EE492 - From Glofox to WellFest: Anthony Kelly on Timing, Scale, and Redefining Success Beyond Business

A reminder that big breaks often come from proactive moves: ask, show up, build relationships, and make it easy for the right people to say yes. Rory also shows what matters after the moment hits - capturing it, repurposing it, and using it to build momentum, not just hype. Listen back to the full episode, Episode 443 - and subscribe/follow so you don’t miss the next episode. *Our Sponsors * Nostra: https://bit.ly/nostra26 Azure: https://bit.ly/azure26  Follow The Entrepreneur Experiment: Instagram: https://www.instagram.com/entrepreneurexperiment/ TikTok: https://www.tiktok.com/@entrepreneurexperiment

In this episode of The Entrepreneur Experiment, Gary Fox sits down with Anthony Kelly - entrepreneur, co-founder of Glofox, and co-founder of WellFest - for a wide-ranging conversation on building in the health and wellness space long before it became mainstream. From spotting the early signals in boutique fitness and turning that into a global software company, to building one of Ireland’s best-known wellness festivals over a decade, Anthony shares what it really takes to grow in a category that is evolving in real time. He opens up about the importance of timing, niche focus, culture, and hiring, how Glofox scaled internationally and navigated the shock of Covid, and what it was like to eventually join forces with ABC Fitness. But this episode goes beyond business too. Anthony reflects on identity, obsessive founder energy, male health, emotional resilience, and why more honest, conversational spaces are needed for people to figure out what actually works for them. If you’re building a business, navigating growth, or trying to create a life that works beyond just work, this is a thoughtful and deeply valuable episode. Show notes In this episode, we cover: 🔥 How Anthony spotted the shift in boutique fitness before the market fully exploded 🚀 The early Glofox story: from agency work to building a SaaS platform for gyms 💡 Why niche focus gave Glofox an edge in a crowded software market 📈 Growing from early traction to global expansion across Ireland, the US and Australia 🌍 What it takes to build enterprise relationships and win major fitness franchise clients 🧠 The hiring lessons Anthony learned the hard way, and what he now looks for in great people 🏗️ Why culture is built by behaviour, not by slogans or slide decks 🦠 How Glofox and WellFest both survived Covid - and what that period revealed about community 🎟️ The decade-long journey of building WellFest into a major wellness brand 👥 Why Anthony believes men need more spaces built around listening, not lecturing 🪞 The identity trap many founders fall into when business becomes everything ⚖️ Redefining success through business, body and brain - and building a life that works as a whole 🔁 A practical reset exercise for anyone trying to change the story they tell themselves Links and resources Anthony Kelly LinkedIn: linkedin.com/in/anthonykelly81 Glofox: glofox.com/lp/gym-management-software-revenue/ WellFest: https://www.wellfest.ie/ *Our Sponsors * Nostra: https://bit.ly/nostra26 Azure: https://bit.ly/azure26  Follow The Entrepreneur Experiment: Instagram: https://www.instagram.com/entrepreneurexperiment/ TikTok: https://www.tiktok.com/@entrepreneurexperiment

