Final Industry Project
Outdoor Adventure Industry
December 1, 2014
Maris Fraser, Straun Wefers and Matt Doucette
Table of Contents
Industry Barriers………………………………………………………………………………………………………………………………………3
Geographic Scope……………………………………………………………………………………………………………………………………6
Competion…………………………………………………………………………………………………………………………………………….10
Marketing………………………………………………………………………………………………………………………………………………18
Demographic Profile………………………………………………………………………………………………………………………………19
Staffing Profile……………………………………………………………………………………………………………………………………….22
Environmental Considerations……………………………………………………………………………………………………………….23
SWOT…………………………………………………………………………………………………………………………………………………….25
Sources………………………………………………………………………………………………………………………………………………….28
2
Industry Barriers
History: Early Canadian Mountaineering
To look at the history of Indoor Climbing Gyms you must first look at the history of rock climbing
and mountaineering specifically in Canada. The Development of the sport is intertwined with the
development of the country and industrialized Canada. The first professional Mountaineering guide
started in the year 1896. By this time expansion of the Canadian Pacific Rail Way had expanded across
Canada from coast to coast opening up expensive retreats for tourists to experience the vast beauty of
Canada. Rich European tourists wanted a way to see the natural beauty of the Rockies but the harsh and
rugged terrain made it impossible for the average traveller. This is when the influx of climbing guides
appeared. The first of the Swiss mountaineers would arrive in Canada the following year in 1897.
The Rockies were a gold mine when it came to attracting tourists and they needed to be
explored. That is why so many Swiss and other European guides who had experience working in
European mountain ranges such as the Alps were needed and recruited. They had the experience to
safely and efficiently navigate the ranges while supervising wannabe mountaineers. In order to attract
international attention, it needed to be compared to another well-known mountain range such as the
before mentioned Alps. This sparked interest and gave rich European travellers a chance to bag their
own peak. New climbers were given a chance to claim a piece of real estate in the vast wilderness of the
Canadian Rocky Mountains.
In 1906, the Alpine Club of Canada holds its founding meeting in Winnipeg; this would be the start of a
more modern era of climbing where a community of climbers could gather and slowly develop. Different
certifications, trips, support, and lodges would be developed over Canada. Another Prominent
organization that developed in 1963 in the area would be the Association of Canadian Mountain Guides.
In fact, the ACMG become the first non-European member of the International Federation of Mountain
Guides Association. These bodies set the standards for practicing professional mountaineering. Climbing
in their respected countries would be shaped by the rules and standards of these organizations. This not
for profit organization is also known for setting other standards in mountain travel such as heli-skiing
regulations.
This starts to lead us into the relatively young industry of indoor climbing gyms. A boom hit in the late
80’s and early 90’s where climbing started to make its way nearer to the main stream. Gyms started to
open up on the west coast making its way all throughout the country. Gravity climbing gym in Hamilton,
Ontario is one of the largest indoor climbing gyms in Canada let alone Ontario. Having held numerous
Canadian climbing championships the gym has solidified itself in Southern Ontario climbing culture.
Amateur recreational climbers to various local talent have the ability to learn and develop their skills in a
safe and easily accessible indoor facility.
Weather in Canada has always been a factor so having the ability to continuously develop potential even
through the off seasonal is pivotal. Competitive climbing has certainly boosted popularity as a new and
marketable sport is making its way into the limelight. Statistics show that the majority of climbers North
American climbers are mid to late 20-year-old white males who often do not visit a gym more than 10
times in a year. This shows how the ability to bring climbing too more urbanized areas has made
climbing a more prominent sport in Canada. In the last 10 years indoor climbing facilities have made a
subtle yet noticeable climb in popularity and it shows no signs of slowing down.
3
Trade Organizations and Associations
The indoor rock climbing world has many trade organizations associated with the sport. These
associations are on many different levels, from regional to international. While some of these
organizations are specific to indoor rock gyms, many are all-encompassing when it comes to the sport of
climbing in general, and represent both the indoor and outdoor aspects of the sport. Some of these
include…
 OCF (The Ontario Climbing Federation)
The OCF was established in 2011 to help the sport of climbing grow in Ontario. It is more specifically
related to competitions of climbing around the province, as coaches and competitive athletes must have
a membership with the OCF in order to compete.
 ACMG (Association of Canadian Mountain Guides)
The ACMG is the most well-known association when it comes to any aspect of climbing in Canada.
The ACMG’s objectives include establishing and maintaining a high standard of professional competence
for its members, represent its members in dealings with official bodies, and act as a public relations
body to promote the sport of climbing in all aspects. Most (if not all) climbing companies in Canada deal
very regularly with the ACMG, or have members of the association working for them
Certifying Bodies
There are a couple of certifying bodies which set the standard for professionalism in the climbing
industry. These certifications are more often specific to the indoor climbing world, but outdoor climbing
certifications are most often transferable to the gym.
 CUI (Challenges Unlimited Incorporated)
Challenges Unlimited Inc. has been a leader in designing and building Challenge Courses, Climbing
Wall and Zip Lines in Canada since 1988. As a founding Professional Vendor Member of the Association
for Challenge Course Technology (ACCT), CUI has been part of the development of industry standards to
promote well managed Challenge Course Adventure programs within Canada. CUI is a leader in the
design/construction of climbing walls, as well as the certification of instructors and the inspection of
walls and climbing courses across North America. (CUI, 2014.)
CUI is quite effective in the way they certify, and that mainly has to do with how credible they are
through word of mouth, as well as how professionally they run their operations. As the Canadian Leader
in challenge course construction, it puts them in a unique position, as not only are they in charge of
building courses, but also in certifying that they are safe. While some may look at this as a negative (they
may be able to certify their own “shady” work,) it also gives them some insight on what to look for
during a safety inspection of a course.
4
 ACMG (Association of Canadian Mountain Guides)
Once again, the ACMG provides a multitude of certifications across the entire scope of the sport of
climbing. They do offer specific indoor climbing courses for employees, from their Level I certification
focusing on basics to their Level III focusing on training instructors.
