Evo Rock + Fitness

What Evo Rock + Fitness does

Evo Rock + Fitness is a privately-held indoor climbing gym and fitness facility operating from a single 17,000 square foot location at 65 Warren Avenue in Portland, Maine. The business evolved from Maine Rock Gym (MRG), founded in 1994 by Scott Howard, and was rebranded to Evo Rock + Fitness in 2015 when the original facility was outgrown; the new entity was formed by partners Scott Howard, Hilary Harris, Mike Lambert, and Keith Morris. The facility offers top-rope, lead, speed, and bouldering climbing on walls ranging from 24 to 42 feet, supplemented by dedicated training equipment (Tension Board 2, campus board, treadwall, hangboards, free weights, cardio) and a children's climbing area with a castle-style fort, slide, and tunnels.

The company's product mix combines core climbing access with diversified fitness, instruction, youth, and event programming. Monetization runs through EFT month-to-month memberships at $85 for adults and $76.50 for discounted tiers (youth, students, military, veterans, seniors, AAC and Scarborough Civil Services members), prepaid memberships at 1-, 3-, 6-month, and annual terms ($105 to $870), day passes ($23 adults, with youth and discounted tiers), equipment rentals ($15 full package or individual items), drop-in fitness classes (yoga at $15, acro at $20, aerial silks), structured climbing instruction (Intro to Top-Rope, Lead, Outdoor Sport Climbing), and youth programs (After School sessions at $325-$390, birthday parties, Club EVO, Team EVO USA Climbing competitive program, and a High School League at $250 per 4-month season). A portable 24-foot mobile climbing wall with 5 automatic belay systems extends service reach to off-site events.

The go-to-market motion is direct-to-consumer and community-driven, with acquisition led by recurring affiliation nights (Climbers of Color, Send It Sister Women's Night, RainbowUp LGBTQ+ Night), annual events (Strong Women Summit, Struggle Bus Competition, Member Party), partnerships with local breweries and outdoor venues, and a Smartwaiver-based waiver flow. The company does not disclose revenue, has no funding rounds or institutional investment, operates without a mobile app or AI capabilities, and runs as an LLC owned by its operating partners.

Name

Evo Rock + Fitness

Legal name

Evo Rock & Fitness Portland LLC

Website

https://evorock.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Evo Rock + Fitness operates a 17,000 sq ft indoor climbing gym in Portland, Maine, offering bouldering, top-rope, lead, and speed climbing alongside yoga, aerial silks, youth programs, and community events for climbers of all skill levels and ages.

Ownership category

akta.pro rank

Product category

Indoor Climbing Gym

NAICS

Fitness and Recreational Sports Centers (71394), Fitness and Recreational Sports Centers (713940)

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 industry

Climbing & Via Ferrata Guiding / Instruction (THAAALAH)

Keywords

• Indoor climbing gym
• Climbing instruction
• Youth climbing programs
• Yoga fitness classes
• Community fitness events

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Monthly EFT (Electronic Funds Transfer) memberships providing unlimited facility access with benefits including free yoga classes, towel use, belay device rental, guest passes, and retail discounts. Also offers prepaid memberships for 1, 3, 6 months or annual terms.
2. Day Passes: One-time entry fees for non-members including adults, youth, children, and discounted rates for students, military, veterans, and seniors. Includes punch card options.
3. Fitness Classes: Drop-in yoga classes at $15, aerial and acro fitness classes at varying rates. Members receive free yoga classes.
4. Equipment Rentals: Rental packages and individual equipment including shoes, harnesses, chalk bags, and belay devices
5. Birthday Parties and Group Events: Private event hosting for birthday parties and group events with staff belaying, equipment, and dedicated space
6. Youth Programs: After school programs, camps, club EVO, and team EVO training programs with session-based pricing
7. High School League: Seasonal membership program for high school students at $250 per 4-month season with rental gear add-on option
8. Climbing Instruction: Technical instruction classes including Intro to Top-Rope, Intro to Lead, Intro to Outdoor Sport Climbing, and private instruction sessions

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Evo Rock + Fitness operates a 17,000-square-foot indoor climbing facility in Portland, Maine, featuring top-rope, lead, speed, and bouldering walls ranging from 24 to 42 feet in height. The gym sells memberships and day passes for facility access and offers climbing instruction, yoga, aerial silks, and acro fitness classes. It runs structured youth programs including after-school programs, camps, Team EVO, and a High School League, and hosts community events, parties, and affiliated climbing nights.