In this episode of The Entrepreneur Experiment, Gary Fox sits down with Nir Eyal — bestselling author of Hooked, Indistractable, and Beyond Belief - for a masterclass on the psychology of belief, persistence, and entrepreneurial thinking. Together, they explore why success is so often less about intelligence, resources, or talent, and more about what you believe is possible. Drawing on psychology, behavioural science, and real-world entrepreneurial examples, Nir explains why some people spot opportunities everywhere while others walk straight past them. This is a fascinating conversation about the beliefs that quietly shape your decisions, your motivation, and your ability to keep going when things get hard. From “entrepreneurial alertness” to limiting beliefs, predictive processing, and the surprising science of persistence, Nir breaks down how founders can train themselves to see differently, act differently, and ultimately build more than they thought possible. If you’ve ever felt stuck, doubted yourself, or wondered why some people seem able to create momentum where others hesitate, this episode is for you. Show Notes In this episode, we cover: 🔥 Why intelligence is not the best predictor of entrepreneurial success 🧠 The difference between facts, faith, and belief 💡 Why beliefs are tools, not truths 👀 The concept of entrepreneurial alertness and why founders literally see opportunities others miss 🍀 What a simple “luck” experiment reveals about attention and opportunity 🐀 The famous rat study that shows how hope can radically increase persistence 📈 Why success in business, body, and brain comes down to persistence more than talent 🚫 The real reason most people fail: they quit or never start 🔺 Nir’s model of motivation: behaviour, benefit, and belief ⛓️ The difference between limiting beliefs and liberating beliefs 🪞 Why it’s easier to spot everyone else’s limiting beliefs than your own 🌍 How past experiences and “priors” shape what you notice in the world 🎯 Why we don’t see reality as it is — we see a prediction of reality 📱 The role of negativity bias, social media, and fear in keeping us passive ⚡ How changing your beliefs can change what you see, feel, and do as a founderLinks & Resources Connect with Nir Eyal Nir Eyal official website: nirandfar.com Beyond Belief: nirandfar.com/beyond-belief/ Indistractable: nirandfar.com/indistractable/ Hooked: nirandfar.com/hooked/ *Our Sponsors * Nostra: https://bit.ly/nostra26 Azure: https://bit.ly/azure26

In this episode of The Entrepreneur Experiment, Gary Fox sits down with Jennie and Lisa, the founders of Gigi, the women’s health brand rethinking hormonal support through premium, evidence-led supplements. From working as registered nutritional therapists to building a fast-growing consumer brand, Jennie and Lisa share how their clinical experience led them to spot a major gap in the market: women being told to take multiple supplements for PMS and hormone balance, with no simple, targeted solution in sight. What followed was a crash course in product development, manufacturing, branding, retail, cashflow, and persistence. They open up about the reality of building a product-based business from scratch — from begging manufacturers to take a chance on them, to selling out their first production run in just two weeks, to learning the hard way how brutal stockouts can be when demand outpaces supply. They also share how social media, education, and bringing customers behind the scenes helped them build trust early and create real momentum. This is a powerful conversation about solving a genuine problem, building in a capital-intensive category, and creating a brand with purpose in a space that has long underserved women. 🎧 Show Notes In this episode, we cover: 🔥 How Jennie and Lisa turned clinical insight into a fast-growing women’s health brand 🚀 The lightbulb moment behind Gigi and why they started with one hero product 🧠 Why the best business ideas come from momentum, frustration, and seeing a real problem up close 💊 The flaw in asking women to take 4–5 different supplements for one issue 🏭 What it really takes to find a manufacturer when you have no track record ✈️ The trip to Paris that changed everything for the business 📦 Minimum order quantities, funding pressure, and the realities of cash-heavy product businesses 💸 How they used grants, personal capital, and negotiation to get their first production run made 📱 Why social media and education were key to winning their first customers 💌 How documenting the journey built an email list and a loyal early audience 🛒 Selling direct-to-consumer while also expanding into pharmacy and retail 📈 The operational stress of selling out — and why “high demand” can still create huge problems 🌊 Why branding mattered, and how they built a women’s health product that didn’t look overly clinical ❤️ Building a business that genuinely improves women’s lives, while also building a commercially viable company 💬 Standout Quote “There has to be a better way.” That simple frustration became the foundation for Gigi — and the catalyst for building a product designed to genuinely improve women’s quality of life. Links & Resources Gigi: https://gigisupplements.com/ Follow Jennie on Instagram: https://www.instagram.com/jennie.haire/ Follow Lisa on Instagram: https://www.instagram.com/lisahughes_nt/ Follow Gigi Supplements: https://www.instagram.com/gigisupplements/ *Our Sponsors * Nostra: https://bit.ly/nostra26 Azure: https://bit.ly/azure26  Follow The Entrepreneur Experiment: Instagram: https://www.instagram.com/entrepreneurexperiment/ TikTok: https://www.tiktok.com/@entrepreneurexperiment

A premium-brand lesson you can steal in any industry: pricing that isn’t just maths. Alan shares how pricing can be communication, positioning, and part of the customer journey. He shows how the “moment of pause” or consideration can actually work in your favour when the product delivers and the experience educates. Listen back to the full episode, Episode 441 now for the full conversation with Alan, and subscribe or follow now, for more episodes like this. *Our Sponsors * Nostra: https://bit.ly/nostra26 Azure: https://bit.ly/azure26  Follow The Entrepreneur Experiment: Instagram: https://www.instagram.com/entrepreneurexperiment/ TikTok: https://www.tiktok.com/@entrepreneurexperiment

