Remember the Downing brothers? Of course you do. While catching up with Russ (ex-Team Sky rider), I got the lowdown on his latest venture and how they’ve made a smart pivot to get closer to their consumers.
Russ has launched the Pro Espresso Club on Crowdcube (already overfunded, by the way!). What’s impressive is how they quickly shifted from a B2B model to a more dynamic, consumer-focused approach. The problem? Buying a Rocket Coffee machine isn’t exactly pocket change for most consumers. Their solution? Simple: adopt the smartphone model. Spread the cost over the life of a subscription, own the machine after a fixed period—or cancel anytime and hand it back. Now everyone can enjoy pro-level coffee at home without breaking the bank.
It’s always impressive to see brands that get it. So many post-COVID pivots forget the most important thing—you can’t pivot away from the consumer.
Check it out: Pro Espresso (no commercial relationship) here: Crowdcube link