Being visible in the climbing community I would imagine is super important. I would look for local climbing clubs and offer to host a challenge or event that benefits a local charity. Getting people enthused about your passion for helping others, your passion for climbing and your ability to network will get people excited and build awareness where traditional marketing endeavors fail you. I still believe that the best way to build your business is by referral. Getting involved philanthropically is one of the most rewarding ways (not only financially) to advertise. It draws community leaders with similar interests, out of the shadows and together for something special. It makes them feel good about helping you build awareness and most importantly helps the charity in need.