The annual CWA Summit—the largest gathering for professionals and businesses in the climbing gym industry—made its return to Salt Lake City, Utah, last week. Hundreds of attendees from all corners of the industry; over 40 educational sessions on hot topics in the business of climbing today; a trade show hall filled with new releases from nearly 100 brands; a rocking after party with over 400 guests…it was all there at the weeklong event.
What challenges are climbing businesses facing today? How have gym operators been adapting to the evolving economic conditions? Where have folks been finding optimism and connection amid uncertainty? Three experts in the climbing industry dive into these questions from the Summit and more in their observations from the floor, below:
- Acknowledging and Addressing Our Headwinds by Erik Lambert
- Professionalism Fuels Optimism by Foxman McCarthy-James
- Relationship Building Is What It’s All About by Sevve Stember
Acknowledging and Addressing Our Headwinds
By Erik Lambert
The CWA Summit is the indoor climbing industry’s flagship national event. Each year, the conference—equal parts networking, professional development, trade show and letting loose—brings together about a thousand professionals from across the field. Over three packed days and nights, it’s where ideas are shared and business gets done that will shape the future of indoor climbing.
The Summit returned to Salt Lake City on April 14–18, 2025, following shows in Pittsburgh and Portland. The main event this year was held in the north end of the gargantuan Salt Palace Convention Center. A nest of conference rooms for education was connected to a vendor village filled with 98 brands (a CWA record), including wall builders, climbing hold and gear companies, software providers, nonprofits and more. And the new Momentum gym in Fort Union, which I overheard described as a “cathedral,” hosted a lively after party for 400+ guests.
Like most conferences, the Summit is formulaic. Every show features keynotes, panel discussions and networking happy hours. But some of the conversations in those spaces felt very different this year. I’m going to focus on those.
“It’s been a year.”
My first time attending the CWA Summit was in Pittsburgh in 2023. At that show, owners and operators were primarily talking about industry acceleration: expansions, investments, acquisitions. They had weathered the COVID pandemic and were riding the wave of discretionary spending that followed.
A lot has changed since then. Most notably for gym owners, economic and political realities are shifting tectonically.
“We are seeing weakness in the industry for the first time,” said Dr. Matt Roberts, economist and former CEO of 5.Life, a consortium of climbing gyms in Ohio and Pennsylvania. Roberts hosted a well-attended session at this year’s Summit that dove into macroeconomic issues that will directly and indirectly impact the industry.
Some of the challenges stem from recent political whirlwinds. New tariffs introduced by the Trump administration, and the uncertainty about those tariffs, are having immediate impacts. Roberts noted that a wall builder he knew “was struggling with how to put a tariff clause in their contracts.” Later that day, I spoke with a vendor who said it’s almost impossible to understand what the cost will be to manufacture goods they’ve been making for decades. Rather than guess, they’re sending out “test orders” and anxiously awaiting the bill.
Garnet Moore, the Climbing Wall Association’s Executive Director, told me that roughly 100 Canadian would-be attendees pulled out of the conference at the last minute to boycott the recent tariffs.
But what looms even greater than the political chaos is the observation of a general industry slowdown over the past year. Moore said that, broadly, the indoor climbing industry has seen “four-to-five quarters of less growth than desired.” The consensus I heard among gym owners was an estimate of flat to two percent revenue growth in 2024. These numbers are in stark contrast to the annual double-digit percentage growth that many climbing gyms experienced in the 2010s.
“We’re going from high-growth to just growth,” said Kenneth Cronin, Owner of Crag X Indoor Climbing Centre, in a panel discussion entitled “Crux or Plateau? A Long View on Indoor Climbing Trends.” The panel’s explanations for the slowdown focused on broad economic shifts, such as inflation, shrinking disposable income, and post-COVID norms (more time spent at home; less time spent socializing; increase in online shopping; public transit is not back to pre-pandemic levels; alcohol sales are up). When the rest of the room was asked what they were seeing, a different set of answers came into play:
“The market is maturing, and there’s more saturation.”
“Pricing is not something you can afford to have on cruise control.”
“While it’s great that films and the Olympics have raised visibility for the sport, maybe people don’t feel like they’re doing something as cool and underground anymore?”
Optimism in Uncertainty
According to survey data recently collected by the CWA and 5.Life, the conversations that happened at the conference this year are warranted, but the sky is not falling. Data show that memberships are up at many gyms. 37% of gyms had higher total revenue in 2024 compared to the year prior, versus 27% that had lower revenue. And, to account for market factors, some gyms expect to raise prices and better control expenses in 2025.
