Movement Gyms

What Movement Gyms does

Movement Gyms (legal name: Movement Climbing, Yoga and Fitness) operates the largest network of indoor climbing gyms in the United States, with 29+ locations across California, Oregon, Colorado, Illinois, Texas, Maryland, Virginia, New York, and Pennsylvania. Founded in 2009 by Anne-Worley Moelter in Boulder, Colorado, the company consolidated under the El Cap holding company (backed by Tengram Capital Partners) following the 2019 acquisition of Movement by El Cap and the 2023 acquisition of The Cliffs Climbing + Fitness. Each facility typically spans 35,000-45,000 sq ft and features expert-set climbing walls (bouldering, top-rope, lead), yoga studios, functional fitness and cardio zones, Olympic lifting platforms, locker rooms, and in-house gear shops.

The company offers a multi-tier membership model ranging from monthly recurring and annual prepaid subscriptions to student, household, 6-month, and HSA/FSA-eligible memberships (via Truemed), alongside trial memberships, day passes, short-term 30-day passes, 7-visit passes, structured climbing instruction (Intro to Bouldering, Intro to Rope, Learn to Lead), youth programs (after-school clubs, summer camps), birthday and group parties, and gift cards. Customers are individual consumers across five primary segments: fitness enthusiasts, families with children, students, group event organizers, and visitors/travelers. The company is direct-to-consumer, with no third-party resellers; all sales occur at owned locations or through its e-commerce gift card platform.

Operations rely on a standard SaaS technology stack (Stripe for payments, Google Analytics for site analytics, Redpoint HQ for booking and program management) and a wholesale equipment partnership with Walltopia for custom climbing wall installations. The company generates ancillary revenue through in-gear retail (climbing shoes, harnesses, chalk, apparel) with a 10% member discount, and brand revenue is reinforced through hosting the 2022 IFSC Youth World Championships, board membership by professional climber Alex Honnold, and partnerships with the 1Climb Foundation and Love Leads Project. Movement is privately held and headquartered in Englewood, Colorado.

Name

Movement Gyms

Legal name

Movement Climbing, Yoga and Fitness

Website

https://movementgyms.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Movement Gyms operates the largest US network of indoor climbing gyms, with 29+ locations offering climbing, yoga, fitness, instruction, youth programs, and gear retail to individual consumers and families through memberships and day passes.

Ownership category

akta.pro rank

Product category

Indoor Climbing Gyms

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Climbing & Mountaineering Gyms/Guides (Indoor, Outdoor, Via Ferrata) (THAAAKAG)

akta.pro secondary industries

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)

Keywords

• Indoor climbing gyms
• Climbing memberships
• Bouldering facilities
• Yoga fitness classes
• Climbing instruction

Headquarters

HQ city

Englewood

HQ country

United States

HQ region

North America

Offices33 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Gym Memberships: Monthly recurring and annual prepaid memberships providing unlimited access to climbing, yoga, and fitness facilities across all Movement locations. Includes member perks such as guest passes, gear discounts, and exclusive events.
2. Day Passes and Short-Term Passes: One-time day pass purchases and short-term 30-day or multi-visit passes for non-members and trial users. Prices vary by location.
3. Trial Memberships: 15-day trial memberships at reduced cost, including gear rentals and intro classes, designed to convert trial users into full members. The initiation fee is waived for trial members who convert.
4. Gear and Apparel Retail: Gear shops at each gym sell climbing equipment including shoes, harnesses, chalk, and accessories. Members receive a 10% discount on gear and apparel.
5. Gift Cards: E-gift cards and physical gift cards sold online and in-person, redeemable for any goods and services at any Movement location.
6. Climbing Instruction and Classes: Intro classes (bouldering, rope climbing, technique), intermediate classes (Learn to Lead), youth programs (after-school, camps), and guided sessions are offered as add-on or included member perks.
7. Birthday and Group Parties: Private climbing parties booked for groups with dedicated instructors; revenue generated through per-person or tiered group fees.
8. HSA/FSA Eligible Memberships via Truemed: Partnership with Truemed enables members to pay for qualifying memberships using HSA/FSA funds, with a Letter of Medical Necessity provided after a health assessment, making memberships a reimbursable health expense.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Movement Gyms operates a nationwide network of indoor climbing, yoga, and fitness facilities, offering unlimited access memberships, day passes, and multi-visit passes to its 29+ locations across the US. The company sells instructional classes (bouldering, rope climbing, technique, lead climbing), youth programs (after-school and camps), birthday/group parties, gear retail, and gift cards through owned gym locations and an online portal.

