Fitness startup takes two of Pura Vida’s former floors in Cherry Creek

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CLMBR signage was installed on the building at 2955 E. 1st Ave. in Cherry Creek last week. (Thomas Gounley photo)

Two years after Pura Vida left three floors vacant in Cherry Creek, a local fitness startup is climbing in.

CLMBR, which sells an 8-foot-tall vertical climbing machine, signed a lease this summer for two out of the three floors once used by high-end health club Pura Vida at 2955 E. 1st Ave. in Cherry Creek.

The fitness startup plans to move in February out of its 8,000-square-foot office in the ANB Bank building at 3033 E. 1st Ave. in Cherry Creek and next door into the second and third floors, plus the basement, totaling 20,000 square feet. Both buildings share the same landlord.

Pura Vida, which had operated out of about 30,000 square feet since 2008, closed in early 2019.

“Simply put, we need a lot more space,” said CLMBR founder and CEO Avrum Elmakis. “We’ve hired quite a few new people. We’re now over 60 full-time employees and continuing to hire. Unfortunately, the ANB Building, while amazing, doesn’t have the space to accommodate all these people.”

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Avrum Elmakis, right, and his CLMBR workout machine. (BusinessDen file photos)

CLMBR has hired Open Studio Architecture to design the startup’s new headquarters on the second and third floors and a film studio in the basement. Ryan Construction will complete the buildout, which begins next month, and Element Home will furnish the space.

Elmakis introduced CLMBR to the market in April 2020 and the first machines were shipped out at the end of August this year. Elmakis said the startup has sold thousands of units.

“People love the machine and love to climb,” Elmakis said, adding, “The biggest challenge we’re having is supply chain stuff, which is affecting everyone no matter what the business.”

The machine offers a high-intensity cardio workout combined with resistance training, working both the upper and lower body. It features a library of on-demand, instructor-led classes and climbing challenges that are subscription based. CLMBR is being sold to both consumers and commercial gyms.

Customers can purchase the climbing machine with delivery included for $2,800 on the CLMBR website. They can also test it out at the startup’s showroom in the former Corner Beet location at 165 St. Paul St. in Cherry Creek or at the B8ta store in the Cherry Creek Shopping Center.

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The climbing machine retails for $2,800 with delivery included on the CLMBR website.

Next door to the Cherry Creek showroom, Elmakis converted the last Rise Nation franchise he owned into a CLMBR gym with unlimited access memberships for $169 a month.

Elmakis has also transformed his Highlands Rise Nation franchise into a studio for CLMBR, filming tutorial and workout videos.

In May, CLMBR closed on a $13.5 million funding round with participation from celebrity investors such as Jay-Z, Pitbull, entertainer Ryan Seacrest, tennis player Novak Djokovic, celebrity fashion stylist June Ambrose, and YouTube co-founder Chad Hurley.

“Having tens of thousands of machines in homes is something I really look forward to. Over the next few months, I think that will be a reality,” Elmakis said. “It’s hard to project something 10 years into the future but I think we’re certainly on our way to becoming the next Peleton.”