20 Under 40: Courtney Stache
Meet Courtney Stache, 36, owner of Lost Cycle and one of our 20 Under 40 Class of 2023 recipients
FULFILLING A MISSION to create a boutique fitness studio welcoming to people from all walks of life, Courtney Stache owns and operates two Lost Cycle studios in London and employs more than 20 instructors. A fierce advocate for women entrepreneurs, she has also weaved a passion for equality and inclusion into her operations, creating spaces that are welcoming, safe and encouraging for all.
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What’s been your biggest business achievement, and why?
Opening my second location for Lost Cycle within four years of opening my first location. I would also say surviving Covid was a huge achievement in itself. Things were extremely difficult when we were forced to close and lose our revenue while still having to pay rent and utilities on a space. We were opened and closed four times, and this put a lot of strain on us and our ability to grow as a brand with the future being so unknown.
“Building a successful business takes time, and there were moments when I wondered where everyone was”
Knowing what you know now, what would you tell your younger self?
Trust your gut! That was a big one during Covid times. I chose not to spend money developing a whole virtual platform and I am glad I went this route. I saw so many fitness business owners pivot to virtual and then struggle to get people back in the door who got used to paying $20 or $30 a month for online classes. I would also tell myself to be patient and trust the process. Building a successful business takes time, and there were moments when I wondered where everyone was. But I realized if your service is great, people will find you. I had made it a mission to offer classes so supportive and welcoming that people couldn’t not talk about them to others.
If you weren’t working in your current field, what would you be doing?
I think public speaking or starting up some kind of community hub for people. I love bringing people together and motivating others, so I would likely be doing this in another capacity. I would love to work with disadvantaged youth to show them their own strengths and find motivation to pursue their dreams in life.
What’s the best movie or show you’ve watched this year?
The Last of Us. I know, we all love it, but it’s so, so good. I also loved the movie Sound of Metal — absolutely incredible. 
Interview by Kieran Delamont