Three Welsh Businesses Unveil Branded Climbing Holds at Boulders Cardiff

On 10th October, something new appeared on the walls at Boulders Cardiff: climbing macros (large climbing holds) carrying custom Hard Lines branding. They’re the result of a collaboration between three Welsh businesses.

Who’s involved?

Vol.Climbing is a Welsh manufacturer of lightweight branded climbing macros, and the designer and manufacturer of the project. Hard Lines, the Welsh coffee brand, is the sponsoring brand. Boulders are hosting the macros at our climbing centre in Cardiff.

To the best of Vol.Climbing’s knowledge, it’s the first time a collaboration of this kind, with a sponsor’s branding built directly into functional climbing macros, has been carried out.

Boulders has sold Hard Lines coffee exclusively in our café for several years, and Hard Lines has donated raffle prizes to our events, so this was a natural fit.

A new way to fund climbing

Large macros are a significant equipment cost for gyms. The idea behind the project is that carefully selected sponsorship partnerships could help gyms access new equipment at a reduced cost, or create additional income to reinvest in route setting, facilities, events and their climbing communities.

Danny Askew, Head of Operations and Product Development at Vol.Climbing, said: “It has been great to bring together three Welsh businesses on this project, with the macros being designed, manufactured and installed here in Wales.”

“This collaboration gives us the opportunity to demonstrate the branded macro model in a live climbing environment. If successful, it could make new equipment more accessible to gyms while giving suitable brands a meaningful way to support the growth of climbing. We hope to help gyms invest in new equipment, route setting and their communities in the UK and beyond.”

Backing local businesses

The branded macros also offer a way to signpost climbers towards other local SMEs that share a gym’s values.

Ollie Noakes, Boulders founder, said: “It’s great to be working with two other local brands who align with our community-focused vision and values.”

Steve Pierce, Head of Brand & Design at Hard Lines, said: “We are incredibly excited to partner with Boulders and Vol.Climbing. Coming together as three independent Welsh businesses to support one another is fantastic, and this opportunity gives us reach into a community that makes perfect logical sense for our brand.”

Launch night at Boulder Bash

The macros made their debut at Boulder Bash at Boulders’ Cardiff centre on Newport Road, where more than 70 climbers turned out to enjoy an evening of friendly climbing challenges.

Boulder Bash is one of our annual events, and it’s open to anyone of any ability. The events are good-natured, fun and inclusive, and about the experience as much as winning or losing. Our aim is to encourage people to move and stay active, and to challenge the idea that you’re too old or unfit to give climbing a go.

What’s next?

Vol.Climbing hopes the pilot will establish a responsible sponsorship model that benefits gyms, climbers and brands. If your business is interested in a future branded macro project, you’re invited to get in touch with Vol.Climbing via www.volclimbing.co.uk.

Three Welsh Businesses Unveil Branded Climbing Holds at Boulders Cardiff