Wild Walls has been business with plenty of ups and downs

If your New Year’s resolution involves exercise, you may want to set your goal high – 40 feet high.

That’s how far above the ground you’ll reach when you summit Wild Walls at 202 W. Second Ave.

Owner Timon Behan and a climbing partner opened the business 16 years ago, when indoor climbing gyms were rare. Today he’s busier than ever, and plans to add new challenges in the near future. He discussed Wild Walls’ genesis and its appeal during a recent interview.

S-R: When did you start climbing?

Behan: In 1976, when I was a high school sophomore. I grew up in Missoula, where there was lots of climbing. Me and a buddy happened to know a guy who was into it – back then you had to know someone with ropes and gear.

S-R: What was your business background before launching Wild Walls?

Behan: I taught guitar in high school. I also started a band in eighth grade and booked it in bars. That was back in the day of platform shoes, so we looked older than we were. Later, I worked in retail – music and hardware – in Missoula. And I toured for six years with another band of mine after I graduated from the University of Montana.

S-R: How did the idea for Wild Walls come about?

Behan: I was climbing with a guy here, and we started talking about it, and talk turned into a business plan. Two years and several business plans later, we went to a bank and said this is what it will take to make this happen.

S-R: How much did it cost to start?

Behan: Around $400,000, and a lot of volunteers helped us build the wall.

S-R: Was Wild Walls a success from day one?

Behan: The first couple of years were gangbuster. But, like any business, if you’re around long enough you’re going to see dips.

S-R: Was it ever touch and go?

Behan: Yeah, and I really stressed out about it. But I grew to realize that when I get up tomorrow morning, it will be there and it’ll be fine.

S-R: What’s been the key to your success?

Behan: Doing our research, so we ended up with a fantastic wall system. It still measures up to some of the new gyms that cost several million dollars. It’s 43,000 pounds of welded steel designed to withstand a 7.3 earthquake. And the fact that it’s freestanding means more surface area and more hang space. The problem with most gyms is that you walk in and suddenly you’re underneath people. Climbers really like to socialize, so having open floor space is really important.

S-R: Anything else?

Behan: We have a broader spectrum of potential customers than a lot of retailers. I can go after corporate clients or the YMCA. I can go to a senior center and say, “You guys want to try climbing?” We do a PE class for Gonzaga – 200 kids per semester.

S-R: Has the recession hurt business?

Behan: Just the opposite. We’re up 20 percent each of the past three years.

S-R: What’s your business philosophy?

Behan: I should probably be more greedy, but I would rather people leave going, “Wow, that was a great experience.”

S-R: What qualities do you look for in employees?

Behan: Multitaskers, because oftentimes one employee has to greet people, check others in, test them and answer the phone. Also, they have to have a strong sense of service, so people feel comfortable when they walk in.

S-R: Who climbs here?

Behan: We have everyone from 3-year-olds to folks in their 70s. Probably half are male, half female.

S-R: What do climbers get from the sport?

Behan: They get a mental release, confidence, and physical exercise. But not in a repetitive way, like a treadmill or stair-stepper. You have to think your way up the wall. The routes are labeled for difficulty, so one may be easy enough for a child to climb like a ladder, and another one that’s difficult for some of the nationally ranked climbers who come here.

S-R: How much risk is involved?

Behan: With climbing there’s an inherent risk of injury or death, so we take every precaution to minimize that. Occasionally someone forgets to tie the (safety harness) knot, but we have a lot fewer injuries than you might see at a grocery store where someone slips on a wet floor.

S-R: Any favorite memories?

Behan: You tend to get comfortable with your own business. But then a new person comes in and stops at the front desk, gazing, and says, “Wow!” That feels pretty cool.

S-R: Any worst moment?

Behan: The partnership breakup in 1996. We were just getting our feet off the ground, and that was tough.

S-R: What does someone new to the sport need to get started?

Behan: Just walk in the door and sign a waiver. We have all the gear. If someone has never climbed before, they take a two-hour lesson. It’s not rocket science.

S-R: What’s the outlook for your business?

Behan: It’s excellent, which is why I’m going to invest in more climbing space along the back wall.