Theme: Marketing & Front of House
A discussion of the current BMC membership offer to climbers, and your ideas for what should be included in the future.
Host: Dan Middleton, BMC Climbing Development Manager
Guy will discuss how walls can recruit and develop their coaching and instructional staff, in a cost-effective way, to deliver excellent sessions with happy, sticky customers. He will also give some early insights into Mountain Training’s coaching scheme review and the launch of the Bouldering Wall Instructor.
Host: Guy Jarvis, Executive Officer, Mountain Training England
As competition is increasing, climbing businesses need to look beyond the wall. This panel explores practical ways to grow revenue, attract new audiences, and build lasting customer loyalty. The panellists will discuss how to tailor your offer to local demographics, the pros and cons of specialist versus generalist models, and how to stand out in crowded markets.
The discussion will also cover alternative income streams – from yoga and pilates classes and expanding training and workshop offerings to events, corporate bookings, cafés and retail – and how to make them viable, even in smaller spaces. What actually works and where should you invest? Finally, the panel will look at how to build a membership base that drives both revenue and loyalty.
Moderator: Mary-Ann Ochota, Broadcaster
Panellists:
Jack Griffiths, Director & CEO, Flashpoint Climbing Group
Francesco Ragazzi, Founder & Managing Director, Beta Boulders, Copenhagen
This session is a dedicated space for grassroots leaders, climbing wall staff, volunteers, community organisers, and anyone striving to build stronger, more inclusive communities, particularly for underserved groups within their walls. Whether you’re running inclusive sessions, supporting youth, or engaging marginalised communities, this is a space to network, reflect, and share. We’ll celebrate successes, explore challenges, and exchange practical ideas from real-world community work.
Join the ABC team and board members for an insight into the work of the ABC over the last year.
We’ll also be launching our bi-annual market research report, sharing the key themes and trends in the sector for 2025.
Bianca is passionate about how businesses can use social media to grow their brand and create content that adds value. We’ve seen first-hand the impact of climbing content online: people have come to Indirock for the first time saying, “I watch Magnus’ videos,” which shows how powerful digital content can be in attracting new climbers.
Right now, many climbing gyms use social media to promote their business, but there’s untapped potential in using it to build stronger brand identities. Investing in brand storytelling could play a key role in the long-term growth of climbing as a sport and culture.
Bianca will share practical tips on finding your content style and creating posts that resonate, inspire and maybe even go viral.
Jeremy will provide his personal reflections on industry dynamics and current trends.
Join industry leaders for a discussion on the evolving indoor climbing sector. The discussion will explore the current landscape of the indoor climbing industry and its future trajectory. The panel will discuss key macroeconomic trends and the latest insights from ABC industry research. Is the market still on the rise, or hitting a plateau? The expert panel will explore the impact of private equity and venture capital, the realities of competing in saturated markets, and what this means for growth opportunities. The session will close with a look ahead — where is the industry going, and how can businesses stay ahead of the curve?
Moderator: Hannah Mitchell
Panel:
Rich Emerson, Chief Executive, The Climbing Academy
Emily Vermont, Founder & CEO, Indirock
Antoine Paulhac, Co-Founder & CEO, Climbing District
As artificial intelligence reshapes industries worldwide, this session explores how indoor climbing businesses can harness its power to drive efficiency, growth, and innovation. This session will tackle the pressing question: are we overlooking AI at our peril? From streamlining operations and enhancing marketing to making better, data-driven decisions, this presentation will showcase how AI—when used with intention and a clear strategy—can become a valuable business partner.
Learn how to balance automation with human insight, test and integrate tools effectively, and future-proof your operations without losing the personal touch.
