Industry Overview

The indoor climbing industry in Australia is experiencing significant growth, driven by increasing interest in climbing as both a recreational and competitive sport. The first climbing gym in Australia opened in the early 1990s, and now with over 104 climbing gyms currently operating across the country and at least eight more under construction, the industry is expanding to meet the rising demand. Climbing gyms offer a variety of activities, including bouldering, top-rope climbing, lead climbing, and training facilities, catering to climbers of all ages and skill levels.

Market size and growth potential

Australia is one of the world’s fastest-growing indoor climbing markets. The global indoor climbing market was valued at approximately USD 5 billion in 2020 and is projected to grow at a compound annual growth rate (CAGR) of around 7% from 2021 to 2027. This growth is fueled by rising health consciousness, the popularity of climbing as a competitive sport (with its inclusion in the Olympics), and the expansion of climbing gyms in urban and rural areas alike.

In Australian metropolitan areas, individual climbing gyms can attract more than 200 visitors daily, indicating a strong community engagement and interest in the sport. The industry's emphasis on safety, community, and physical fitness contributes to its appeal, making indoor climbing a popular choice for individuals seeking a challenging and rewarding physical activity.

In 2024, an estimated two new indoor climbing facilities are under construction in metro Melbourne, further evidence that the market is not yet saturated.

Location, location, location!

Horsham Rural City is a vibrant, diverse community situated approximately 300 km northwest of Melbourne and north of the Grampians National Park, in the heart of the Wimmera region of Victoria. Almost three-quarters of residents live in the urban area of Horsham.

Horsham (postcode 3400), Victoria, with a population of 20,315 and a workforce of roughly 10,000, presents an attractive target market for a climbing gym. The town's residents include families, young professionals, students, and outdoor enthusiasts who are likely to seek new and engaging recreational activities.

Horsham is the capital of the Wimmera (which has a population of roughly 50,000). Over the next 20 years, Horsham is expected to experience notable population growth, setting it apart from other municipalities in the Wimmera.

An estimated 90,000 people visit Mount Arapiles-Tooan State Park (traditionally known as Dyuritte) each year.

Mount Arapiles-Tooan State Park is a significant site in the global rock climbing community. Climbers have been scrambling up the rock since the 60s, and today it has over 2,000 established climbing routes that range from beginner to expert levels. This diversity makes it a premier destination for climbers of all skill levels.

Arapiles is without doubt one of the best cliffs in the world, and while areas such as the Blue Mountains in NSW may offer more climbs, Arapiles will always be Australia's premier crag. Its strength lies in the breadth of its appeal, from friendly beginners' crags bristling with holds, to hair-raising multi-pitch classics that force their way through improbable terrain and from superb bouldering in an idyllic setting to world-famous sport climbs with no queues. There is a huge variety of climbs spanning the full spectrum of grades, from the delightful Tiptoe Ridge (5) to the inspiring Punks in the Gym (32), which was once labelled "the hardest route in the known universe".

It is estimated that in 2018, there were 51,452 climbing person days at Dyurrite in one year.

The importance of Mount Arapiles extends beyond just the climbing routes. It has a rich history in the development of modern rock climbing techniques and ethics, particularly in traditional climbing, where climbers place their own protection gear. The area has also been a hub for climbers to gather, exchange knowledge, and foster a sense of community. Its natural beauty and the challenging nature of its climbs make it a revered site for both recreational and professional climbers, contributing significantly to the culture and evolution of the sport.

There are also an estimated 100 climbers already living in Horsham, Natimuk and surrounds. As the capital of the Wimmera and with a workforce of 10,000 people, Goat Climbing will also be able to cater group bookings for corporate events and run a regular program of group sessions to engage diverse demographic groups.

Market Trends

Several trends support the decision to open a climbing gym in the Wimmera.

Health and wellness: Increasing awareness of the importance of physical fitness and mental well-being is driving people to seek diverse and engaging fitness activities.

Social and community activities: People are looking for social experiences that allow them to connect with others, and climbing gyms often foster strong communities.

Adventure sports: There is a growing interest in adventure sports and activities, particularly among younger demographics.

Environmental sustainability: Climbing gyms can appeal to environmentally conscious consumers by promoting indoor training as a way to reduce environmental impact while still enjoying the sport.

Key Success Factors

Prime location: Horsham, with its growing population and proximity to Dyuritte (Mount Arapiles) and Gariwerd (Grampians), both world-class climbing destinations, is an ideal location for an indoor climbing gym. The town's residents are eager for new recreational opportunities and will benefit from having a dedicated climbing facility.

First in market: Goat Climbing benefits from being first in market as the first climbing gym in the region, competing in the fitness market with only a handful of membership-based fitness gyms, one yoga/pilates studio, one Brazilian jiu jitsu and one CrossFit gym.

Quality facilities: Investing in high-quality climbing walls, safety equipment, and amenities to provide a superior experience for our members and visitors. A multi-faceted space that acts not only as a gym but as a hub for the community to gather, network and connect.

Designed through community consultation, for example, walls and routes to accommodate young children and families.

Located in rural Victoria, lower real estate prices will be in our favour, so creating a space that serves multiple purposes to cater to simultaneous groups will be an advantage.

A niche target market: Actively engaging with the local community to encourage participation whilst simultaneously catering to passionate outdoor climbers to bridge the gap between these divided communities.

Strong community partnerships: Programs, adjustments and opening hours that prioritise our commitment to promote health and wellbeing through climbing. For example, offering a low-sensory environment, private access to facilities and working with community organisations to offer subsidised entry.

Competitor Analysis

Victoria has 26 indoor climbing facilities, with three (Buffalo Boulders in Myrtleford, Friction Bouldering in Ballarat and Industry Boulders in Geelong) of those located in regional Victoria, the closest to Horsham being Ballarat.

In Horsham, there is no direct competition in the form of a dedicated climbing gym. Goat Climbing has a unique opportunity to capture the market wedged right in between two major world-class outdoor climbing destinations. However, indirect competition may come from traditional gyms, sports clubs, and outdoor recreational activities.

Goat Climbing can differentiate itself through specialised facilities, community events and a focus on introducing people to outdoor sports and nature-based activities.

Market research has proven existing fitness opportunities in Horsham are far from saturated, with classes consistently booked out at Horsham Crossfit and Studio Sukha and members paying up to $49 per week for a membership.

Goat Climbing uses diversification to tackle potential saturation. We are more than indoor climbing, being within such proximity to accessible outdoor climbing, our programs and events, and facilities have been designed to cater to the experienced outdoor climber whilst creating equitable pathways for those new to the sport to enjoy it indoors or venture on to real rock, safely and respectfully.