ACMG guides/instructors are trained, examined and certified by an independent, internationally
recognized body to the highest standard in Canada. This process is carried out through a partnership
between the ACMG and Thompson Rivers University (TRU) in Kamloops. In this relationship, TRU
provides the course instruction and administration while the ACMG consults on the technical standards
for each level of certification. This ensures that the training and assessment are both academically and
experientially rigorous. (ACMG, 2014)
This process of 3rd party certification is fantastic, as it keeps both organizations honest and held to a
standard when certifying instructors, for indoor climbing, mountaineering or otherwise. This makes
them extremely effective and credible.
Laws and Regulations
There are many standards to uphold when starting a gym. The organizing body responsible for
setting these industry standards in Canada is the Climbing Wall Association. The four main points they
overlook are design and engineering, inspection, operational standards, and certification standards.
A numerous amount of by laws can be found at
http://www.climbingwallindustry.org/images/uploads/CWA-Bylaws-Approved-08-27-2011.pdfds.
An annual report is developed and upgraded with the needs of the industry as standard of practice is an
ever-growing area as new gear, equipment, engineering are always evolving.
Barriers to Start Up
One of the obvious barriers to start-up in the indoor rock climbing business is the initial costs
involved. Most rock climbing gyms are in huge indoor locations, which then have costs like hydro, rent,
building permits, etc. The initial investment when starting the business is a large barrier.
For example, the indoor climbing gym franchise Gravity Vault has 13,000 square feet of climbing
space for a typical location, as well as walls 35 feet or higher. The total investment to open a gym is
anywhere from $746,400 to $1,200,000. Gravity Vault owners used U.S. Small Business Administration
loans and personal savings for financing, but the initial cost can be quite daunting. (McKinney, 2014.)
Another barrier to a new rock climbing gym would be the legal issues that need to be dealt with
pre-emptively before actually starting the business. As indoor rock climbing takes place solely inside the
establishment, anything which causes injury to the client could be a potential legal issue without a
completely bombproof waiver, as well as attention to detail when setting up safety around the gym.
These costs of consultation with legal professionals as well as construction agencies such as CUI are
another financial barrier.
As far as geographic and cultural barriers to rock climbing, as a newer sport, it faced adversity
before it gained in popularity. Being a niche market comes with both advantages and risks, as being the
only one involved in a sport gives an automatic monopoly on the sport in an urban centre. However, if
5
the sport is not popular, this can come with a huge loss. However, the culture of indoor rock climbing
has grown from those who wish to train for large rock climbing to a more generic market, including
families looking for more of an experience than a gym. Because of the growth of the sport, what been a
barrier in the past to the sport of climbing has become an opportunity.
Geographic scope of industry
Indoor Rock Climbing is a sport that has taken off worldwide since the early 1990s. Climbing gyms can be
found in major city centers on every continent worldwide. Areas leading industry in number of gyms are
the United States, United Kingdom, Germany and Japan. (Indoorrockclimbing.com, 2014) According to
the British Mountaineering Council there are over 5 million user days on the 350 indoor locations. The
number of youth participating in climbing competitions has risen by 50%. (Gardner, 2013) According to a
survey done by the Outdoor Foundation of the 6,148,000 participating in mountaineering activities
4,313,000 of them take part in bouldering, sport climbing, and indoor climbing. In 2009 climbing
participation rates rose 24.4%, the fifth highest increase of outdoor activities. (Green, 2014) Although
indoor rock climbing may seem small in comparison to other popular outdoor activities such as fishing,
the industry itself is very healthy and growing.
In North America specifically, climbing gyms are located mainly in large city centers in the Western
regions. This is because the climbing culture tends to be stronger in mountainous areas and the demand
for training centers is stronger. The following is a list all the indoor rock climbing walls in Canada and
their locations on the map. For a detailed list of all climbing gyms worldwide please visit:
http://www.indoorclimbing.com/worldgyms.html
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Alberta (21)
Ascent Climbing Wall Sport & Wellness Centre, University of Lethbridge, 4401 University Drive,
Lethbridge, Alberta
Augustana University Climbing Wall 4901 - 46 Avenue, Camrose, Alberta Canada
Banff Centre Climbing Wall 107 Tunnel Mountain Drive, Banff, Alberta, Canada T1L 1H5
Best Body Fitness #5 Beju Industrial Drive, Sylvan Lake, Alberta, Canada T4S 2J4
Calgary Climbing Center - Strong... 140 - 15th Ave NW,, Calgary, Alberta T2M 0G6
Calgary Climbing Centre #6, 7130 Fisher Rd SE Calgary, Calgary, Alberta T2H 0W3
Centennial Centre 4313-50 Ave, Bonnyville, AB T9N 2G8
Climb Edmonton 11635-154 Street Edmonton, AB
Collicutt Centre 3031 30 Avenue, Red Deer, Alberta
Crux Climbing and Bouldering Bay 9, 1415, 28th Street NE (16th and Barlow), Calgary, Alberta T2A 2P6
GPRC Climbing wall 10726 - 106 Ave., Grand Prarie, Alberta, T8V 4C4
Jasper Climbing Wall 303 Bonhomme Street, Jasper, AB T0E 1E0
Mount Royal University 4825 Mount Royal Gate SW, Calgary Alberta
Odyssey Recreational Adventures ... 1715 - 20 Ave NW T2M 1H2, Calgary, Alberta
Outdoor Program Centre Univ. of Calgary, 2500 University Dr NW, Calgary, Alberta T2N 1N4
