Free and Inexpensive Marketing for Climbing Gyms

Being a business owner in the climbing wall industry has its host of issues. Two that we’ve seen become more alarming over the last year, though, have surfaced.

1. General economic uncertainty
2. The need for effective (and affordable) marketing materials and skills.

For many indoor climbing gyms, it is unrealistic to suggest building an expansive, professional-grade marketing department with a dedicated team of skilled marketers as a one-size-fits-all solution. It just isn’t feasible! Not all facilities (and likely very few) have the luxury of hiring a full-time marketing person (let alone a department), and that’s okay. In fact, many gyms and businesses need marketing ideas that are cheap or free.

The goal of this article is to provide gym owners and decision makers with practical, cheap, and even free marketing strategies that can build their brand and engage their community.

Use What You Have: Leverage Existing Resources

As my grandfather used to say, "The best way to save money is to not spend it." In the world of marketing, this idea can be applied by utilizing resources you already have—staff, community, and even systems or technologies you’re already paying for.

The trick is figuring out how to dial in these resources to work for you in a way that doesn’t add more costs or require extensive trial-and-error. Therefore, I am not going to suggest a Podcast/YouTube Channel or Patreon for your budding media empire. We’re starting small.

One of the most effective and often overlooked ways of marketing on a budget is to tap into the power of your team. Have you thought about letting your staff take over your gym's social media accounts (with some guidelines)?

Giving employees a creative outlet to share fun, behind-the-scenes moments, and create (even potentially viral) content can do wonders for your gym’s online presence. TikTok, Instagram Reels, and even YouTube Shorts (if you already have a channel) are perfect platforms to experiment with. In fact, some of the most viral gym content we’ve seen comes from staff members sharing funny moments, challenges, or unique training tips.

When you let employees get involved in the creation process, you’re not only building a stronger connection between your brand and your team, but you’re also fostering a sense of ownership and pride in the climbing gym. Staff members will feel more engaged, and this energy will be reflected in their content AND their other roles/responsibilities. Plus, your audience will love the authentic, raw moments that come from real people, rather than a polished, corporate-like approach.

You don’t necessarily have to hire a professional media team to see results—just have fun with it!

If you need inspiration, look at Instagram Reels such as [Example 1] and [Example 2], which have mastered this style of marketing by putting their employees and members front and center. You might be surprised at how much engagement you can generate with a simple social media trend/challenge or a funny staff moment.

Cool Merch and Branding: Make Your Products Stand Out

Almost every climbing gym out there sells merchandise — t-shirts, stickers, hoodies, water bottles, etc. However, if we’re being brutally honest, many of these items aren’t often exactly… stylish. The reality is that for your merch to truly work as an advertising tool, people have to want to wear it. If your climbing gym’s logo is slapped on a plain t-shirt, or if the designs look like something out of a generic AI platform, chances are no one will buy or wear them outside of your gym. That’s a missed opportunity.

The key to creating merch that actually sells (and helps promote your brand) is designing items that are cool enough for people to wear casually, not just during their gym sessions. Think about what your customers (ask them! Ask your staff! Ask the team kids!) would want to sport out in the world.

Would they represent a design that’s unique or generic, simple or edgy, and retro or current? Or would they only wear your shirt because they’re a member? The goal is to create merch that resonates with your audience’s sense of style and personality.

Look at climbing gyms that are doing this well. For example, Center 45 in Boone, NC, and Tension Climbing (yes, the hangboard/board company) both feature unique designs that not only celebrate the climbing lifestyle but also feel contemporary and stylish. Their designs often push the boundaries of traditionally branded merch and include art that connects with climbers and non-climbers alike. Even Ravioli Biceps, the Instagram-famous board climber brand out of Las Vegas, has nailed this concept by creating designs that are part climbing, part aesthetic.

If you’re looking to re-allocate some illustrative budget, one of my personal favorite illustrators is Hank St. John, who has worked with many indoor climbing gyms, organizations, and brands to make art that blends climbing with medieval art. His work is a great example of how unique, compelling designs can resonate with your community.

What if you don’t have the budget at all? No problem.

Why not engage your own community in the creative process? Honestly, that may be the best part of this idea rather than the budget aspect. Host a design contest for your next T-shirt, hoodie, or sticker! Invite your members to submit their artwork, vote on their favorites, and give the winning design a spot in your shop.

You could even turn it into a member-event and do an art night. Invite members to BYO-art supplies, the contest is DURING the event, and climbing after! You could then use it for content on socials etc. The prize could be a free month of membership, or perhaps just lifetime bragging rights and a free shirt/sticker with their design if things are tight money-wise. Not only will this bring fresh, member-generated ideas into your gym’s branding, but it’ll also foster a sense of connection and ownership between your community and the gym.

Save Money on Graphic Design: Don’t Rely on AI-Slop

As climbing gyms (read: basically everyone) look for budget-friendly marketing solutions, many have turned to AI tools for generating graphics. While AI can be helpful for some tasks (perhaps I should use it for proofreading this article for my many misspellings, ha!), I’d urge you to avoid using it as a catch-all solution for your designs.

The results often lack the personality and authenticity that resonate with your audience. AI-generated art may be quick and easy, but they often end up looking like… AI-art. They might be visually sterile or generic, which can hurt your brand’s credibility. I think of AI personally as less of a generator and more of a “frameworker” or “refiner".” Meaning, on the rare occasion I use it I might have it create a template I flesh out, or I may use it to proof-read or something. I really do not suggest using it as a generator for a variety of reasons including those above.

Word of Mouth

Sometimes the most effective and inexpensive marketing tool is also the most traditional: word of mouth. Positive reviews and personal recommendations from your members can be more powerful than any ad or paid promotion. But how do you encourage this kind of organic buzz? It all starts with building a gym culture that people genuinely want to be a part of.

Offer guest passes to members, which allow them to bring a friend or family member for a free day at the gym. This can encourage new people to check out your facility while also rewarding your loyal customers for spreading the word. Even more importantly, work on creating an environment where people feel safe, included, and challenged.

When members are proud of the community you’ve built, they’ll be more likely to talk about it outside of the gym and recommend your services to others.

Creating a space where people want to hang out is just as important as creating a space where they can train hard. If your gym is a place that fosters personal growth, camaraderie, and fun, your members will naturally become your best marketers.

Tying it Together

Marketing a climbing gym doesn’t have to be expensive or complicated. By using what you already have, your staff, your community, and your existing resources—you can develop creative, authentic marketing campaigns that engage your members and build your brand.

Whether it’s through social media content, cool merch, or word of mouth, the key is to keep things real, fun, and personal. And remember, even on a tight budget, you can still make a huge impact.

Now, it’s time to get creative and put these ideas into action! With the right approach, your gym can become a local legend, all while keeping your marketing efforts fresh, effective, and affordable.

About the Author

Carter Smith is a coach, routesetter, and outdoor educator. He is currently the Head Coach for Triangle Rock Club and lives in North Carolina with his partner and 2 dogs. Carter received his Masters in Experiential and Outdoor Education from Western Carolina University in 2022. Carter’s passion lies in helping children and adults to use climbing as a vehicle for self discovery.