Product overview

Evo Rock + Fitness is a brick-and-mortar climbing gym and fitness facility offering a comprehensive suite of indoor climbing and wellness services. The core offering centers on 17,000 square feet of indoor climbing surface with walls ranging from 24' to 42' for top-rope, lead, speed climbing, and bouldering. Programming is organized into three pillars: Climbing Instruction (ranging from beginner bouldering to outdoor sport climbing), Fitness (yoga, aerial silks, acro classes), and Youth Programs (After School Programs, Birthday Parties, Camps, High School League, Club EVO, and competitive Team EVO). The gym also hosts recurring community events including the annual Struggle Bus Competition, Strong Women Summit, Member Party, and weekly Affiliation Nights (Climbers of Color, Women's Night, LGBTQ+ Night). Membership options include EFT month-to-month plans, prepaid terms, and day passes with equipment rental add-ons. As a traditional fitness facility, there are no technology products, APIs, or AI capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Indoor Rock Climbing Facilities 17,000 square feet of indoor climbing surface with walls ranging from 24' to 42' in height, featuring top-rope, lead, speed climbing, and bouldering areas for climbers of all skill levels.
• Climbing Instruction Programs Structured climbing classes including Intro to Bouldering, Intro to Top-Rope Belaying, Intro to Lead Climbing, Intro to Outdoor Sport Climbing, and Send Train progression-based training.
• Yoga Classes Yoga classes free for members including Vinyasa, Hatha, Yin, Warm Vinyasa, Slow Flow, Restorative, Rolling and Mobility, and Foundations of Yoga taught by multiple certified instructors.
• Aerial Silks Aerial arts classes including Intro to Aerial Silks, Aerial Silks Level 1 and 2, Aerial Silks Individual Practice, and Aerial Fitness taught by certified instructors.
• Acro (Acrobatics) Weekly All Levels Acro classes free for members, teaching acrobatic movement in a supportive environment with 24 spots per class.
• Youth Programs Comprehensive youth offerings including After School Programs (Gibbons ages 5-7, Geckos ages 8-10, Goats ages 11-13), Birthday Parties, Summer Camps, Group Events, High School League, Club EVO, and Team EVO competitive program.
• Team EVO Intensive training program for athletes ages 7-19 competing in USA Climbing competitions with conditioning, flexibility, strength training, and mental focus.
• High School League Discounted membership program for high school students (grades 9-12) with unlimited gym access, free Intro to Top-Rope class, 10% gear discount, free yoga, and entry to end-of-season competition.
• Birthday Parties Private climbing birthday parties with staff belayers for children scaling walls up to 40' high, with equipment included and dedicated space.
• Mobile Portable Climbing Wall 24-foot portable climbing wall with 5 automatic belay systems available for off-site events and external bookings.
• Memberships Recurring EFT month-to-month and prepaid 1/3/6/12-month memberships providing unlimited facility access with free yoga, free towel use, free belay device rental, guest passes, and retail discounts.
• Day Passes Single-visit passes for non-members at $23 for adults, with discounted rates for youth, students, military, veterans, and seniors; punch cards available.
• Equipment Rentals Climbing rental packages including shoes, harness, chalk bag, and belay device for $15, or individual items available separately.
• Struggle Bus Competition Annual community bouldering competition structured as a redpoint format where participants track their top 5 sends for ranking, with cash prizes for Open category and sponsored prize packages.
• Strong Women Summit Annual event celebrating and empowering women featuring clinics in climbing, yoga, acro, and aerial silks, with women-owned business vendors, food, drinks, raffle prizes, and live music.
• Affiliation Nights Weekly inclusion-focused climbing nights including Climbers of Color Night (Tuesdays), Women's Night with Send It Sister (Wednesdays), and LGBTQ+ Night with Rainbow Up Climbing (Thursdays).