In this episode of The Entrepreneur Experiment, Gary Fox sits down with Ken Rideout for a conversation that goes far beyond endurance sport. Yes, they talk about marathons, HYROX, discipline, and what it really feels like to stand on a start line ready to compete — but this episode is really about identity, effort, masculinity, parenting, business ambition, and the mindset required to keep going when life gets hard. Ken opens up about what success actually means to him, why he believes failure is simply not trying, and how he’s learned to reframe adversity — from losing jobs to helping his wife through cancer treatment. He shares his brutally honest view that most people underestimate what they’re capable of, explains why he’s driven more by discipline than motivation, and reveals the internal pressure, imposter syndrome, and dark mental places that often sit beneath elite performance. This is not a polished “morning routine” conversation. It’s a raw, funny, provocative and deeply human episode about competing hard, living truthfully, protecting your energy, and building a life where you do more of what matters - and less of what doesn’t. Show Notes In this episode, we cover: 🔥 Why Ken believes success is rooted in family, friendship, and community — not status 💥 His definition of failure: not trying 🏃 The mindset he brings to marathons, HYROX, and elite competition 🧠 Why discipline matters more than motivation 😬 The imposter syndrome and insecurity behind high performance 📚 How Ken’s story went from “toiling in darkness” to bestselling author and major podcast guest 👊 Why he thinks 99% of people underestimate their own potential 🏠 Parenting, social media boundaries, and raising strong kids in a soft world 💼 His business philosophy: make enough money so you never have to do things you don’t want to do ⌚ The tools he actually uses: Whoop, sauna, cold plunge, and his beloved 8 Sleep setup 😅 Why he hates LinkedIn, protects his relationships, and refuses to be performative online * Our Sponsors * Nostra: https://bit.ly/nostra26 Azure: https://bit.ly/azure26 About Ken Rideout: Ken’s Book: Everything You Want Is On The Other Side of Hard: https://www.theothersideofhard.com/ Follow Ken on Instagram: https://www.instagram.com/ken_rideout/?hl=en Follow Ken on TikTok: https://www.tiktok.com/@ken_rideout Ken Rideout on YouTube: https://www.youtube.com/@ken_rideout Follow The Entrepreneur Experiment On Instagram: https://www.instagram.com/entrepreneurexperiment/ On TikTok: https://www.tiktok.com/@entrepreneurexperiment

In this Mentor Moment, Gerry Hussey shares a simple but powerful way to visualise success that founders can actually put into practice. Instead of vague “future goals,” Gerry breaks it down into outcomes, daily process enablers, and identity — becoming the person who already lives the life you’re working towards. You’ll hear his step-by-step exercise to map what you want, identify the habits that get you there, and close the gap between who you are today and who you need to become. For the full conversation with Gerry Hussey, listen to Episode 413 of The Entrepreneur Experiment. *Our Sponsors * Nostra: https://bit.ly/nostra26 Azure: https://bit.ly/azure26 Rory’s Travel Club: https://bit.ly/rorys26 Chartered Capital: https://bit.ly/49ZuFrk

