The Challenges and Opportunities of the Indoor Climbing Industry

Building Communities On and Off the Wall

The indoor climbing industry has exploded in popularity in recent years, elevated by the sport’s Olympic debut and fueled by the boom of boutique fitness. But climbing gyms do not all face the same path to growth. Their role often depends heavily on geography, and the challenges and opportunities look very different for gyms based in outdoor climbing hubs compared to those in metro areas with no natural rock in sight.

Gyms in Outdoor Climbing Regions: A Community Hub for Avid Climbers

In places like Colorado, Utah, Tennessee, Washington, etc., outdoor climbing culture runs deep. Gyms in these regions serve as extensions of the outdoors and community spaces where climbers gather, train, and prepare for their next adventure.

These gyms are not just about introducing the sport. They are catering to an existing audience of dedicated climbers who view the facility as a training ground. For them, the challenge is less about building awareness of climbing and more about delivering an authentic experience, with high-quality setting, coaching, and a community vibe that reflects the local climbing culture.

Gyms in Non-Climbing Regions: Expanding the Sport

On the other hand, gyms in places without nearby cliffs or boulders face a different challenge. They often serve as the first introduction to climbing for their communities. This can feel like an uphill battle, since they are not drawing on an existing culture of climbing. Instead, they are tasked with creating that culture from scratch, showing people that climbing is not just for daredevils on cliffs, but an accessible, social, and rewarding fitness option.

Yet these gyms are also trailblazers. By bringing climbing to metro areas, suburban regions, and places where natural rock is not accessible, they have been pivotal in growing the indoor climbing industry. Without them, climbing would not have reached the mainstream recognition that put it on the Olympic stage.

Riding the Wave of Boutique Fitness

The timing could not be better. Millennials and Gen Z, who make up the majority of gym and studio members today, are driving the boutique fitness boom. They are more inclined than older generations to explore new modalities, value experiences, and seek out wellness options that blend physical, social, and mental health benefits. That is where the indoor climbing industry shines.

Climbing gyms offer:

A boutique, specialized experience that feels different from traditional gyms.
A social, community-driven environment where members can build connections.
A holistic workout that challenges body and mind, something Gen Z in particular prioritizes.

With nearly 3 out of 4 Gen Z and Millennials already engaging with gyms or studios, climbing gyms have a huge opportunity to capture a slice of this market by positioning themselves as both a fitness and community destination.

Looking Ahead

Whether they are strengthening an existing outdoor climbing culture or introducing the sport to entirely new audiences, the indoor climbing industry is uniquely positioned to thrive in today’s fitness landscape. Outdoor hubs can double down on authenticity and community, while metro gyms can lean into education, inclusivity, and positioning climbing as part of the boutique fitness movement.

The future of climbing is bright, and the indoor climbing industry is holding the rope.

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Back-to-School Season: How Climbing Gyms Can Stay Front and Center

