Let us talk today about an irish athletic leisure brand and may have noticed that hath leisure, just a word that it was really in our popular vocabulary until a few years ago, if not even more, You may have noticed that at leisure is all the rage these days in my home An important organ athletes you're is considered business casual, which probably tells you a lot about fashion these days, as well as Lipid Courtland. Here, it's not just on the: U S West Coast, of course, at leisure is taken off all over the place, and so they three guys in this story, grow their new brand to a high and six figure hustle in

just twelve months where they get the idea, how they make it happen and what happens along the way. All of that is coming up in the story thanks so much for being here at your listening to status with school. Here is a message from our sponsor: you're mode mix, waning and co founders, Nile Organs and Karl Swain are the last behind a successful irish, athletic and leisure brand, Jim plus Coffee carbonated triumvirate lodged in January. Twenty seventeen and earned a hearty six figure revenue in their first year have even gone beyond that. Since then G and see as their known features a variety of products, including hoodies, tee shirts tanks, leggings hat.

Accessories everything you could say at leisure. What started, as a side also has now grown to a major operation. So how do they do it? Endearment started Jim plus copy. He was working as a strategy director in an advertising agency during one of his regular copy meet up with made snarling Carl. They got to talking about the growing life's all ships in Ireland, they realized, not everybody wanted to hang out and pops all the time drinking alcohol, more more people were looking for active things to do corner cafe sore quickly become into place to meet and socialize. Meanwhile, outdoor workouts and trail running throughout islands to call it back were invoke German, it spent time in both Australia and the. U S where this active lifestyle was more prominent. He felt there was an opportunity to promote an irish beef, We, he also saw a rise in athletic clothing people everywhere, where

hoodies and yoga pants even to work at leisure. Where could be a way to connect with an active audience and encourage the lifestyle, so the trio set out to boldly tell their target audience exactly who they were without distinct name, Jim plus coffee. If you're interested in being active going to the gym, throwing a hoodie men prince for coffee. Afterwards, this brand, as per year, endearment and company, went all it. Here's how they put it they set as soon as we made the call to order some hoodies, which remains our flagship product. We thought there was no back either that or we'd have a lifetime supply of hoodies they use bother to handle manufacturing fibre to create a logo and shop. If I to set up their payment platform, storage and distribution are managed by a local partner. The provides an all in one storage, pickin tax, as every product design in Ireland and then manufactured in China, Singapore, Indonesia, they also use an independent quality control tee,

as far as getting the word out community is at the heart of what Jim plus coffee offers. Dear me said, authenticity is crucial to connecting with their customers. They can people there the most innovative technical brand in the world, because people a few inches thick, gentlest copies approaches to celebrate their community real people, doing incredible things, for example, when they get tag in a nice instagram photo though message that person and then run a blog post about them on their site. That post then gets a lot of use. Now make a video about that person on their other social channels. I just started to run a campaign called pick of the week where Jim puts coffee highlighted all the amazing people attacking him and pictures doing awesome activities. They also tried to create experiences to compliment their brand, for example, while working full time jobs. The three co founders rent a ten week, outdoor workout event athlete named the summer Stretch Series did already pre launch

as was also important. They spent the months leading up to launch spreading the word within their network. The idea was to make people feel special. They let their friends know something big was happening and that they were on the inside track to be part of it. One helpful strategy was setting up a simple relaunch, landing page with a tractable referral link. The more referrals person got signed up the more perks that person receive at lunch, and here's a protein dear me said: don't be shy about the explicit ask, go and tell but what you want them to do, encourage them directly to share, given the links make it easy. Dnc went from idea the launch in just under six months. They wanted to spread, not crawl. They built their audience organically.

And didn't rely on media coverage and you're one two thousand and seventeen they achieved healthy. Six figure. Revenant agree that figure by four hundred percent in twenty eighteen are on track to grow even further. In twenty nineteen there might have sent stepped away from his job at the ad agency and gone full time, and the team is not focused on becoming a recognized global brand and furthering their mission to make life richer.

Their customer base is growing substantially throughout Europe and the? U S on the horizon. Our new product launches their first international store hand, creating even more experiences for their customs. So as lifestyle change both worldwide and you know where you live, and people are looking for different experiences, not just experiences but also products to reflect that change, which is in a wider stories, were taken off, and I was thinking about it and, like you know, I hang out and bar sometimes, but I'm just as likely, probably actually more likely to go for a ride or have coffee instead of making the pub my evening, entertainment, but who s ears without judgment, if you're into going to the other night, that's cool the point as a lot of people.

The shift, especially in a country like Ireland, which has this you have very traditional pop culture. Now it's accommodating a different culture as well, so maybe that the lesson is, if you travel, if you spend a lot of time out and about around the world, or even around a large country like the United States notice. What other places or two it knows what people in other places are doing. I mean consider if it might apply at some point to your country or a hometown state province, etc. Whenever shift happened, someplace summit tends to eventually gravitate elsewhere, not scare the nature of the globalized hyperkinetic world that we live in, so I left the option plus coffee and also sounds like they know, if you're doing when it comes to execution, which of course is even more valuable than the idea itself so good for them political check out their products. Maybe you want to do so as well. We will link that up on the show its page as well as any other resource I mentioned. I think we talked about shop if I Ali Baba Fibre, etc

That will be a sort of some good outcome. Slash nine one. Zero episode in nineteen inspiration is given operation with action is so much better thanks so much my friends, I ll be back again tomorrow with the weekly recap. This is your host critical about four side, us all school. From the onward projects.