Gym+Coffee moved quickly when Covid-19 began disrupting supply chains, giving the Irish athleisure brand an earlier warning than many firms. For readers tracking business news and Irish startups, the company’s response offers a useful case study in how SME Ireland brands managed sudden closures, protected cash flow and kept customers engaged when normal trading stopped.
Co-founder Diarmuid McSweeney said the business had been monitoring developments since January because its manufacturing partners are based in Asia. That early visibility helped the team plan ahead and build stock before disruption worsened. Even so, the company still had to close its four retail locations and pause the planned opening of a major new store in Blanchardstown.
Why the brand closed stores early
The decision was made before government measures required it. Gym+Coffee’s shops were more than sales points; they had become community spaces for classes, talks and coffee mornings. As footfall dropped and public concern grew, staying open no longer felt right for staff or customers.
That created an immediate challenge for a brand built partly on in-person experience. One practical human detail stood out: telling the team that stores would close for months was one of the hardest parts of the process.
Back online, with community still at the centre
Rather than go quiet, the business returned to its original model. Gym+Coffee had started online, so the shift was familiar. The company redirected marketing to ecommerce and expanded its digital community with workout ideas, meditation recommendations and home-focused content through its Make Life Richer hub.
- Protect stock where possible
- Move marketing to the channels you control
- Keep customers engaged with useful content
- Review cash flow weekly and watch support schemes
What founders and SMEs can take from it
For Irish companies looking for entrepreneur tips, the lesson is straightforward: survival often depends on acting early, communicating clearly and staying close to your audience. This story also reflects wider business growth realities during crisis periods, when logistics and uncertainty can matter more than demand alone.
For anyone following business news, Gym+Coffee’s experience is a reminder that resilience is rarely dramatic. Often, it looks like going back to basics, protecting your team and keeping the business moving one practical decision at a time.
FAQ
Why did Gym+Coffee react early to Covid-19?
Its manufacturers were in Asia, so the business saw supply chain risks before many Irish companies felt the full impact.
What changed when stores closed?
The company shifted focus back to ecommerce, warehouse safety protocols and digital community engagement.
What is the main takeaway for SME Ireland businesses?
Use early signals, manage cash carefully and keep customers connected even when physical operations are disrupted.
