Formula Won Labs

Strength Gym & Conditioning Studio Website Design: Dark SaaS Brutalist Archetype

Get this built
Iron Protocol gym floor
Strength · Conditioning · Sport Performance

Train with intent. Measure everything.

Strength and conditioning in Chicago's Fulton Market. Twelve athletes per session. Coaches who pull data, not punches.

Book your first class freeTour the gym

01: Philosophy

Built for athletes who want a number, not a vibe

Every session has a measurable output. Not a feeling. An actual number.

Iron Protocol opened in 2020 with one rule: every session has a measurable output. Not a feeling. Not 'you crushed it.' An actual number, kilos moved, watts produced, seconds held.

We run three formats: strength, conditioning, and sport-specific. Each session has a prescribed protocol. The coach tracks. You execute. You see the number go up over weeks. That is the product.

Twelve athletes per session is the cap. Not because we want to seem exclusive. Because the coach cannot run accurate data collection on seventeen people at once. The cap is a quality gate, not a marketing line.

Iron Protocol training

By the numbers

0+Members trained since 2020
0Max athletes per session
0%Member retention at 90 days
0Certified coaches on floor

02: Protocols

Pick your protocol

Protocol Strength
Signature class

Protocol Strength

Linear and conjugate programming around the competition lifts. Squat, deadlift, bench, overhead. Load is prescribed based on your logged maxes. You do not guess.

Cap: 12 per session

Protocol Conditioning

Interval-based aerobic and anaerobic work. Assault bikes, rowers, ski ergs, sled. Output is watt-or-pace based. Coach tracks and compares session over session.

12

max athletes

Protocol Sport

Designed for athletes with a season. Periodized to peak at the right time. Sprint mechanics, change-of-direction, loaded carries, reactive drills. Eight-week blocks.

8wk

sport blocks

Open Floor

Unsupervised access during off-peak hours for current members. Coach on deck for questions but no programming. For members doing accessory work between sessions.

24/7

member access

Find your track

Which one are you?

Primary

Protocol Strength

Linear and conjugate programming around the competition lifts. Your loads are calculated from your logged maxes. You never guess the weight.

92%

of lifters hit a PR in month 3

Open Floor access

Use the twelve power racks and calibrated plates between sessions. Accessory work, technique practice, or extra volume on your own program.

12

competition-grade racks

Monthly strength reviews

Thirty-day check-in with the head coach. Numbers in. Load adjustment out. No guessing at your own programming.

4wk

review cadence

03: Coaches

The people running your data

Darius Osei

Head Strength Coach, CSCS, USA Weightlifting Level 2

Trained competitive powerlifters for eleven years across three countries. Designed Iron Protocol's programming system from first principles in 2020.

Renata Kovacs

Conditioning Coach, NSCA Certified

Former D1 rower. Designed the watt-based conditioning protocol and runs all morning blocks. Her sessions have the highest repeat-visit rate of any format we run.

Marcus Webb

Sport Performance Coach

Seven years coaching collegiate and professional athletes. Specializes in sprint mechanics and reactive work. Runs the eight-week sport blocks and quarterly athlete assessments.

04: How it works

Your first thirty days

Baseline assessment

Forty-five minutes. We test strength, conditioning, and movement baselines. The data sets your starting loads and target outputs. No guessing, no defaults.

Protocol assignment

Based on your assessment data, the head coach assigns you to the right format and starting block. Your first four weeks are prescriptive.

Weekly sessions

You train. Coach tracks. After each session your numbers go into the system. You see a running chart of your outputs from day one.

Monthly review

Thirty-day check-in with your coach. Numbers up: increase load or intensity. Numbers flat: find the blocker. Numbers down: investigate recovery and compliance.

06: Members

What the numbers say

I have trained at six gyms in Chicago. Iron Protocol is the first one where the coach actually tracked my numbers session to session and told me why I was stuck. It was a mobility issue at the hip. Six weeks later my squat went up forty pounds.
Sasha K.
Member since April 2022
The twelve-person cap felt like a gimmick when I signed up. It is not a gimmick. Every session the coach has time to actually watch you move and say something useful. That does not happen in a group of thirty.
Daniel R.
Member since January 2023
I came from CrossFit. The difference is the data. Here I know what I lifted, what my conditioning output was, and how it compares to last month. At my old gym I just knew I was tired.
Yemi A.
Member since September 2021
07FAQ
847+Members trained
94%Retention at 90d
12Athletes per session

07: FAQs

Before you start

No. The baseline assessment sets your starting point regardless of where you are now. We have had competitive powerlifters and complete beginners start the same week. The protocol scales to your numbers, not to some assumed baseline.

Eight sessions a month is $149. Sixteen sessions is $229. Unlimited is $279. All month-to-month, no annual lock-in. The baseline assessment is a one-time $75 fee included in your first month.

Twelve power racks with calibrated competition plates, four assault bikes, three ski ergs, two rowing machines, a full sled track, and a turf lane. Nothing commercial. The equipment is picked for what the protocols require.

Yes. Pause up to 90 days per calendar year with 48 hours notice. Injury holds are indefinite with a physician note. No fees, no re-enrollment required.

Street parking on Fulton Market is metered 8am to 8pm. Before 8am and after 8pm it is free. The parking structure at 1000 W Randolph is two blocks east and charges $10 flat for sessions under two hours.

08: Start

Book your first session free

First session is free. No card required. Show up ready to work. We will run a short baseline so the coach knows where to set your first-session loads.

Book now, no card required

Contact

Get in touch

Studio
1147 West Fulton Market
Chicago, IL 60607

[ This is a Formula Won Labs design demo ]

Want this design built for your business?

Every Formula Won Labs site ships with the AEO infrastructure that actually gets you cited in ChatGPT, Claude, and Perplexity: schema markup, AI crawler allowlist, IndexNow, Bing Webmaster, server-rendered HTML, and Core Web Vitals tuned by default. We rebuild your existing site on this stack in 2–3 weeks.

Get this designed for youBrowse other designs

Related design: Boutique Fitness: Vibrant Brand

Like this design?

Get this built