TL;DR
Joeleen Ng started operating cafés inside climbing gyms with minimal experience, learning on the fly. Her story highlights innovative approaches to third spaces and community hubs. This development offers insights into non-traditional hospitality models.
Joeleen Ng, a former pharmaceutical advertising professional with little hospitality experience, now operates cafés inside Brooklyn and Manhattan climbing gyms, exemplifying innovative use of third spaces and community hubs.
Ng started climbing at Vital Brooklyn Gym in 2021 and began experimenting with food service through pop-ups during community events. When the original café operator at Bivy left, she took the opportunity to run the space, despite her limited background. Her initial efforts involved learning on the job, hiring staff, and developing processes for consistency. The success of Bivy led to her managing Georgie’s café near the Lower East Side, which has become a popular remote work spot and community gathering place. Ng emphasizes that her operation is supported by the gym’s flexible management agreement, allowing her creative freedom in menu and service. Her approach has been shaped by both her background and the community-oriented environment of the gyms, blending casual social spaces with functional cafés.
Why It Matters
Ng’s story illustrates how non-traditional spaces like climbing gyms can serve as innovative community hubs through adaptable hospitality models. Her success demonstrates new opportunities for entrepreneurs and gym operators to diversify revenue streams and foster community engagement outside conventional venues. This approach may influence future third-space developments and hospitality strategies.
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Background
In recent years, the concept of third spaces—community hubs that blend social, recreational, and hospitality functions—has gained traction. Ng’s ventures are part of a broader trend where businesses leverage existing community environments like gyms to create multifunctional spaces. Her journey began amid the pandemic, when she transitioned from corporate work to hospitality, experimenting with food service in a non-traditional setting. The rise of remote work and social media exposure, notably TikTok, has further amplified the popularity of these gyms as social and work spaces.
“Just try! I did, and it’s been a whirlwind of learning, but I’m proud of what we’ve built.”
— Joeleen Ng
“The gym gives us a lot of freedom in how we run the café, which has been crucial for experimenting and adapting.”
— Joeleen Ng
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What Remains Unclear
It is not yet clear how sustainable this model will be long-term or how it might scale to other gyms or community spaces. Details about profitability, operational challenges, and future expansion plans remain under development.
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What’s Next
Ng plans to continue refining her cafés, explore additional community engagement strategies, and potentially expand to other gym locations or third spaces. Monitoring how her model adapts and grows will be key in the coming months.
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Key Questions
How did Joeleen Ng start operating cafés in climbing gyms?
She began by doing pop-ups during community events, then took over the café space when the original operator left, learning on the fly and building her operations from scratch.
What challenges did Ng face without hospitality experience?
She had to learn everything in real-time, including staff management, process development, and menu planning, often relying on past work experiences and trial-and-error.
How does the partnership with the gym support her cafés?
The gym provides a management agreement with significant operational freedom, allowing Ng to innovate and tailor the café experience to community needs.
Why are cafés in gyms becoming more popular?
They serve as community hubs, combining social, recreational, and work spaces, especially appealing in the context of remote work and social media-driven trends.
What is next for Ng’s café ventures?
She intends to continue optimizing her current cafés, increase community engagement, and possibly expand to additional locations or gym partnerships.