Product overview

Movement Gyms operates a nationwide network of indoor climbing, yoga, and fitness facilities as the largest community of indoor climbing gyms in the United States. The core offering includes rock climbing (bouldering, top-rope, and lead climbing), yoga classes, and fitness programs across 29+ locations. The product portfolio comprises: core climbing/yoga/fitness services; membership tiers (Monthly, Annual, Trial, Referral, Student, Household); instructional classes (Intro to Bouldering, Intro to Rope Climbing, Intro to Technique, Learn to Lead); youth programs (After School Programs, Summer Camps); group events (Birthday/Group Parties); retail (Gear Shop, Gear Packages, Gift Cards); and specialty offerings (HSA/FSA eligible memberships). The company has grown through acquisitions including Movement Climbing + Fitness (2019), The Cliffs Climbing + Fitness (2023), and operates legacy brands Earth Treks and Planet Granite. Each facility offers amenities including yoga studios, functional fitness zones, cardio equipment, Olympic lifting platforms, locker rooms, and gear shops.

Differentiator

Problem solved

Functional benefit

Brands

• Movement: Primary brand for indoor climbing, yoga, and fitness facilities.

Products and services

• Rock Climbing Indoor climbing facilities offering bouldering, top-rope, and lead climbing for all skill levels from beginners to competitive athletes. Expert-set climbing walls provide challenges across 29+ nationwide locations.
• Yoga Classes Studio-quality yoga classes included with membership, supporting strength, flexibility, and recovery. Classes available across all locations for all skill levels.
• Fitness Programs High-energy group fitness classes and dedicated fitness spaces with cardio zones and strength training equipment. Includes Olympic lifting platforms and functional fitness areas.
• Memberships Membership tiers providing unlimited access to climbing, yoga, and fitness across all Movement locations. Includes member perks such as guest passes, gear discounts, and exclusive events.
• Trial Membership 15-day trial membership offering unlimited climbing, yoga, and fitness access with free gear rentals and waived initiation fee upon joining.
• 7 Visit Pass Flexible visit pass with 7 discounted visits, no expiration, and shareable among family and friends.
• Intro to Bouldering Beginner class teaching falling techniques, bouldering etiquette, and movement basics for unroped climbing confidence.
• Intro to Rope Climbing Beginner class covering essential knots, belay technique, and rope safety for scaling tall walls.
• Intro to Climbing Technique Class teaching toe-driven movement, efficient body positions, and breathing techniques for improved climbing efficiency.
• Learn to Lead Intermediate course teaching clipping, lead belaying, and fall technique for lead climbing in the gym.
• After School Programs Weekly climbing sessions for youth ages 6-17 with structured lessons, games, and climbing drills in age-appropriate groups.
• Climbing Camps Full-day and half-day summer camps for ages 6-17 building confidence through climbing and inclusive activities.
• Birthday & Group Parties Private climbing party packages for groups of 5-20+ participants with dedicated instructors, gear included, ages 5+.
• Gear Shop In-gym gear shops offering climbing equipment including shoes, harnesses, chalk, and accessories. Members receive 10% discount on gear and apparel purchases.
• Gear Packages Curated beginner climbing packages. Bouldering Gear Package (starting at $115) includes Black Diamond Momentum Shoes, chalk bag, brush, and chalk. Rope Climbing Gear Package (starting at $162) includes Blue Ice Vista Harness.
• Gift Cards Digital and physical gift cards redeemable at all Movement locations for memberships, day passes, classes, and gear purchases.
• HSA/FSA Eligible Memberships Health savings account (HSA) and flexible spending account (FSA) eligible memberships through partnership with Truemed, enabling pre-tax savings on qualifying fitness expenses with a Letter of Medical Necessity.

Quantifiable outcome

• 29 climbing, yoga, and fitness gyms nationwide serving members across the United States
• +4 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core, minor and strategic.

