In the world of real estate, I’m always looking for "The Third Place", that spot outside of home and work where community actually happens. For many in the South Sound, that place is Climb Tacoma.
I recently sat down with the owner (and a past client of mine!), Brian Doyle, to talk about the "move-or-die" moment that defined the gym’s future, why he refuses to spend money on traditional advertising, and how bouldering is teaching the next generation of Tacomans, including my daughter Fiona, how to fail forward.
Q: You’ve been a staple in the Tacoma climbing scene for years. What was the original "spark" that made you want to open your own gym here?
Brian: The gym originally opened as part of the Vertical World chain. I had been managing it since 2010, but in 2011, they were going to close it due to financial issues. I wasn’t ready to watch the gym die, so I asked the owner if he’d consider selling it to me. To my surprise, he said yes. Over the next six months, I negotiated a price, a new lease, and formed Gravity Lounge LLC. It was a busy, stressful, but exciting time. It had always been a dream to bring a bouldering gym to the South Sound.
The Backstory: I love this. It wasn’t just a business opportunity; it was a rescue mission. Brian saw something the community needed and stepped up to make sure it didn't disappear.
Q: I remember the old location well! How has the move and the growth of the new space changed the way the community interacts?
Brian: Our location move was brutal. We faced a move-or-die situation when a company bought our building and forced us out. It was heartbreaking to watch a building I’d poured so much love into become a parking lot. But everything happens as it should. Our current location is much nicer, safer, and offers ample parking. Some members miss the "character" of the old building, but I think they mostly just miss the good times they had there.
Real Estate Reality: Property shifts can be heart-wrenching, especially when a space with "soul" gets cleared for development. But seeing how Brian turned that "move-or-die" moment into a better, safer facility is a masterclass in resilience.
Q: You’ve built a massive following almost entirely through word-of-mouth. Why is "community over advertising" so central to how you run Climb Tacoma?
Brian: I’ve often joked about how we are the "Fight Club" of climbing gyms. You learn about us from our fans. Our membership has been built organically; I think I’ve only spent $1k on advertising in 14 years. Corporate gyms focus on one-time users through marketing campaigns. That’s not us. We are a "third place." We have members who started here at 2 years old who are now off to college. I’m fiercely proud of that generational impact.
Community First: "The Fight Club of climbing gyms", what a vibe. In a world of targeted ads, there is nothing more powerful than a business that grows because people actually love being there.
The "Why" Behind the Walls
Q: For someone who has never touched a climbing hold, how would you describe the atmosphere when they walk through your doors for the first time?
Brian: This place has to look sort of insane to people brand new to climbing! Fortunately, bouldering is very beginner-friendly. Inclusivity is a cornerstone here. Our staff are amazing at making people feel seen. I’m a firm believer that birds of a feather flock together. Our community is a bunch of nice, psyched people.
Q: I’m seeing my daughter Fiona build incredible confidence and coordination on your walls. What is your favorite part about watching kids and newcomers discover their own "natural" talent?
Brian: The single biggest lesson is the concept of delayed gratification. Climbing is mostly failure, trying and failing a hundred times before you "send" it. There are no shortcuts. We’ve become a society of instant gratification, but in climbing, the accomplishments belong to the climber alone. The confidence this inspires becomes the bedrock of their character.
The Parent Perspective: Watching Fiona on these walls has been incredible. Seeing her learn that "failure" is just part of the process is a lesson that goes way beyond the gym walls.
Q: What is it about the Tacoma community specifically that makes it such a great home for a climbing gym?
Brian: Tacoma is about Tacoma. The pride the community feels for our "homegrown dope shit" is amazing. People here have their favorite local spots, there’s Starbucks, sure, but there are 10 local coffee spots that locals would much rather support. I love that.
Local Grit: Brian nailed it. Tacoma has a specific brand of loyalty. We don't just want "services," we want businesses with a pulse that represent the 253.
Q: Climbing is as much mental as it is physical. How do you think the problem-solving skills learned on the wall translate to everyday life?
Brian: I’d say climbing is 90% mental. Becoming comfortable with failure is invaluable; it becomes a brief moment in time instead of the only possible outcome. Approaching the same problem 10 different ways develops mental flexibility. Adversity breeds character.
Owner’s Choice & Building the Future
Q: When you actually get a moment to hop on the wall yourself, do you have a favorite type of route? And what are you excited about for the future?
Brian: Steep, thuggy boulder problems will always be my jam. For the future, I’m excited to watch the next generation grow up in this nicer facility. I have some fun ideas for improving the building over the next couple of years, and I'm still excited about the idea of opening a gym in Auburn soon!
Q: Aside from the gym, what’s another local Tacoma business we should be supporting?
📍 102 S 24th St, Tacoma, WA 98402
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