Urban Climb - Scaling a Cult Brand

A quintessential climbing brand for die-hards and newbies wanted a new lease on life. This is a story of how we turned a sub-culture into a high growth challenger brand.

Real Challenge:

Urban Climb, one of Australia’s biggest and fastest growing climbing gyms was set to triple it’s size over the next 18 months.

But at the core of the business was a community gym with a cult following. 

The task was to rebrand Urban Climb for scale in the midst of growing competition, whilst remaining true to the community and challenger essence of the business.

Strategy:

Avoid the category’s obsession with cliche climbing cues and instead focus on the melting pot of humans inspired by the challenge of the climb.

Urban Climb weren’t like other gyms set out in the suburbs. They were smack bang in the centre of cities, which meant the people that went to their gyms were a melting pot of diversity and creativity.