Clava

What Clava does

Clava (legally Fittr Limited) is a UK-based software company that provides an all-in-one, cloud-based management platform built specifically for indoor climbing gym operators. Founded in 2022 and headquartered in Richmond, Surrey, the company consolidates member management, digital waivers and NICAS competency tracking, class scheduling and booking, integrated point-of-sale, inventory management, email marketing, business analytics, multi-location administration and an autonomous (staffless) access control module into a single subscription product. The platform is hosted on Amazon Web Services infrastructure located in the EU and integrates natively with Stripe for payment processing and Intercom for customer support, with the company emphasising a zero-downtime data migration process for gyms switching from legacy point solutions.

The commercial model centres on a single all-inclusive monthly subscription fee supplemented by a small automated transaction-fee deduction on customer payments processed through Stripe; pricing is not publicly disclosed and prospects are routed through a sales-assisted 'Book a demo' flow with an adjacent self-serve free trial. Clava serves indoor climbing facilities ranging from new independent walls to multi-location enterprises across the UK and the United States, with customer logos including LUMA, The Ridge, The Font, Yonder, Gallery Bouldering, Hang Community Gym, HexRock Climbing and High Plains Climbing Gym. Its go-to-market mixes product-led evaluation with community- and event-led tactics in the climbing trade, including the company's official US market launch via the CWA Summit in May 2025.

Clava is an early-stage company with approximately 8 employees, no publicly disclosed funding rounds and revenues that are not reported. Strategic direction in 2025–2026 has been shaped by the appointment of Jon Partridge as CEO in January 2025, the US market entry in May 2025, the launch of the Clava POS module in June 2025, the introduction of an autonomous access control product and the announcement of a native QuickBooks integration at CWA Summit 2026.

Name

Clava

Legal name

Fittr Limited

Website

https://on-clava.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Clava (Fittr Limited) is a UK-based SaaS provider of an all-in-one cloud management platform purpose-built for indoor climbing gyms, integrating member management, waivers, booking, POS, analytics and autonomous access control on a single monthly subscription.

Ownership category

akta.pro rank

Headquarters

HQ city

Richmond, Surrey

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Software Subscription (Access Fee): Monthly subscription fee for access to the cloud-based platform. The Access Fee is charged on a recurring monthly basis, with payment processed through Stripe. Users can evaluate the service during a free trial period before committing to a paid plan.
2. Transaction Processing Fee: Clava automatically deducts a fee from each payment received by subscribers from their customers through the integrated Stripe connection. The fee reconciles payments and covers the platform's transaction processing services.
3. Partner Offers Program: Partner Offers program where third-party brands provide discounts to subscribers, with click tracking used to monitor referrals. While not a direct revenue stream, this creates ecosystem value and potential referral opportunities.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Clava sells an all-in-one cloud-based climbing gym management software platform that replaces fragmented systems with a single integrated solution covering CRM, waivers and competency management, scheduling and booking, membership and pricing, POS, inventory, email marketing, analytics, multi-location management, and autonomous access control. The platform is purpose-built specifically for climbing gym operators rather than adapted from generic fitness software, and is delivered as a monthly subscription with built-in Stripe payment processing.

Product overview

Clava is an all-in-one cloud-based climbing gym management software platform built to simplify operations and grow climbing gym businesses. The core Clava platform serves as the central unified system that integrates multiple operational modules including CRM, Waivers & Competency, Scheduling & Booking, Membership & Pricing, Admin and Customer Self-check-in, Inventory Management, Integrated Point of Sale (POS), Customer Sales Portals & Widgets, Email Marketing, Reporting & Analytics, Location and Space Management, Multi-location support, Corporate Accounts, Autonomous Access Control, Instructor Portal, Team & Role Management, Alerts/To-dos/Notes, and Third-Party Integrations. These modules work together within a single platform, with Stripe providing built-in payment processing, Intercom for customer support, and QuickBooks for accounting synchronization. The platform is designed for climbing gyms of all sizes with a unified pricing model.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Cost reduction through tool consolidation - more cost-effective than multiple platforms
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature18 records

Partnerships

Five partnerships are on record, tiered core.

• NICAS (National Indoor Climbing Award Scheme)coreStrategic or Co-development PartnerWorking partnership with NICAS, a national climbing award scheme in the UK. NICAS logo appears on Clava's website footer indicating collaborative relationship supporting climbing education and standards.
• GriptonitecoreStrategic or Co-development PartnerPartnership with Griptonite, a climbing wall company. The partnership appears in the 'Working in partnership with' section of Clava's website, suggesting collaboration in the climbing gym ecosystem.
• Independent Climbing Wall Collective (ICWC)coreStrategic or Co-development PartnerPartnership with ICWC, an industry collective for independent climbing walls. ICWC logo appears on Clava's website indicating collaborative support for independent climbing gym operators.
• StripecoreTechnology or IntegrationPrimary payment processing partner. Stripe processes all payments including subscription fees and customer transactions. Clava integrates Stripe for receiving payments and uses Stripe Payments Europe for secure payment card storage with automated billing.
• Amazon Web Services (AWS)coreTechnology or IntegrationCloud hosting infrastructure partner. Clava's primary servers are located in the EU with hosting partner Amazon Web Services. All customer data is routed through and stored on AWS servers as part of the cloud-based service delivery.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Mindbody: Mindbody is a large, established fitness and wellness SaaS used by gyms, studios, and fitness operators worldwide. While not climbing-specific, it competes with Clava for boutique fitness and climbing gym software spend.
• Glofox: Glofox is a boutique fitness studio management platform offering membership, booking, and billing tools. It serves as an indirect competitor for climbing gyms evaluating generic boutique fitness software.
• ClubReady: ClubReady is a club management platform serving fitness facilities with membership, billing, and member engagement tools. It competes in the broader gym/fitness management software market against Clava.
• Pike13: Pike13 provides cloud-based management software for boutique fitness and recreation businesses including booking, payments, and reporting. It is comparable to Clava in its target category of recreation/fitness operators.

Direct peers

• Rock Gym Pro: Rock Gym Pro is a climbing-specific gym management software platform serving indoor climbing facilities with membership, POS, waivers, and route-setting features. It is the most direct head-to-head competitor to Clava in the same vertical SaaS category.
• Vertical Leisure: Vertical Leisure provides climbing gym management software with bookings, member management, and POS tools tailored to climbing facilities. It targets the same niche customer base as Clava.

Emerging players

• Wodify: Wodify is a CrossFit and functional fitness gym management platform offering membership, scheduling, and performance tracking. It is comparable to Clava as a category-specialized fitness SaaS with a niche target market.
• Mariana Tek: Mariana Tek provides boutique fitness studio management software with branded member apps and integrated payments. It targets similar SMB fitness/studio operators as Clava.
• Front Desk Anywhere: Front Desk Anywhere is a small business management platform for fitness, yoga, and recreation studios with scheduling, POS, and member management. It overlaps with Clava's target customer profile of recreation operators.

Others

• NICAS (National Indoor Climbing Award Scheme): NICAS is a UK-based climbing education and certification scheme that partners with Clava per its website. It is a thematically related industry ecosystem partner rather than a competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/on-clava
• Instagraminstagram.com/on.clava

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Clava