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Joeleen Ng, with little hospitality experience, opened cafes inside climbing gyms in Brooklyn and Manhattan. Her story highlights how non-traditional spaces can host successful community hubs. The development signals a shift in hybrid venue models, but details about long-term sustainability remain unclear.
Joeleen Ng, a former pharmaceutical advertising professional with little hospitality background, now runs cafes inside climbing gyms in Brooklyn and Manhattan, demonstrating a new model of community-focused, adaptable hospitality spaces that thrive amid changing urban landscapes.
Ng started climbing at Vital Brooklyn gym in 2021 and soon after did pop-up food events during community days. When the original operator of the Bivy space in the gym left, Ng took the opportunity to run the cafe with minimal initial experience. Over time, she learned to manage staff, develop processes, and adapt her menu to meet the needs of both climbers and non-climbers. Her success led to opening Georgie’s in Manhattan, which has become a popular remote-work spot and community hub, especially after gaining viral attention on TikTok.
Ng credits her ability to learn on the fly, reaching out to past managers and developing standards for consistency. The gyms she works with provide her with significant autonomy, allowing her to shape the cafe offerings and environment. Her approach emphasizes flexibility, community engagement, and experimentation, which has contributed to her cafes’ growth and popularity.
Why It Matters
Ng’s story exemplifies how non-traditional spaces like climbing gyms can serve as effective community hubs beyond their primary activity. Her success challenges conventional hospitality models and suggests opportunities for innovative, hybrid venues that blend social, work, and recreational spaces. This development could influence how fitness and community spaces collaborate with food and beverage operators, especially in urban settings where space and community are highly valued.
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Background
Since the COVID-19 pandemic, many spaces have sought to diversify their offerings to attract and retain community members. Climbing gyms, which saw increased popularity during the pandemic, are now exploring additional revenue streams and community-building activities. Ng’s entry into the cafe scene within gyms is part of a broader trend toward hybrid spaces that serve multiple functions, including socializing, working, and leisure.
“I started climbing at the gym a little bit after it opened in 2021. I was spending a lot of time there, and I was working in corporate at the time.”
— Joeleen Ng
“Without much of a hospitality background, it was a lot on the fly. I learned as I went, reaching out to old managers and developing my own processes.”
— Ng
“The gyms give me a lot of freedom in how I run the cafes, which has been key to experimenting and finding what works.”
— Ng
What Remains Unclear
It is not yet clear how sustainable Ng’s model will be long-term, especially as the cafes grow and potentially face increased operational challenges or shifts in community engagement.
What’s Next
Ng plans to continue experimenting with menu offerings and community events, aiming to strengthen the cafes’ roles as social hubs. Further expansion or replication of this model in other gyms or urban spaces is also possible but remains to be seen.
Key Questions
How did Ng manage to open cafes without hospitality experience?
Ng learned on the fly by reaching out to former managers, developing procedures, and adapting her approach as she gained experience.
Are these cafes profitable and sustainable?
While Ng reports initial success and growth, long-term profitability and sustainability are still uncertain and depend on continued community engagement and operational management.
Can this model work in other cities or types of gyms?
Potentially, but success depends on local community dynamics, gym partnerships, and the ability to adapt offerings to different markets.
What impact does this have on traditional hospitality venues?
This model suggests a shift toward more flexible, hybrid spaces that blend recreation and socialization, possibly reducing reliance on conventional standalone cafes and restaurants.
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