We went through a brand strategy exercise, getting into their core values, story, positioning, personality, and more. There are comparable gyms for bouldering across the province in larger cities, and J2 wants to show that London can hold its own. Maybe even create a better climbing experience. The concept of individualism came up, where people have less time to get together with a team or a group. Although there is a strong community of support, bouldering can be a solo sport where you’re competing against your last session.