Movement Gyms Scales New Peaks with Climbing, Fitness & Yoga
Movement Gyms is determined to become the ultimate third space as it redefines fitness and community. Athletech News caught up with CEO Anne-Worley Moelter to discover what’s next for the brand
Pickleball may be basking in the spotlight, but another activity is rapidly gaining traction for its accessibility, community-driven vibes and “flow state” experience: indoor rock climbing.
Movement Gyms, a climbing facility offering fitness and yoga classes, is leading the charge to establish itself as the ultimate third space for fitness and wellness enthusiasts.
Athletech News caught up with Movement Gyms’ CEO, Anne-Worley Moelter, to explore the appeal of climbing, the integration of fitness and yoga, and what’s ahead for the brand, which now boasts 34 locations across nine states.
Appointed CEO of the climbing business last September, Moelter’s onboarding marks what the company describes as a return to its roots, as Moelter co-founded the original Movement gym in Colorado with her husband, Mike. After opening their first location in 2009 in Boulder, two others followed in Denver. After the three Movement locations merged with other climbing gyms, Anne-Worley served as a board member.
It’s a pivotal time for the brand, Moelter says, and one she is excited to guide the brand through as its chief.
While there are no shortages of fitness franchises and gyms, Moelter is focused on elevating Movement as a fresh approach to physical activity—a third place, beyond home and work, that sharpens mental acuity while fostering social interaction and collaboration.
Although other facilities may focus solely on climbing, Movement has intentionally integrated traditional fitness offerings, giving guests the chance to try something new and step outside their comfort zones—an opportunity that’s naturally encouraged in a space where people are scaling walls.
“Even as Movement has grown over the years—both organically and through acquisitions—the organization remains committed to yoga and fitness as key components of its future,” Moelter says.
A resident of Boulder, Colorado, Moelter has kept a pulse of the climbing industry and has served as USA Climbing’s first executive director, as well as on the boards of the International Federation of Sports Climbing (IFSC) and Access Fund, a non-profit rock climbing advocacy group.
“One of the things we were very intentional about was the yoga and fitness component because in our prior work with USA Climbing — which is the national governing body for competitive climbing — we were able to travel all around the country and actually around the world and take a look at climbing gyms and understand what was working, what was not and what we felt could be enhanced,” she says.
One discovery was that many climbing gyms included a “plus fitness” component, but it typically consisted of just a few treadmills tucked away on a second-floor mezzanine.
“We saw this opportunity. There weren’t really any climbing gyms that were making the jump to really include yoga and fitness,” Moelter says. “And so we thought, well, we can be a climbing and fitness facility, not just a climbing gym.”
Having a healthy mix that consists of climbing walls, yoga and fitness classes attracts a wide range of consumers to Movement facilities. Although statistically it has captured the interest of young professionals who make up the majority of its membership base, Moelter points out that one of the most remarkable aspects of a climbing and fitness facility is its appeal to all ages, from children to retirees.
It’s a space that dismantles several barriers and misconceptions—including the widely-held belief that upper body strength is the most important for climbing. In reality, Moelter notes that lower body strength plays a key role.
And unlike other activities, those of all abilities can climb together.
“The camaraderie that one feels in a climbing and fitness facility is so markedly different from any other type of exercise or sport that I have ever come across that it becomes so encouraging to climb,” she says. “One of the beautiful things is that there are so many different ways to approach it that people of all different skill levels can engage in it together.”
She also highlights the mental aspect of climbing, allowing guests an engaging activity that provides a singular focus.
“Even without meaning to, you have to zero in on what you’re doing,” Moelter says. “I think that that is something that people appreciate in today’s scattered world.”
As Movement enters its next phase of growth, Moelter reveals that franchising isn’t part of the plan.
“We’re wholly owned, and we really appreciate working that way,” she says. “We believe that we can really positively affect any sort of change within the company and within our communities by being one company.”
She’s been pleasantly surprised that, despite the footprint of Movement gyms, the community vibe remains strong across all its locations.
“Every single Movement you walk into, that sense of community is there,” she says, having been on the road visiting the brand’s gyms across the country. “That is a common thread that continues to surprise and delight me because it shows that if we’re doing our job well, we are helping to create these phenomenal communities of which people feel a part, which inherently means that we can bring positivity to those communities, and that has been wonderful.”
The social aspect of Movement has fostered engagements, marriages, births, and a strong sense of support among members during challenging times.
Guests at Movement can book a one-hour instructor-led climbing session, take an introduction to rope-climbing or bouldering class, or sign up for a four-week beginner rock climbing course – which is perfect for meeting new people.
“It’s just a different thing that we have that I think is setting us up for success in the long run,” Moelter says. “It isn’t just about going in, putting in your headphones, doing your 45 minutes of workout and leaving. It’s an entirely different perspective that I consider much more holistic.”
Just as Moelter has a keen understanding of the unique role socialization plays at Movement, she’s equally aware that consumers are paying close attention.
“What has happened over the last decade is that our members and guests have become much more well-versed and well- educated on what it means to have a really outstanding fitness facility,” she notes. “And so as operators, we inherently have to continuously innovate and tie in the conversation with our members and guests to make sure that we are always meeting expectations and delivering above and beyond, so that we are the facility that they choose as their third place.”
Those who become full-fledged members receive free guest passes, unlimited access to climbing, yoga, and fitness classes, free climbing clinics and events, as well as discounts on workshops and climbing classes.