Stone Age Climbing Gym

What Stone Age Climbing Gym does

Stone Age Climbing Gym is a privately held, founder-owned indoor and outdoor climbing operator based in Albuquerque, New Mexico, founded by Bryan Pletta in September 1997. The company operates two purpose-built, climate-controlled climbing facilities — Midtown (4130 Cutler Ave NE) and North (6200 Alameda Blvd NE) — each 24,000+ square feet with bouldering terrain, top rope and lead walls, auto belay systems, and top-out boulders. Routes are set by a team of 10+ professional setters led by Route Setting Director Lance Hadfield (Level 5 USAC Routesetter, with the company since 1997) and head setter Matt Ratajczak. The company describes itself as the largest climbing gym in the southwest and one of the premier facilities in the country.

The business runs a multi-vertical revenue model anchored by recurring monthly memberships ($75/mo individual, $140/mo family, $810/yr annual prepaid, $180-$280 student semester) and day passes ($21), supplemented by indoor climbing instruction (Top Rope Belay, Intro to Gym Climbing, Learn to Lead), AMGA-certified outdoor guiding and crag days (Crag Days, Trad 101/102, Multi-Pitch Tactics, Gym to Crag Workshop), tiered personal training (Levels 1-3), NM Mojo youth programs (Lil' Rockers ages 4-5 through Competition Team ages 9-18 at $289.95/mo), summer/winter/spring camps ($275-$300), birthday parties ($325-$425), group/team-building sessions ($160-$1,200), and on-site retail. Ancillary revenue includes yoga and fitness classes, the 30-year-old Yank-N-Yard competition ($15K Open purse), the Stone Cups series, the eight-day Prime8 Festival, and recurring community nights spanning Ladies Night, Student Night, Senior Senders, Sober Senders, LGBTQ+ Rainbow Senders, TransSenders, and Adaptive Climbing Night (in partnership with Adaptive Sports Program New Mexico).

The company is bootstrapped — initially financed by founder Bryan Pletta's personal 401k and second mortgage — with no disclosed external investors. Corporate clients (Intel, Sandia National Laboratories, General Mills, Bank of America, Wells Fargo, Cardinal Health) participate in one-off team-building engagements. All outdoor guides hold AMGA Single Pitch Instructor certification, and the company holds special use permits with the Bureau of Land Management and three National Forests (Cibola, Santa Fe, Carson). Distribution is purely direct-to-consumer through the two physical locations and a website-driven online booking system. The NM Mojo Competition Team, founded in 2001, has been consistently ranked in the top 10 nationally and has produced multiple professional climbers.

Name

Stone Age Climbing Gym

Legal name

Stone Age Climbing Gym

Website

https://climbstoneage.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Stone Age Climbing Gym operates two 24,000+ sq ft climbing facilities in Albuquerque, NM, offering memberships, day passes, indoor/outdoor climbing instruction, youth programs (NM Mojo), personal training, camps, and community events to recreational climbers, families, and competitive athletes.

Ownership category

akta.pro rank

Product category

Indoor Climbing Gym

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Rock Climbing, Via Ferrata & Mountaineering (THAJABAE), Camping, Hiking & Climbing Specialty Retail (CRAMABAM)

Keywords

• Indoor climbing gym
• Climbing instruction
• Youth climbing programs
• Outdoor climbing guiding
• Climbing memberships

