Bloom base is a small software studio I run on my own from London. I started it because I wanted a place to make things slowly and carefully: products with a point of view, under my own name. The word “studio” matters here. It isn’t an agency and it isn’t a startup with a deck. It is a workshop, with the door slightly ajar, where I get to spend real time on the parts of software most teams have to rush past: how a screen feels at three in the morning, whether a sentence on a button is honest, what happens the second time you use a feature.
Most of my career has been spent inside large companies and startups. I wanted to find out what happens when one person stays close to a product for a long time, says no to the cheap version, and ships only when the thing is actually good. Taste, to me, is mostly a willingness to keep editing after everyone else has stopped, a quiet refusal to let the easy answer through and strive for an experience that feels inevitable.
I keep a short list of principles I come back to when something feels off. Make the boring screens as good as the marketing screens. Those are the ones people actually live in. Default to the calm version. Words are part of the design; if the copy is fuzzy, the model underneath is fuzzy. None of this is revolutionary. It is just what I think the work asks for if you listen.
The studio’s main product right now is RitualPass, a studio management and booking platform for small wellness businesses: yoga studios, pilates rooms, breathwork practitioners, the kind of place where the owner usually teaches the 7am class and also does the books on Tuesday evening. RitualPass is the software they reach for when both of those things are happening at once. Schedules, memberships, client notes, no-shows, the awkward email to the regular who hasn’t been in for a month: it sits underneath all of that and tries to disappear.
I started it because I had watched friends running studios get stuck between tools built for enterprise gyms on one side and link-in-bio booking widgets on the other. Neither group treats a small studio as a serious business with taste of its own. What I’ve learned, over and over, is that the operator’s tools matter just as much as the customer’s.
RitualPass is live, paying its own way, and getting better in small increments most weeks. Some of those increments come from a roadmap. More of them come from a phone call with a studio owner describing what she needs. I plan to keep building it for a long time.
If you’re a founder or a small team building something interesting, I’d love to hear from you. I take on a small number of outside projects each year when the fit is right and the work feels worth the time. The fastest way to reach me is an email — short is fine, long is also fine.
