Interview 004 – Verena Keim

Verena Keim - Head of Marketing, Blocz/Element/Kletterkultur

Could you please tell us a little about yourself, where you're based, and what your role involves? 

My name is Verena Keim, I am 34 years old, live in Cologne, and have been working for the Boulderlounge Group in the marketing department for 4 years, with the last 3 years as Head of Marketing. 

Like many others, I stumbled into the climbing gym industry. Initially, I worked part-time at a climbing and bouldering gym while completing my master's degree and took on various marketing tasks there. Gradually, I became more involved in the different areas of the facility, but my focus increasingly shifted toward marketing, where I saw a lot of untapped potential. This interest also stems from my academic background, having  earned a Bachelor’s degree in Media and Communication Studies and a Master’s in Children and Youth Media. 

My journey began with Element Boulders, starting at their first gym in Kassel. Through personal contacts, I learned about the exciting project and immediately saw a unique opportunity to be involved in its development from the ground up. The vision inspired me right away, and I was eager to contribute my ideas and energy. 

How would you describe the state of the climbing industry in your country, and how do  you see its development in the coming years? 

In my view, the industry has evolved significantly over the past decade. The 2010s saw strong growth in independently run facilities. However, in recent years, there’s been a trend toward greater professionalisation and market consolidation, leading to the emergence of larger players like Urban Apes, Boulderwelt, and Element Boulders. We have positioned ourselves well within this environment: over the past few years, we’ve opened, on average, one new gym per year, and we plan to continue this growth trajectory. 

Element Boulders is positioned at the forefront of premium bouldering across Germany. What sets Element Boulders apart from the competition in attracting and retaining customers? 

Element Boulders places a clear focus on quality across all aspects of the facility. It starts with the construction, continues with the careful selection of volumes, macros, and holds, and is rounded out by optimized customer service processes. From day one, our goal with route setting is to demonstrate that we can create diverse boulders across all difficulty levels. We invest in high-quality macros and volumes, even for the easiest  routes. Of course, a boulder isn't great just because it has expensive holds, but this ties  back into our overall concept: an extremely high level of effort and thoughtful planning goes into every phase and every area. Simply put, the boulder itself is the central product of our offering. 

Attracting new customers is naturally a challenge, and marketing plays a key role here, primarily online. However, offline marketing in Germany still has a presence and brings in a new customer base.

We attract new customers in a variety of ways. For new facilities, social media  advertising with targeted promotions plays a big role, but we don't rely solely on that— it's too risky. That’s why we also use other tools such as Google Ads, listings on online platforms, and traditional press coverage in local media. 

We also partner with companies like Urban Sports and EGym-Wellpass to reach new customer groups. 

Another approach we like to use is collaborating with local figures or bringing in international support, such as route setters like Nikken Daniels or through partnerships  with influencers like Eric Karlsson or Emil Abrahamson. These collaborations aim to strengthen the Element Boulders brand, focusing more on building a regional and national reputation than just local gains. 

Element Boulders retains climbers with a well-rounded offering, which includes not just  bouldering but also fitness facilities and a bistro. We also provide targeted deals for new and subscription customers throughout the year and engage heavily with the community. With Element Boulders, we aim to build customer loyalty without making them feel restricted by long-term subscription commitments. In the future, we also plan to reward customer loyalty even more and offer incentives for them to refer new  customers—a win-win for both sides. 

Does Element Boulders integrate influencers into its marketing strategy? If so, what are your criteria for selecting them, what are your expectations, and how are they compensated by Element Boulders? 

The topic of influencers is a bit nuanced. For example, I'm not sure if someone like Nikken Daniels, whom we've worked with since opening our second bouldering gym in Munich, would appreciate being called an influencer. However, there are routesetters in the bouldering scene whose work and media presence make them stand out enough that I would consider them influencers in this space, and they are, of course, paid for  their work. 

With Element Boulders, we've also had several inquiries from people outside the route setting scene who I would classify as "climbing/bouldering influencers". So far, I’ve declined these offers—not because we aren't interested in working with influencers, but because most of these individuals didn’t align with Element Boulders’ brand. 

However, for the opening in Cologne this summer, we worked with a local influencer outside of the climbing scene for the first time. I would categorise her as a sports influencer with bouldering experience, and we were very happy with the results. Our expectation was clear: we wanted her to promote the opening of our new gym and raise awareness on Instagram outside our immediate circle. Of course, her work was compensated according to industry standards. It’s important to me that both sides benefit from the collaboration, which is why I carefully assess these partnerships in  advance.

Do Blocz/Element Boulders participate in industry trade shows like Halls and  Walls? Are they useful, and how could they be improved? 

With Blocz and Kletterkultur, we attend Vertical Pro every year and have continuously expanded our booth space over the years. I see it as a great opportunity to kick off the  new season—it’s winter, gyms have new budgets, and they’re eager to see the coolest innovations from various brands. Therefore, it’s a great chance to showcase these to the audience. However, the format tends to focus more on seeing and less on trying out products, which we found limiting. 

This led us to create the "Hold Together" event with Kletterkultur. Hold Together offers  the chance to not only touch the latest products but also actively test them on the climbing wall. Additionally, the event features engaging lectures and workshops over both days. This year was our third time hosting it at Element Boulders in Munich. My personal highlight was the Route Setter Games, where six international route setters competed using new products from Blocz, Bluepill, 360, and others, and the audience  crowned a winner. 

What are some clear weaknesses in the industry in your area of expertise? Is there a shortage of qualified individuals, a clear entry path into what you do, or  opportunities for growth? 

In the field of marketing, there is still plenty of room for improvement in terms of engaging content and marketing strategies within the bouldering and climbing sector. I often look at other countries or continents and feel like there’s more investment in marketing there. That being said, I’m very pleased with the Element Boulders/Blocz/Kletterkultur team and the work we've accomplished over the past four years. At Element Boulders, for example, I have the great opportunity to work with a highly skilled external team and four employees who manage our on-site locations. Overall, our team has now grown to eight people, and there’s room for every idea, which is often exchanged and implemented. 

Over the past four years, I’ve been involved in building the Element Boulders brand from the ground up, and most of my team has grown from student assistants to full-time employees. This is a fantastic development, and I’m confident that there will continue to  be more opportunities in the future. 

What advice would you give to a new climbing wall business that has just signed for their first property? 

Definitely invest in branding and a solid marketing strategy! I recently gave a workshop where someone asked if social media is really necessary, and my answer is a resounding yes! I highly recommend building a solid foundation on social media, as it’s essential for raising awareness and engaging with your community. But it doesn't stop there. You also need a well-designed and user-friendly website, which acts as your digital storefront.  And don't underestimate the power of Google, using tools like Google Ads and optimising for search engines can greatly increase your visibility and help attract new customers. In today's market, having a multi-faceted online presence is key to success.

How can people find you if they want to learn more or get in touch?

By email, LinkedIn, or by approaching me at this year’s Vertical Pro event.