The new Proxy Production brings together a core team of experienced chemists, researchers, engineers, climbers, and climbing-business professionals to create a new source for climbing holds that gym owners can utilize when working with Vertical Solutions. Led by industry veteran Jared Roth since its reformation in 2015, Proxy’s new aim is to supply and connect climbing gym owners with extremely high-quality hold brands that they wouldn't normally be exposed to, while maintaining cost-efficiency and product quality for both gym owner and hold brand. Through its relationship with Vertical Solutions and Habit Climbing, Proxy gives hold brands a sales and production platform to be successful and to sell innovative shapes at any volume to gym owners from coast-to-coast: something unmatched by other more traditional plastics producers. Proxy is truly the climber’s hold production company.

Proxy Logo Vs Logo


What does this
mean for you?

When you build a climbing gym with Vertical Solutions, you get instant access to wholesale pricing on your hold orders for an assortment of top brands, without having to call a single one of them to set up an account. We streamline the process to get you set up and give you the hold brand variation your gym needs to keep your routes fresh for your customers. More importantly, Vertical Solutions has the ability to offer you a significant credit for holds and volumes as part of your climbing wall purchase. This alone can save you thousands of dollars in your startup costs. Vertical Solutions is the only climbing wall builder that can leverage this sort of advantage, and is just another way in which we are positioning your business for success


Why our holds are better
  • To the end-user, many holds look-alike. But to industry pros, it's easy to tell the quality of one hold over another. We specialize in a new hollow-back process that minimizes material use and reduces shipping costs significantly. Integrity of the plastic is key to this process however, to maintain hold strength and durability. That’s why when you turn over a Proxy hold, you are going to see a much more consistent and proper pour than you could receive with others. Take a look at the no-nonsense comparison here done on the same shape. Which example would you want your customers using? This is what you can expect when you switch to Proxy.

    Proxy Quality

    Homogenous pour, consistent wall and edge thickness, centered holes on cylindrical bosses, smooth interior surfaces, straight structural webbing, consistent color, smooth & sanded flats, symmetric negative spaces where applicable, constant surface offsets

    Industry Standard

    Porous underside surface, inconsistent strength properties, variable wall thickness, variable structural webbing thickness, off-center holes and non-concentric bosses, variable color, choppy sanding, inconsistent radii.

  • Proxy's newly-developed material is not only 10% stronger than our competitors’, but it can also withstand stresses up to 300% of the working-load standards in route-setting. We have gone to great lengths to dial in our plastic composition in the past 2 years, and we are confident that when put up against any other plastic, we will meet or exceed their strength properties. In fact, it already has. Take a look at the strength test performed on Proxy plastic alongside other plastic compounds. A new bar has been set for material strength.


  • A lot of people don’t get it but if you are a routesetter, you know that color matters. More importantly, color uniformity matters. Since we are closely integrated with Vertical Solutions and climbing gyms, we know what it should look like when you receive a hold set. Color variation is frustrating to deal with and can make your gym look bush-league. This is just one of the reasons why our new color consistency matches industry standards and UV protection is integrated in every dye used.
  • If you are a hold brand, your retail price is key to your success. What you don’t want affecting that success, is fluctuating production costs. Proxy is set up for exactly what you are trying to do. We have a hold on small volume manufacturing so when you need to ship orders large or small, you can expect the same great price from us. It won’t fluctuate due to our workload, or us taking on some sort of huge plastics job that pays more.

    If you are a gym owner, price is a serious consideration as well. When you start a gym, it's hard to imagine the associated costs per square foot of purchasing holds. Our partnership with Vertical Solutions can alleviate a significant amount of that cost when you build a gym with them. Because they are a turn-key solution provider, they are able to roll in your hold purchases with your wall construction, and in many cases you can receive a significant up-front credit for your initial hold and volume orders that can save you many thousands of dollars.

