Can you successfully open a business in an industry you’ve never worked in?

Jax Diener did exactly that.

With no hospitality experience, no restaurant background, and plenty of people telling her it was a bad idea, Jax launched Watch Me Sports Bar, California’s first women’s sports bar. Two years later, the business continues to grow, evolve, and adapt in one of the most challenging economic environments for small businesses.

In this episode of the Small Business Resiliency Series, Jax shares the realities of opening a business from scratch, the challenges of building a customer base, the importance of constant innovation, and why believing in yourself may be the most important business skill of all.

From project management and event planning to staffing challenges, unexpected repairs, and creating a space where everyone feels welcome, this conversation is packed with lessons for aspiring entrepreneurs and established business owners alike.

• Opening a business without industry experience

• How Watch Me Sports Bar became California’s first women’s sports bar

• Building a brand around community and inclusion

• Why entrepreneurs must constantly adapt and evolve

• Creating events that drive customer engagement

• Staffing challenges in hospitality

• Managing unexpected expenses and operational issues

• The importance of believing in yourself

• Advice for entrepreneurs considering taking the leap

00:23 Introduction to the Small Business Resiliency Series

01:19 What makes Watch Me Sports Bar unique

02:02 Opening California’s first women’s sports bar

02:36 The roller coaster of the first two years

03:52 Building a business with no hospitality experience

05:34 Becoming an event planner to drive business

07:50 Creating community through sports

09:03 Staffing challenges and leadership lessons

10:31 Adjusting operating hours and adapting to demand

12:14 Building a niche brand while staying inclusive

13:18 The reality behind entrepreneurial success

14:19 Unexpected expenses and operational challenges

16:05 Choosing the Long Beach Marketplace location

17:25 The journey from idea to opening day

20:58 Opening in a post-pandemic environment

22:03 Advice for aspiring entrepreneurs

23:39 How to connect with Watch Me Sports Bar

You don’t need to know exactly how you’re going to get there.

You need to believe strongly enough in the destination that you’re willing to figure it out along the way.