Sender One and So iLL Forge Alliance Ahead of LA28 Olympics

LOS ANGELES, CA – February 24, 2026 – In a strategic move that signals the accelerating mainstream ascent of rock climbing, Southern California gym operator Sender One Climbing and design-forward gear company So iLL have announced a multi-year partnership. The collaboration, set to culminate with the 2028 Summer Olympic Games in Los Angeles, aims to integrate exclusive products, innovative climbing wall designs, and co-branded merchandise across Sender One’s facilities, capitalizing on the sport's growing popularity.

This alliance brings together two influential players in the climbing world, each with over a decade of history. Sender One has established itself as a premier operator in the competitive Southern California market, while So iLL has evolved from a boutique climbing hold company into a global brand. The partnership underscores a significant trend in the industry: leveraging the massive visibility of the Olympics to foster growth and innovation.

The Olympic Catalyst

The inclusion of climbing as an Olympic sport has been a game-changer, transforming it from a niche pursuit into a globally recognized athletic discipline. With the LA28 Games on the horizon, the industry is bracing for an unprecedented surge in interest, participation, and investment. The global climbing gym market, valued at approximately $3.6 billion in 2024, is projected to more than double, reaching over $8.5 billion by the early 2030s with a compound annual growth rate exceeding 9%. North America currently stands as the largest market, and this partnership is strategically positioned to capture the incoming wave of enthusiasm.

By timing their collaboration to lead up to the Los Angeles Olympics, Sender One and So iLL are not just preparing for growth; they are actively working to shape it. The goal is to create a more accessible and inspiring entry point for new climbers drawn in by the Olympic spectacle, while simultaneously enhancing the experience for the dedicated existing community. This forward-thinking strategy aims to build a lasting legacy that extends well beyond the 2028 closing ceremonies.

Redefining the Climbing Experience

At the heart of the partnership is a plan to create a deeply integrated and premium climbing environment. For members and visitors at Sender One’s gyms—which span from Los Angeles to Santa Ana—the collaboration will be a tangible part of their daily experience. The gyms will become showcases for So iLL’s product ecosystem.

This integration includes the exclusive retail availability of certain So iLL products. Most notably, the Jason Momoa Roam climbing shoe will be sold exclusively at Sender One locations and its online store. The collaboration with Momoa, an actor and authentic climbing enthusiast, has already brought significant mainstream attention to So iLL, and this exclusive deal is a powerful marketing tool to drive traffic to Sender One. Beyond footwear, a range of So iLL accessories like chalk, brushes, and finger massagers will be readily available. The partnership will also yield a line of co-branded apparel and gear, including t-shirts, hoodies, and chalk bags, allowing climbers to express their affinity for the allied brands.

"At our core, both Sender One and So iLL share an entrepreneurial spirit rooted in discovery, connection, and a love for climbing," said Alice Kao, Co-Founder and CEO of Sender One Climbing, in the original announcement. This shared philosophy is the foundation for creating a more holistic experience where the gear, the environment, and the community are seamlessly intertwined.

A Foundation of Design and Innovation

A pivotal element that sparked the collaboration was So iLL's recent expansion into climbing wall development. Through a partnership with the European company Dreamwall, So iLL now offers highly stylized, architecturally unique climbing structures in the North American market. This capability to design and build the very walls climbers ascend was cited by Sender One as the primary "catalyst" for the deal.

This move represents a form of vertical integration that is novel in the industry. So iLL, which began by shaping the holds climbers grab, can now shape the entire wall. For Sender One, known for its aesthetically pleasing and thoughtfully designed gyms, this opens up new possibilities for future locations and renovations. The partnership promises to bring Dreamwall's innovative and visually striking designs to Southern California, potentially setting a new standard for what a modern climbing gym can look and feel like. This focus on design is a core tenet for both companies.

"When I first walked into Sender One LAX, I was in awe of the design and culture that Alice and Wes were building. It inspired me to keep creating," commented Daniel Chancellor, Co-Founder and Creative Director of So iLL. "Years later, it's come full circle. We're able to collaborate on products, walls, and holds while strengthening our friendship."

Strategic Synergy in a Booming Market

This partnership is more than a simple sponsorship; it is a blueprint for strategic synergy in a rapidly evolving market. While the industry sees trends like consolidation, with chains like Movement becoming the largest in North America, the Sender One and So iLL alliance represents a different approach: a deep, multi-faceted collaboration between a facility operator and a gear/design brand.

By joining forces, they create a powerful competitive advantage. Sender One enhances its appeal with exclusive products and cutting-edge wall designs, differentiating itself from other gyms. So iLL secures a high-profile, multi-location platform to showcase its entire brand ecosystem, from holds and shoes to full-scale wall construction. This symbiotic relationship aims to build a stronger brand identity for both, fostering a loyal community that is invested in a complete climbing lifestyle.

As the industry continues to professionalize and expand, such integrated partnerships may become more common. Together, Sender One and So iLL are not just waiting for the future of climbing to arrive with the LA28 Olympics; they are actively building it, one hold, one wall, and one new climber at a time.