Mexico’s Gym Industry Is Booming – Javier Díaz

Javier Díaz co-founded a gym, Sierra Elevation, in Mexico with business partner Adrian Hovelman in 2021. Two years later, Sierra Elevation merged with Adamanta, the leading climbing gym chain in Mexico. Packed into that multi-year period was an on-the-ground education for Díaz, as he learned what it took to operate a gym in Mexico, realized the advantages of partnering with a larger entity, and borrowed ideas and concepts from gyms that he had visited in the United States. In this episode of the CBJ podcast, Díaz discusses that backstory, while providing a brief history of Mexico’s gym scene and giving some valuable assessments of Mexico’s climbing gym culture. He also explains why he thinks Mexico’s climbing gym industry is on the cusp of a veritable boom period and about to “go big.”

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