Gym was open just three weeks when lockdown hit… but it all worked out well

No pain, no gain is a keep-fit motto. But little did MaxLife gym owner BRIAN O’SULLIVAN know how much that would apply to his new business when he opened a gym chain and fitness clothing line at the start of the Covid-19 pandemic. But guess what? He made it work despite the stiffest of challenges. Here’s how…

How bad was Covid?

It was a baptism of fire! While I was certainly prepared to face challenges associated with setting up a business, Covid-19 was a huge unexpected test. We were only open three weeks when we had to shut down for the first lockdown and we experienced the same unsettled activity as all others in our sector for the best part of 2020 and into 2021 – so that was just about as bad as it gets. It was a very steep learning curve – one which, thankfully, we were able to rise to.

How are the gyms doing now?

We are back on track. Since we opened our doors last July, we haven’t looked back. Our membership quickly reached 1,100 and we are now on target to sign up 2,000 more users in 2022. We are planning for our second location in Cork which will be able to accommodate a further 4,000 members in a space of 20,000sq.ft.

How did you manage to expand at such a time?

What we didn’t know at the beginning of the pandemic is that, in a strange way, Covid-19 would contribute to our success. Health and wellness has come into sharper focus and we have felt the knock-on impact of this shift in mindset. We are there to support this new wave of health consciousness with a really competitive offering. Restrictions and lockdowns have meant that people have had more time on their hands and less entertainment venues accessible to them which also worked in our favour.

Are people back in gyms now in numbers?

Absolutely, I see that every day. Of course, the start of the new year is a natural catalyst for change. It’s the time where most of us make a decision to live better lives, and exercise and fitness is an obvious goal. There is a real sense of community in our gym – we are all part of something together.

What’s the post-Covid gym going to be like?

We’re getting glimpses of the postCovid gym environment right now. The care, courtesy and caution around social distancing, ventilation, sanitising and protective measures will continue long after Covid loosens its grip, based on best practice but also on the comfort of those who will need their confidence in venues and mixing in groups reinforced.

What’s it like now?

It’s getting easier. All of the Covid-19 safety measures are practically second nature to all of us at this stage. We all have families and people we want to protect. People that come to the gym are delighted to be in a safe place, and play their part in keeping it that way for everyone’s benefit.

You’ve also opened another business – gym wear. Why now?

It was always in the plan, but back in 2020 when the doors were shut, I just accelerated the development of MaxLife Apparel because I needed to focus on driving the business and this was always part of my dream. The working from home phenomenon inspired a whole new level of appreciation and demand for quality, comfortable, cost-effective clothing, so I could see that the whole athleisure sector was going to experience a boom. I knew I could bring real quality and value to that market.

How much does your gym gear cost?

Prices range from €28 to €68 across women’s and men’s athleisure wear, which includes leggings, sports bras, crop tops, tracksuit bottoms, training vests and half zips.

What did your parents teach you about money?

Respect it!

What was your first paid work? What did you learn?

My first paid job was to walk my dad’s greyhounds. I learned to appreciate that a weekly wage for a job well done is a magnificent thing! How do you unwind (besides using the gym)?

Seven-a-side football with the lads once a week… can’t miss it!

Name three things you’d do as finance minister?

I’m pretty sure that one of those things would be to steer clear of offering advice to a gym owner, so I will reciprocate and do likewise. I’ll stay in my own lane and stick to what I know best.