When Wheeling natives Brian Campbell and Sami LaBelle launched their first LaBowls pop-up at Table 304 mid-July, they weren’t sure how the community would respond. But after a 30–40 minute wait time and a sold-out crowd, one thing was clear: Wheeling was ready for açai bowls.
Brian and Sami, partners in both life and business, are the couple behind LaBowls. The name is a clever nod to Sami’s last name, LaBelle, blending their love for vibrant smoothie bowls with a personal touch that keeps the brand rooted in their story.
A Bowl Lotta Love
Brian and Sami have been together since 2013. Both are Wheeling Central Catholic grads now living in Bethlehem. Brian grew up in Wheeling and went to West Liberty, while Sami was born in Charlotte and moved here in grade school before attending WVU. Now they’re bringing something fresh to the local food scene.
Brian works in medical sales for a Pittsburgh-based company and played baseball at West Liberty University, where he also earned a master’s degree in business. Sami is a physician assistant with a background in home health and outpatient psychiatry. A lifelong wellness advocate, she has always been passionate about nutrition, balance, and fueling the body with intention.
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The Smoothie Operators
The idea for LaBowls started years ago in a kitchen—specifically, Sami’s. “I remember sitting in the kitchen with Sami as she made one of her PB&J bowls,” Brian says. “It was in this purple-blue bowl, and it was so good. That’s kind of how it all started.”
Through PA school and the demands of early adulthood, Sami began making smoothie bowls as a way to stay fueled and focused. “They were quick, filling, and packed with good stuff,” she says. Over time, it became more than a personal habit, it became a concept worth sharing.
By early 2024, the couple started tossing around the idea of turning those bowls into a business. “There wasn’t really a specific moment when we said ‘let’s do this,’” they explain. “It just kept making sense, until one day back in early spring we decided to go for it.”
From Purple Bowls to Pop-Ups
LaBowls officially launched in spring 2025, with their first pop-up held at Table 304. The community response blew them away. “We had a 30 to 40 minute wait,” Sami says. “We couldn’t believe how many people came out to support us.”
Since then, they’ve refined their process and added a ticket system to help streamline orders. Brian manages the register and customer flow while Sami prepares the bowls. It’s a true family affair—with cousins and siblings and others pitching in to keep things running smoothly.
They’ve also popped up in Bethlehem, St. Vincent’s and will be at Generations on Friday, August 16th from 10 a.m. to 6 p.m. and back at Table 304 August 30th 8 a.m. to 1 p.m.! Keep an eye on their social channels for more upcoming dates.
Love, LaBowls, and the Long Game
Brian and Sami have big plans for LaBowls. They are officially planning to open a brick-and-mortar location in 2026. While their pop-up menu remains intentionally small for now—both for speed and simplicity—they’re excited to expand in the future.
“Once we have our own space, we’d love to offer more smoothies, juices, maybe even toast or small wraps,” Sami says. “But even once we have a permanent spot, we still want to keep doing pop-ups. That community feel is part of what makes this so special.”
They’ve already been in touch with local colleges and schools like West Virginia Northern Community College about bringing LaBowls to student events. They’re also available to cater group events, weddings, and other celebrations, too!
Açai You, Wheeling
For Sami and Brian, this isn’t just about açai bowls—it’s about wellness, connection, and giving Wheeling something new to be excited about.
“When I left for school in 2019, there weren’t as many small businesses like Table 304 or Sarah’s on Main,” Sami says. “Now, it feels like Wheeling is really blooming. We’re so happy to be a part of that growth.”
One of their favorite parts? Seeing the variety of people who show up. “We had older folks trying smoothie bowls for the first time, asking thoughtful questions,” Brian says. “And then we saw kids handing over their own money to buy one. It’s fun, it’s affordable, and it’s nutritious. That’s exactly what we hoped for.”
The biggest challenge? “Loading everything in and out. And cleaning,” they laugh and share. “But it’s so worth it.”
The Sweetest Beginning
More than anything, Brian and Sami want people to know how much the support has meant to them. “Getting messages from people we’ve never met, showing up for us, cheering us on, it’s really amazing,” Brian says. “We promise to keep doing our best for the people who’ve helped make this possible!”
Follow LaBowls on social media to stay up to date on new flavors, upcoming pop-ups, and progress toward their 2026 storefront. Whether you catch them at a weekend event or someday grab a seat in their future spot, one thing’s for sure: this smoothie bowl love story is just getting started.