Southland Leisure Centre 2000 Southland Drive SW, Calgary, Alberta
7
The Vsion #109 Boulder Crescent, Canmore, Alberta, T1W 1P2
University of Alberta PAV - 153 Van Vliet Centre, 87th Avenue and 116 Street, Edmonton, Alberta T6G
2H9
Vertically Inclined Rock Gym 8523 Argyl Rd,, Edmonton, Alberta
Westside Recreation Centre Climb... 2000 - 69 Street S.W., Calgary, Alberta T3H 4V7
YMCA Calgary Shawnessy Branch In... Suite 400, 333 Shawville Blvd SE, Calgary, Alberta T2Y 4H3
British Columbia (18)
Beyond The Crux Climbing wall #2-1414 Hunter Ct., Kelowna, British Columbia
Boulders Climbing Gym 1627 Stelly's X Road, Victoria, British Columbia
Bulkley Valley Regional Pool & R... 1316 Toronto St., Smithers, British Columbia V0J2N0, Canada
Cliffhanger Indoor Rock Climbing 98 Brigantine Drive, Coquitlam, British Columbia V3K 6Z6
Cliffhanger Richmond #520, 3771 Jacombs Rd, Richmond, British Columbia V6V 2L9
Cliffhanger Vancouver 670 Industrial Avenue, Vancouver, British Columbia V6A2P3
Cliffside Climbing Gym 954B Laval Crescent, Kamloops, British Columbia V2C 5P5
College of New Caledonia Boulder... Prince George, British Columbia
Crag X indoor rock climbing wall 341 John St, Victoria, British Columbia
Dogtooth Climbing Gym 102 - 806 9th Street North, Golden, British Columbia V0A 1H2
On the Rocks Climbing Gym 1980 Nth Isle Hwy.V9W 2G2., Campbell River, Vancouver Island, British
Columbia
Project Climbing Centre Unit 3 34100 South Fraser Way, Abbotsford, British Columbia, V2S 2C6
The Alternative 681 Industrial Way Unit B, Tofino BC, V0R 2Z0, Canada
The Core 4010 Whistler Conference Centre, Lower Level, Whistler, BC V0N 1B4
The Edge #2-1485 Welch St., North. Vancouver, British Columbia
The ROCK Wall Climbing wall #6 - 11455 201a St., Maple Ridge British Columbia V2X 0Y3
The Romper Room indoor rock clim... 4385-B Boban Drive,, Nanaimo, British Columbia, V9T 5V7
Vertical Reality Climbing Gym #202 - 7728 128th Street, Surrey, British Columbia V3W 9A1
Manitoba (2)
U of M Climbing wall Frank Kennedy Centre, University of Manitoba Campus, 145 Frank Kennedy
Centre, Winnipeg, Manitoba R3T 2N2
Vertical Adventures 77 Paramount Road, Winnipeg, Manitoba R2X 2W6
New Brunswick (4)
Complexe Sportif Régional 167 boulevard Hebert, Edmundston, Canada E3V 2S8
NBCC St. Andrews Climbing Club 99 Augustus Street, St. Andrews, New Brunswick E3B 2E9
NBCCSJ Climbing Club Wall PO Box 2270, Saint John, New Brunswick E2L 3V1
Rock & Ice Climbing Club University of New Brunswick, Fredericton, New Brunswick
Newfoundland (2)
Wallnuts Inc. 57 Old Pennywell Road, St. John's, Newfoundland A1C 2Z5
YMCA Rockwall 7 Renouf Cres, Corner Brook, Newfoundland
Nova Scotia (3)
Dalplex Climbing Wall 6260 South St. Dalhousie Univ. Campus, Halifax, Nova Scotia, B3H 3J5
FHOCC (Formation Halifax Outdoor... HMC Dockyard (The wall is inside the Navy base on the dockyard
8
side.), Halifax, NS
Ground Zero Climbing Gym Corner of John Savage and Wright Ave., Dartmouth, Nova Scotia
Ontario (21)
Active Fitness Centre 69 Peter St. S, Orillia, Ontario, L3V 7A3
Boulderz Climbing Centre #16 - 1444 Dupont Street, Toronto, Ontario Canada
Bracebridge Sportsplex 111 Clearbrook Trail, Bracebridge, Ontario P1L1V9
Climber's Rock 5155 Harvester Road, Burlington, ON L7L 6V2
Coyote Rock Gym 1737B St Laurent Boulevard Ottawa, ON K1G 3V4
Georgian College One Georgian Dr., Barrie Ontario
Gravity Climbing wall 70 Frid Street,, Hamilton, Ontario L8P 4M4
Guelph Grotto 199 Victoria Road South,, Guelph, Ontario
In Play Inc. 18075 Leslie St., Newmarket, Ontario
Joe Rockhead's Climbing wall 29 Fraser Ave,, Toronto, Ontario M6K 1Y7
Laurentian University Bouldering... 935 Ramsey Lake Road, Sudbury, Ontario P3E 2C6
Of Rock & Chalk 482 Ontario Steet,, Newmarket, Ontario L3Y 2K7
Peaks Indoor Rock Climbing 630 Welland Avenue, St. Catharines, Ontario L2M 5V6
Rock & Rope Climbing Centre 280 Perry St. unit 16, Peterborough, Ontario K9J 2J4
The Boiler Room 4 Catraqui Street, Kingston, Ontario K7K 1Z7
The Rock Oasis 27 Bathhurst Street,, Toronto, Ontario M5V 2P1
The Rock Oasis - Ajax 75 Centennial Road, Ajax, Ontario L1S 4S4
Toronto Climbing Academy 11 Curity Ave, Toronto, Ontario M4B 1X4
True North Climbing Inc. 75 Carl Hall Rd., Unit 14, Toronto, Ontario, Canada M3K 2B9
Vertical Reality 161 Middle Street, Victoria Island, Ottawa, Ontario
Wilfrid Laurier University Athle... 75 University Avenue West, Waterloo, Ontario N2L 3C5
Quebec (19)
Action Directe 95 Boul des Entreprises Suite 100, Boisbriand, QC, J7G 2T1
Adrenergie 1276 rue Ste-julie, Trois-Rivieres, Quebec G9A 1Y6
Allez-Up 1555 Saint-Patrick street, Montreal, Quebec H3K 1G6
Altitude Gym 35 Boulevard Saint Raymond, Hull, Quebec J8Y 1R5
Bloc Shop 1370 Chabanel Ouest Montreal, Quebec H4N 1H4
Centre d'escalade Délire 2485 Boulevard Sainte-Anne, Quebec, QC G1J 1Y3
Cepsum Climbing Wall University of Montreal, 2100 Edouard Montpetit, Montreal, Quebec, H3T 1J3
Club Tennis 10, ch. de la Plage des Cantons, Canton de Magog, Quebec J1X 5X8
Horizon Roc 2350 rue Dickson, Montreal, H1N 3T1
La Montagne en Ville Roc Gym 2350 Ave du Colisee,, Quebec, Quebec
Le Mur Laval University,, Sainte-Foy, Quebec
Le mur d'escalade de l'aqueduc 3198 Girouard Ouest, Saint-Hyacinthe, Quebec
Le Vertical 1111 Rue Lapierre Montreal, QC H8N 2J4
Shakti Rock Gym 175 St. Viateur Est. Montreal, QC H2T 1Y1
Universite de Sherbrooke Sherbrooke
Vertical Limit -Club Sportif Côt... 8305 Chemin Cote de Liesse, Montreal, Quebec
Vertige 290 Brooks Sherbrooke QC J1H 4X9
9
Vertige Escalade 290 Brooks, Sherbrooke, QC J1H 4X9
Zero Gravite 4519, avenue Papineau Montreal QC H2H 1V3
Saskatchewan (2)
Saskatchewan Science Centr 4903 Powerhouse Drive, Regina, Saskatchewan SK SW4N 0A1
University of Saskatchewan - PAC 87 Campus Drive, Saskatoon, Saskatchewan
Source: http://www.mountainproject.com/v/climbing-gyms/107140516
Competition Profile
Market Structure
The market structure of indoor climbing gyms would be described as an oligopoly. An oligopoly
market structure is one in which a small number of firms control the market share.