Headquarters

HQ city

Albuquerque

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Memberships (Recurring): Monthly recurring revenue from auto-pay (EFT) memberships at $75/mo individual, $140/mo family of two, plus $25/mo for additional family members. Also annual prepaid memberships at $810/year. Student semester memberships at $180-$280.
2. Day Passes: One-time entry fee of $21 for non-members, includes climbing orientation and yoga/fitness classes for the day.
3. Punch Passes: 8-visit punch pass at $150, does not expire, transferable, includes 50% off rentals. Does not include membership benefits.
4. Summer Camps: Week-long climbing camps for kids ages 6-8 ($275 Lil' Lemurs), 8-11 ($275 Spider Monkeys), and 11-13 ($300 Wall Crawlers with outdoor climbing component).
5. Birthday Parties: Standard party package (up to 10 climbers) at $325, Premium package (up to 15 climbers) at $425. Includes 2.5 hours climbing, harness rentals, party room, and Stone Age t-shirt for birthday child.
6. Group Sessions: Weekend groups (15-25 climbers) at $290 base + $19/additional climber. Weekday groups (8-25 climbers) at $160 base + $17/additional climber. Lock-ins available ($425-$1,200 depending on duration and size).
7. Personal Training: Private instruction and performance coaching with tiered pricing. Level 1: $55 single/$45 multi-session. Level 2: $65 single/$52 multi-session. Level 3: $75 single/$60 multi-session. Members receive 10% discount.
8. Climbing Classes: Top Rope Belay Class (Members free, Non-members $30), Intro to Gym Climbing ($13.50 members/$15 non-members), Lead Climbing Class ($99 members/$110 non-members).
9. Outdoor Climbing Instruction: Outdoor classes and guiding including Crag Days ($67.50 members/$75 non-members), Ladies' Outdoor Crag Day ($67.50 members/$75 non-members), Rappelling & Ascending ($157.50 members/$175 non-members), Trad 101 ($157.50 members/$175 non-members), Trad 102 ($315 members/$350 non-members), Multi-Pitch Tactics ($157.50 members/$175 non-members), Gym to Crag Workshop ($148.50 members/$165 non-members).
10. Equipment Rentals: Complete rental package $7, climbing shoes $5, harness & belay device $3, belay device only $2. Members receive 50% off all rentals.
11. Retail Sales: On-site climbing shop selling equipment and apparel. Members receive 10% off non-sale items. Includes special LGBTQ+ fundraiser merchandise.
12. Competitions: Annual Yank-N-Yard competition with $15,000 prize purse for Open category. Advanced registration $60/person, late registration $75/person, group registration $50/person for 8+.
13. Youth Programs: NM Mojo Competition Team at $289.95/month (ages 9-18), Climbing Academy TBD, Recreational Climbing Club $140-$180 depending on frequency, Alternative PE $129.95, Lil' Rockers ages 4-5. All include gym membership.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Stone Age Climbing Gym operates two full-service indoor climbing facilities in Albuquerque, NM, offering day passes and memberships, indoor and outdoor climbing instruction, personal training, youth programs (NM Mojo), seasonal camps, birthday parties, group sessions, corporate team building, yoga/fitness classes, and community events/competitions. The company monetizes through per-visit fees, recurring EFT memberships, instructional service fees, youth program subscriptions, and event-based revenue.

Product overview

Stone Age Climbing Gym operates two full-service climbing facilities in Albuquerque, NM (Midtown and North), offering indoor climbing access, outdoor instruction, youth programs, and community events. The core product is gym access through day passes ($21) and memberships (monthly EFT at $75, annual at $810), supplemented by climbing instruction (Top Rope Belay, Lead Climbing), outdoor programs (Crag Days, Gym to Crag, Trad courses), and personal training at multiple levels. The company also operates NM Mojo branded youth programs including Lil' Rockers, Competition Team, and seasonal camps. Additional revenue streams include birthday parties ($325-$425), group sessions ($160-$1,200), team building corporate programs, and community events (Stone Cups, Yank-N-Yard competition with $15K prize purse, Prime8 Festival). Both locations feature yoga and fitness classes included with membership.

