The Entrepreneur Experiment

In this solo episode of The Entrepreneur Experiment, Gary Fox takes us behind the scenes of the very first Entrepreneur Experiment Retreat — a transformative five-day experience in Marbella, Spain that brought together a select group of founders to focus on their body, brain, and business.

Gary shares how a spontaneous idea in 2024 turned into a fully-fledged founder retreat, what went into designing the experience, and why moments of stillness, movement, and shared learning can create huge momentum in business and life.

From sunrise workouts and deep-dive masterclasses to shared dinners and accountability sessions, this is a blueprint for any founder looking to reset, realign, and reimagine what’s possible. If you’ve ever thought about joining a founder retreat, running one yourself, or simply carving out space to think — this one’s for you.

Show Notes

In this solo episode, Gary covers:

🔁 Why “done is better than perfect” sparked the idea for the retreat
🌅 The three pillars of the retreat: Reset, One Problem, Vision
🤯 What even 24 hours in a new environment can do for your next 24 months
🧠 The "Hot Seat" method for solving founder problems (without excuses)
📍How Barry Napier (Cubic) set the tone with a €500M lesson in roadmaps
⚡️ Why accountability, peer learning, and curated energy matter
📈 The importance of becoming the face of your business
📌 Why your retreat starts when you get home — not when it ends
🥂 Behind-the-scenes moments from Padel tournaments to seaside visualisation exercises

“Knowledge without action is useless. The retreat was about turning what we’ve all learned into real-world traction.” – Gary Fox

Resources & Mentions

• 🎟 Early bird tickets for EE Live @ The Sugar Club — November 30th:
  👉 The Entrepreneur Experiment Sugar Club Event Tickets (Nov 30th)
• Barry Napier – CEO of Cubic
• 📍Finca Naundrup, Marbella – Retreat location
• 🧠 Visualisation Challenge – Write a letter from your future self

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This Mentor Moment with Mary Sadlier (from Episode 398) dives into why digital is the great equaliser for entrepreneurs. Mary shares the art of getting products on and off shelves, why persistence matters, and the hard truth that nobody’s coming — unless you ask the right questions. A powerful reminder that value creation and resourcefulness win in business.

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In this episode of The Entrepreneur Experiment, Gary Fox sits down with Paul Buckley — the fiercely honest and deeply reflective founder behind C2O Group. From nearly going pro in golf to blowing his savings in a poker room, to scaling and selling one of Australia’s fastest-growing engineering companies, Paul shares his rollercoaster journey through ambition, burnout, and bold reinvention.

You’ll hear how Paul built EPS Group Australia from the ground up, scaled it to $84M in revenue in just three years, and exited in a major acquisition — only to find himself mentally and emotionally depleted in the aftermath. What followed was a two-year reset, a $14M relaunch, and a second act that’s bigger, sharper, and backed by one of the world’s leading private equity funds.

If you're a founder who's exited (or wants to), this episode is your blueprint for navigating what comes next — the highs, the regrets, and the resilience it takes to start again.

In this episode, we cover:

💡 Starting with Nothing: From selling Christmas trees out of a van in Cork to leading billion-dollar infrastructure projects across Australia

🏌️‍♂️ Sliding Doors: What it felt like to lose to Rory McIlroy and Shane Lowry — and walk away from golf for good

💸 From Broke to Boardroom: Blowing $30k in 7 weeks... then managing 30+ workers on a $3.5B desalination project in Victoria

🚀 Scaling Fast: How Paul co-founded EPS Group Australia and scaled it from $0 to $84M turnover within 3 years

🧨 Burnout After the Exit: The emotional toll of selling his company and staying on through a high-pressure earnout

🧱 Rebuilding From Scratch: How Paul raised $14M to acquire two businesses in the US and Australia — and build C2O Group 2.0

🧭 What He’d Do Differently: The tax incentives, legal lessons, and partnerships he wishes he'd understood the first time around

👨‍👧‍👦 On Legacy: Why he won’t hand the business to his kids — and what succession means to him now

“It brought me to the lowest point in my life by far… I was totally broken, barely able to stand up. It probably took me 12 months — probably 24 — to get my feet back underneath me properly.”
— Paul Buckley

Links & Resources

• C2O Group: https://c2ogroup.com/
• Follow Paul Buckley on LinkedIn
  
  
  
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In this episode of The Entrepreneur Experiment, Gary Fox sits down with Rory, the 22-year-old founder of Shirt in a Box, the mystery jersey startup on track to hit €10 million in revenue. What began as a lockdown side hustle selling vintage shirts has exploded into a full-blown e-commerce machine — with 200,000 shirts sold, 2,500 US subscribers, and viral moments like a surprise shoutout from Gary Neville on the UK’s biggest football podcast, The Overlap.

Rory breaks down how that single moment led to a 5x revenue day, why influencer marketing only works when it’s authentic, and how he's pivoted from student entrepreneur to full-time CEO building a creative agency within his business to produce 400+ ad creatives a month.

