About the Founders

URSULA Holtzman is an accomplished athlete whose passion for swimming and endurance sports has shaped both her personal and professional life. A competitive swimmer throughout high school and college, she raced at the national level before transitioning to triathlons.

Eventually, Ursula worked her way up to the Ironman distance, competing in two Ironman races, including the renowned Ironman Kona World Championships. Her love for the water has always been central to her life, and her experiences in sports have reinforced the power of community and shared achievement—values she’s carried throughout her career.

For Ursula, sports have always been about more than personal victories. Growing up on swim teams, she forged deep friendships that remain at the core of her life today. This sense of community is a driving force behind Swimhaus.

In addition to her athletic background, Ursula has spent over a decade building brands from the ground up. She started her career in agency settings before transitioning brand-side, spending over five years at WHOOP, where she played a pivotal role in shaping the brand from its earliest stages into the billion-dollar industry leader it is today—crafting its identity and working with world-class athletes to bring its vision to life. After WHOOP, she brought her expertise to Fi Dog Collars, where she once again helped shape a new category of wearable tech, this time for dogs.

Now, she’s channeling that same passion into something deeply personal: reimagining the swimming experience and creating a space where athletes can reconnect with the water, their community, and the sport they love—long after competition ends.