Talent Collectives

Management Firm HeartRock Partners Signs Former WWE Champion Leah Van Dale

Published on October 30, 2026

HeartRock Partners, a management firm that launched on January 1, has signed former WWE Champion Leah Van Dale, who wrestled as “Carmella,” for management representation in all areas. Van Dale is an entrepreneur and podcast host who has built an audience of more than 3.1 million followers on Instagram, more than 1.1 million on X, and more than 250,000 on TikTok.

“Leah Van Dale is natural on-camera talent and a true entrepreneur who has turned her own story into a business that is helping women everywhere,” said HeartRock CEO Alec Shankman. “She embodies everything we stand for here at HeartRock, and we’re thrilled to join her team as she builds this next chapter of her career.”

Van Dale signed with WWE in 2013 after serving as a New England Patriots cheerleader. She won the inaugural women’s “Money in the Bank” ladder match, the SmackDown Women’s Championship and the WWE Women’s Tag Team Championship, and she appeared as a series regular on E!’s “Total Divas.” After stepping away from the ring to start a family, she founded Snatch, a private community where women discuss sex, fertility, pregnancy, and postpartum life. Snatch offers live sessions with doctors, therapists and IVF specialists, along with a six-week pregnancy workout program. In 2026, she launched the podcast “Hot Mom Sh!t.”

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According to HeartRock, Van Dale aims to become an entertainment and lifestyle personality who can host major platforms, lead scripted and unscripted projects, build brand partnerships, and grow Snatch into a leading platform for modern moms.

HeartRock is headquartered in Cleveland and has offices in Los Angeles and New York. The firm says its roster includes nearly four dozen creators and talent and nearly three dozen consumer brands. Named clients include creator and comedian Pretty Vee, creator Joey Graceffa, Emmy-winning TV personality Josh Gates, Sadie Robertson and her company Live Original, and sports personality and podcaster Sage Steele.

The Van Dale signing comes as the role of the creator manager is changing, with managers moving from selling a creator’s attention one campaign at a time toward acting as operating partners in creator-led businesses.