Quantifiable outcome

• Strong Women Summit has been running annually since 2016, demonstrating sustained community engagement
• +2 more outcomes

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Willard Mountain Guides (John Willard)coreStrategic or Co-development PartnerCollaboration with Willard Mountain Guides to host Climbers of Color meetups every Tuesday. John Willard, owner and founder, helps make climbing more accessible and inclusive to the Portland community and other communities in Maine. No experience necessary to participate; meetups include stretch circles and Intro to Top-Rope classes.
• Send It SistercoreGTM or Marketing PartnerWomen's Night partnership on Wednesdays from 4-10pm. Send It Sister helps foster community of strong women through stretch circles and climbing sessions. $17 day passes with rentals included plus discounts on Learn the Ropes and yoga classes.
• RainbowUp ClimbingcoreGTM or Marketing PartnerLGBTQ+ climbing nights partnership on Thursdays from 4-10pm. RainbowUp Climbing helps create inclusive, welcoming community for LGBTQ+ climbers with stretch circles and partner finding. $17 day passes with rentals included plus discounts on Learn the Ropes class.
• Access FundminorOthersNonprofit advocacy organization for climbing access and conservation. EVO offers EVO Cares donation program allowing monthly EFT members to contribute to Access Fund through monthly billing add-ons. Access Fund programs include climbing policy, stewardship, local support, land acquisition, risk management, and education.
• Adaptive Outdoor Education Center (AOEC)minorOthersAOEC provides adaptive equipment and trained staff to assist participants with disabilities in climbing at EVO regularly through Horizons Climbing program. Mission to enhance quality of life for people with disabilities through adaptive recreation and education.
• Kismet Rock FoundationminorOthersOffers outdoor climbing opportunities to youth throughout New England through their 3 Pillar program (identifying children in need, educating in technical climbing, creating family-like atmosphere). Available through EVO Cares donation program.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Stone Summit Climbing & Fitness: Multi-location climbing gym chain focused on community, climbing instruction, youth programs, and fitness. Direct analog for EVO's programming and customer mix.
• Brooklyn Boulders (BKB): Community-focused climbing gym chain emphasizing inclusion, climbing instruction, and fitness programming across multiple facilities. Closely matches EVO's programming model and target customer.
• Vertical World: Long-established indoor climbing gym operator with locations primarily in the Pacific Northwest. Comparable in operating model and community focus.
• Central Rock Gym: Multi-location climbing gym chain in the Northeast offering bouldering, top-rope, lead, fitness, and youth programs. Comparable in operating model and customer segments with an established regional brand.
• Movement Climbing: Multi-city climbing gym operator offering comprehensive climbing, fitness, and yoga programming with strong youth and competition programs. Closest scaled analog to EVO's model.
• Hangar 18 Climbing: Multi-location indoor climbing gym operator in California with bouldering, lead, youth, and fitness programming. Comparable in operating model and target customers.
• Sender One: Multi-location climbing gym chain offering bouldering, top-rope, fitness, yoga, and youth programs. Comparable programming breadth and target audience.
• Earth Treks: Multi-location climbing gym chain emphasizing family-friendly programming, youth teams, and instruction. Directly comparable in program mix to EVO.

Broad incumbents

• Life Time Fitness: Premium multi-discipline fitness club offering climbing, fitness classes, yoga, and youth programming. Represents a higher-end incumbent alternative with overlapping capabilities.

Regional players

• Pacific Edge Climbing Center: Single-region climbing gym in Santa Cruz, CA focused on community, climbing instruction, and youth programs—EVO's youth coordinator previously worked there. Comparable operating model in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/evolution-rock-fitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Evo Rock + Fitness