Pro Climbing League Sells Out London Debut in Minutes, Plans Global Urban Expansion
The inaugural London event of the Pro Climbing League achieved a remarkable sell-out within just five minutes when tickets were released last month. This rapid uptake, while not matching the frenzy of major pop concerts, represents a significant milestone for climbing, a sport historically lacking a strong spectator tradition. On Saturday evening, Magazine London in Greenwich will host 2,500 attendees to witness a pilot event that organizers envision as the foundation for an annual series in major cities worldwide.
Olympic Champion Toby Roberts Energized by Head-to-Head Format
Team GB's Olympic gold medalist Toby Roberts, aged 20, is among the competitors set to participate in this groundbreaking competition. Unlike conventional climbing contests, the Pro Climbing League employs a head-to-head duel format on identical boulder problems, specifically designed to enhance spectator engagement and excitement. Roberts expressed enthusiasm about performing before a capacity crowd in his home country's capital.
"I think it's a really exciting prospect. To be able to climb in front of a massive crowd with high pressure, it's definitely going to get the adrenaline going," Roberts told City AM. He anticipates an elevated level of pressure from the direct competition, which will feature 16 top male and female climbers globally. "Not only do you have to try and climb the boulder problem, but you also have to keep an eye on what the other person is doing," he added.
Roberts highlighted the absence of major climbing events in London, stating, "We've missed a climbing competition in London. I think it's going to be a really cool prospect, and from the sounds of it, it's going to be a really electric atmosphere, which I just love." He believes climbing has substantial potential as a spectator sport, particularly with the duel aspect, and suggested future events could be held in locations like Las Vegas or other major urban centers, akin to festival-style gatherings in large arenas.
Founder Danaan Markey Sees Untapped Urban Demand
Pro Climbing League co-founder Danaan Markey was not surprised by the quick sell-out, having identified a significant opportunity within the passionate climbing community. With experience as a national team coach, commentator, and in sports marketing at Patagonia, Markey leveraged industry connections to establish the league. He noted that traditional climbing events are often held in remote mountain towns with limited marketing, whereas the sport has evolved to become predominantly urban.
"We always knew that there was a serious demand for this," Markey said. "The World Championships were in Paris in 2012 and 2014 – they sold out the Bercy Arena. There hasn't been a major event in a major city since, and demand has only grown. We didn't have trouble selling 2,500 tickets. There's clearly demand for much, much more. This can and likely will be much bigger going forward."
The league is currently funded by angel investors who share a passion for climbing, but discussions are advanced with venture capital firms to secure deeper resources for expansion. Markey outlined ambitious growth plans: "The intention is to scale to three events in the next year and then five events the year after that. I think six to eight could be the ideal setup longer term, but we will be conscious of how we build the business and make sure it's the best for everyone."
Red Bull Backing and Broader Brand Interest Signal Growth Potential
Red Bull, which also sponsors Toby Roberts, has played a crucial role in launching the Pro Climbing League and will broadcast the London event on its media channels. The positive response has attracted attention from other climbing brands, with Markey reporting that nearly every major climbing brand contacted him after the ticket sell-out. He sees potential for involvement from non-endemic brands, drawing inspiration from leagues like the World Surf League.
"I don't think there's been anything that's disrupted the sport so much in quite a long time, if ever. There's definitely a lot of eyes on us," Markey remarked. "Undoubtedly, our intentions are to get non-endemic businesses involved in the sport, very much emulating some of the other sporting leagues, where there's serious buy-in from non-endemic brands."
The inclusion of climbing in the Olympics since 2021 has bolstered its profile, with Roberts observing that many newcomers to the sport have enjoyed it. This broader appeal supports the league's vision of transforming climbing into a premier urban spectator sport, with events designed to captivate audiences in global metropolises.