From boxing mishaps and marketing fails to future expansion plans in the US and new sports like basketball, this is an unfiltered look at what it really takes to build and scale a modern DTC brand.

“That Gary Neville shoutout was probably worth £150,000 to us… and we didn’t even ask him to do it.”

• 📦 How Shirt in a Box works — and why the mystery model taps into childhood nostalgia
• 🎯 The Gary Neville effect: a €150k shoutout from The Overlap
• 💥 The power (and problems) of viral growth: stock delays, customer service chaos & staff turnover
• 🧠 Why managing people is the hardest founder skill to master
• 🇺🇸 How Rory identified the US as a key market & grew subscriptions 100% from Ireland
• 👕 New sports, new supply chains: launching mystery basketball jerseys
• 🎥 Why they now produce 400+ pieces of ad creative every month
• 🧪 The best performing ad formats right now (including “fake podcast” ads)
• 🔄 From TikTok to Meta: what’s working (and what they’ve given up on)
• 🏪 Bricks & mortar dreams: future pop-ups and immersive retail experiences

• 🎽 Shop Shirt in a Box
• 🎧 Listen to Gary Neville mention the brand on The Overlap
• 📚 The 4-Hour Work Week by Tim Ferriss
  
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When everyone else is chasing trends, mentalist and hypnotist Keith Barry goes the opposite direction. In this Mentor Moment, Keith reveals how leaning into long-form content—when everyone else was focused on short-form Reels—helped him go viral and land major event bookings. He also shares how he uses platforms like LinkedIn in unconventional ways to connect with decision-makers and why valuing yourself, your energy, and your unique approach is key to standing out.

🎧 This bite-sized insight is taken from Episode 397 of The Entrepreneur Experiment Podcast, where Keith shares his full journey and business lessons. If you want to hear more from Keith, listen back to the full episode now.

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In this episode of The Entrepreneur Experiment, Gary sits down with Alan Andrews, the unapologetically honest founder behind Old Barracks Roastery and Guji Coffee Bar. Known for his bold social content and Ireland’s most controversial coffee shop (no kids allowed, dogs welcome, €15 cups of coffee), Alan lifts the lid on the real cost of starting and scaling a successful hospitality business.

He breaks down the myths that plague the coffee industry — from delusional €10K startup budgets to the glorification of hustle culture — and explains why €100K is the minimum buy-in for building a sustainable, profitable coffee business. Alan also shares the deeply personal reasons behind his adults-only policy, how he prioritises family without sacrificing growth, and why honesty (not trends) should drive your brand strategy.

This episode is a masterclass in branding, business modelling, and living by your values — one cup at a time.

Show Notes:

In this episode, we cover:

☕ The Real Costs of Starting a Coffee Shop

• Why €10K won’t cut it, and what you actually need to spend
• How Alan built a coffee bar in Limerick for €100K — and what that buys you
• The weekly turnover benchmark every shop needs to survive: €10K

📈 Sustainability in Hospitality

• Are you building a job or a business?
• The industry’s problem with low-barrier entry and poor planning
• Why coffee deserves the same pricing architecture as wine or steak

🔥 Polarising Branding & Standing Out

• The €15 coffee that sparked national debate
• Adults-only cafes: creating intentional spaces for deep connection
• Why Alan doesn't care if everyone likes him — and how it’s his superpower

🎯 Transparent Social Media Marketing

• Alan’s viral TikToks on coffee costs and customer misconceptions
• How to win on social in 2025: go real, go niche, get honest
• "The customer isn’t always right — sometimes they’re just not your customer."

👨‍👧 Entrepreneurship & Fatherhood

• The hidden reason Alan created a kid-free cafe
• How divorce and co-parenting shaped his time philosophy
• The ultimate goal: build a business that doesn’t cost you your family

💬 “You didn’t even buy yourself a job — you bought yourself a trap. You’re working 14 hours a day, making no money, and calling it entrepreneurship.”

Links & Resources:

• Visit Old Barracks Roastery (Birdhill): https://oldbarracks.ie/
• Follow Alan on TikTok: @oldbarracksroastery
  
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In this Mentor Moment, Gary Fox speaks with Sahil Bloom — investor, writer, and creator — about how his definition of success has transformed. Once focused purely on financial outcomes, Sahil now measures success through time, people, purpose, and health, seeing money as a natural byproduct rather than the goal.

He also shares a refreshing take on imposter syndrome, reframing it as a sign of growth and a tax on personal progress, and explains why asking “Why not me?” is the mindset shift every founder needs when stepping into bigger rooms.

This is a short but powerful conversation packed with perspective shifts to help you redefine success on your own terms.

To listen to the full episode, go to episode number 401.

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In this episode of The Entrepreneur Experiment, Gary Fox sits down with one of Ireland’s most recognisable business voices, Bobby Kerr — founder of Perk, former CEO and Chairman of Insomnia, investor, broadcaster, and champion of Irish enterprise.

