Touchstone Climbing


The Ask

Touchstone Climbing, Inc. the nations largest climbing and fitness gym was continuing to grow rapidly. They asked me to build a responsive site and address all the following pain points…


The Pain Points

We don't have a mobile or responsive website (and our members are millenials)!
Each gym location has a identity. Can we make a website for each one?
We need a way to efficiently edit global and unique copy for all gym locations, though.
We use google calendar for each gym, but we want a more integrated way for members to explore events across their local gyms.
We're growing quickly and we need an easy way to add a new website for each location.

The Solution

A multi-site design and content management system that allows the parent company to update global content in an instant. New gyms are created by duplicating a master Gym Template and completing a Gym Profile which populates unique data fields and branding assets. Individual user profiles and logins allow gym managers to maintain gym-specific content. A customizable community calendar filters events from all gyms in one place creating an ideal experience for the gym member.


Responsive Web Design + User Experience and Interface + Custom Content Management System + Information Architecture


Matt Perry, Sky 1 Technologies, Developer


Touchstone Climbing, Inc.


The Win

#1 page sees 300% boost in traffic YOY

The calendar solution that allowed members to easily access events across their local gyms caused the #1 page to see 300% boost in traffic within the first year. Today their #1 page has had a 500% increase since launch in 2015.

She took the time to get to know our business and by the end of the collaborative design process it felt like she was a member of our team.

Behind the Scenes

Pencils Before Pixels
I believe that sketching ideas before sitting at the computer allows you to make worth while mistakes and drafts that will lay the foundation for a strong well-thought design.

Content Navigation & Development
Staying organized was critical to the content design of this multi-site system. Every detail was considered, from slugs to templates for each page.

Global Content
The “Multi-Gym Content” profile is where the client can write and post content adopted by all gyms, just once. Global content examples: welcome to the company, membership terms, types of climbing, etc.

Gym Profile
The “Gym Profile” is completed for each location. This profile dynamically changes brand identity and unique gym information. Gym Profile examples: hex values, logos, social media #’s and @’s, pricing, amenities, location, etc.

sylvia aranda