Differentiator

Problem solved

Functional benefit

Products and services

• Gym Access (Day Passes & Memberships) Full-service climbing gym access at both Midtown and North locations. Includes day passes ($21), monthly EFT memberships ($75/mo individual, $140/mo family of two), annual prepaid memberships ($810/yr), student semester memberships ($180-$280), and 8-punch passes ($150). Members get unlimited access, member-only morning hours (6am-noon weekdays), 10% off classes/shop, 50% off rentals, and free guest passes.
• Indoor Climbing Instruction Structured climbing classes for beginners through advanced climbers. Includes Top Rope Belay Class (free for members, $30 non-members), Intro to Gym Climbing ($13.50-$15), and Learn to Lead Climb ($99-$110). Minimum age 14 for most classes. Available at both Midtown and North locations on rotating schedules.
• Outdoor Climbing Programs Guided outdoor climbing instruction and courses led by AMGA Single Pitch Instructor certified guides. Includes Crag Days ($67.50-$75), Ladies' Outdoor Crag Day, Rappelling & Ascending ($157.50-$175), Trad 101 ($157.50-$175), Trad 102 ($315-$350), Multi-Pitch Tactics ($157.50-$175), and Gym to Crag Workshop ($148.50-$165). Operates under special use permits with BLM, Cibola, Santa Fe, and Carson National Forests.
• Personal Training & Performance Coaching Individual and small group performance coaching with certified instructors at three levels. Level 1 ($55 single/$45 multi-session), Level 2 ($65/$52 with CWI or certified PT), Level 3 ($75/$60 for advanced training). Members receive 10% discount. Includes free 30-minute evaluation for first-time sign-ups.
• NM Mojo Youth Climbing Programs Comprehensive youth climbing brand including Lil' Rockers (ages 4-5), Alternative PE (ages 6-13, $129.95), Recreational Climbing Club ($140-$180), Climbing Academy (ages 6-13), and Competition Team (ages 9-18, $289.95/month). All programs include gym membership. Competition Team is consistently Top 10 nationally with multiple national champions produced.
• Climbing Camps Seasonal climbing camps for kids including Summer Camps (Lil' Lemurs ages 6-8 at $275, Spider Monkeys ages 8-11 at $275, Wall Crawlers ages 11-13 at $300), Spring Camp, and Winter Camp. Camps run Monday-Friday at both locations in climate-controlled 24,000+ sq ft facilities. 10% sibling discount available.
• Birthday Parties Birthday party packages including Standard Package (up to 10 climbers, $325, 2.5 hours) and Premium Package (up to 15 climbers, $425, Midtown only). Includes climbing, personal guide, harness rentals, exclusive party room, plates/cups/utensils, refrigerator access, and complimentary Stone Age t-shirt for birthday child.
• Group Sessions & Team Building Group climbing sessions and corporate team building programs. Weekend groups ($290 base for up to 15 climbers, +$19 each to 25), Weekday groups ($160 base for up to 8 climbers, +$17 each to 25), and Lock-Ins ($425-$1,200 depending on duration). Custom team building activities for organizations. Past clients include Intel, Sandia National Laboratories, General Mills, Bank of America, Wells Fargo, and Cardinal Health.
• Yoga & Fitness Classes Daily yoga and fitness classes offered at both Midtown and North locations. Included free with membership; variety of styles available including daily yoga and several fitness classes per week.
• Community Event Nights Monthly identity-based community nights including Ladies Night (3rd Friday, since 2018), Student Night (2nd Saturday, $15 with gear), Adaptive Climbing Night (partnership with ASPNM), Senior Senders (2nd Tuesday), Sober Senders (4th Friday), LGBTQ+ Rainbow Senders (1st Friday), and TransSenders (3rd Sunday). Drives community engagement and inclusivity.
• Climbing Competitions & Festivals Annual climbing competitions and festivals including Stone Cups (Bouldering Decathlon, Rope Stone Cup, Masters of Climbing 50+, Pumpfest), Yank-N-Yard annual competition (30th annual in 2026, $15K Open prize purse, $60-$75/person registration), and the eight-day Prime8 Festival (membership sales, shoe demos from Butora, La Sportiva, Evolv, Scarpa, costume contest). Free for members; day pass for non-members.
• Equipment Rentals & Retail Shop On-site climbing gear rentals (complete package $7, shoes $5, harness & belay device $3, belay device $2) with 50% member discount, and retail shop selling climbing equipment and apparel with 10% member discount. Includes special LGBTQ+ fundraiser merchandise.

Quantifiable outcome

• NM Mojo Competition Team consistently top 10 in nation
• +2 more outcomes

Named customers10 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

20 partnerships are on record, tiered minor, supporting and core.

• RallyVan-C2minorGTM or Marketing Partner · 16 October 2026Title sponsor for Yank-N-Yard 2025 competition. RallyVan-C2 logo displayed on event materials.
• ButoraminorGTM or Marketing Partner · 16 October 2026Shoe manufacturer demo partner at Prime8 Festival October 2026. Presenting new models and old favorites for try-on. Members receive 20% discount, non-members 10% on special orders during demos.
• La SportivaminorGTM or Marketing Partner · 16 October 2026Shoe manufacturer demo partner at Prime8 Festival October 2026. Presenting new models and old favorites for try-on.
• EvolvminorGTM or Marketing Partner · 16 October 2026Shoe manufacturer demo partner at Prime8 Festival October 2026. Festival partner for Yank-N-Yard 2021 with logo on materials.
• ScarpaminorGTM or Marketing Partner · 16 October 2026Shoe manufacturer demo partner at Prime8 Festival October 2026. Presenting new models and old favorites for try-on.
• The North FacesupportingGTM or Marketing Partner · 19 October 2021Title sponsor for Yank-and-Yard 2019. Stopped by on October 19th to showcase products. Local Albuquerque store participated.
• Santa Fe Brewing CompanyminorGTM or Marketing Partner · 19 October 2021Provided all beer for Yank-and-Yard events. Supporting sponsor for community competitions.
• MetoliusminorGTM or Marketing Partner · 19 October 2021Supporting sponsor for Yank-and-Yard 2021. Climbing equipment manufacturer.
• Friction LabsminorGTM or Marketing Partner · 19 October 2021Supporting sponsor for Yank-and-Yard 2021. Chalk manufacturer.
• EdelridminorGTM or Marketing Partner · 19 October 2021Supporting sponsor for Yank-and-Yard 2021. Climbing rope and gear manufacturer.
• Red ChiliminorGTM or Marketing Partner · 19 October 2021Supporting sponsor for Yank-and-Yard 2021. Climbing shoe manufacturer.
• Chalk CartelminorGTM or Marketing Partner · 19 October 2021Supporting sponsor for Yank-and-Yard 2021. Climbing chalk and accessories.
• AmoreminorGTM or Marketing Partner · 19 October 2021Title sponsor of the party at Yank-and-Yard 2019. Provided BBQ for event attendees.
• Adaptive Sports Program New MexicocoreStrategic or Co-development PartnerPartnership to provide Adaptive Climbing Night for individuals with disabilities. ASPNM provides specialized gear and handles registration. Stone Age provides facility and staff. Event runs 5-8pm at North gym with $15 entry including gear. Participants must have medically deemed permanent disability.
• Autism Learning CollaborativesupportingStrategic or Co-development PartnerCollaboration partner for adaptive climbing programs, specifically supporting individuals with autism. Part of the inclusive programming initiative.
• Bureau of Land ManagementsupportingStrategic or Co-development PartnerSpecial use permit holder for outdoor climbing instruction and guiding on BLM lands in New Mexico.
• Cibola National ForestsupportingStrategic or Co-development PartnerSpecial use permit holder for outdoor climbing instruction and guiding on Cibola National Forest lands.
• Santa Fe National ForestsupportingStrategic or Co-development PartnerSpecial use permit holder for outdoor climbing instruction and guiding on Santa Fe National Forest lands.
• Carson National ForestsupportingStrategic or Co-development PartnerSpecial use permit holder for outdoor climbing instruction and guiding on Carson National Forest lands.
• American Mountain Guides Association (AMGA)coreTechnology or IntegrationAll Stone Age outdoor guides are Single Pitch Instructor certified by AMGA. Professional development and certification pathway for guides.