More than a third of gyms said in the survey that they expect significant revenue growth (5% or more) in 2025. Is this irrational optimism, or is there real reason to expect a return to the glory days?
Moore points to “30 years of success and growth” setting the foundation for what’s to come. “Climbing is awesome, and that’s not going away. Plus, when you have a tough situation like this, you get back to basics—controlling costs, managing the business well. Reorienting on the fundamentals will get us in a good place,” said Moore.
Will Jorgensen, CWA Program Manager at Monument Sports Group, added that gyms are inherently local, and local membership businesses tend to fare well when people tighten their belts and reduce vacation travel.
The Route Ahead
At the Summit this year, decision-makers seemed to have more questions than answers.
I’d argue that’s a good thing. We’ve been through a lot over the years, from industry standards to private equity to a pandemic, but we’re still a young industry and haven’t seen it all. Acknowledging and addressing our headwinds is what we need now—and it’s the very reason that the CWA Summit exists.
How do we operate in “cruxier” times? Are these slowdowns fleeting or forever? Do we share beta and get through it together, or do we hold onto a competitive advantage?
At one point during the “Crux or Plateau” session, panelist Jeffery Bowling, Creative and Business Development Director for Touchstone Climbing, tossed out another question to the crowd: “Free beer does not attract rock climbers anymore. Who has ideas on what is the new ‘free beer’?”
Roberts had the futuristic answer: “Honest to goodness, it’s Capri Suns.”
About the Author
Erik Lambert is the founder of Bonfire Collective, a climbing/outdoor industry marketing agency, and a co-founder of Bluebird Backcountry, a human-powered ski area. He was Alpinist Magazine’s first digital editor, served as the American Alpine Club’s marketing and membership director from 2010–2015, and set routes back when Red Bull was a valid form of payment.
Professionalism Fuels Optimism
By Foxman McCarthy-James
I’ve been going to the CWA Summit for a few years now. I’m newer to the event than some, but it has become an annual highlight I look forward to each spring, showcasing the newest developments in the industry: new holds, new technology, new trends. We’re all excited to see what new bits of plastic we can block and stack, and we look forward to seeing our friends and colleagues.
This year, the overall vibe was unsurprisingly muted: the state of the U.S. economy was a looming specter in the background of many conversations. Budgets were tighter, and gyms that traditionally send their entire management team opted to roll in with a smaller crew. Even so, I left this year’s Summit with a renewed sense of optimism.
Before we go further, let’s get my bias out of the way. I serve on both the Routesetting and Work at Height Committees, and I’m also the CWA’s Routesetting Education Consultant. I am deeply invested in the CWA’s role in professionalizing routesetting. That said, my investment was bolstered this year by the tone of the conversations I heard throughout the week. Rather than staying in the usual grievance-airing echo chamber, routesetters at this year’s CWA Summit seemed laser-focused on the next steps toward making things…better.
Professional Development Is as Important as Ever
The week kicked off with Pre-Conference clinics, including Work at Height and Professional Routesetting (PRS) Certifications. I was particularly excited to be part of the pilot PRS Provider Course, which workshopped curriculum for instructors developed by the Routesetting Committee. Feedback from this inaugural round of participants will help finalize the PRS Provider Certification program, with the goal of opening it for registration by next year’s Summit.
The educational sessions began Thursday with the Routesetting Roundtable, followed by the CWA Committees’ presentation of the updated PRS and WAH Certification tracks. I was struck by the shift in tone from previous years. The roundtable in particular has historically been a forum for voicing dissatisfaction at the state of the industry, often punctuated by heated exchanges and outbursts. This year, however, the conversation centered around procuring insurance and creating opportunities for professional development despite contracting budgets. A number of CWA veterans remarked on the change in tone afterward, expressing hope for what it signals for the future.
Routesetters Are Elevating Their Expertise
That professional tone extended throughout the rest of the routesetting sessions. Tyler Nelson addressed the importance of strength training for preventing injury to a room full of setters taking detailed notes. Jesse Safford and Blake Green tackled event planning from different but equally high-level perspectives: Safford spoke to the importance of welcoming rec-level climbers into competitions through intentional setting. Green ran attendees through event management scenarios to challenge their problem-solving strategies. I regretted not being able to attend Michael Hafner’s presentation addressing the important topic of groupthink within routesetting teams; I was otherwise occupied presenting Vortex’s updated research on routesetting program data with Justin Wright. Natalie Sauerwald and Shannon Cheung spoke about the importance of lowering financial and cultural barriers to increase diversity on routesetting teams, and they presented the Amy Stone Foundation’s efforts to create opportunities for underrepresented demographics. Joe Stangel used high-level design concepts to discuss routesetting through a UX (User Experience) lens. Each presentation highlighted the trend of evaluating routesetters as conscientious and thoughtful professionals, aware of the changing needs of their communities and the shifting economic context within which we are operating.
