UNDER THE RADAR/Neil O'Brien, Keepfit.ie:HALF THE battle in business is psychological. But keeping motivated when economic times are hard is not always easy – which is why physical fitness is so hugely important to success.
‘‘There is nothing like the endorphin rush you get from intense exercise to give you the natural high you need after a bad day at the office, or when things are getting on top of you,” says Neil O’Brien (34), founder of Keepfit.ie.
‘‘I am an occupational psychologist by profession, so I am particularly interested in what motivates people in sport and in business – and I know from experience that exercise helps people sleep better, eat better and feel much more positive about life.”
O’Brien’s background is an extraordinary mix of business, psychology and sport. After a psychology degree at UCD, he went on to do a master’s in Business Studies at Smurfit Graduate Business School. He subsequently worked in leadership development with PricewaterhouseCoopers and with international business psychology consultants Pearn Kandola.
His sporting credentials are equally impressive. A certified IRFU strength and conditioning coach and a personal trainer, he formerly played rugby with Blackrock College and Old Belvedere, where he is currently a conditioning coach. In 2004 he went to Australia, where he played and worked as a fitness coach at Chatswood RFC in Sydney.
Not content with that, the other sports at which he is apparently proficient include sailing, mountain biking, scuba diving and golf – and, of course, he works out four or five days a week.
“I have always had Mark Twain’s famous saying at the back of my head: ‘Find a job you love and you’ll never have to work a day in your life’. So I suppose, when I set up Keepfit.ie, that is what I had in mind . . .’’ This being Neil O’Brien, however, he did not set up just one business, but two.
“At the point last year where I was thinking about going out on my own, I was reading Richard Branson’s authorised biography, in which he recommends never to rely on just one business. So as well as Keepfit.ie, I also set up O’Brien Consulting Business Psychologists, offering services such as psychometrics and executive coaching.’’
Essentially, Keepfit.ie offers outdoor fitness classes in Herbert Park and at Old Belvedere RFC – the idea being to provide a more enjoyable, cost-effective, fresh air, group-based alternative to going to the gym.
‘‘I am a big fan of the gym, but I know that a huge number of people tend to drop out or not get the best out of it, whereas when they’re working as part of a team, they tend to be more focused and more motivated.
‘‘But we are not talking here about hardcore gym-junky bodybuilders. We are talking about ordinary people who want to get outside, have a bit of fun and stay in shape . . . though I should reassure people that we are planning to move inside for our first winter!
‘‘The breakdown tends to be roughly 65 per cent women, 35 per cent men, with ages ranging from the early 20s to mid or late 40s, and a maximum of 25 in each class.’’
Both of Keepfit.ie’s locations at the moment are in Dublin 4, but O’Brien is already looking at locations for expansion around the capital and perhaps to other cities.
‘‘Given my business background, I am conscious of the danger of over-stretching and increasing overheads for things like staff and premises before we have the turnover. Like fitness, these things do not happen overnight.’
On the record
Name: Neil O'Brien
Company: Keepfit.ie
www.keepfit.ie
Job: Founder
Age: 34
Background: A psychology degree from UCD in 1996, followed by a Graduate Diploma in Business Studies and a master's from Smurfit Graduate School of Business in 1998. He joined SHL Occupational Psychologists in 1999, becoming senior manager in leadership development with PricewaterhouseCoopers in 2004, then moved to international business psychology consultants Pearn Kandola in 2007.
He set up O'Brien Consulting Business Psychologists in early 2009, along with Keepfit.ie, where he uses his expertise as an IRFU-certified strength and conditioning coach.
Challenges: ''Building brand awareness and making sure our fitness product is the best on the market. Being competitive on price is not enough. Ultimately it's the client's choice.''
Inspired by: ''I'm inspired by anyone who achieves what they're aiming for in sport – from someone in one of my classes who just wants to get a bit fitter, to Lance Armstrong, Pádraig Harrington or the Irish rugby team, who exceed expectations.''
Most important thing learned so far: ''There's no replacement for hard work, especially when it comes to working for yourself. But if you have real passion, you'll never fail.''