Scale indicators6 records

Recent moves10 records

Expansion highlights4 records

Emerging players

• Catalyst Climbing: Boutique indoor climbing gym focused on community and youth development, comparable to Stone Age's NM Mojo programming pillar in scale and demographic focus.
• Dogfish Climbing: Smaller, community-focused climbing gym operator with a single primary location, comparable to Stone Age's early-stage profile but currently narrower in multi-location scale and program breadth.

Direct peers

• Sender One Climbing: Multi-location climbing gym operator in Texas offering bouldering and roped climbing, yoga, fitness, youth programs, camps, and competitions. Closely comparable operating model to Stone Age, including similar pricing tiers, summer camps, and youth team programming, though concentrated in a different regional market.
• Vertical Endeavors: Midwest climbing gym chain offering indoor climbing, instruction, youth programs, and outdoor guiding. Comparable to Stone Age in that it combines indoor gym access, instructional curriculum, and outdoor trip offerings into a multi-revenue-stream community climbing business.
• Crux Climbing Center: Multi-purpose climbing facility in the Southwestern U.S., offering indoor climbing, instruction, youth programs, fitness, and events. Adjacent geographic positioning makes it one of the most directly comparable competitors to Stone Age from a regional and facility-model perspective.
• Movement Climbing Gyms: Multi-location indoor climbing gym operator with facilities across Colorado and the broader Western U.S., offering bouldering, top rope, lead, yoga, fitness, and youth programs. Directly comparable to Stone Age in facility size, programming breadth (memberships, camps, youth teams), and coaching-led route setting.
• Hangar 18 Climbing Gyms: Southern California indoor climbing gym chain with multiple locations offering roped climbing, bouldering, youth programs, instruction, and fitness. Comparable to Stone Age in route-setting focus, youth team programs, and outdoor/guided offerings.

Others

• American Alpine Club: National membership organization supporting climbers via education, advocacy, and grants, including outdoor programming. Not a direct competitor but is an enabling/ecosystem participant that touches Stone Age's outdoor instruction and adaptive climbing work in adjacent fashion.

Broad incumbents

• Earth Treks / Planet Granite (now part of The Cliffs): Multi-region indoor climbing gym operator combining roped climbing, bouldering, yoga, fitness, instruction, and youth programming at larger scale. Comparable to Stone Age's diversified service model, with broader geographic reach and institutional ownership.
• Brooklyn Boulders (Hōkū): Re-branded multi-region indoor climbing gym chain focused on community, youth programming, corporate events, and indoor/outdoor climbing instruction. Operates at larger scale than Stone Age but in a closely adjacent operating niche with overlapping service lines (camps, instruction, community nights).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/live/TVb6ck2Lv0w
• Instagraminstagram.com/stoneagegym
• Xx.com/StoneAgeGym
• Facebookfacebook.com/StoneAgeClimbingGym

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Stone Age Climbing Gym