DENVER, Colo. (September 22, 2018) – Earth Treks Climbing and Fitness and Planet Granite Climbing, Yoga and Fitness today announced the change of their corporate parent name to El Cap Holdings, LLC.
The new name embraces both brands and pays homage to an iconic climbing feature in Yosemite National Park. El Capitan is an aspirational goal for many climbers as an ascent requires long-term planning, dedication and determination. Those who climb El Capitan possess an extreme focus on partnership, strategy and continual growth. Thus, it is a fitting aspirational name for climbing gyms that are built by teams who are continually seeking and planning the next big adventure.
“Our guests will continue to see the Earth Treks and Planet Granite gym brands,” explains El Cap CEO, Robert Cohen. “El Cap simply provides an operational North Star and a structure for the teams that collaboratively support all of the gyms. Our vendors and partners that work with directly with our retail, finance, marketing and human resources team will now work with El Cap.”
The creation of a parent brand follows the announcement of the merger between Earth Treks and Planet Granite last November. The merger created the largest climbing gym network in the United States, bringing together two of the most experienced management teams in the climbing industry. The combined company offers 11 climbing and fitness gyms in 5 regions with more than 1,000 employees who serve more than two million customers annually. Tengram Capital Partners, a private equity firm that specializes in consumer businesses, backed the merger.
About El Cap
Founded in 2017, El Cap is one of the largest operators of indoor climbing facilities. El Cap is committed to growing the climbing community through a shared vision for outstanding customer service, inspirational designs, and highly engaged communities. El Cap gyms feature bouldering, top-roping and lead climbing, as well as amenities like yoga studios, functional fitness, and cardio zones, and retail pro shops. Each facility caters to participants of all abilities – from competitive athletes to weekend adventurers and families. Presently, El Cap is represented in greater Washington D.C., San Francisco, Denver and Portland under the brand names of either Earth Treks or Planet Granite. For additional information, please visit our brand websites at www.earthtreksclimbing.com and www.planetgranite.com.
About Tengram Capital Partners
Tengram Capital Partners is a private equity firm that focuses exclusively on leading consumer and retail companies that own strong recognizable brands. The team has a diverse background of consumer investing and operating expertise that assists and guides company management to unlock the true potential of their brand. Tengram invests in both traditional "growth" and "restructuring/turnaround" situations in either the public or private sectors. Current and former investments for Tengram include Earth Treks, Planet Granite, DevaCurl, Algenist, Cos Bar, Lime Crime, Zanella, This Works, Laura Geller, Active Ride Shop, NEST Fragrances, and Sequential Brands Group. Additional information can be found at www.tengramcapital.com.