We don’t sell software. We launch gyms.
Studiolane is a small team that builds, hosts, and runs the platform your gym actually needs — the marketing site, the member portal, the programming tools, the billing, the integrations. We pick a handful of studios a year. We take them live in 2–4 weeks. Then we run the thing forever.
It started with one gym.
The owner had paid Exercise.com five thousand dollars and gotten back a rigid template he had to fight every day. He’d spent another five hundred hours trying to build his own marketing site. Members were churning because the booking flow was confusing. Programming lived in a Google Doc that nobody on his team could find.
We rebuilt it from the ground up around how his gym actually works. The site, the platform, the member experience — all bent to the gym, not the other way around. By launch day, the platform wasn’t a website. It was operations.
Then another owner asked. Then another. Studiolane is what those conversations became.
Three principles. We hold them tightly.
Every gym deserves software that fits.
Boutique fitness is, by definition, not boutique on a generic platform. The gyms doing the most interesting work serve members the rest of the industry doesn't know how to — adaptive athletes, hybrid clients, communities that don't map to "Drop-in, 10-Pack, Unlimited." Templates are a tax on uniqueness.
Build, run, evolve. Forever.
Most software gets shipped, then forgotten. We treat the platform like a living thing. Every month you're a customer, the platform sharpens for the next gym — and yours gets the upgrades for free. The codebase is our product. Your deployment is our work.
Small on purpose.
We don't want to be the next Mindbody. We want to be the team that actually picks up the phone. A few studios a year, owner-operators only. Capacity is a feature — not a constraint we apologize for.
Small on purpose. By design, not by accident.
Setup is a project, not a queue. We commit to a date in the intake call and tie half the setup fee to actually hitting it. If we don’t ship, you don’t pay the second half. That’s been the rule since gym one. It costs us nothing because we always ship.
The platform itself is multi-tenant — every gym runs on the same codebase, every gym gets the upgrades, every gym keeps the customizations they need. It’s how we keep the price reasonable. It’s how a feature one gym needed last quarter shows up in your gym this quarter.
We are intentionally small. A few studios a year. Owner-operators only. No salespeople, no sales scripts. Just the work, on time, forever.
Ready to step into the lane?
We’re booking intake calls for the next launch cohort. One short reply gets a 60-minute call on the calendar — no pitch deck, no sales script, just questions about how your gym actually runs.
Book the intake call