• TruemedcoreGTM or Marketing Partner · 1 April 2025Truemed is a health technology company that enables members to pay for qualifying gym memberships using HSA or FSA funds. Members complete a health assessment reviewed by a licensed provider and receive a Letter of Medical Necessity, making their membership a reimbursable health expense. The partnership allows Movement to offer ~30% savings for members paying with pre-tax HSA/FSA dollars.
• StripecoreTechnology or Integration · 6 March 2024Stripe is Movement's payment processing partner for credit card transactions. Credit card data is not stored on Movement's own servers; all payment information is handled securely through Stripe's servers using industry-standard protocols.
• Redpoint HQcoreTechnology or Integration · 6 March 2024Redpoint HQ is the booking and event management platform powering Movement's gym portal (portal.movementgyms.com), used for scheduling classes, camps, parties, memberships, and passes across all locations.
• The Cliffs Climbing + FitnesscoreStrategic or Co-development Partner · 6 March 2024Movement acquired The Cliffs Climbing + Fitness in November 2023, significantly expanding its East Coast footprint. The acquisition brought 5 gyms in New York (Gowanus, Harlem, LIC, Valhalla) and Pennsylvania (Callowhill in Philadelphia), bringing the total to 29 gyms nationwide. Mike Wolfert, CEO of The Cliffs, expressed enthusiasm for the next phase of evolution under Movement's resources.
• LGBTQ+ Artists and Organizations (Pride Month)minorGTM or Marketing Partner · 20 June 2022Movement collaborated with local LGBTQ+ artists (Camiah, Jiyul Kim, Karen Ceballos) to create limited-edition Pride Month t-shirts, with proceeds benefiting LGBTQ+ organizations including Brave Space Alliance (Chicago), House of Rebirth (Dallas), Q Center (Portland), Unmatched Athlete (East Region), Envision You (Colorado), OUT Foundation (Bay Area), and LGBTQ Center OC.
• Structured DevelopmentstrategicStrategic or Co-development Partner · 6 November 2021Structured Development is a Chicago-based real estate development company that developed the Lincoln Park gym location at The Shops at Big Deahl. They have developed over 1 million sq ft in the Lincoln Park area and serve as a key real estate partner for Movement's Chicago expansion.
• WalltopiacoreTechnology or Integration · 1 September 2021Walltopia is a global leader in interactive climbing wall installations. Movement uses Walltopia for custom-designed climbing terrain and wall installations at its facilities, including the Wrigleyville location which features 12,000+ sq ft of climbing walls designed by Walltopia.
• Lakeview PantryminorGTM or Marketing Partner · 1 September 2021Movement partnered with Lakeview Pantry during the Lincoln Park grand opening in November 2021, accepting non-perishable food donations in exchange for free access and rentals to support the local food bank.
• 1Climb FoundationstrategicStrategic or Co-development Partner · 25 February 20201Climb Foundation, founded by professional rock climbers Kevin Jorgeson and Dan Chancellor, partners with Movement to install climbing walls at Boys & Girls Clubs across the US. Movement donates climbing walls and provides ongoing programming and instruction with expert staff. Walls have been opened in Denver, Portland, and San Francisco, introducing thousands of kids to climbing.
• Alex HonnoldstrategicStrategic or Co-development Partner · 8 May 2019Professional rock climber and Oscar-winning documentary star Alex Honnold joined the Board of Directors as an independent member. He plans to represent the interests of the climbing community, appear at facility events, offer tips and clinics, and help raise awareness about climbing in new communities. He also heads the Honnold Foundation which works to increase solar energy access worldwide.

Scale indicators7 records

Recent moves9 records

Expansion highlights7 records

Emerging players

• The Spot Climbing: The Spot Climbing operates indoor bouldering gyms in Colorado with strong community and youth programming focus. Comparable to Movement's Colorado roots and community-driven positioning, though smaller scale and Boulder-only.

Direct peers

• Vertical World: Vertical World operates a chain of indoor climbing gyms in the Pacific Northwest with climbing instruction and youth programs. Comparable to Movement's full-service climbing + instruction model, though geographically smaller.
• Sender One Climbing: Sender One Climbing operates indoor climbing gyms in Texas and California with bouldering, roped climbing, yoga, and fitness. Directly comparable to Movement's Texas-heavy footprint and multi-product climbing + fitness model.
• Bouldering Project: Bouldering Project operates a multi-location indoor climbing gym chain with bouldering, yoga, and fitness across the US. Directly comparable to Movement in core offering (bouldering + fitness + yoga) and membership-driven D2C model, though smaller in scale.
• Brooklyn Boulders (BKB): Brooklyn Boulders (now BKB) is an indoor climbing gym chain focused on community-driven bouldering and fitness experiences with locations across major US metros. Directly comparable to Movement in climbing-centric D2C model and community programming.
• Touchstone Climbing: Touchstone Climbing operates multiple indoor climbing facilities across California, offering bouldering, top-rope, lead, yoga, and fitness. Comparable to Movement in geographic overlap (Bay Area), product mix, and membership model.

Broad incumbents

• Equinox: Equinox is a premium national fitness club chain offering group fitness, personal training, and select climbing-related programming. Comparable to Movement as a broad premium fitness incumbent, but with a wider (non-climbing-specialized) portfolio.
• Anytime Fitness: Anytime Fitness is the world's largest 24-hour fitness franchise with thousands of locations globally. Comparable to Movement as a large-scale franchise-driven fitness membership business, though not climbing-specialized.
• Life Time Fitness: Life Time operates a national chain of large-format athletic country clubs with climbing walls, yoga, group fitness, and family amenities. Comparable to Movement in bundling climbing + yoga + fitness under a membership model, but at much larger overall scale and broader scope.

Others

• Walltopia: Walltopia is the global leader in custom climbing wall manufacturing and installation, partnering with Movement to design and build its facilities. Comparable as a key technology/infrastructure supplier enabling Movement's climbing facility experience.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/movementboulder
• Facebookfacebook.com/movementgyms
• Instagraminstagram.com/movementgyms

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Movement Gyms