Startups at the Gym: A Unique Entrepreneurial Environment
In New York, there’s a startup accelerator that stands out—not for its traditional demo days or venture partners, but for its gym equipment. The Flatiron branch of Chelsea Piers Fitness has turned into an unconventional workspace for a bunch of ambitious young tech entrepreneurs.
Oliver Brocato, 24, founder of a popular chocolate brand, Tubs, described the atmosphere as electric. “We have an incredible community of top performers here,” he shared.
Brocato is part of a group of six men in their twenties who frequent the gym up to seven days a week. They’ve dubbed themselves the “media mafia,” and they all run successful media companies, each raking in at least seven figures annually. Their passion for collaboration and support is palpable.
“If it were me, I’d journey to the Antarctic and back just to be with this group,” Brocato said, showing just how much he values their camaraderie.
Matt Epstein, 23, could be seen as the group’s leader. He launched Shawn Media in 2021 while still a college student, generating around $3 million each year with branded video content. After moving to the city post-graduation, he also began using the gym as his workspace.
Nathan May, 27, who runs a newsletter company, The Feed Media, highlighted the importance of community. “Being together here greatly enhances our luck, so to speak,” he noted—his work brings in about $400,000 monthly.
The perks of this setup go beyond just moral support. With a membership around $300 a month, it’s more cost-effective than renting an office. The space offers high-speed Wi-Fi, natural light, and even a café. It’s not uncommon for them to sneak in a few workouts between strategy sessions.
Brocato has seen considerable success with Tubs, banking $11 million in revenue. Now, he’s pursuing Bustem, an AI firm focused on combating e-commerce counterfeits, with plans to hit about $5 million this year. Many of the younger members look up to him and others in the group for guidance.
“I can’t say I had the typical college experience,” Madan said. “We’re like a fraternity, but with some financial backing.”
On a recent Friday, you could spot some entrepreneurs wearing Rolexes, while one, unfortunately, missed the day due to oversleeping. The communal space is sometimes lively, with gym staff reminding people to keep the noise down.
Chelsea Piers Fitness has a variety of offerings—yoga, Pilates, and a cardio area—but ultimately, the social element keeps these young entrepreneurs coming back. “I didn’t come here for the gym, but because this is where the right people are,” Brocato explained.
Even amidst the light-hearted moments, valuable insights are being exchanged over smoothies. They assist one another from making calls to crafting pitches.
Epstein confirmed there’s a lot of sharing going on among the different ventures, even if they cater to different niches but offer similar services.
While some of them have started to pursue actual office space, they still appreciate the flexibility of their gym setup. Epstein recently moved into a larger office for his growing team, ensuring there’s room for friends to drop by when they need a break.
Nathan May continues to value the gym as a key part of his professional journey and remains committed to his membership.
“You have to keep looking sharp,” he said with a grin.
