Largest U.S. Gym Network Unifies Under Movement Umbrella

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Movement Climbing + Fitness

Movement Climbing + Fitness

The United States’ largest network of climbing gyms recently announced that all of its gyms will be unified under a single brand name—Movement—going forward. The announcement means that seven Earth Treks facilities and six Planet Granite facilities (along with six gyms already using the Movement Climbing + Fitness moniker) will be recast as Movement facilities under a cohesive brand name: Movement Climbing, Yoga, & Fitness.

In a press release, the brand’s parent company, El Cap – Movement, stated that the gyms’ name changes are intended “to simplify and clarify” the brand’s “marketplace position.” Charlotte Bosley, Movement’s Chief Marketing Officer, added, “Having all our gyms unite under the Movement brand will make it easier for our members across the country to find us and enjoy the fitness experience they’ve come to love at our gyms. Our members will have access to 19 gyms in 7 states featuring over 400,000 square feet of climbing walls and hundreds of convenient yoga and fitness classes.”

 

The CEO of El Cap, Robert Cohen, stressed that all the gyms will continue to partner with local community groups amid the respective facility name changes. 

This announcement about umbrella branding comes at the end of a busy year for El Cap – Movement, which has included the opening of three new locations. The original Movement gym was founded in Boulder, Colorado, in 2009 by Mike and Anne-Worley Moelter, who later added two more Movement gyms in Denver in 2014 and 2018; the most recent facilities were opened in 2021 in the Wrigleyville and Lincoln Park sections of Chicago and The Hill section of Dallas.