July 16, 2025

Back-to-School Season: How Climbing Gyms Can Stay Front and Center As the summer season wraps up and the school year kicks into gear, climbing gyms often find themselves in a bit of a transition. Morning traffic slows down, family travel drops off, and the buzz from summer camps begins to fade. But don’t hit autopilot just yet, because back-to-school is a prime opportunity to re-engage your community, attract new members, and reset your gym’s momentum heading into fall. Here are a few smart strategies to help your gym stay visible, valuable, and vibrant as routines shift and school schedules return. 1. Market Climbing as the Ultimate Study Break For students, parents, and teachers alike, fall can bring a whirlwind of stress, structure, and screen time. Climbing offers the perfect balance as a physical outlet, a mental reset, and a social escape from school or work pressures. Now’s the time to reframe your membership offerings and class programs around this idea. Position your gym as the go-to place to de-stress after class, take a break from homework, or catch up with friends in a healthier, more meaningful way than another coffee shop meetup. Bonus Tip: Create a short-term “Back to School” promo or a student-specific membership to help new climbers commit without a long-term contract. 2. Host Welcome-Back Events Whether it’s an open house, a “try climbing free” night, or a student social, early fall is an ideal time to run community events that pull in first-timers. People are looking for fresh routines and these kinds of gatherings lower the barrier for someone who’s curious about climbing but hasn’t made the leap. Try ideas like: Campus Climb Nights for local college students Parent + Kid Nights to help families reconnect post-summer Stay-At-Home Parents Day to build community outreach to these individuals Fall Climber Socials with games, raffles, or themed routes Events like these create buzz, encourage word-of-mouth, and build a sense of community that can turn casual visitors into consistent members. 3. Build School + Youth Partnerships Back-to-school isn’t just for students, but it’s also a chance for gyms to partner with schools, youth groups, and educators to create long-term relationships. Whether it’s hosting after-school programs, offering PE field trips, or launching youth climbing leagues, now’s the time to connect with: Local elementary, middle, and high schools University outdoor programs and clubs Homeschool co-ops and scouting organizations These partnerships aren’t just good for filling quiet afternoon slots, because they also build deep connections with families and introduce climbing to the next generation. 4. Refresh Your Digital Front Door Back-to-school also means back to searching: students, parents, and teachers are online looking for new routines and activities. Make sure your website, class schedule, and social feeds are fully up to date. Post about: Fall events and special offers New classes or youth programs Student-friendly pricing or referral bonuses Any changes to your hours of operation or scheduling Even just a few timely updates can give your digital presence a sense of momentum and make your gym feel current, active, and inviting. Don’t forget to update your Google Business profile and local listings because first impressions often start with a search. 5. Use Automation to Capture New Interest Back-to-school brings new faces, new waivers, and new email addresses. Don’t let them slip through the cracks. Using tools like Approach Journeys , you can automatically follow up with: First-time visitors Students signing up for a free belay class Parents registering kids for after-school climbing Event reminders and follow-up Set up personalized emails, new member onboarding flows, and timely nudges that encourage repeat visits, upgrades, and community engagement. Let your systems do the work so your staff can focus on the in-gym experience. Fall Is Your Fresh Start The back-to-school season isn’t a slowdown, it’s a reset button. With smart campaigns, engaging events, and consistent outreach, your gym can stay top of mind for families, students, and your broader climbing community. So dust off the whiteboard, sketch out your promotions, and kick off the season strong. Because the fall rush isn’t just for schools—it’s for climbing gyms, too.

Approach Capital: Fueling the Future of Climbing Gyms with Gym Funding

July 16, 2025

At Approach, everything we build is guided by a simple belief: when climbing gyms succeed, the climbing industry thrives. That belief is at the core of our latest offering, Approach Capital,: a new way for gyms to access fast, flexible funding directly through our platform. Whether launching a brand-new facility, renovating an existing space, or investing in programs, Approach Capital gives our customers access to the capital they need, when they need it, without the complexity of traditional loans. No banks. No paperwork marathons. Just a few clicks, and funds can be accessible in as little as 1–2 business days. How It Works Approach Capital is a capital advance program that allows gyms to borrow against future payment processing revenue. It’s seamlessly integrated into our embedded payment system, Approach Pay, that powers the gym's day-to-day transactions. That means: No disruption to operations Simple repayment structure integrated as the gym processes payments No lengthy credit checks or personal guarantees required Repayment happens automatically, based on a small percentage of your daily revenue. So you’re never hit with a surprise bill or forced to choose between making a payment and making payroll. An Industry First Approach Capital isn’t just a new feature. It’s a new mindset. Approach strives to be more than just a technology provider. By reinvesting in the industry with innovations like this, we’re providing resources to help gyms grow. This program is made possible through our parent company, Fullsteam, whose extensive resources and infrastructure allow us to offer something that’s simply not available anywhere else in the climbing space. Through Fullsteam, we’re able to deliver financial backing and technology under one roof, allowing gyms to do more, faster—and with less stress. Why This Matters for the Climbing Industry Climbing gyms are community hubs, cultural centers, and launch pads for the next generation of climbers. Yet, access to funding has historically been a significant hurdle, especially for independent gym owners and facilities in underserved markets. Approach Capital is here to change that. By offering accessible, embedded funding directly through the tools you already use, we’re lowering the barrier to entry, reducing operational friction, and helping climbing businesses build stronger foundations. It’s part of our broader mission to be more than a software vendor and instead a true partner in the growth of the climbing industry. Your Ascent Starts Here If you’re ready to make your next move--whether it’s a renovation, expansion, or just some breathing room during a seasonal lull, Approach Capital is ready to help.