Portfolio
Central Rock Gym
One website for 29 climbing gyms, with the closest location always a click away.
LaunchedJune 2026
BuiltA new design on WordPress multisite, with a microsite for each of 29 locations
ConnectedRock Gym Pro booking, Gravity Forms, email preferences middleware and Google Tag Manager
The Problem
Twenty-nine gyms, one website, and every visitor only cared about one of them.
Objectives
Every gym gets its own site, run by its own team.
Visitors land at their gym in one step and stay there.
Nothing breaks on the way over. Not a form, not a landing page, not a conversion, not a URL.
Challenge
Central Rock Gym has 29 locations across the Northeast, Georgia and Florida, and they are genuinely different: hours, amenities, programs, offers. The old site made visitors sort out which parts applied to them.
Meanwhile the site was doing real work. Paid landing pages, Gravity Forms feeding sales, Google Ads conversions, years of URLs living in search results and emails. We have watched plenty of redesigns quietly kill a lead pipeline. This one couldn’t.
Strategic Approach
We made every gym its own site. WordPress multisite on WP Engine, brand content written once, 29 microsites each owned by its own team. Then we made the site figure out which gym you want so you don’t have to. Geolocation suggests the closest one, and from there Day Pass, Membership, Climbing Instruction and the rest show that gym’s content, alerts and galleries. Don’t know your gym yet? A map finder with amenity filters gets you there.
We handled everything else that comes with a move this size. Moved every form and landing page. Wired the email preferences page through our middleware. Kept Google Tag Manager intact so Google Ads conversions never dropped. Mapped years of legacy URLs into WP Engine redirects, then consolidated them into pattern rules after launch to fit inside the platform’s limit. We host it, we maintain it, and we’re who CRG calls when something needs to change.
What we delivered
- Site design and WordPress multisite platform on WP Engine
- 29 location microsites, each editable by its own team
- Geolocation with location-aware shared pages, alert bars and galleries
- Map-based gym finder with amenity filters
- Migration of all Gravity Forms and paid landing pages
- Email preferences page connected through our middleware
- Google Tag Manager and Google Ads conversion continuity
- Legacy URL redirects, consolidated into WP Engine pattern rules
- Hosting, maintenance and ongoing support
Built around the nearest gym
Visitors find their gym once, and the site follows them.
LocationsDay PassMembershipClimbing InstructionYouth ProgramsHost Your Event
Outcome
All 29 gyms launched on one platform in June 2026 with conversion tracking intact through the switch. Location content and redirect cleanup have rolled out in phases since, and the same platform now carries the reporting work we do for CRG separately.
Ready to Start the Conversation?
Every engagement begins with an introductory call. We’ll discuss your goals, answer your questions, and determine whether Virtual Window is the right fit.
