Vertical Pro 2025: Notes From a More Upbeat—but Subtly Changing—Trade Show

We left Vertical Pro 2025 with the feeling we were hoping for: genuine optimism, a special shout out and thank you to everyone we had the pleasure of talking with over the course of the event. Contrasting with the ABC Conference in September, the mood on the floor in Friedrichshafen felt noticeably more upbeat. People were talking, buying, comparing ideas, and generally behaving as if the industry was in a good, but admittedly tentative place. Beneath the positive vibe, there were plenty of subtle signals that the market is still shifting—just in quieter, more nuanced ways.

A Quiet Signal: Manufacturers Are Feeling the Slowdown

One of the first clues came from something small but telling: freebies were out, and price tags were in. Instead of the usual mountains of giveaway merchandise, several brands were selling their items outright.

It makes sense. Giving things away attracts a lot of “drive-by” traffic—people who take without ever engaging. Selling, even at break-even or low margins, forces real conversations. It also hints that brands are being more careful with spending, stock and marketing ROI. A slowdown doesn’t always present itself loudly; sometimes it’s as simple as fewer tote bags and tees.

Sustainability Quietens Down—but the Tech Hasn’t

After last year’s very loud push on sustainability, it was surprising how little the topic featured this time. The messaging wasn’t front-and-centre; no one seemed eager to hammer home the “green” angle. Credit still to the Sustainable Climbing Alliance for a strong showing at a meeting held in the EP Climbing stand.

Resetter Climbing had a worthwhile concept combining sand and a bio-resin material which, when used and abused on a wall in a commercial setting, wears down a few microns to reveal constantly fresh material. They displayed a pair of holds used on similar routes over the course of multiple thousands of customer attempts and the sand/resin hold proved very durable compared to the PU counterpart.

That said, the underlying progress looks real. Vacuum Thermo-Formed (VTF)-based manufacturing has been rapidly adopted across many hold companies, allowing for recycled and recyclable materials to slot naturally into production. Along with the likes of GHold and Greenholds providing expertise and recycled/recyclable material to these companies. Our impression: brands will continue to innovate here, but they may shout about it less as customer attention ebbs. Sustainability may become a baseline expectation rather than a marketing weapon.

Brand Positioning Shifts: More Stalls, Fewer Showpieces

Some brands that skipped hosting a booth last year—in favour of simply roaming the floor—were back with stands. That alone suggests demand has softened enough that visibility matters again.

The booths themselves reflected a similar pivot. Compared with 2024, there was less spectacle:

• Blocz/Kletterkultur didn’t suspend a giant stylised volume from the ceiling.

• XCult went for a more restrained, gallery-style layout instead of the signature macro wall.

It felt like an industry perhaps stepping away from grand statements and toward more grounded, practical showcasing.

A5: The Start-Up Hall Finds Its Energy

Hall A5, the start-up zone, had a strong year. The lower-cost stalls seem to be hitting a sweet spot for younger brands or international companies testing the European market.

Two standout gadgets for us were both AutoBelay related; the MBS Industry system which was demonstrated on a track, running across the top of a Lemur adjustable board. We were able to experience climbing as a wheelchair user would and it was genuinely comfortable and empowering. The other was the Auto Lead Belay system from Italy’s ProGrade, we spoke with CEO Alessandro and then gave it a go on their demonstration wall and, again, a very enjoyable experience which we would love to have at a London roped gym!

The Australian presence stood out—Rubber Holds, Motif and Olio combined into an eye-catching triple-wide stall that genuinely drew traffic. But the biggest momentum seemingly came from Asia...

Asian Manufacturers Step Forward

Chinese and Japanese companies made a noticeably bigger impact this year.

China

• Kastline is fast becoming the behind-the-scenes powerhouse of contract production. Multiple brands mentioned increasingly high quality and improving turnaround time.

• AG Holds, now known across Europe for their VTF macros, showcased PUMAX, a material that could become an interesting alternative if it proves durable under gym-level traffic.

• The Better Wall, one of China’s busiest wall builders, exhibited for the first time. The company seems to be completing projects at breakneck pace back home. If they enter the European market—and if they use local labour—it could shake things up significantly.

Japan

A combined Japanese booth sat right at the heart of A5, showcasing a mix of emerging brands and established personalities. Highlights included:

• Sculpted wooden grips that embrace natural knots and imperfections.

• The “world’s flattest plywood volume”—ingenious but so thin it could only exist at this tiny scale.

• Outdoors-style, textured crimps with a classic, slightly ratty feel.

This region feels like it has an untapped well of craftsmanship, ready to influence future shaping styles.

Plenty to Buy, Less to Build Your Business

Jez Tapping summed it up well on his LinkedIn post: if you were a gym owner or head setter with a budget to splash, Vertical Pro 2025 was paradise. The spread of holds and volumes was extraordinary.

But if you were looking for tools to run a gym—finance, legal, insurance, CRM systems, governing bodies, or general business services—the floor felt thin. It’s surprising given the number of operators now asking for better software, more support, and more industry-specific services.

Vertical Pro has an opportunity here. Encouraging these service businesses, governing bodies and the like to get involved with stalls, and adding workshops, breakout spaces, roundtables and business-focused programming would strengthen the event and bring more balance between “products” and “operations”.

Final Takeaway

Vertical Pro 2025 was more upbeat, more international, and more grounded than last year. The spectacle shrank a touch, but the energy didn’t. Beneath the friendly atmosphere, though, the industry is clearly adjusting—tightening budgets, refining brand strategies, and expanding global production networks.

If anything, the show feels like a reflection of where indoor climbing is right now: steady, maturing, less flashy in places, but still full of movement.

We’ll see you in Paris!