Montreal — September 2026 — Walk into any modern climbing gym on a weekday evening and the loudest corner is the board. Not the lead wall. Not the slab. The board — where a handful of people who have never met are trading beta on the same problem, filming each other, and staying two hours longer than they planned.
Lemur Design has spent nine years building the infrastructure behind those rooms — 550 of them, in 26 countries — and almost no one knows the name. That changes now. The company is launching a new brand identity, a new website and a repositioning built around one idea: Lemur does not sell walls. It builds the room where the community happens.
Why the training space is the Gen Z play
The generational shift is the strategic heart of the repositioning. Gen Z climbers do not join a facility — they join a room. They choose where to train based on atmosphere, community and how the space looks and feels, and they arrive already fluent in structured training. The board room answers all of it at once: it is social, it is legible, it is where progress is visible, and it is the one of the most photographed square metres in the gym.
“Operators keep asking us how to bring new climbers through the door and keep them past month three,” says Abel Chouinard, co-founder and CEO. “The board room is the answer we keep seeing in the data and on the ground. It costs a fraction of a full build, it takes very little floor space, and it produces the strongest attachment to a gym. It is not equipment. It is a clubhouse.”
The repositioning is deliberately not about strength. Lemur is building its identity around the mix that makes board rooms work — the 8a projector, the beginner on their first 4c, the person filming their send, the athlete running a structured session, all inside the same few square metres. The brand’s stated ambition is to make that room readable and rewarding at every level, not just at the top.
Made in Montréal, with strong R&D
Every Lemur wall is designed, machined and assembled in central Montréal and a production team that has been together for years. Lemur reports zero product recalls since inception. One-day installations without specialised tooling. Short supply chains, carefully selected materials, and products engineered to be serviced and to last rather than replaced.
The company’s R&D team, meanwhile, is working on something better. No launch date has been announced, and no specifications are being released. The brief is the one that has driven every generation of Lemur walls: make serious training infrastructure more accessible, more affordable and more desirable than it was before.You will know more at Vertical Pro… stay tune.
About Lemur Design
Founded in Montréal in 2017 by engineers and climbers, Lemur Design is the world’s leading manufacturer of modular adjustable climbing walls — the system-agnostic infrastructure behind 550+ training spaces in 26 countries. Designed and manufactured in Montréal. Installed in one day. lemurdesign.ca
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