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Touchstone Climbing

The Brief

Touchstone Climbing runs 17 locations and counting, with two more opening within six months. They also recently became a Public Benefit Corporation, putting their mission front and center alongside their growth. The existing website couldn’t keep up. Opening a new location meant a tangle of workarounds. Members couldn’t easily book classes or check schedules. The marketing team couldn’t push updates across locations without developer support. And the site didn’t reflect who Touchstone actually is, a growing, mission-driven brand with yoga, a brewery, and a community that stretches well beyond the climbing wall.

This wasn’t a cosmetic issue. The site had no scalable structure. There was no clean separation between corporate content and location-specific content, no way to push a promotion or policy update across all 17 sites at once, and no template system for spinning up a new location without starting from scratch. Customer pathways were unclear. Members, guests, parents, and prospective climbers all landed in the same experience with no clear direction. The existing customer portal integration needed to stay intact and ideally get tighter. And while Touchstone has a marketing team and an IT person, they needed a partner to lead the UX, design, and development work, not just execute it but guide it strategically.

Our Approach

We designed and built a custom WordPress Multisite structured as one corporate flagship site plus individual location sites. Each location site shares roughly 70% of its content and design with every other location, with 30% reserved for what makes that gym unique. We built a modular template system so new locations can launch from a ready-made framework and customize from there. Corporate content syncs across all sites, promos, policy updates, blog posts, community initiatives, while location-specific content stays local. We layered in geolocation, local pages, Core Web Vitals monitoring, advanced forms with UTM tracking, and analytics dashboards so the team can see what’s working across the entire network. We built clear customer pathways for distinct user groups and maintained the portal integration. The design system prioritizes visual storytelling with a clean, modern layout that uses interactive elements like toggles and dropdowns to present information without clutter. ADA compliance was built in from the start. And the whole thing was built so Touchstone’s internal team can manage and update it without calling us every time.

The Result

Touchstone now has a platform that grows with them. New locations launch from a shared template instead of a blank page. The marketing team controls corporate messaging across all sites without developer dependency. Location managers handle their own content. Customer pathways are defined and functional. The site reflects what Touchstone actually is: a Public Benefit Corporation with a real community, not just a chain of gyms. And when locations 18 and 19 open, the website is already ready for them.