How Boulder Planet Simplifies Operations and Drives Growth with Mindbody

Boulder Planet is a climbing gym brand built on a simple idea: climbing is more than a sport. It is a lifestyle centered on community, personal growth, and pushing limits. Guided by the philosophy "Nothing Out of Reach," founders Ben Toh and Daniel Lim created a space where climbers of all levels can challenge themselves and reach their full potential.

Launched in Singapore in 2020, Boulder Planet quickly expanded across Southeast Asia. What began as a single gym has grown into a regional lifestyle brand. Today, it stands out not only for its climbing facilities, but also for its focus on building a strong and environmentally conscious community.

"We really love the sport, so we wanted to create a lifestyle facility for climbing," said Patrice Verosil, Director of Boulder Planet Southeast Asia, who leads operations across the region.

Now operating across three markets, Boulder Planet combines climbing facilities with retail offerings, all with the goal of making climbing more accessible to a wider community.

Bringing operations, payments, and experience together

When Boulder Planet opened its doors, the team knew they needed a platform that could seamlessly support their day-to-day operations, from processing payments to managing client check-ins. Mindbody quickly became the clear choice. With prior experience using the platform, Patrice brought both familiarity and confidence in its capabilities from day one. "It wasn't the first time I used Mindbody… I was very familiar with the system already," she explained.

Beyond familiarity, Mindbody's all-in-one functionality made it especially valuable for a growing business. Patrice emphasized that the platform's strength lies in how seamlessly it brings together the entire client experience. "It's sticky in terms of how easy it is to use, especially in Singapore, where it's incredibly seamless for customers to pay," she shared. "They can download the branded app, make purchases, track their check-ins, and even share passes all in one place. It's a powerful tool."

That depth of functionality allows Boulder Planet to manage operations, client experience, and revenue within a single system. To support the team day to day, tools like Mindbody's AI assistant have also become a valuable resource, helping them quickly find answers and troubleshoot issues, and serving as an efficient starting point whenever questions arise.

Today, Mindbody supports both leadership and frontline teams in different ways:

• Leadership visibility: Mindbody helps the team track payouts, subscriptions, and overall revenue performance
• Front desk operations: Mindbody software manages check-ins, credits, and customer transactions
• Marketing automation: Mindbody tools help Boulder Planet convert new clients through targeted email journeys

This centralized system has allowed Boulder Planet to scale with greater control, streamlining operations while supporting a consistent experience across locations in different markets.

Driving revenue through convenience and automation

For Boulder Planet, driving growth isn't just about attracting new clients. It's about creating a seamless experience that makes it easy for them to engage, return, and convert. As a digitally savvy market, Singapore in particular demands convenience, and meeting customers where they already are, on their phones, has been a key part of that strategy.

"The biggest plus point is the ease of buying their credits on the mobile app," Patrice noted, highlighting how critical a smooth purchasing experience is for today's consumers.

By enabling clients to browse, purchase, and manage their visits all in one place, Boulder Planet reduces friction in the customer journey, making it easier to turn prospects into long-term clients.

Beyond transactions, automation has played a critical role in converting new customers into members. Boulder Planet offers a two-week trial and uses automated email campaigns to guide first-time visitors through their journey, reaching out at key moments, including day 5, day 7, and at the end of the trial, to nurture engagement.

This approach has delivered measurable results across markets, including:

• ~20% conversion rate in Singapore
• 10–15% conversion in Indonesia and Thailand

"The automation helps because it guides clients through the process… they don't feel like they're alone," Patrice shared.

Building the future of climbing in Southeast Asia

Looking ahead, Boulder Planet's ambition goes far beyond opening more gyms; it's also about shaping how people experience climbing across the region. As interest in the sport continues to grow, the team is focused on making climbing more accessible, inclusive, and integrated into everyday life.

"We want to make climbing accessible to everyone in Southeast Asia and help people progress in their climbing journey," Patrice said.

To bring that vision to life, Boulder Planet is taking a deliberate approach to expansion, including focusing on markets where demand is growing and communities are ready to embrace the sport:

• Expanding in major cities like Jakarta
• Entering emerging climbing markets such as Vietnam and the Philippines
• Exploring opportunities in larger markets like China with the right strategic partners

As the business expands across borders, having the right technology in place will be critical. With the flexibility to support multi-location operations, Mindbody will play a key role in bringing that vision to life. By pairing regional growth with a unified customer experience, Boulder Planet is positioning itself not just as a gym operator, but as a leading force in the future of climbing across Southeast Asia.