> ## Content Index > Fetch the complete content index at: https://www.sendmoregetbeta.com/llms.txt > Use this file to discover other available public pages before exploring further. # The Revenue Code, Part 1 of 5 - URL: https://www.sendmoregetbeta.com/the-revenue-code/ - Published: 2026-09-25T07:00:09.000Z - Updated: 2026-09-28T06:51:28.000Z - Description: BETA has been attending the ABC Conference since 2021. This year we decided to show up a bit differently: bringing insights gleaned from the data collected over those years. - Author: Miura Hawkins - Tags: blog Thanks to 32 clients who agreed to let us use their anonymized data for a study of UK market trends, we hosted a breakout session to share what the data say about how the industry is changing, and offered some actionable insights on how to take control of your indoor climbing facility revenue in uncertain times. In a series of blog posts ***over the next four Mondays***, we’ll share the four big take-home messages from the breakout session, along with some additional detail that we didn’t have time to include in the original talk. We’ll also give examples of ways you can take action on each point and add some color with audience contributions. Before we dive into the details, I’d like to share some background on how my husband Steve and I founded BETA and grew into[ a passionate and professional team](https://www.sendmoregetbeta.com/about/) dedicated to creating powerful holistic climbing gym software. We’ll also cover the “Revenue Code” study below and provide an overview of the research methods and data sources that supported it and our conclusions. This study was first presented at the [ABC annual conference in 2026](https://www.abcwalls.co.uk/about/conference/?ref=sendmoregetbeta.com). It’s the biggest and most established indoor climbing industry event in the UK, held annually in Sheffield. --- ![](https://storage.ghost.io/c/0d/b6/0db6fa8e-7b3e-4e8a-9cc5-7a9011a9def4/content/images/2026/09/BETAINCEUSE2023_06.jpg) ## What brought us here BETA powers gyms of all shapes and sizes worldwide. [Learn more about BETA](https://sendmoregetbeta.com/?gleapBotId=6a99c4ba3efb670651e0ce74&ref=sendmoregetbeta.com) Almost 30 years ago I tied my first figure-8 knot at Planet Rock in Pontiac, MI. Soon after I became a team kid, representing my gym and later my country in all three disciplines of Lead, Boulder, and Speed climbing at IFSC Youth World Championships, Pan-American Championships, and of course all the local, regional, and national comps leading there. In high school I started to belay at birthday parties, wrangle kids at summer camp, and introduce tiny ones to climbing as an ABC instructor and kids’ club coach. Then I took shifts working the front desk, gave belay lessons, and set boulders and rope climbs. I moved to Baltimore, MD, to study Cognitive Science, Mathematics, and French Culture at the Johns Hopkins University a month after becoming the USA Climbing Junior National Champion in Lead. I worked as a Team Coach at Earth Treks (now known as[ Movement](https://movementgyms.com/?ref=sendmoregetbeta.com)) in Timonium throughout my bachelor’s degree. ![](https://storage.ghost.io/c/0d/b6/0db6fa8e-7b3e-4e8a-9cc5-7a9011a9def4/content/images/2026/09/image-1.png) For my master’s, I moved to Switzerland to study at the ETH Institute for Neuroinformatics in Zürich. My studies blended neuroscience and computer science, using computers to improve the brain (think brain-computer interfaces and virtual reality rehabilitation), and brains to improve computers (think deep learning and other neural-network-based machine learning). After a hiatus from competing, I re-joined the US National team, as an adult this time, and competed in the IFSC Boulder World Cup circuit while setting at [Minimum](https://minimum.ch/?ref=sendmoregetbeta.com). I stayed in Switzerland to work as a developer in a FinTech startup, and eventually got a job as the head of development at a company based in Malta. There I met my husband Steve, who was working as an architect at the time. There was just one problem: Malta had no climbing gym. So Steve and I opened one. When making the choice of which software to use, we weren’t really satisfied with any of the available options. Joining my technical knowledge with Steve’s design expertise, we decided to make our own. And thus BETA was born! ![](https://storage.ghost.io/c/0d/b6/0db6fa8e-7b3e-4e8a-9cc5-7a9011a9def4/content/images/2026/09/Banner---Miura.jpeg) Fast forward a few years and we’re supporting over a hundred gyms across the globe, from Guatemala to Cambodia. From London to Sydney. We even have clients in my home state of Michigan. BETA gyms range from small community centers like ours to full-service locations with restaurants and saunas on footprints the size of a football field. ![](https://storage.ghost.io/c/0d/b6/0db6fa8e-7b3e-4e8a-9cc5-7a9011a9def4/content/images/2026/09/04072022-IMG_0493.jpg) ****BETA has grown thanks to feedback and dedicated managers and operators who help us understand their specific needs.