Role: Founder & Business Development Head
Platform: Physical Facility + Community-driven Experience
Duration: August 2023 - Current

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Project Overview

Boulder Box Saigon was born out of a personal passion for climbing and a clear market opportunity: the lack of accessible, high-quality bouldering spaces in Vietnam. As both Founder and Business Development Head, I led the entire venture - from market research and construction to branding, team-building, and business growth.

The goal was to introduce a new concept of home-scale bouldering gyms tailored to urban lifestyles, while fostering a tight-knit climbing community. With no blueprint to follow in the local context, the project demanded not only creative thinking and operational rigor, but also cultural adaptation and deep customer empathy.

Objectives

• Launch a boutique bouldering facility that brings sport climbing into the urban home and lifestyle space.

• Build a community-centered climbing culture in Ho Chi Minh City.

• Drive sustainable growth through quality coaching, customer retention, and experiential engagement.

• Establish Boulder Box as a recognized local leader in Vietnam’s emerging climbing scene.

Key Challenges

Market Unknowns

• Climbing was still a niche sport in Vietnam, with limited public facilities and low consumer familiarity.

• No prior local models for home bouldering gym businesses, requiring everything from scratch—market education, pricing structures, and design logic.

Operational Demands

• Sourcing safe and durable construction materials for custom climbing walls locally was difficult.

• Balancing space constraints with varied route-setting styles and safety features took iterative on-site problem-solving.

Talent Scarcity

• Vietnam had few trained climbing professionals, especially in coaching and route-setting.

• Required a strong focus on hiring, training, and retaining the right people to deliver consistent, high-quality experiences.

Approach & Execution

1. Market Research & Concept Development

• Conducted a comprehensive competitive and cultural analysis of Vietnam’s sports and fitness market.

• Identified gaps in indoor sport accessibility, growing interest in climbing, and a desire for boutique fitness experiences.

• Developed a unique positioning: “climbing meets lifestyle,” blending sport, design, and community.

• Drafted the layout design & planning, together with a 3D mockup for the construction team to follow.

2. Facility Construction & Design Oversight

Oversaw the end-to-end design & construction of custom-built bouldering walls, with an emphasis on:

• Well-designed physical layout to accommodate both technical climbers and first-timers, optimizing spatial flow and customer experience.

• Craftsmanship quality

• Safety standards

• Modularity for route versatility

3. Brand Development & Community Building

• Created a strong visual identity and messaging system for Boulder Box Saigon.

• Positioned the brand as approachable, creative, and community-first—distinct from more commercial gyms.

• Launched a PT program with certified coaches, which achieved a 100% return rate in its first year.

• Organized over three climbing events, drawing 160+ participants, helping to organically grow brand presence.

4. Business Development & Growth Strategy

• Directed sales, pricing strategy, and customer acquisition efforts, resulting in 250% year-over-year sales growth

• Rapid word-of-mouth traction within the local expat and youth fitness community

• Implemented scalable business operations, including booking, memberships, merchandise, and private coaching.

• Implemented scalable group climbing coaching framework to collaborate with schools, universities and colleges.

Key Highlights

• First-of-its-kind concept for Vietnam’s boutique bouldering gym market

• 250% year-over-year sales growth

• 100% PT program retention rate

• Created a locally loved brand and climbing space in under 12 months

• Grew a team of passionate climbing professionals through careful recruitment and coaching
  
  

My Role & Responsibilities

As Founder & Business Development Head, I was/am responsible for:

• End-to-end business and product strategy

• Hands-on construction management and vendor coordination

• Leading branding, marketing, and community activation

• Hiring and managing a team of climbing coaches and staff

• Driving sales, customer retention, and operational excellence

• Cultivating a culture of passion, creativity, and belonging in every aspect of the Boulder Box experience