When Andy and Dave launched EXCAPE Studios in Ireland, they were not backed by major investment or large business loans. What they did have was a shared vision, strong community roots, and a determination to create a better experience for both clients and coaches. Today, EXCAPE Studios has grown into a six-location fitness business with around 700 clients, 21 full-time staff members, and an award-winning culture built on professionalism, leadership, and long-term development.

The Challenge

Before launching EXCAPE Studios, both founders were running their own coaching businesses independently. Like many fitness professionals, they were passionate about helping people but frustrated by the limitations of working alone and the instability often seen in the industry.

Andy had spent years pursuing a career in strength and conditioning within Ireland’s GAA system, while Dave had taken a very different route after struggling in school and losing his apprenticeship during the economic crash.

As Dave explained:

“We struggled for the first 6 or 7 months in business. We didn’t know what we were doing.”

Both founders recognised common problems within the fitness industry. Coaches were burning out, careers lacked long-term stability, and many gyms operated without strong systems or clear values. Rather than becoming another generic gym, they wanted to build something with genuine purpose.

One of the key moments in the early stages came when they sat together and mapped out not only what they wanted their business to stand for, but also what they wanted to avoid. They identified experiences they had seen in commercial gyms that they never wanted EXCAPE Studios to represent, including intimidating environments, poor organisation, inconsistent standards, and impersonal coaching.

That exercise became the foundation of the EXCAPE Studios brand.

The Strategy

Instead of rushing into expensive commercial premises, Andy and Dave partnered with local GAA clubs to launch their first facilities. This gave them lower operating costs and allowed them to focus on creating strong systems, excellent coaching, and a consistent client experience before scaling further.

Over time, EXCAPE Studios developed around three core values: simple, thoughtful, and purposeful.

These values influenced every part of the business, from the coaching experience to the standards expected within the facilities themselves.

As Andy explained:

“Values are seen through your actions.”

The business focused heavily on professionalism, consistency, and culture. Their facilities were kept clean, organised, and welcoming, while coaches were expected to uphold high standards in how they presented themselves and communicated with clients.

The founders also invested heavily in creating genuine career pathways for their team. Instead of treating coaching as a temporary role, they built a structure that allowed staff to develop long-term careers within the company. Coaches were given contracts, salaries, annual leave, career roadmaps, and ongoing development opportunities.

Quarterly vision days became an important part of the company culture, helping staff align their personal goals with the growth of the business. The company also implemented leadership systems, customer success roles, operational management, and structured reporting processes that supported sustainable growth across all six locations.

As the business expanded, Excape Studios also embraced stronger marketing and operational systems to support growth while maintaining brand consistency.

The Results

EXCAPE Studios has grown into one of Ireland’s most recognised fitness brands, operating six locations and serving approximately 700 clients.

The business now employs 21 full-time team members, with a significant portion of the team working in operational and leadership roles outside of coaching alone. Most impressively, EXCAPE Studios has not lost a coach in five years, an achievement that led to the company receiving recognition for staff development and retention.

The founders are particularly proud of the stability they have created for their team. Coaches within EXCAPE Studios have been able to secure mortgages, get married, buy homes, and start families while building careers in the fitness industry.

One statement from Dave reflected the operational maturity of the business:

“We want to be the highest paid brand in the country… and we’ve never missed payroll tax, ever. We have our shit together.”

The founders also believe that much of their success comes from accountability and leadership.

“Most of the time the problems in the business comes from us. If there’s a problem in the business, we need to stand in the hall and look in the mirror.”

Their commitment to honesty, feedback, and continuous development has helped create a business culture that extends far beyond the gym floor.

What’s Next?

Today, Andy and Dave are focused on strengthening the leadership structure, systems, and culture that have helped EXCAPE Studios scale successfully. With dedicated managers now overseeing operations, sales, marketing, and customer success, the founders are increasingly focused on long-term strategy and future growth.

Their aim is not simply to open more gyms, but to continue building a business that creates meaningful careers, exceptional client experiences, and sustainable success within the fitness industry.

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