The reason for this placement is based largely off of geographic barriers. While indoor climbing
gyms by their nature technically need no natural environments and could be opened anywhere a gym
could be built, the vast majority of gyms are operated in urban centres. In Ontario for instance, there are
21 indoor climbing gyms. However, only one of them is operated in a city with a population less than
78,000 people (Bracebridge Sportsplex.) The other 20 are operated within not only larger urban centres
of Ontario, but within the top 70 populated cities in Canada.
Because of this barrier, only a limited number of gyms can feasibly open in a given urban centre.
Toronto for instance, has the largest population in Canada of over 2.5 million people, and yet has only 4
gyms operating. This shows that only a few operators can be successful per urban centre, and decreases
the amount of gyms in a given area. Not only that, but it limits the locations of these gyms to largely
populated areas.
Profitability
The vast majority of indoor rock climbing gyms are personal, professional enterprises. As stated
previously, there can only be a small number of operators in any given urban centre, so the opportunity
for a small “mom and pops” style operation is very unlikely to be profitable. While some climbing walls
are smaller aspects of a lifestyle operation such as a “sportsplex,” most walls are professional
enterprises in large urban centres.
Statistics on how many climbers come through a gym are lacking, and are not displayed on each
industry leader’s websites. Therefore, the profitability of a climbing gym will be based off our estimates.
As previously stated, indoor climbing gyms have a very high start-up cost. However, once the
gym is open and operating, they enjoy a relatively low cost of sales. The key for a newly started rock
climbing gym would then be to grow their client base, and bring in more grouped clientele. At a modest
yearly growth rate of 8%, sales and profitability would look similar to this.
10
The following is a projected sales forecast for a climbing gym in its’ first 2 years of operation.
SALES FORECAST
Unit Sales
Year 1
Year 2
Day Pass
1,280
1,382
Ten Punch Pass
205
221
Month Membership
495
534
College Month Membership
181
195
Three Month Membership
190
205
Annual Membership
95
102
Annual Pay Plan
61
65
College Annual Membership
47
50
Family Annual Membership
26
28
Family Annual Pay Plan
20
21
Groups
157
169
Lessons
133
143
Climb Time
211
227
Junior Program
65
70
11
Summer Camps
105
113
Misc.
44
47
Total Unit Sales
3,315
3,572
Unit Prices
Year 1
Year 2
Day Pass
$14.00
$14.00
Ten Punch Pass
$107.00
$107.00
Month Membership
$63.00
$63.00
College Month Membership
$48.00
$48.00
Three Month Membership
$150.00
$150.00
Annual Membership
$415.00
$415.00
Annual Pay Plan
$44.00
$44.00
College Annual Membership
$355.00
$355.00
Family Annual Membership
$685.00
$685.00
Family Annual Pay Plan
$78.00
$78.00
Groups
$115.00
$115.00
Lessons
$45.00
$45.00
Climb Time
$60.00
$60.00
Junior Program
$225.00
$225.00
Summer Camps
$147.00
$147.00
Misc.
$20.00
$20.00
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Sales
Day Pass
$17,920
$19,348
Ten Punch Pass
$21,935
$23,647
Month Membership
$31,185
$33,642
College Month Membership
$8,688
$9,360
Three Month Membership
$28,500
$30,750
Annual Membership
$39,425
$42,330
Annual Pay Plan
$2,684
$2,860
College Annual Membership
$16,685
$17,750
Family Annual Membership
$17,810
$19,180
Family Annual Pay Plan
$1,560
$1,638
Groups
$18,055
$19,435
Lessons
$5,985
$6,435
Climb Time
$12,660
$13,620
Junior Program
$14,625
$15,750
Summer Camps
$15,435
$16,611
Misc.
$880
$940
Total Sales
$254,032
$273,296
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Direct Unit Costs
Year 1
Year 2
Day Pass
$0.42
$0.42
Ten Punch Pass
$3.21
$3.21
Month Membership
$1.89
$1.89
College Month Membership
$1.44
$1.44
Three Month Membership
$4.50
$4.50
Annual Membership
$12.45
$12.45
Annual Pay Plan
$1.32
$1.32
College Annual Membership
$10.65
$10.65
Family Annual Membership
$20.55
$20.55
Family Annual Pay Plan
$2.34
$2.34
Groups
$6.90
$6.90
Lessons
$1.35
$1.35
Climb Time
$1.80
$1.80
Junior Program
$6.75
$6.75
Summer Camps
$44.10
$44.10
Misc.
$10.00
$10.00
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Direct Cost of Sales
Day Pass
$538
$580
Ten Punch Pass
$658
$709
Month Membership
$936
$1,009
College Month Membership
$261
$281
Three Month Membership
$855
$923
Annual Membership
$1,183
$1,270
Annual Pay Plan
$81
$86
College Annual Membership
$501
$533
Family Annual Membership
$534
$575
Family Annual Pay Plan
$47
$49
Groups
$1,083
$1,166
Lessons
$180
$193
Climb Time
$380
$409
Junior Program
$439
$473
Summer Camps
$4,631
$4,983
Misc.
