GTBAL: COFFEE & CONVERSATION

At GTBAL (Get The Boys a Lift), coffee isn’t just a drink, it’s the beginning of something bigger. Based in Haverfordwest, Pembrokeshire, GTBAL is all about community, blending great coffee with accessible mental health support. In this chat, we explore what makes GTBAL so unique, the story behind their journey and how partnerships help push their mission even further.

1. Can you tell us a bit about your business — how it started and what inspired you to create it?

We are dedicated to providing free and accessible mental health support, all funded by our coffee, clothing and donations from our amazing community. We aim to remove the stigma that surrounds mental health and promote positive conversations, as well as trying to pioneer a healthier and happier future for all.

We originally set up, after a group of us mates decided that we would try to raise some money for local mental health organisations, about mental health, by hitchhiking around the country and starting conversations on our way. We were lucky enough to raise a huge amount of money and repeated the process with more success the following year. This led us to opening our own coffee spot, which would also provide mental health support to anyone in need in our community.

2. What role does coffee play in your overall customer experience and how do you think it enhances what you offer?

Coffee is more than just a beverage for us, it’s a ritual, a conversation starter and a symbol of hospitality. Whether someone is visiting for a meeting, browsing our space, taking a break or accessing our support services. A great cup of coffee elevates the entire experience. It adds warmth and familiarity, making every visit memorable and offering a warm hug in a mug. We’re also extremely proud to be rated as Pembrokeshire’s number 1 coffee shop, which means our standards are extremely high and people receive nothing but perfection.

3. Why did you choose to partner with us for your coffee offering and how has that experience been?

Since the first time I visited Coaltown I’ve loved everything about it. The working-class community engagement, the rustic and industrial aesthetic of HQ and the core values around quality, sustainability and passion align perfectly with ours. I believe these values and beliefs aligned with ours create the perfect blend of community and innovation to pioneer our vision of a healthier and happier community for all.

The experience has been flawless, it’s been an absolute pleasure and so insightful, from coming up to tour the roastery, to the cupping sessions and back and forth with design for our packaging, the whole journey has been extremely enjoyable and we cannot wait to work on more together in the future.

4. How does stocking our coffee align with your overall brand and what your customers expect from you?

Our customers expect authenticity, attention to detail and a curated experience and your coffee delivers on all fronts. It complements our brand ethos perfectly, reinforcing our commitment to offering only the best, whether it’s in design, service or the coffee we serve.

Our customers are the best, so deserve the best.

5. What’s something unique about your business or team that you think people should know?

We are not just a coffee shop, the whole ethos of what we do is using coffee to not only promote but also fund conversation. Our counselling service is free of charge to all who require it and this is funded by coffee, cake, clothing and donations. For every 9 coffees you buy, you pay for a counselling session (as well as your 10th for free)!

6. What are some of the biggest wins or milestones your business has achieved recently?

Every single day is a big win for us, we’re lucky enough to be working with our mates, helping people and providing a safe space for the community. We have recently had our 800th person through our service, which is a pretty remarkable feat in 6 years, especially with a pandemic and being closed for 14 months in the middle of it. We’ve also moved premises, into our second store in the last 18 months which has helped us grow and we are now a fully established part of the high street and we couldn’t be more grateful.

7. Are there any exciting projects, events, or new launches coming up that you’d like to share?

We have always got something on the agenda, including our first ever GTBAL ball in September. We have our annual golf day coming up on the 25th July at Milford Haven Golf Club. It’s a celebration of how the last year has gone, but also a great day for us to raise some funds, have some fun and play some (below average) golf. To keep up to date with our events and going’s on, people can follow our socials @GETTHEBOYSALIFT or visit our website www.gtbal.co.uk.

8. Where do you see your business in the next 3–5 years, and how do partnerships like ours play a role in that vision?

We’ve recently been discussing our 5-year plan and have lots of new and exciting ideas. Some of these are top secret, so I won’t say too much but I believe this collab with Coaltown will help catapult us forwards and play a huge part in helping us to support our community and further afield, which we are extremely excited for!

At GTBAL, coffee is more than just a product—it’s the engine driving a movement. With every cup poured, hoodie sold and event hosted, they’re breaking down barriers around mental health and building something better: a caring, connected community. Our partnership with them is one of many collaborations with companies that share our vision for community, especially in small towns across Wales.