Rock climbing is great exercise, but not very balanced. Climbing really works the forearm muscles that are involved in grip, the biceps and lats, the quads and gastroc/soleus, but neglects a lot of the other muscles. This imbalance can lead to injury and/or other issues. You could market your training programs to address these imbalances. Also I would recommend that you watch other rock climbers as they climb to see if you can be inspired in how you can help them climb better. If you are a climber yourself, you should focus on your own experience as you climb. Where are you feeling the most fatigue? What is the biggest challenge conditioning wise? etc.
Have you ever considered running/holding a “Race to the Top Challenge” for the actually altitude of some famous, historical and even mystical mountains like El Capitan, Mt Rushmore, Mt St Helen, Mt Vesuvius, Mt Olympus, Mt Everest, Mt Kilimanjaro or Mt Rainier. Each Climb up the wall would count for a certain percent of the total height of a mountain and you can categorize routes up the wall based on difficulty and match them with their perspective Mountain. You can create a Winner Board and award badges, photos and certificates for milestones to recognize and showcase participants. 🙂
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.
Get involved with your community. You could do this by participating in local events or partnering with local businesses to help get the word out.
Another great way to attract new clients is to get your current clients involved. Ask them to recommend your business to others. You can even start a referral program that will reward current members for any new people they bring into your business. Not only will you get new business, but you’ll help to retain your current clients.