Matt Goebel was a multi-unit franchise owner who was tired of juggling six to 10 logins to complete basic daily tasks. He knew the industry needed an all-in-one operations platform that could unify people, operations and facilities in a way no single-point tool ever could.
Out of his frustration he built Woven, a software platform that unifies your people, operations, and facilities into one intuitive platform designed to drive consistency, accountability and productivity at scale.
“Matt knew the industry needed something better,” said Trent Gladis, the director of customer success for Woven. “One platform that could connect people, operations and facilities in a seamless way. Woven was built to solve that systemic problem, eliminating silos, improving accountability and giving operators a clear line of sight across every location.”
Woven’s mission is to remove the operational friction that slows down growing gym and fitness brands. The company gives operators the tools to standardize processes, streamline communication and maintain healthier facilities, so they can focus on what matters most: their members and brand experience.
“Woven connects franchisors, franchisees, managers, and frontline teams in one platform, integrating day-to-day operations, people management and facilities oversight,” explained Gladis. “By consolidating systems and creating true operational visibility, we help brands scale with consistency, confidence and accountability.”
A key part of that confidence is that Woven is built and ran by operators, for operators.
Lauren Abdale, the brand success manager of Woven, began her fitness career in 2013, boots on the ground at Planet Fitness World Headquarters as an intern in management.
Within months, she was promoted to assistant manager, then general manager, and soon after moved into corporate operations. As a franchise business coach, she oversaw 200 locations across the West Coast — streamlining communication, driving operational consistency and helping franchisees maximize profitability through data-driven coaching.
In 2018, Abdale became VP of marketing and operations for a Southern California Planet Fitness franchise, growing from 16 to 27 clubs, adding more than 75,000 members, acquiring competitors and increasing EFT by $50K/month — all while navigating COVID-19’s challenges.
These experiences taught her how operational efficiency, clear processes and strong culture are essential for growth — and how much fragmentation in systems holds brands back.
“When I connected with Matt Goebel in 2023, I saw that Woven solved the exact operational pain points I’d faced for a decade,” explained Abdale. “Now, as brand success manager of Woven, I partner with gym and fitness brands to help them scale with consistency, accountability and healthier facilities for their members.”
Abdale’s own journey from struggling with fragmented systems to finding an all-in-one solution makes her uniquely positioned to understand Woven’s impact. Having lived the challenges firsthand, she knows how critical it is for fitness businesses to have a streamlined way to manage daily operations without sacrificing member experience. This perspective fuels her passion for showing other brands how Woven can eliminate inefficiencies and empower teams to perform at their best.
“Throughout my experience in the fitness industry, I have yet to come across another software solution that compares to the value we provide and hands-on support from the start of implementation throughout the lifetime of our partnership,” said Abdale. “No other platform combines our operational breadth, hands-on partnership and operator-founded perspective. We understand the realities of running a fast-growing gym or fitness brand because we’ve lived it.”
While there are many software companies and platforms to choose from in the health and fitness industry, Woven’s people and process is what sets them apart.
“Every team member — from customer success to product development — cares deeply about doing what’s best for the customer,” said Gladis. “We take a hands-on, high-touch approach to onboarding, tailoring our process to each client’s goals and cadence. That level of partnership is rare in tech, and it’s why we’ve maintained a 99.9% customer retention rate for over seven years. We don’t just sell software, we stay in the trenches with our customers, evolving alongside them as they grow.”
In an industry where growth often comes with complexity, Woven has proven the right tools — backed by people who understand the business — can simplify operations and accelerate success. By uniting every layer of a brand’s operations under one roof, they’re helping fitness businesses not only run more efficiently but also create environments where members and staff can thrive. For Gladis, Abdale, and the rest of the Woven team, the mission is clear: remove the noise, streamline the work and give operators the freedom to focus on delivering exceptional experiences that keep their communities coming back.