$440
$470
Subtotal Direct Cost of Sales
$12,744
$13,709
As shown by the above projections, once a climbing gym has gotten past the initial “hump” of
start-up costs, it can plan to enjoy growth and profits right away, if the gym is in a populous urban
center with an interest in climbing. By the sheer number of costs and services provided, any indoor rock
climbing gym would need to be a profitable, professional enterprise.
Factors for success
The major rock climbing gyms in our area are Vertical Reality, Altitude, and Coyote. They all fight
for a share in the market. They all have regular clientele and take up a relatively equal share of business.
As rock climbers, we have the luxury of having a more in depth look at things we like and don’t like
about the companies.
15
Coyote- Coyote has a smaller facility which is jam packed full of holds and climbs. With tons of
real estate to boulder, top roping and leading climbing fall close behind. This caters to the bouldering
community and those more invested in bouldering tend to prefer to climb there based on route
selection.
Altitude- Altitude is on the Quebec side which is always going to draw in more French attention
as well as a good portion of Ontarians. Having probably arguably the highest quality facility really tailors
towards the baby boomers and more aged climbers looking for the cushiest experience. You may pay a
premium but it is to be able to climb in a safe, fun, and efficient environment.
Vertical Reality- Vertical Reality is more of an all-around climbing gym. In the middle of quality
but with big walls. Offering higher walls intrigues rock climbers as it offers more extensive training which
benefits climbers. Being able to push that last 10 meters is important on hard climbs which is why this
company caters to outdoor climbers.
All these companies have found their niche in the industry while all offering relatively similar
things. It tweaking the type of climbing discipline is what has allowed for these companies to thrive.
Strategy Canvas
Generally the strategy that a company wants to compete on will vary depending on the type of
business. In the rock climbing gym industry, businesses can compete on things such as Pricing, Location,
Facility & equipment quality, staffing, and route quality.
A high quality climbing gym needs to hit many of these factors in order to be successful in the industry.
Pricing and membership are generally going to stay consistent in a region as to stay competitive rates
need to be on par with all the other gyms. Customer service has been shown to be a powerful tool when
coming to run a business. Many sectors of today’s outdoor adventure industry are now catered to more
luxurious outdoor experience. A shift in the industry has seen clientele wish to be pampered while
experiencing great outdoors.
If you are not running a very high caliber gym then you very well better be bringing something
new to the table. Offering something fresh to the market gives the opportunities for companies to find
their blue ocean. A blue ocean is an untapped sector in an industry that if properly exploited can lead to
new found success. However with that possible reward comes the risk, pioneering uncharted waters can
lead to rough seas.
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Strategy Canvas, Indoor Climbing Gyms
12
10
8
6
4
2
0
Altitude
True North
The Grotto
Crux
Cliffhanger
Growth Stage
Climbing gyms are actually steady businesses once they have been established in a community.
Obviously a gyms success can vary but climbing gyms in Canada are contained in more densely
populated areas in Canada. This allows for more exposure to the business and it the steady trend within
the last 10 years has been if you build it, they will come.
There will always be slight differences in quality when comes to how a business is conducted.
However, the climbing gyms in Ottawa that I we have attended being Vertical Reality, Altitude, and
Coyote. These companies have all had steady business and have regular attendance. A loyal group of
members and of course the ever popular under 10 climbs a year member.
Being able to cater to both these types of climbers is the key to success. Maintaining difficult
quality routes while also keeping an inviting atmosphere with plentiful variation in route difficulty. Being
versatile is also very important as getting climbers who want to lead 5.13+ routes and those who want
to lazily boulder about. Having something for everyone is a great way to expand business. Offering
Birthday parties and group rate attracts large groups which is always good for business. Altitude
Climbing Gym in Gatineau offers a pint sized climbing/obstacle course which is slowly becoming the new
bowling alley parties. All these factors contribute in business growth.
Seasonal issues
Seasonal issues don’t really arrive at an indoor climbing gym. Obviously there are your basic
housekeeping items such as snow maintenance in Canadian environments and higher heating bills.
These things are easily manageable with a little attention to detail and common sense. Their also may
be a dip or rise in detention depending on the climate. A region with a long winter and slow summer
may receive more business as the season to climb outdoors is a lot shorter. Being able to operate year
round is great as it makes managing staff and facilities much easier as there is constant supervision.
Having year round business is obviously good as it leaves a larger time span to generate income.
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Capital Investment
There are always going to be some financial difficulties when opening a business. Start up and
business costs such as Real Estate, Staffing, equipment, hydro, water, advertisement and other factors
need to be accounted for when starting up a climbing gym. A gym can have the highest quality facility
and be aesthetically pleasing but if it doesn’t consistently hit on the yellow tail charts then it will not be
competitive with other companies in the same industry.
Having multiple owners is a way to cut the cost or have shareholders if you run a substantial enough
gym. Getting investments is always a tricky endeavor but if you can find someone to back a wellexecuted business plan then an investor is certainly not out of reach.
Even though it seems like a huge amount of cost, the business is a relatively simple and inexpensive
industry to work in. Minimal staff are needed to run a high functioning organization where nothing is
imported or exported regularly. Having the ability to operate year round is also a benefit that many
other adventure activities do not get to enjoy.
Marketing
Product Offering:
The average rock climbing gym has three main target markets: avid high performance climbers,
drop-in climbers, and recreation for children. Most gyms have separate specifically tailored packages to
appeal to each of these groups. Services offered by the majority of rock climbing gyms in Canada
include: day passes, month, 3 month and yearlong memberships, birthday party packages, kids camp,
competitions, climbing lessons for a range of ability levels and rental equipment. The more advanced
climbers would purchase 12 month memberships and participate in competitions. The casual climber
would buy day passes or short term memberships and take classes. Finally, parents would bring their
children for birthday parties and summer camp.
