Hours
Monday to Friday: 9AM - 5PM
Upline Base + Booked · for bike, ski & outdoor shops
One inventory. The shop floor and the website, finally in sync.
Scan a product once and it’s on your shelf, on your site, and ready for pickup or shipping. Sell at the counter on the Square you already have. Book service and rentals from a QR code. One system, one bill, and the data is yours.
~60 sec
From box to live on your website, structured and filtered
0%
Our cut of your card sales. You keep your processor and your rates
1
Bill. Register, website, bookings, pickup, shipping
Yours
The website, the data, the customer list. Leave any time and keep all of it
The problem
Most shops run two stores that don’t talk.
The register knows what’s on the floor. The website knows what someone typed in three months ago. In between is a second job nobody has time for, and a site that says “in stock” on a bike that sold Tuesday.
So the website gets ignored, customers call to ask what you have, and the shop two miles over with a working site gets the search traffic. It isn’t a people problem. It’s two systems, each keeping its own copy of the truth.
The register
Has the real stock count, the real price, the real cost. Locked inside a POS you pay monthly to access.
The website
Has a copy. Maybe a feed. Updated when someone remembers. The “in stock” badge is a guess.
The booking tool
Has your customers and your calendar, on its own island, in a third login.
The idea
Keep the truth in one place. Not in your POS. Not in your website. In the shop.
Base is the record of what you own, what it costs, what it sells for, and where it is. The register reads from it. The website reads from it. Bookings read from it. Change a price once and every surface follows.
[swap] Hub diagram (PNG/SVG from Ben): BASE (inventory · prices · cost / customers · orders · MAP) in the center · REGISTER (your Square, your phone) above · PICKUP & SHIPPING (your Shippo, your shelf) below · WEBSITE (your WordPress) left · BOOKED (service · rentals · events) right · double-headed arrows
Why not just let the POS own it?
Because then the POS owns you. The truth lives behind their contract, their export limits, and their price increases. When Base holds the record, the register is a surface you can swap.
Why not let the website own it?
Hosted store platforms keep your catalog in their database and rent it back monthly. Base pushes to a WordPress site you own, so the site is yours and the data never leaves your hands.
What that buys you
Type a product once in your life. Fix a category and the site follows. Run a sale at the register and online in one move, with protected brands kept above their floor automatically.
The proof
Scan to sellable in about 60 seconds.
Item creation is where every shop system falls apart. We moved it into Base and made it the thing a seasonal hire can do on day two, phone in hand.
1 · SCAN
Manufacturer barcode
Base pulls brand, model, size, and color. Manufacturer color names map to a family, so “Midnight,” “Indigo,” and “Storm Blue” all filter under Blue.
2 · FOUR TAPS
Photo, price, count, category
Everything else is already filled. Every default the system chose is visible and one tap to change.
3 · PUBLISH
Live on the website
Photos resized and cleaned (a 60 MB gallery becomes 4 MB), filters updated, menus reflecting what you actually stock.
4 · SELL
Counter, web, or pickup shelf
One order dashboard. Needs Picked, Ready, Picked Up, with the customer texted at each step.
[swap] 20-second scan-to-site video clip
The website
Built on WooCommerce. Finished by Upline.
WooCommerce is the open-source store that runs a huge share of the web’s shops. It gives you a real checkout, every payment and shipping option, any design you want, and a platform fee of exactly zero, forever. What it doesn’t know is how a bike shop works. That’s what the Upline plugin and Base add.
| What you get | WooCommerce gives you | Base + the Upline plugin add |
|---|---|---|
| The store itself | Checkout, cart, customer accounts, taxes, shipping, coupons, thousands of add-ons. You own the site. | One code pairs the site to Base. No API keys, no setup day. |
| Product data | A product form you fill in by hand, one field at a time. | Products arrive from the scan, structured: brand, category, sizes, colors, availability, images optimized. |
| Finding things | Basic search and category pages. Filtering gets slow as the catalog grows. | Fast filters by brand, size, color family, price, and availability, built to be quick on ordinary hosting. Inventory-driven menus that show what you stock and hide what you don’t. |
| Merchandising | Categories you maintain manually. | Collections built by pointing and clicking (“Trail Helmets,” “Kids’ Bikes”), with live counts, clean URLs, and the sitemap kept honest. |
| Keeping it accurate | Stock is whatever was last typed in. | Stock is the register’s count. Live availability and pickup eligibility by location, back-in-stock requests, and category cleanup that never breaks a link. |
| Pricing rules | Sale prices and coupons, applied to anything. | MAP and UPP policies per brand, enforced at the register and online. A blanket sale can’t put a protected brand below its floor. |
| Design | Any theme, any designer, fully custom. | Works with classic and block themes and inherits yours. Or start with an Upline-approved theme and skip the project. |
The plugin is included with Base and isn’t sold separately. It only does its job with Base behind it.
[swap] Base home on a phone + orders board on a tablet
The shop
Open it in the morning and know what needs doing.
Base runs from the phone in your back pocket or the tablet on the counter. Every order, web or in-store, lands in one place.
Sell on your own Square
Tap to pay on the phone. No terminal to buy, no new processor, no change to your rates.
Pickup and shipping
Pickup flow with customer texts at each step. Shipping labels through your own Shippo account, at your rates.
Promotions, once
Write a sale one time. It applies at the register and on the site, and gets its own shareable page.
Multi-location, built in
Stock and pickup eligibility by door. A second shop never forces a platform change.
Upline Booked
Service, rentals, and events. Booked on your site, not over the phone.
A booking widget that drops into any page and a QR code for the counter. Customers pick a time, pay a deposit, sign the waiver, and get a text reminder. You see one calendar.
