Stretching is usually something you do before exercise or after a long car ride, but it’s rarely the main event.

A new Greensboro business is changing that. StretchLab Greensboro is a locally owned and operated studio that’s putting that action front and center and is “committed to providing personalized assisted stretching services.”

StretchLab Greensboro will celebrate its grand opening later this month.

The studio is operated by people schooled in a proprietary training program called “Flexologist,” which is meant to improve the standard of health and wellness in the community.

And, yes, of course, there will be a ribbon cutting.

The ceremony, which will be hosted by the Greensboro Chamber of Commerce, is scheduled for Thursday, March 21 at 11 a.m. at the studio’s location at the Shops at Friendly Center.

Set your GPS to 3334 W. Friendly Ave., Suite 121 if you’d like to attend.

StretchLab is owned and operated by Stevie and Charlie McDaniel, who head up a diverse staff with backgrounds in fields like kinesiology (the study of body mechanics), personal training, yoga, physical therapy and dance.

According to the grand opening announcement, every StretchLab team member has “undergone rigorous, proprietary, and nationally recognized training to become certified flexologists, ensuring consistently high standards of excellence in every stretching session.”

The grand opening on Thursday will be followed by the opening weekend. On Friday March 22 from 10 a.m. to  2 p.m. stretching demos will be available.  They will also be available during those same hours on Saturday, March 23.