The last session I attended was the Women’s Fireside Chat. Maddie Hodge of the CWA did an amazing job facilitating dialogue among women in every facet of the climbing world. It was an honor to see how far the industry has come in a relatively short period of time, and my hopes are high for the future.
And, because everyone always asks if there were any particular holds or volumes that captured my imagination on the trade show floor: AVA Volumes presented a volume with gradient texture. V.Cool.
About the Author
Foxman McCarthy-James is an owner and consultant with Vortex Routesetting. She has brought her background in education into her routesetting career, serving on the CWA Routesetting and Work at Height Committees and teaching routesetting clinics around the country. She is passionate about continuing the conversation on how we can make our industry more welcoming and inclusive.
Relationship Building Is What It’s All About
By Sevve Stember
Arno Ilgner and I, from The Rock Warrior’s Way, attended the annual CWA Summit in Salt Lake City to teach a pre-conference clinic, give an educational lecture during the conference, and network with other industry professionals. Each year, the CWA event provides a meeting ground for climbing gym owners, employees, hold companies, software platforms, and educators to come together, share knowledge, and build valuable relationships that help one another.
After taking some time to reflect on our experiences at this year’s Summit, we had two main takeaways that kept coming to mind:
- The climbing industry is eager for knowledge
- Networking opportunities abound if you seek them
The Climbing Industry Is Eager for Knowledge
We began our week by offering a six-hour pre-conference clinic at The Front Climbing Club, titled “Process Coaching for Optimal Athlete Performance.” Attendees at the session were primarily coaches, program directors and outdoor guides. The cohort of 10 participants traveled from Thailand, Canada, and all over the United States to attend the clinic.
One of the main pieces of feedback we received from this session is that being able to learn experientially has strong value for climbing professionals. Participants were able to improve their coaching skills through a process-based approach. They had the opportunity to immediately practice new skills, receive feedback, and iterate. This approach aligns with our philosophy of development at The Warrior’s Way: you know something when you experience it, not before.
Later in the week, we provided a lecture for Coaching Development, titled “Learning-Based Motivation for Peak Performance.” This session brought together peers from around the field to share experiences and discuss challenges with coaching. We provided participants with a new lens to look through—process coaching—as they coach within the gym setting.
This year, all educational conference lecture sessions took place on Thursday, which in our opinion created effective cohesion throughout the day. These sessions provided new opportunities to learn about the latest industry trends and best practices from experts. They fostered networking and collaboration, allowing attendees to exchange insights and experiences with peers. They also helped support professional growth by enhancing skills and inspiring innovative approaches to working within the climbing industry—all reasons we look forward to this event each year.
Networking Opportunities Abound If You Seek Them
Alongside the educational settings, we also valued the networking opportunities at the weeklong gathering. Prior to arriving, we made sure to schedule meetings with gym owners, directors, and board members. Taking this proactive approach allowed us (and them) to make the Summit more tangible and productive. These meetings gave us the opportunity to discuss how we could help one another progress together toward our own organizational goals. They also gave us a chance to meet in person, without the cumbersome nature of emails and video calls. We were able to efficiently arrive at conclusions and next steps, all while building an in-person relationship.
In addition to the scheduled meetings, we were able to have discussions with stakeholders that weren’t planned. We spoke with people who had attended a lecture and wanted to learn more, saw friends we hadn’t expected to see, and had other happenstance conversations with attendees. Being able to connect in this unexpected manner reaffirmed for us that relationship building is an important part of the work we all do.
The climbing industry is in a period of rapid growth, economic headwinds, and maturation. For these reasons, it’s important to engage in these events to help support one another toward our shared goals.
Leaving the CWA Summit, we felt a sense of synergy and excitement for all the connections we’d made at the event. In many ways, the CWA Summit aligns with what we teach: you know something when you experience it, not before. The Summit gave everyone opportunities to experience more in-person relationships. That kind of connection is critical for building successful partnerships.
About the Author
Sevve Stember is a Warrior’s Way mental training coach and AMGA Apprentice Rock Guide based out of Arvada, Colorado. He loves helping athletes find empowerment and joy along their climbing journey, equipping them with concrete tools to navigate the stress they experience on the wall. Additionally, he finds great satisfaction in providing professional development for coaches, instructors and guides. When he’s not climbing, you’ll find him working on home projects, playing 500 (a card game) with his friends, and skiing.