In this episode of The Entrepreneur Experiment, Gary Fox sits down with Eoin Cluskey, founder and head baker of Bread 41, the Dublin bakery business built on craft, care, and real food. From leaving school early and training as a carpenter to finding his calling in kitchens abroad, Eoin shares the winding road that led him back to Ireland to build one of the country’s most loved bakery brands. Bread 41 launched in 2018 and has since expanded across multiple locations while staying fiercely committed to quality and values. This is a conversation about much more than bread. Eoin opens up about losing money in a failed early venture, writing the original Bread 41 vision in a copybook, building a 24/7 bakery model, scaling without taking on growth for growth’s sake, and why he’d rather walk away than compromise the product. If you’re trying to build a business that grows without losing its soul, this episode is packed with practical wisdom. Show notes In this episode, we cover: 🔥 Why “simplicity scales, complexity fails” applies to almost every business 🥖 How Eoin went from carpenter to baker after a chance opportunity in Australia 🌍 Why travel, loneliness, and coming home to Ireland changed his life 📓 The copybook vision that became Bread 41 💸 The failed first business that cost him €25,000 — and what it taught him 📍 Why opening on Pearse Street worked because of community, not just footfall ⏰ How Bread 41 built a 24/7 operating model around bread, pastry, and wholesale 📈 The real challenge of going from one bakery to two without breaking the culture 🧠 Why founders can’t scale if they need to be in the business 24/7 🌾 The long-term vision to move into Irish milling and support local growers 👥 Why care is the company’s number one value 🏡 The family wake-up call that changed how Eoin thinks about success “The day I add an additive or preservative to the bread is the day I walk away.” Links and resources Bread 41 official site:https://bread41.ie/ Bread 41 Instagram: https://www.instagram.com/bread41bakery/?hl=en Bread 41 locations: including Pearse Street, Stillorgan, Cabinteely, and Greystones. *Our Sponsors * Nostra: https://bit.ly/nostra26 Azure: https://bit.ly/azure26 Rory’s Travel Club: https://bit.ly/rorys26 Chartered Capital: https://bit.ly/49ZuFrk

In this Mentor Moment, Lorraine Heskin — founder of Gourmet Food Parlour — takes us back to 2006, right in the heart of the Celtic Tiger, when she made the leap from a stable job into the unknown to build her own café brand. Lorraine shares how she approached brand-building from day one, why finding a location was the hardest part (and why she refused to pay key money), and the magic of opening the doors to a queue down the street — proving the idea wasn’t just in her head, the community wanted it. For the full conversation with Lorraine and the full Gourmet Food Parlour origin story, listen to Episode 423 of The Entrepreneur Experiment. Nostra: https://bit.ly/nostra26 Azure: https://bit.ly/azure26 Rory’s Travel Club: https://bit.ly/rorys26 Chartered Capital: https://bit.ly/49ZuFrk

Andrea Reynolds, Founder & CEO of Swoop, joins Gary to break down what founders actually need to know about funding, cash flow and building a business that lasts. Andrea started Swoop after becoming deeply frustrated by how hard it was for business owners to access grants, loans and funding quickly. What began as anger at a broken system became a fintech platform helping businesses access cash faster, automate funding applications and identify savings across essential services. In this conversation, Andrea shares the real-world funding lessons most founders only learn the hard way: why you should raise debt before you need it, why revenue solves more problems than almost anything else, how to think about investors properly, and why profitability matters more than hype. She also opens up about building under pressure, raising millions across multiple rounds, expanding internationally, surviving market shocks, and why empathy is still her most important business principle. If you’re a founder, operator or business owner trying to grow without losing control, this one is packed with practical insight. Show notes Andrea Reynolds is the Founder & CEO of Swoop, a fintech platform helping businesses access funding faster through data, automation and smarter financial decision-making. In this episode, Gary and Andrea discuss: Why businesses fail when cash flow gets tight The original frustration that sparked Swoop How Andrea manually tested demand before building the product Winning early funding through timing, momentum and experimentation The open banking opportunity that accelerated Swoop’s growth What founders get wrong about fundraising Why you should raise before you actually need the money The difference between debt, grants and equity Why some investors can become a liability How to think about boards, board observers and investor fit Why diversification matters in a volatile market The shift from “growth at all costs” to profitability Expanding from Ireland and the UK into the US and beyond Building a forever business instead of chasing hype Andrea’s personal approach to time, energy and staying grounded The books, habits and mindset shifts that have shaped her This episode is full of practical advice for founders navigating growth, fundraising and uncertainty. Links and resources mentioned Swoop: https://swoopfunding.com/ie/ Enterprise Ireland: https://www.enterprise-ireland.com/en/ Books: The Hard Thing About Hard Things by Ben Horowitz High Output Management by Andrew Grove The Art of War by Sun Tzu *Our Sponsors * Nostra: https://bit.ly/nostra26 Azure: https://bit.ly/azure26 Rory’s Travel Club: https://bit.ly/rorys26 Chartered Capital: https://bit.ly/49ZuFrk