Onyx Climbing

Behind the Scenes

Summit Studios x ONYX Climbing

A feel-good collaboration rooted in authenticity, community and connection.

The WHY

When we first connected with Onyx Climbing, one thing stood out instantly: this is more than a gym. It’s a place where people grow, connect, and find joy in movement.

From the outdoor-inspired routesetting to the warmth of the staff and the passion of the community, there’s a unique energy running through Onyx. We wanted to help bring that energy online — to reflect what it feels like to climb at Onyx, not just what it looks like.

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The plan

We pitched a series of eight high-quality Instagram Reels, each rooted in Onyx’s values of authenticity, progression, and connection. The vision was to create content that didn’t just show climbs — but captured the personality, philosophy, and people that make Onyx what it is.

Some of the key series we planned included:

• Climbing Tip Tuesdays – Quick advice from the coaching team
• Route Setter for a Day – A look into Ian Vickers’ legendary process
• Climbers of the Future – Spotlights on Onyx’s Youth Academy
• What Grade Is It Really? – Playful grade guessing with real climbers
• Behind Onyx – Personal stories from the people behind the walls

It wasn’t about high-production polish — it was about creating authentic, story-led content that climbers actually care about.

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What We Created

We shot across two days and have currently released five of the eight planned videos. Each one focuses on a slightly different aspect of the Onyx experience — from setting philosophy to community moments.

Here’s what’s been released so far:

1. Did You Know – A fun, informative update on features and events
2. Testimonials – Thoughts and opinions from Onyx climbers themselves
3. Route Setting with Ian – A peek into the art of setting outdoor-inspired climbs
4. What Grade Is It Really? – Playful grade guessing with real climbers
5. Climbers of the Future – Spotlights on Onyx’s Youth Academy

And more are still to come, including strength training tips, challenges, and more feel-good community content.

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The Results

Even with just 5 videos released, the campaign is already outperforming previous content:

Previous 5 Reels

Total Views: 11,261

Total Engagement: 377

Engagement Rate: 3.45%

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Summit Studios Reels

Total Views: 18,985

Total Engagement: 917

Engagement Rate: 4.83%

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That’s a:

• +68% increase in reach
• +143% increase in engagement
• +1.4% boost in engagement rate

The standout so far? A reel featuring Ian Vickers discussing his setting philosophy — combining legacy, thoughtfulness, and Onyx’s signature outdoor flavour.

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What the community said

The vibe in the comments reflected what we set out to achieve — people resonating with the why behind Onyx.

“Love seeing Ian’s approach to setting – this is gold.”
“This makes me want to come climb here.”
“Real climbers, real problems, real community.”

The content wasn’t just getting views — it was getting connection.

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Reflections

What’s working:

• Tone matters. A warm, honest voice aligned perfectly with the gym’s feel.
• Character-led content. Letting Gill and Ian speak for themselves brought depth.
• Youth-focused storytelling. People love seeing the next generation in action.

What’s next:

• Finish rolling out the final three videos
• Explore deeper storytelling with climber profiles and longer-form edits
• Potential expansion into community-led series and campaign partnerships

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Why it matters

For Onyx, this wasn’t just a content drop. It was a creative collaboration — a way to celebrate their ethos, showcase the heart of their team, and connect with climbers on a deeper level.

For us at Summit Studios, it reaffirmed what we believe in: when you tell the right stories, your audience doesn’t just watch — they engage, comment, share, and remember.

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