About
Rich in data.
Starved of insight.
Field & Track exists because studios sit on a goldmine of member data, and their software vendors hold it hostage, handing back dashboards that never answer the real question.
Why we exist
The data is already there. Someone has to make it usable.
Every studio generates a detailed record of how members behave: who shows up, how often, when they slow down, which channel brought them, and what they're worth over time. Almost none of it is usable in the place it lives.
Booking platforms are built to run the front desk, not to answer growth questions. So owners get a few stock reports and a nagging sense that the data could tell them much more, if only they had the time and the technical skill to get it out.
Field & Track is that skill. We extract the data, model it in a warehouse you own, and turn it into the small, high-leverage interventions that actually move retention and growth.
Who's behind it
A builder, not a deck
Field & Track is led by Lawrence Humblet, with a deep background in data infrastructure, customer data platforms, reverse-ETL, and marketing automation, applied specifically to the fitness, health, and wellness stack.
The approach is hands-on: map the revenue architecture, then build it. No handoffs to a junior team, no outsourcing the part that matters. The person who understands your data is the person who builds the pipeline.
How we work
Two ways in, one discipline
Individual studios
Done-for-you data architecture, attribution, pre-churn intervention, and automation for owners running one to a few locations.
Operators & agencies
Repeatable, cross-client insight for those managing growth across several studios or brands: build a winning definition once, deploy it everywhere.
What we believe
The principles behind the work
Own your data
Your history belongs in a warehouse you control, not locked inside a vendor's platform.
Act on evidence, not gut
Decisions follow what the data actually shows, measured in members and LTV, not vanity metrics.
Small, high-leverage moves
We favour precise interventions that compound over big, risky rebuilds.
Want to see what your data is hiding?
Tell us about your studio and the questions you've never been able to answer.