Pricing:
Climbing gyms across Canada offer very similar activities for very similar prices. For each
package there is a baseline price with individual gyms being a few dollars above or below that price. Day
passes will be $15 +/- about 2 or 3 dollars. Annual memberships are $500 +/- about 100 dollars. Birthday
parties are typically $35 +/- about 10 dollars. Rentals are typically $5 +/- about 1 or 2 dollars. Lessons are
$35 +/- about 10 dollars. The climbing gyms that are more expensive are located in the larger city
centers (Toronto and Vancouver). Operating costs such as rent are higher in these areas which is directly
related to why they are more expensive. In addition, the demand may be higher due to a higher
population which would explain why theses gyms are able to set higher prices.
Product Distribution:
The product offered by rock climbing gyms is access to their facility for whatever amount of time
the climber is interested. The service provided is expertise in how to climb which can be offered in many
forms depending on the age and ability of the climber. Therefore all customers must come to the
location in order for the exchange to be made. If the customer is only interested in the using the product
(i.e. having access to the gym) they will simply come to front desk and purchase a membership, a day
pass and/or rentals. If the customer is interested in the services the gym has to offer (i.e. lessons or kids
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camp) they will book ahead of time and depending on company policy make a down payment prior to
using the service.
Promotional strategies:
Most climbing gyms offer discounts in different forms. There is usually a student, children under
a particular age and a senior discount. In addition there are packages that can be purchased to save
money for example buying a package of 10 day passes rather than buying them separately will be
cheaper. Many climbing gyms also have special events which are designed to promote the gym and
inspire membership. It is common to see flyers for these events in places where the target market can
be found such as outdoor store bulletins.
Top 5 “Big Players”:
Altitude Gym
Gatineau, Quebec
True North
Toronto, Ontario
Product
Altitude offers: day
camp, clip & climb,
kids club, bouldering,
top- roping, and
lead climbing
Known for: clip &
climb kids obstacle
course
Price
Day Pass: $13.95
Year Membership:
$480.00
Shoe/ Harness
Rental: $3.75
True North offers:
various private or
semi-private
beginner to
advanced classes
(technique,
scramble, lead etc.)
youth and adult
competitive teams,
school groups, day
camps, birthday
parties, bouldering,
top-roping and lead
climbing.
Day Pass: $16.81
Year Membership:
$638.45
Shoe/Harness
Rental: $5.00
Below average
pricing
Above average
pricing
The Grotto
Guelph, Ontario
Crux
Calgary, Alberta
Cliffhanger
Vancouver, B.C.
The Grotto offers:
introductory and
technique classes,
summer camp,
after school Kids
Rock Club, climbing
teams, birthday
parties, bouldering,
top-roping and lead
climbing.
Crux offers:
multi-pitch,
rappelling, various
introductory to
advanced courses,
junior climbing
team, birthdays,
school groups,
bouldering, toproping and lead.
Known for: one of
the highest indoor
gyms in North
America
Day Pass: $15.24
Year Membership:
$476.00
Shoe/ Harness
Rental: $3.81
Cliffhanger offers:
an very extensive
variety of courses
including an
outdoor course,
Kidrock after
school programs,
birthday parties,
bouldering, toproping and lead.
Average Pricing
Slightly below
average pricing
Above average
pricing
Day Pass: $14.25
Year Membership:
$520.00
Shoe/ Harness
Rental: $5.00
Day Pass: $18.00
Year Membership:
$588.00
Shoe/ Harness
Rental: 5.50
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Promotion
Annual Membership
$540.00 per 1st
person, $300.00 for
second
12 Month
Membership for a
Student. $480.00
Standard Birthday
Party. 2 hours of
climbing, use of
party room for 45
minutes, $35.00 per
child, minimum 4
children, $125
deposit required
Introductory Lesson.
$35.00 per person.
“Show me the
Ropes.” $95.00 for
2 or $55.00 for an
individual, 2 hour
climbing lesson
with an instructor
“Taking the Lead.”
$115.00 Lead
Climbing Lessons
“Everest Birthday
Package” $35.00
per child, pizza and
pop included
Bouldering League.
$30.00 per person
Family Annual Pass.
$998.00, for a
family of 4
Kids Belay Session.
$22.00 per person,
minimum 3
participants,
maximum 50
Demographic Profile
Demographic Profile of the Indoor Climber
Indoor rock climbing is becoming much more prevalent in urban centres. In fact, there were
approximately 6.7 million participants, its second highest level of participation in the United States this
year. However, there is a specific demographic that enjoys climbing indoors.
According to statistics, the average indoor climber is primarily male and unmarried (male
climbers outnumber female climbers 2 to 1.) Over half of indoor rock climbers (59%,) are between the
ages of 16-24, and 21% are aged from 25-34. (Outdoorfoundation.org, 2005) Clearly, the main
demographic of the indoor climber is young and male. This is backed up by the fact that in 2000, 35% of
indoor rock climbers were female, falling to 27% in 2005. (Outdoorfoundation.org, 2005) While this may
not be a huge loss, it does show that the target demographic is generally male.
In the United States, the primary area where there are indoor climbers is in the western region
of the country. Perhaps this is because the west of the U.S. is home to the Rocky Mountains, where
there are many outdoor climbing spots that attract outdoor rock climbers from around the world.
Indoor rock climbing could be more prevalent here because of people training/seasonally preparing for
the outdoor climbing attractions.
Also, it seems that those with a middle level income, ranging from $40k to $79k have the
highest level of participation, at 46% in 2005. (Outdoorfoundation.org, 2005.) Speculation is that indoor
rock climbing is a sort of “in between” sport. Like many recreational activity, there are costs associated
with gear costs and membership fees. However, compared to other sports such as skiing or white water
kayaking, the costs are relatively low. Therefore, it seems that indoor rock climbing is perfect for the
middle class.
In summary, the demographic profile of the indoor climber is young, male, in their early 20s,
lives in the western end of North America and has a mid-level income rate.
Participation rates
Participation of climbers has been relatively stable in a report conducted by The Outdoor
Industry Association. From the years of 2002-2006 climbing has ranged anywhere from 7.5-9.9 million.
