#USA #Atlanta #Founders Row #Sugar Shane's #Baking Social

Founders Row Teams Up with Shane Quillin to Launch The Baking Social

In an exciting development for baking enthusiasts, Founders Row, a newly established venture studio aimed at nurturing experiential consumer brands, has announced its partnership with Shane Quillin, the visionary behind Atlanta's famous Sugar Shane's. This dynamic duo aims to launch The Baking Social, a unique and modern approach to baking classes designed for everyone who has a passion for baking.

The Baking Social isn't just about the act of baking; it's about fostering a vibrant community where fun, creativity, and joy take center stage. With offerings ranging from seasonal workshops to engaging Saturday morning cinnamon roll sessions, this concept promotes an interactive baking experience that's accessible to all. It's not focused on perfecting culinary techniques but rather on enjoying the process and satisfaction that comes with creating something delicious from scratch.

Set to open its flagship studio in early 2026 in Atlanta, The Baking Social plans to expand to multiple cities shortly thereafter. This inaugural location will serve as a prototype for a new class of baking experiences that resonate with a diverse audience, eagerly awaiting the chance to explore their culinary skills in a lively, social environment.

The Vision Behind Founders Row

Founders Row was conceived by Jamie Weeks, a seasoned entrepreneur with extensive experience in scaling consumer brands. After his tenure as the largest franchisee of Orangetheory Fitness and founding his health-focused brand Sweathouz (SWTHZ), Weeks identified a critical gap in the early-stage entrepreneur ecosystem. Many talented founders struggle with scaling their companies due to a lack of operational support and brand structure. Founders Row addresses this need by combining elements of a venture studio and an early-stage investment firm to foster growth without compromising on control or integrity.

Reflecting on the success of Founders Row, which has seen substantial inbound interest from aspiring entrepreneurs since its September launch, Weeks expressed confidence in the model's potential. “We understand the challenges early-stage founders face, and we aim to provide not just capital but genuine partnership and operational support,” Weeks stated. The Baking Social marks the second investment for Founders Row, with plans to secure five additional partnerships in the coming months.

Shane Quillin and The Baking Social’s Unique Offerings

Quillin's background with Sugar Shane's, known for its inventive flavor combinations and rotating menus informed by pop culture and seasonal themes, makes him an ideal partner for Founders Row. His vision for The Baking Social resonates with his experience in creating memorable consumer experiences. “Partnering with Jamie and Founders Row gives us the opportunity to establish this concept correctly from the outset,” Quillin explained. He noted that The Baking Social is designed to fulfill a demand he perceives in the market—a hands-on, fun, and memorable baking experience that encourages engagement and creativity.

In addition to immersive classes where attendees can learn to make award-winning recipes, The Baking Social will offer grab-and-go items, ensuring it remains accessible without requiring pre-booking. This dual approach caters to not only the educational aspect of baking but also the enjoyment of indulging in a variety of freshly made sweets on the spot.

As The Baking Social develops, Quillin emphasizes that they aim to continuously innovate, creating new recipes specifically for this initiative. Some of these offerings will be entirely unique, never before released under the Sugar Shane’s brand, helping to cultivate a fresh experience for both long-time fans and new customers.

The Baking Social joins a growing portfolio of concepts under the Founders Row umbrella, all meticulously designed to align with the evolving demands of consumers. As Founders Row asserts itself as a leading innovator and accelerator in experiential concepts, this partnership between Shane Quillin and Jamie Weeks highlights the potential for exciting developments in the culinary space.

With its focus on enhancing the baking experience and providing a nurturing environment for bakers of all skill levels, The Baking Social is poised to become a favorite destination for fun and creativity in Atlanta and beyond.

About Founders Row: Founded by Jamie Weeks, Founders Row serves as a platform partner for founder-led consumer businesses, focusing on both launching new brands and offering support to established businesses. The firm is recognized for facilitating thoughtful growth while preserving the core values and culture of the brands it backs. For more details, visit foundersrow.co.

About Sugar Shane's: Founded in 2020 by Shane Quillin, Sugar Shane's began as a cookie shop and has since expanded to a range of delightful baked goods that engage and excite the community. With its commitment to creativity, quality, and customer experience, Sugar Shane’s has become a beloved name in the Atlanta food scene.

Media Contact: Juliana Martins, Eleven11 Media Relations, email: [email protected]