The Climbing Hangar
Getting a grip on systematic growth
9
New gyms have opened
since the partnership began
174%
Branded search uplift since 2021
13,000+
First-time visitors delivered in 2024
The Climbing Hangar had ambitious expansion goals and needed digital infrastructure to match their vision. With two successful sites and a clear target of 10 gyms across the UK, they required systems that could generate predictable membership growth and support sustainable market penetration at scale.
Our partnership transformed The Climbing Hangar from a founder-dependent operation into a nationally recognised brand with systematic growth capabilities. We engineered a complete digital ecosystem that powers location expansion, delivers measurable membership acquisition, and positions them as the UK's leading climbing experience. The results speak to strategic transformation: 11 gyms across 10 cities, private equity backing secured in 2024, and a repeatable launch model that consistently exceeds targets.
What began as a niche climbing brand now commands national market presence with the operational sophistication and growth predictability that attracted institutional investment.
Conversion Intelligence Through Testing
Visitor-to-member conversion rates were constraining growth despite healthy traffic. We implemented testing to identify and eliminate friction throughout the user journey, focusing on barriers that prevented membership sign-ups. Each test cycle revealed specific improvements that compounded over time, transforming the digital experience from a conversion bottleneck into a growth engine.
The optimisation programme delivered a 17% conversion rate improvement whilst reducing bounce rates by 37%, directly translating digital traffic into measurable membership revenue.
Revenue Attribution Architecture
Investment decisions required complete visibility into advertising effectiveness, yet fragmented systems prevented accurate measurement of marketing ROI. We engineered end-to-end tracking that connects initial advertisement engagement to confirmed membership acquisition, eliminating the attribution gap that obscured campaign performance. This integration transformed marketing investment from educated guesswork into data-driven revenue generation, enabling confident budget allocation based on actual membership outcomes rather than proxy metrics.
When we started out, The Climbing Hangar was me and a small team. We had big ambitions but not the systems and team to scale. Cab Engine gave us the expertise and support to grow properly; from driving new audiences to climbing through to building a repeatable launch model that’s exceeded targets at Sheffield, Bristol and beyond. Together we’ve gone from two sites to a national climbing brand with 11 gyms, private equity backing, and a growth engine we know works. The best part is we’ve done it without losing the community and joy that makes climbing special.
Strategic Market
The Sheffield expansion represented their largest investment to date, targeting the UK's climbing capital with a flagship facility featuring Olympic-standard infrastructure. We developed a multi-channel pre-launch strategy that generated demand before doors opened, targeting high-intent audiences from university students to competitor gym members across Google, YouTube and social platforms. The precision approach established premium market positioning whilst driving early membership acquisition, making Sheffield one of their most successful locations and validating the launch methodology at scale.
Audience Expansion Beyond Core Demographics
Growth beyond the core climbing demographic required expansion into broader fitness segments without diluting brand positioning. We executed dual-channel campaigns that captured existing demand through search whilst creating new demand through targeted social campaigns reaching gym-goers and fitness enthusiasts. This approach introduced climbing as an accessible fitness option to previously untapped audiences, delivering over 13,000 first-time visitors in 2024 and converting digital interest into physical footfall across their entire estate.
Repeatable Launch Methodology
Multiple location openings provided data to refine and systematise their expansion approach, creating a repeatable launch framework that minimises risk whilst maximising performance. We developed standardised processes that account for local market dynamics whilst maintaining proven performance benchmarks. Bristol exceeded membership targets by 30% with 1,043 acquisitions in five weeks at £7.18 per member (10% under target cost). Southampton delivered 113% of forecasted members whilst reducing acquisition costs by 8%, proving the methodology's effectiveness across different markets.
Brand Evolution from Local to National
Scaling required brand perception that matched their expansion ambitions and appealed to mainstream fitness audiences beyond climbing enthusiasts. We evolved positioning from local gym operator to nationally recognised fitness destination, developing messaging that emphasised community and accessibility without compromising premium positioning. The strategic transformation supported both immediate membership acquisition and long-term brand equity development, positioning The Climbing Hangar as category leaders and contributing to their successful private equity raise.
The Journey Continues
Success bred systematic excellence. We continue optimising The Climbing Hangar's growth engine through performance analysis, campaign refinement, and strategic expansion support. Our ongoing partnership approach ensures their launch methodology evolves with market conditions whilst maintaining the performance standards that enabled their transformation from founder-led startup to institutionally-backed market leader.
The result extends beyond operational success to strategic transformation. The Climbing Hangar now possesses the digital infrastructure, performance intelligence, and growth predictability that positions them for continued expansion whilst maintaining the community focus and experience quality that defines their market position.
CONTINUE THE JOURNEY
Building and growing a digital engine to increase memberships
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