“The DNA is fairly similar,” said Cohen, who also has held positions at Gap, Old Navy and Nike. “One of the commonalities beyond the obvious as rock climbing gyms is they are committed to exceptional gathering places for climbing, fitness and yoga enthusiasts.”
A recent Time Magazine piece said rock climbing may be “the ultimate full-body workout.”
Cohen said the company won’t be rebranding.
The gyms “will say either Earth Treks or Planet Granite. We’re going to look at what is the most recognized brand in any market and stick with that.”
Cohen said he still is assessing what works, and what might be improved.
“I get to a la carte the best of both gyms,” he said.
He said he is studying not only climbing, but other offerings.
For example, “right now, I’m trying to understand how is yoga working at Earth Treks,” he said.
When they first opened in the 1990s, Planet Granite and Earth Treks were among fewer than 20 commercial climbing gyms in the United States, according to the merged company, which says there are now more than 425.
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The merger was announced in November. Earth Treks partnered with Tengram Capital Partners, a private equity firm specializing in consumer brands, with a goal of creating “a brand with a truly national footprint,” the company said in a news release.