Borislava Baeva


  • Profession: CEO & Founder
  • Company: MyStrongCircle

Borislava is the founder and CEO of and on a mission to make digital fitness more human. After years of physical inactivity, Borislava fell in love with hot yoga. But then she tried indoor spinning classes and couldn’t decide if she is a yoga person or a spinning person. If she took spinning classes, she felt like she is cheating on the yoga studio where she was a member. But if she just did yoga, she felt her competitive side was neglected. And in one of those “bi-polar” afternoons she decided to build a digital platform, where people can hand-pick their favorite fitness spots and enjoy unlimited access for a single membership and in easy app. Borislava wanted to build a digital product that also gave members the sense of community in the fitness clubs they’ve selected, as she believes deeper and meaningful human interactions help people lead happier lives.

Before taking on the road of entrepreneurship, Borislava spent more than 10 years in Corporate Finance, leading the finance function at fast-growing companies in various industries including manufacturing, financial services, and travel & entertainment. In the last 3 years of her corporate career, Borislava was a Director of Finance for Life Fitness and lead the transformation of the Finance group that facilitated double-digit growth, integration of multiple acquisitions and new product launches.

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