Vice President of Sales

Walla, the fast-growing studio management platform reshaping the boutique fitness industry, today announced the appointment of Gia DeRose as its new Vice President of Sales. This key leadership addition marks the beginning of Walla’s next phase of expansion, strengthening the company’s commitment to delivering smarter, more intuitive tools for fitness businesses worldwide.

DeRose brings over fifteen years of experience leading high-performing sales organizations at SaaS companies, including eight years at Mindbody. A passionate fitness advocate and proven sales strategist, she joins Walla during a period of dynamic growth, ready to build and lead a sales team that will help even more studios and franchises thrive.

“Throughout my career, I’ve been fueled by helping businesses unlock growth through smarter technology and authentic relationships,” said DeRose. “As a lifelong runner, Walla’s mission to foster movement, connection, and community resonates deeply with me. I’m honored to join a team that’s setting a new standard for how studios grow and succeed.”

As Vice President of Sales, DeRose will lead Walla’s efforts to scale domestic and international growth, expand brand awareness, optimize sales processes, and accelerate Walla’s relentless dedication to customer-first innovation.

“Hiring Gia is about more than adding talent—it’s about aligning with leaders who share our vision for innovation, authenticity, and lasting impact,” said Doug Hecht, CEO and Co-founder of Walla. “Her operational excellence and heart-centered leadership will help us uplift the entire boutique fitness community.”

Built by fitness industry and software veterans frustrated by outdated, one-size-fits-all solutions, Walla’s platform combines elegant, intuitive design with powerful automation and insights to help studios drive client retention, increase revenue, and build stronger communities.

DeRose’s addition is the latest move in a broader growth strategy for Walla, which has quickly become a favorite among ambitious studios and emerging fitness franchises. She will oversee a growing team of Account Executives and Sales Development Representatives, creating more opportunities for fitness entrepreneurs to access tools that fuel faster, strategic growth.

“With the most intuitive platform on the market, a values-driven team, and an incredible customer community, the opportunity ahead is limitless,” said DeRose I’m excited to help lead this next chapter.”