Bobby shares his remarkable journey from starting his first business at 39 — remortgaging his house with a newborn at home — to building Insomnia into over 800 locations across Ireland through smart partnerships, relentless drive, and a willingness to bet on himself.

He reveals the lessons learned from navigating the arrival of Starbucks, the power of merging with competitors to scale, and why focusing on multiple revenue streams saved the business more than once. Bobby also opens up about selling in 2018 after a cancer diagnosis, the freedom he’s designed for himself since, and the businesses exciting him today, from Bread 41 to Irish tourism.

Whether you’re an early-stage founder or a seasoned entrepreneur, Bobby’s story is a masterclass in vision, resilience, and knowing when to play the long game.

Show Notes

In this episode, we cover:
☕ How Bobby spotted Ireland’s coffee culture shift before it happened
🏪 The first Perk café on Grafton Street — and why a turnover-based rent deal was a game-changer
📉 Surviving Starbucks opening next door (and why it helped sales)
🤝 The three-way merger that became Insomnia — and why owning 30% of something bigger was better than 100% of his own
📈 Growing from 5 cafés to 200+ shops and 600 convenience store locations
💡 Creating three revenue streams: high street, concessions, and convenience retail
🛑 The importance of multiple revenue streams to de-risk a business
⚡ Why Bobby sold in 2018 after recovering from cancer
🍞 Why Bread 41 is his “most exciting” current project
🌍 Opportunities in Irish tourism and the bakery market
🎯 What he looks for when backing founders (and why it’s “the jockey, not the horse”)
📚 Bobby’s top book recommendations, daily habits, and best investment advice

Links & Resources

• Bread 41 – Award-winning Irish bakery: https://bread41.ie/
• Endurance: Shackleton’s Incredible Voyage by Alfred Lansing
• The Spider Covenant by Brian Klein
  
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In this episode of The Entrepreneur Experiment, Gary Fox sits down with Áine Kerr, the award-winning journalist, serial entrepreneur behind startups including Storyful (acquired by News Corp), and Kinzen (acquired by Spotify). From teaching in Dublin classrooms to building Storyful alongside Mark Little, leading global journalism partnerships at Facebook, and launching her second successful startup, Áine shares the lessons she’s learned from a “squiggly career” defined by reinvention, resilience, and purpose.

Áine reveals the realities of startup life, why suffering and recommitment are part of the journey, and how she built extraordinary teams that continue to shape the future of technology and media. Whether you're a first-time founder or a seasoned entrepreneur, this episode is a masterclass in perseverance, finding your “why,” and creating impact-driven businesses.

Show Notes

In this episode, we cover:

🔥 How Áine transitioned from teacher to journalist to tech entrepreneur
🚀 The early days of Storyful and the lessons from its sale to News Corp
💡 Why she started Kinzen and how it was acquired by Spotify
📈 The importance of radical transparency, resilience, and “recommitting to the suffering” of startup life
🤝 How to build high-performing teams that outgrow even the founder
🌍 Ireland’s entrepreneurial tipping point and why local ecosystems matter
🧠 The power of asking the right questions and leading without ego
🎯 Why duality (fear and courage) is key to any founder’s journey

💬 “If you have radical clarity on your why, people will back you; even if you have to do half a dozen resets and pivots.” – Áine Kerr

Links & Resources

• Áine Kerr on LinkedIn
• Kinzen
• Rethink Ireland
• Gaisce – The President’s Award
• The Shona Project
• Dogpatch Labs
• AwakenHub

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In this episode of The Entrepreneur Experiment, Gary Fox sits down with Fran Quilty, co-founder and CEO of Conjura, the analytics platform powering the world’s fastest-growing e-commerce brands. From spinning out Wayflyer to building one of Ireland’s most exciting SaaS companies, Fran shares the unfiltered reality of transitioning from a services business to a scalable product, raising venture capital, and staying ahead in a rapidly evolving e-commerce landscape.

Fran breaks down how AI is fundamentally changing the way brands operate, why marketplaces like Amazon, TikTok, and Walmart are driving revenue shifts, and the lessons he learned building two companies simultaneously. If you want to understand where e-commerce is headed, and how data and automation will define the next decade - this is an episode you can’t miss.

In this episode, we cover:

📈 How Fran and his co-founder spun Conjura out of consulting and discovered the e-commerce goldmine
🚀 The split that created Wayflyer—and how it became one of Ireland’s biggest startup success stories
🔄 Lessons from moving from services to SaaS: why focus beats feature creep
🛒 E-commerce in 2025: the rise of marketplaces, social selling, and channel fragmentation
🤖 The AI revolution in analytics—why agent-based AI will change how brands operate
💡 The 80/20 rule for e-commerce: why 20% of your products drive 90% of your profit
🇪🇺 Why Europe is the fastest-growing e-commerce market right now
⚡ Fran’s advice for founders building in fast-moving industries

💬 “AI won’t just give you insights—it will execute for you. That’s the future.” – Fran Quilty

Links & Resources:

• Follow Fran Quilty on LinkedIn
• Conjura: https://www.conjura.com

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