just meeting rooms

theturnlab as startup incubator

As a startup incubator and scale-up accelerator, we’ve helped young companies launch, grow and thrive as profitable businesses that return value to investors. We also incubate, create and launch our own products and platforms, including our recent success, the global marketplace for in-person meeting spaces: As a startup incubator and scale-up accelerator, we’ve helped young companies launch, grow and thrive as profitable businesses that return value to investors. We also incubate, create and launch our own products and platforms, including our recent success, the global marketplace for in-person meeting spaces: www.justmeetingrooms.com

welcome to our lab

the problem

In the middle of the pandemic, as remote and hybrid work looked to become the norm for knowledge workers, our research team uncovered a growing collaboration deficit that impacted worker mental health and was resulting in a loss of productivity and innovation due to the lack of in person collaboration.

the research

We conducted extensive stakeholder research to find that, despite satisfaction with flexibility to work from home, there remained a desire to meet in person for moments that matter (e.g., closing a deal, pitching a new client, collaborating with your team), but no longer centred at the corporate office. They wanted more convenience, more choice and more appropriate venues for different types of meetings.

the solution

Our incubator team proposed an Airbnb-style online marketplace offering just professional meeting rooms anyone could rent by the hour or by the day. This highly focused approach would allow us to scale quickly (any business that has a place and a process to welcome outside guests for a meeting could be a host) and quickly build a global platform to book on-demand meeting rooms.

“In this hybrid world leaders are looking for more flexible ways to bring their teams together for moments that matter .” – Jim Treliving

the execution

Because we wanted to differentiate ourselves from capital-heavy coworking players like WeWork, we created a brand called Just Meeting Rooms. The “Just” pointed both to our singular focus and also to our core values as a just business that operates carbon neutral and with a triple bottom line. Our strategy and creative teams created a brand narrative and identity that truly stood out in the marketplace.

Our in-house digital team concluded that custom-building an Airbnb-style platform ourselves offered the greatest flexibility for user experience and future monetization. It was a heavy lift but our enterprise dev team, with their experience building digital commerce platforms for global brands, was up for the challenge. It took 18 months from start of design and programming until we successfully launched the desktop and mobile site, along with iOS and Android apps. In March 2023, we launched with just 25 rooms in Toronto, and growth since then has been phenomenal.

Visit  justmeetingrooms.com

"We added our locations to Just Meeting Rooms last year and they are now the leading driver of new guests to our meeting rooms. We are very excited to be part of this fast growing Canadian startup." Graham Wong CEO Lauft Coworking

the results

Powered by the marketing expertise of theturnlab, www.justmeetingrooms.com has averaged a remarkable 20% compounded growth, month over month, since the launch in March 2023 and as of Winter 2025 we have over 2000 rooms in over 100 markets in Canada the US and the UK. We continue to expand our host distribution through highly effective marketing and based on our current rate of growth we project entry into dozens more countries and thousands more rooms by early 2026.

“It was so easy to book the right room for my meeting. Just Meeting Rooms is now my default meeting app.”
– David E. Toronto ON

Let's Turn the Tide

Say hello, we’d love to hear from you

    Certified B Corp Logo
    Carbon Neutral Company Logo
    Facebook-f Twitter Instagram Linkedin-in Behance