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In 2002 there was an unusual spike in average visits; outings jumped from 16-21 mean outings and then
back down to an average of 10 outings a year for climbers. This is interesting because the amount of
climbers has actually stayed rather steady. This means that there has been an increase in beginner or
occasional climbers. Potential rock climbers tend to be active. In a lot of cases those participants are
involved in other physical activities. We will call these mixes of activities crossover sports. The main
crossover sports for indoor rock climbers are cycling at 70%, hiking at 66%, and trail running at 62%.
There is a relatively good chance that potential climbers are already involved in some other outdoor
activity. This is a positive sign for climbing gyms because there is a better chance of retention in first
time climbers because they are active and more likely to excel in climbing.
Target Market for Commercial Operators
The main demographic for indoor rock climbing are Caucasian men around 26. (Outdoor
Foundation.org, 2006) Generally they are novices who visit the gym under ten times a year. Ideally all
companies would love to target the baby boomers as it is a very lucrative market; they have free time
and disposable income. The main problem with that is there are physical limitations placed on rock
climbers. Rock climbing involves dynamic movement and good core and arm strength, things that not all
boomers possess. This means that the next best target would be financially secure males and females in
their mid-30’s.
Climbing gyms want potential clients to know that their gym is a great alternative to traditional
gyms as well as having a great atmosphere. Climbing communities are very tight knit and are a great way
to blow off steam from the monotonous day at the office. Gyms have always been a place to find
potential matches and there are lots of hotties toning their sculpted bodies in climbing gyms.
Personality Profile of a Typical Client
Clients at an indoor climbing gym come from either end of the ability spectrum. The two main
client groups are beginner one-time-climbers: birthday parties, school field trips etc. The other client
group focusses on intermediate climbers who need an urban area to practice. Gyms cater to two very
different ability levels and interests.
Climbing gyms have a drop in based clientele. Gyms are located in city centers where people can
have easy access to them throughout their busy schedules. They are meant to be an outlet where
climbers can practice their skills and work on technique in between on outings to natural rock. Of course
there are the occasional group of clients in who plan trips to climbing gyms as a special experience. It is
necessary for gyms to have easier routes to be inclusive of all possible clients.
Clients who frequent indoor rock gyms are typically from urban centers. They tend to be
Caucasian, unmarried males with a mid-level income. (Outdoor Foundation.org, 2006) Although there
are fewer female than male climbers, more females partake in indoor rock climbing as opposed to
natural rock climbing. Climbers are, by their very nature, extremely active people. The majority of
climbers also enjoy cycling, hiking, camping and fishing.
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Staffing Profile
Demographics/Range of Staff
The demographics of rock climbers in general are particularly male, and between the ages of 21-25. As
previously stated, one of the primary focuses of rock climbing gyms is for those who climb outdoor s to
have a safe and challenging training centre. Presumably because the lure of climbing is too much to pass
up for climbing enthusiasts, the primary demographic for indoor rock climbing gym instructors is much
the same, made up of men
Training Level, Source of Training
The training level for an instructor at an indoor climbing gym can vary depending on the position. For
example, a posting at True North Climbing is look for a part-time instructor, known as belay staff. Belay
staff would be responsible for the safety and instruction of children during school groups, birthday
parties, day camp and special events. (True North, 2014). No certifications seem to be needed in order
to apply. Months of climbing experience are emphasised, but in terms of hard certifications, none seem
to be required.
Even as positions become more senior, such as a job application for a head coach of the climbing team
for “The Spot” climbing gym in Boulder, Colorado, there does not seem to be a lot of emphasis on hard
certifications, but rather on experience. (Climbing Wall Industry, 2014.) Some certifications such as CPRC, WFR and standard first aid are highly recommended, but no actual qualifications from certifying
bodies such as Challenges Unlimited or ACMG. It would seem that personal climbing experience and the
willing to work with and teach people are the most sought after abilities.
Pay
As is common in the rock climbing world, pay for certain positions doesn’t seem to be based on a perhour or per-instruction basis up front. Depending on the experience you have coming in to a potential
job, this could help shape the compensation you receive.
The standard for an entrance level instructor is just over the minimum wage level (dependant on
location.) However, for those coming into the industry with any small bit of experience, it seems that
their rate would be based which role is best for them to fill in the gym, which could vary greatly.
Life Span in Industry
The average life span of a rock climbing gym instructor can vary. A person who has devoted their life to
rock climbing is likely in very good physical condition. This will allow a longer life span in a very physically
demanding work environment. Don’t let this fool you however as at some point doing physical
instruction at a competitive level will become out of reach. The average age of an instructor would
mimics the age and gender range as the most popular climbing demographics. That demographic being
males aged 21-25. This is a lot of the time not a career that spans a lifetime; turnover rates fluctuate
because many gyms have seasonal staff.
22
Personality Profile
The personality profile of an indoor rock climbing employee seems to be the most important aspect of
hiring new staff. In almost every application, some of the prized attributes are: passionate,
approachable, hard-working, friendly, excellent communication. (Climbing Wall Industry, 2014.)
Environmental Considerations
Land Management
Indoor rock climbing gyms are generally built in urban centers. The zoning policies of the
municipalities would dictate where a gym would be able to operate. A rock climbing gym would be
deemed as “commercial” and therefore would only be able to operate in the areas that the city zoned
for these purposes. The municipality is responsible for where a building can be built but the province is
responsible for the building itself. According to Ontario’s Building Code Act of 1992 the province is has
jurisdiction over buildings, however, in many cases the responsibilities are delegated to other local
enforcement agencies. These agencies include health and sewage inspectors. (E-laws, 2014)
The permit process for this commercial activity can be quite extensive depending on how the
operator wants to start the business. If the gym was to be built from scratch the operator would need to
purchase the land, make sure it was commercially zoned, obtain a building permit and comply by all
regulations. These regulations may vary from city to city, for example in Ottawa there are regulations
surrounding how tall a building can be in relation to the Parliament Buildings. Climbing gyms however,
are commonly built in abandoned old buildings that can easily be converted. If this were the case the
operator would need to make sure the building was structurally sound and there were no zoning issues.
Climbing operators do not legally need to have a climbing specific permit from any certification body, for
example the TSSA does not need to inspect the rock wall. However, there are private climbing
inspection companies such as Challenges Unlimited or insurance companies that can do inspections on
operation standards.
