While most fitness industry conversations center around equipment, programming, or member experience, Matt Goebel is focused on something else: streamlining gym operations.
“We work predominantly on the back office operations side,” said Goebel, founder and CEO of Woven. “I jokingly say it’s the unsexy kind of mundane day-to-day side that keeps the trains running on time.”
Woven is a B2B SaaS platform designed specifically for multi-unit gyms, fitness clubs, and wellness brands. It unifies back-end processes — including staff onboarding, team communication, task management, and incident reporting — into a single login. The goal: reduce chaos and create operational consistency at scale.
Many club operators, Goebel said, can manage one or two locations easily. But scaling beyond five units creates a new challenge: how to grow without losing culture or control.
“As gyms and clubs are scaling — how are they scaling their culture?” he said.
While equipment and amenities matter, Goebel emphasized that people are the real differentiator. From trainers to front desk staff, the human element defines the member experience. And Woven helps clubs systematize the behind-the-scenes work that supports that experience.
Goebel also sees AI and connected fitness technology playing a growing role in streamlining gym operations. Woven’s partnership with EcoFit, for example, allows equipment to report its own issues and trigger maintenance workflows automatically.
“There’s a lot of really cool stuff coming down the line on connected equipment,” said Goebel. “So that you’re not waiting around for somebody to report some issue — the equipment is actually reporting issues itself.”
Despite the rise of automation, Goebel believes success still comes down to people.
“Don’t lose sight of your people,” he said. “They make all the difference in every aspect.”
For club operators looking to scale with consistency and confidence, tools like Woven are making streamlining gym operations more achievable — and more essential — than ever before.