** ****So we thought it was time to give back**. This study provides insights that any gym can action, and offers conclusions that are universal regardless of region, size, or services available. Because no matter where you find yourself on your climbing business journey, it all started with a figure-8 knot or a V-beginner somewhere. --- ![](https://storage.ghost.io/c/0d/b6/0db6fa8e-7b3e-4e8a-9cc5-7a9011a9def4/content/images/2026/09/image-3.png) ### Revenue Code: Methods and Sources We asked our UK clients if we could use their anonymized, aggregated data for a presentation that would roll out at the ABC Conference in Sheffield. 32 of them said yes! **Thank you to all of them for participating in this exercise.** The cohort included climbing facilities processing a range of revenue totals per month — from less than £10,000 per month to almost half a million pounds per month. They were located across the United Kingdom in Wales, Scotland, and England. In big cities and rural counties. While in many cases we have historical records available that were migrated from other providers before our clients switched to BETA, we wanted to ensure consistency in our results, and so we limited our results to data collected within the BETA platform. ![](https://storage.ghost.io/c/0d/b6/0db6fa8e-7b3e-4e8a-9cc5-7a9011a9def4/content/images/2026/09/Miura-at-ABC-1.png) ## Thank you! It was a pleasure presenting our results at the 2026 ABC annual conference, the biggest event for the indoor climbing industry in the UK. ### The Take-Home Messages **Over the next four weeks,** we’ll share four take-home messages in the following posts: ![](https://storage.ghost.io/c/0d/b6/0db6fa8e-7b3e-4e8a-9cc5-7a9011a9def4/content/images/2026/09/Rethinking-Seasonality-1-1.png) ## Rethinking Seasonality ****Summer comes every year. Are you prepared?** In this post, we’ll look at seasonality trends over the past few years, comparing the climbing industry to the traditional fitness industry. We’ll analyze high times and low times, and look at how some facilities manage weather the summer slump. [Read](https://www.sendmoregetbeta.com/the-revenue-code-rethinking-seasonality-part-2-of-5/) --- ![](https://storage.ghost.io/c/0d/b6/0db6fa8e-7b3e-4e8a-9cc5-7a9011a9def4/content/images/2026/09/How-to-Grow-Your-Revenue-1-1.png) ## 5th October 2026 - How to Grow Your Revenue ****What’s the most important contributor to a solid overall revenue?** We’ll look at the breakdown of revenue streams for our cohort, and understand the one metric that determines how much money you can make. --- ![](https://storage.ghost.io/c/0d/b6/0db6fa8e-7b3e-4e8a-9cc5-7a9011a9def4/content/images/2026/09/Start-Here-to-Get-More-Members-1-1.png) ## 12th October 2026 - Start Here to Get More Members ****So you want more members?** In this post, we’ll look at some key metrics on membership retention and uptake, identifying an ideal target group for your next membership drive. --- ![](https://storage.ghost.io/c/0d/b6/0db6fa8e-7b3e-4e8a-9cc5-7a9011a9def4/content/images/2026/09/Understanding-Community-1-1.png) ## 19th October 2026 - Understanding Community ****We all know community is important.** But do you know what community actually means? In this post, we’ll take a stab at figuring it out with data and machine learning. The result truly surprised me. --- ## How can you follow along? Subscribe to our newsletter below, and receive the updates directly in your inbox, or want to chat about how BETA can power your gym? Book a demo below. ## Join the BETAverse [Book a demo](https://sendmoregetbeta.com/?gleapBotId=6a99c4ba3efb670651e0ce74&ref=sendmoregetbeta.com) ## Sign up for our newsletter Stay up-to-date on our latest features and projects. Subscribe Email sent! Check your inbox to complete your signup. No spam. Unsubscribe anytime.