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Joeleen Ng transitioned from corporate advertising to operating cafés in Brooklyn and Manhattan climbing gyms. Her success hinges on community engagement and flexible management, despite limited hospitality experience.
Joeleen Ng, a former pharmaceutical advertising professional with no formal hospitality background, now runs popular cafés inside Brooklyn and Manhattan climbing gyms, demonstrating how non-traditional venues can foster community spaces and business success.
Ng began climbing in 2021 and, after participating in community events at Vital Brooklyn gym, she took over the café space when the original operator stepped down. Despite her lack of experience, Ng successfully launched Bivy, initially managing alone before expanding her team and establishing operational processes. Her second café, Georgie’s, opened near the Lower East Side, quickly gained popularity as a remote work hub and community gathering spot, especially after going viral on TikTok. Ng credits her ability to adapt and learn on the fly, relying on past managerial experience and community engagement to build her business. The gyms provide a management agreement with freedom in menu and operations, allowing Ng to focus on creating welcoming environments for climbers and non-climbers alike.
Why It Matters
This development illustrates how unconventional spaces like climbing gyms can serve as viable venues for hospitality businesses, especially as community hubs. Ng’s story highlights the potential for entrepreneurs without traditional hospitality backgrounds to succeed through adaptability, community focus, and innovative use of space. It also underscores evolving consumer preferences for versatile, accessible social environments.
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Background
In recent years, third spaces—community-oriented venues—have gained importance, especially post-pandemic. The rise of all-day cafés and hybrid social spots reflect a shift toward flexible, activity-centered environments. Ng’s move into gym cafés aligns with this trend, leveraging the climbing gym community’s loyalty and expanding into broader audiences through social media exposure. Her experience follows broader patterns of entrepreneurs entering non-traditional venues, often with minimal prior experience but strong community ties.
“Just try! That was my partner’s advice when I asked if I could do this.”
— Joeleen Ng
“It was a lot on the fly. I had to learn everything as I went, from managing staff to creating processes.”
— Ng
“The gym gives us freedom in how we run the café, which has been crucial for our growth.”
— Ng
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What Remains Unclear
It remains unclear how sustainable Ng’s model is long-term, especially as her cafés grow and face competition. Details about her future expansion plans or potential challenges in scaling her operation are still emerging.
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What’s Next
Ng plans to continue refining her cafés, potentially expanding to new gym locations and further integrating community events. Monitoring her adaptation to growth and competition will be key in the coming months.
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Key Questions
How did Joeleen Ng learn to run her cafés without hospitality experience?
She learned on the fly, relying on past management experience, consulting former bosses, and adapting operational processes as she went.
Why are cafés in climbing gyms becoming more popular?
They serve as community hubs that attract climbers and non-climbers alike, offering flexible spaces for socializing, working, and relaxing, especially as remote work grows.
What challenges does Ng face operating these cafés?
Challenges include managing staff, maintaining consistency without prior hospitality training, and balancing community engagement with business growth.
Are other entrepreneurs following Ng’s model?
While specific details are unclear, Ng’s success suggests a broader trend of using unconventional spaces for hospitality ventures, especially those that foster community and activity-based environments.
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