Environmental Issues
Although climbing gyms are by nature an indoor activity, they are still an integral part of the
outdoor adventure industry. This is because many people use them as a training tool in order to go
climbing outdoors on natural rock faces. While none of the following environmental issues directly
affect indoor climbing gyms, it is important for climbing gym operators to educate their clientele on the
importance of climbing sustainably. In fact, an emphasis on how the negative effects of outdoor
climbing affect the environment can be a positive for indoor gyms, as those sensitive to these issues will
gravitate more towards the environmentally friendly option.
Outdoor rock climbers must hammer bots onto natural rock faces in order to set safety belays
systems properly. However, this disturbs the natural environment of the cliffs and cwms. Lichens and
fungi growing on the rock can be disturbed, as well as any insects living on the rack face. They can be
disturbed not only be the bolt placement, but also by climbers constantly using the same natural
features to progress in their climb. (Koonar, 2014.) As well, plants and animals living near the bases and
summits of popular climbs will constantly be affected by climbers, by either being trampled on,
repeatedly used as anchors, or by the mere presence of humans disturbing their natural way of life.
(Koonar, 2014)
23
Issues such as these make indoor climbing a haven of both climbing and useful information for
avid climbers in areas where the natural environment may need some time to rebuild itself. By
educating climbers on the proper ways to climb sustainably, it makes the climbing community look
better on the whole to environmental activists, and also by giving them an environmental conscious
alternative.
Rock climbers have been closely allied with environmental agencies to come up with the best
practices to reduce impact on the environment, as well as still being safe. Leave No Trace principles
specific to climbing are readily available, and use the expertise of both climbers and LNT advocates.
However, with indoor climbing gyms becoming more mainstream, climbing has become less of a niche
sport, and more readily available to urban centers. What this does is reduce the impact of climbers in
areas where their impact would be felt more strongly, and shifted the majority of climbers to areas
which can withstand their impact. In conclusion, indoor rock climbing is a large step in the right direction
in regards to responsible sustainable climbing.
Land Use Conflicts
There is a unique aspect to indoor rock climbing gyms as it takes a different form physically.
Unlike most other outdoor adventure sports, it is one that can be done in a facility. Also, these facilities
are located mainly in urbanized areas. This means that the most environmental damage a gym could
have would be from harming a habitat when clearing land to build the property. An area may also be
protected if there is a threatened species of plant or animal.
Another unique problem geographically would be competition within a specific area. A big city
such as Toronto has 5 separately owned climbing establishments that fight for clientele within city
limits. These gyms have to battle with pricing, customer service, route/facility quality, and location of
other gyms in the area.
Environmental Impact
Climbing gyms have the luxury of containing the impact of running their business within 4 walls.
There is a potentially large impact generated from the running of a large scale climbing facility. Lighting,
heating, plumbing, waste management and location are all things that climbing gyms are responsible for
producing. There are however ways of managing the effects of these impacts.
Low flush toilets will cut costs of the water bill. Fluorescent bulbs as well as solar panels will cut
electricity costs. Properly insulating and weather stripping a facility will do wonders for saving money on
heating especially in the harsh winter climate of Canada. There are special situations when potential
land may not be suitable for building, as a certain protected species may have inhabited it. Another
major factor would be having a properly implemented recycling and compost in order to more
efficiently deal with their waste.
Significant Contributions
The most significant impact that indoor climbing has on the environment would be the ecological
footprint that individual companies have in order to run their business. A company can choose to do many
things in order to minimize its effect on the environment. From not skimping out on insulation to using a
self-adjusting thermostat, those kinds of little steps are what make up a big difference to our environment.
24
Another aspect that the climbing community is good for would be spreading climbing knowledge.
Practical ways to work with climbing surfaces can be transferred to outdoor climbing which leaves a long
term effect on outdoor climbing cites as well as the environment as a whole. Knowing which species of
trees to set up anchors on can leave a positive impact for other species as well as bring safe practice to
climbers.
SWOT analysis
Strengths
Rock climbing gyms have the immense advantage of being able to operate year round. Many other
adventure sports are done outdoors and can be hindered by the climate they are participated within.
Some companies can find issue with having seasonal lulls; climbing gyms in Canada see a boost in
business in the winter because avid outdoor climbers join regular indoor climbers. When the outdoor
season reopens then they see a drop in overall participation. If a gym can keep staff year round, they
don’t have the stress of hiring and training new staff and those year round employees have the chance
to develop a bond with regular and new climbers alike.
Another advantage that gyms have is that they are able to constantly supervise their clients and the
equipment they use. Proper training and supervision allows for a safe learning period where a new
climber can learn the ropes.
Weakness
Rock climbing is still a relatively small sport when you compare it to things like skiing or biking and it
shows when it comes to marketing. It is rare to see rock climbing advertisements in any form of media.
This makes it hard to break into the mainstream. The only places viable to open up a gym are big cities,
this limits the amount of participation in Canada as for a developed nation we still have a lot of rural
regions that would require extensive travel to climb at them. This alienates sections of the population,
as the population density of Canada is very low. This makes it near impossible for climbing gyms to open
and make money in any smaller city.
Opportunities
For the most part, climbing gyms operate in large urban centers. The larger the population of a city the
larger the market and therefore the more climbing gyms that can operate. This also means there is a
limit to how many gyms can be successful in a city before the market dries up. There is only one climbing
gym in Ontario in a city with less than 100 000 people. However, those cities that have more than
100 000 people but no climbing gym are a viable opportunity for a new gym to open. In Canada there
are 13 cities with no gym and more than 100 000 people including: Thunder Bay, Longueil, Oshawa,
Whitby and Burnaby. Larger cities such as Toronto, Montreal and Calgary all have at least four gyms
which would be heavy competition and not very opportune. However, the large cities of Ottawa,
Vancouver and Winnipeg have one or two gyms and could potentially be a good market for a new one.
25
Threats
Rock climbing gyms are limited to the number of people who are interested in the sport. People who are
interested in indoor gyms are also interested in other adventure activities such as mountain biking and
outdoor climbing. Outdoor climbing and ice climbing are becoming more popular and more accessible.
This means that the people who were previously indoor climbers can climb outside which may be a
threat to indoor gyms.
26
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