Turning an experiment into a lifestyle brand

Startup Story: Discussing the genesis of Daybreaker and General Assembly with Matt Brimer

Back in 2013, Matt Brimer decided to try an experiment. He wanted to find out if people would show up for an early morning dance party in the middle of the week, before work. And they did. 150 people bought tickets to the first event, and the community grew at a rapid pace. Daybreaker now gets 500+ people at each event and has spread to cities around the world.

The concept for Daybreaker replicated the genesis of General Assembly, which also began as a social experiment. Brimer and three friends wanted to create a place where people could come together for entrepreneurship, collaboration, and learning. Since its inception in 2011, General Assembly (GA) has turned into a global education company that offers classes and workshops focused on in-demand skills, like technology, design, and business, that helps its students get jobs and entrepreneurs start businesses.

In this Lean Startup webcast, we’ll talk to Matt about how he built General Assembly into a powerful education community and how he’s turning Daybreaker into a global lifestyle brand.