Today on the Climbing Business Journal Podcast, host John Burgman meets with Jonathan Brandt. Jonathan is one of the co-founders of a new climbing gym in Holland, Michigan, called Shift. It's a 12,000-square-foot, bouldering-focused facility, and by Jonathan's own admission, there aren't a lot of bells and whistles in the gym, meaning there aren't a ton of fancy accouterments or amenities that are too far afield from climbing. Inside the space is primarily a bunch of really cool boulders and the community of staff and stoke that has developed around those blocks.

Jonathan has been in or around the climbing industry for about 20 years. So, Shift’s founding comes with a lot of expertise and experience. You'll hear Jonathan explain how and why he felt the timing was right now, after all these years, to finally open his own gym. And he acknowledges there are a ton of other bouldering gyms out there right now. So, the question becomes: How do you stand out in this day and age? How do you set your new gym apart from the pack? There are several ways to answer that question, but Jonathan's contention is that, in the case of Shift, it has a lot to do with the staff you hire and the culture that staff helps to build.

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