Service
Service menu with prices and durations, job tickets, status texts when the bike’s ready.
Rentals
Size-based fleet, deposits, returns. Texting for rental days included.
Events and tours
Capacity, waivers, ticketing, reminders.
Starts alone, grows into Base
Run Booked by itself for $39. Add Base when your POS renewal comes around and it’s already connected.
[swap] Booking widget on a shop site + QR card on a counter
The bill
What the same shop pays three ways.
A single-door shop that wants a register, online bookings, and a website that shows real stock. Published list prices, monthly.
THE CURRENT BIKE INDUSTRY
$356/mo
| Retail POS, basic tier, on an annual contract | $109 |
| Bookings app, one technician | $49 |
| Catalog website service, with ecommerce | $198 |
| Fee for not using the POS’s card processing | varies |
| Three logins | $356+ |
SHOPIFY, DONE PROPERLY
$310+/mo
| Shopify plan | $105 |
| POS Pro, per location | $89 |
| Filter & search app | $29–49 |
| Bookings app + rental app + SMS | $50–90 |
| Keep your own processor | +1% of sales |
| Six subscriptions | $310–390 |
UPLINE BASE
$99/mo
| Register on your Square | Included |
| Booked: service, rentals, events | Included |
| Website plugin, filters, collections | Included |
| Pickup, shipping, MAP, promotions | Included |
| Our cut of card sales | $0 |
| One login | $99 |
Competitor figures are published list prices as of September 2026 and will change. Hosting for your WordPress site (around $10–30/mo anywhere, or Upline Managed Site at $29) is extra on every option that has a site.
Card processing
You pay your card processor. We don’t take a cut.
Most shop software makes its real money on your card volume, then charges you extra when you try to leave their processor. Upline charges for software. Your Square is your Square, your rates are your rates, and that’s in the contract.
“A shop doing $600k a year runs about $420k through cards. At a quarter of a percent, that’s $88 a month someone’s quietly taking. We’d rather you knew what you pay us.”
Ben, Upline founder. Former Creative Director, Jenson USA.
Who it’s for
Shops where the inventory is the business.
Owner-operated, single door, phone in the back pocket, no IT person. Bike, ski and snowboard, run, paddle, climb. If you’ve got brand barcodes on the shelf and a service desk in the back, it fits.
Already online, not happy with it
A site that doesn’t match the floor, fees you didn’t sign up for, a platform that feels like renting. Keep the domain, bring the catalog over, own it from here.
On a big POS, paying for what you don’t use
Switch the register at renewal. Base imports your catalog so nobody retypes anything.
Not online yet
Upline stands up the whole site on an approved theme and hosts it. You scan products; the site builds itself.
Pricing
Less than one tune-up a week.
Monthly, no contract. Annual plans with two months free once you’ve lived with it.
Booked
Bookings on your website
$39/mo
- Service, rental, and event booking
- Widget and QR flows
- Deposits and payments
- 100 service texts a month, email unlimited
- Waivers, capacity, one calendar
Base
Run the whole shop
$99/mo
- Everything in Booked
- Register on your own Square
- Scan-to-web item creation
- Upline plugin for WooCommerce
- Orders, pickup, shipping labels
- MAP/UPP, promotions, multi-location ready
- One location included; add a door for $39
Pro
Base plus supplier connections
Coming soon · pricing TBD
- Everything in Base
- Supplier catalog enrichment
- Supplier availability lookups
- Dropship to follow
- Managed Site hosting included
$79
FOUNDING SHOPS · LOCKED FOR LIFE
The first 25 shops get Base at $79 a month, locked, with setup waived. In return you’re a reference shop: a logo, a testimonial, and a case study when it’s going well. We need lighthouse shops more than we need the twenty bucks.
Add-ons: Managed Site hosting $29/mo · launch setup $299 (waived for founding shops and annual plans) · prepaid text bundles for rental and event days.
Questions
The stuff shops ask first.
Do I have to rebuild my website?
No. If you’re already on WordPress, the plugin installs in minutes and inherits your theme. If you’re on something else, we move the catalog and domain over and you keep the look you want. If you have no site, we stand one up.
Who owns the site and the data?
You do. WordPress and WooCommerce are open source; the site runs on your hosting (or ours, if you’d rather not think about it). Your products, customers, and orders export any time. Cancel Base and the site keeps working with what’s in it.
I’m on a POS contract right now.
Start with Booked and the website today, switch the register at renewal. Base imports your catalog so nothing gets retyped.
Do you touch my card rates?
No. In-store payments run through your own Square account on your phone. Online payments run through your WooCommerce payment setup. We never see a cut and never charge a fee for using someone else.
What about distributor catalogs and dropship?
Coming in Pro. The foundations are built; we’re working with suppliers now. Base doesn’t need it to run your shop, and when it lands it’ll be priced like software, not a percentage of your sales.
What happens when the internet drops?
The register keeps selling and syncs when you’re back. The site keeps showing the last known stock and never goes blank because the connection hiccupped.
Will my seasonal hire figure it out?
That’s the bar every screen is held to: a new employee, day two, phone in hand, no training, can scan a product in, sell at the counter, and mark an order picked up without asking you.
What does it cost to get going?
Launch setup is $299 and covers catalog import, category cleanup, pairing your site and Square, and an hour of training. It’s waived for founding shops and annual plans.
Let’s see if it fits your shop.
Twenty minutes, your screen or ours. Bring the thing that annoys you most about your current setup. No pitch deck, just the demo store and your questions.
Upline is an independent studio in Colorado’s Roaring Fork Valley. Built by people who’ve spent two decades on the shop and brand side of the bike industry. The subscription runs your shop; the agency grows it.