El Cap-Movement announced that the company is moving its Earth Treks and Planet Granite gyms under the Movement brand umbrella to simplify and clarify its marketplace position.
Starting December 9, the seven Earth Treks, six Planet Granite facilities, and three legacy Movement Climbing + Fitness gyms will form one =brand under 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,” said Charlotte Bosley, Movement’s CMO. “Our members will have access to 19 gyms in 7 states featuring nearly half a million square feet of climbing walls and hundreds of convenient yoga and fitness classes.”
The company said new offerings like climbing classes, youth programs and fitness and yoga classes are being planned for 2022.
“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.”
