El Cap-Movement is moving its Earth Treks and Planet Granite gyms under the Movement brand umbrella to simplify and clarify its marketplace position as the nation’s largest community of indoor climbing gyms, the company announced on Dec. 8.
The seven Earth Treks, six Planet Granite facilities and three legacy Movement Climbing + Fitness gyms will become Movement Climbing, Yoga, & Fitness.
“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,” Movement Chief Marketing Officer Charlotte Bosley said in the announcement. “Our members will have access to 19 gyms in seven states featuring nearly half a million square feet of climbing walls and hundreds of convenient yoga and fitness classes.”
Movement climbing gyms offer climbers of all experience levels indoor climbing walls, yoga, fitness classes, cardio and weight equipment, gear shops, and a community of climbing enthusiasts.
The company also will introduce new offerings such as progressive climbing classes, enriching youth programs, and refined fitness and yoga classes in 2022. All the Movement properties will continue to welcome climbers of all capabilities.
“Movement will continue to welcome climbers into our gyms no matter where they are in their journey,” said El Cap CEO Robert Cohen. “Best of all, under the Movement moniker, each facility will continue to partner with local community groups, providing access, space and classes to organizations that help people approach physical, social and emotional challenges in new ways. Through this outreach we’ve helped about 2,500 people each year discover the thrill of rock climbing and look forward to expanding this program.”