  • It’s hard to believe but a lot of companies aren’t great at this, or even good at it for that matter. We’re mentioning this for a very important reason. We started this company to manufacture holds specifically for climbers; not produce random plastic jobs for people. We know there are a lot of qualities that large plastics producers are lacking, including customer service. As a result we make it our main priorities to be proactive, responsive, and collaborative. The last thing you want is to be treated like you aren’t getting the attention you deserve. And when you call, you are certainly going to have our undivided attention. Just ask our current hold brands.
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The Story


Jared Roth, Proxy Production, Quality and Process Director -

"The history of climbing holds is super interesting. Early on and even more recently, indoor climbing was small and climbing hold sales just weren’t that plentiful to warrant large-scale dedicated production. So the hold shapers took things upon themselves and produced their own shapes and plastic holds in their garages in a truly grassroots fashion. They didn’t have many options beyond that, and going to a typical plastics company that makes millions of things and have them produce their relatively small orders. There are a lot of problems with that process: They are slow to react, you don’t get treated well because your orders aren’t for thousands of pieces, there's a lot of variation, and when something goes wrong, they don’t want to put much time or resources into fixing it because you aren’t that valuable of a customer in the grand scheme of their business. Now that the industry is growing so fast, it’s crazy to think about how companies like Proxy can exist solely to serve the needs of the climbing hold industry. As a former pro-climber, this immediately drew my attention to Proxy because I think climbing businesses should have climbers at the helm.

I’ll be the first to admit that when I first joined the team a while ago, I was faced with a lot of processes and procedures that just weren’t working well. Proxy had been around for a bit and did a lot of things right but it wasn’t bringing the whole package together. The idea behind Proxy, being a ‘climber’s company’ and not just another plastics producer, and how they were trying to connect boutique hold brands with gym owners across the nation, was already well established and resonating with people. But quite frankly the product didn’t live up to those expectations. And at the end of the day we knew that if this was going to be a success, we had to prioritize product quality above many other things in order to compete with the big-name plastics companies that many hold brands were already using for production.

So I became absolutely dedicated to it and we did exactly that. I made it my mission to tackle product quality first so our brands are getting holds they can rely on in regards to strength, quality, color, consistency etc. Then we really started dialing our whole process in so we could be efficient on both ends. Meaning, when a hold brand has a new order or even new shapes they want us to produce, no problem because we know the production process is going to be on-point to deliver a great product quickly. When a gym owner has an incredibly large order to fulfill but needs a lot of variation, again, no problem because we are set up for that process to run efficiently and get it out the door. We are free of bottle necks to deliver on both ends of the process, for both the hold brand and gym owner.

What I am particularly proud of the most, since Proxy’s reformation and my involvement, is that if you were to ask people why they pour with us, many of our brands will say ‘customer service’ first. That’s really how we do things here. We don’t treat you as just another order of plastic; when you call, you get me on the phone to talk about your project and I work with you firsthand to get you exactly what you need. We don’t produce anything else besides climbing holds, so there is no background white noise for us to lose you as our main priority."

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  • Brian Hestetune
    Elevation Rock Gym

    Ordering Proxy-produced holds from Habit Climbing is super easy. It's nice because they produce for a lot of brands so we get a lot of choice from visiting just one site. We aren’t locked into one or two brands of holds to choose from. It's also nice because they are all the same level of quality. We actually order a whole variety of our gym supplies from there, not just holds. It’s a huge advantage of our relationship with VS.

  • Joe Ortega
    Birmingham Boulders

    Vertical Solutions' integration with Proxy Production, and Habit Climbing holds and volumes made furnishing our new facility with quality urethane holds a simple task. Our setters and customers love the shapes and the plastic, and their color match is spot on. Hold and volume orders were filled quickly and accurately. We are excited to have worked with the VS team on First Avenue Rocks and Birmingham Boulders. We look forward to working with them on our future projects as well.

  • Lauren Watson
    Ground Up Climbing

    Like a lot of new gym owners, when we started Ground Up we had to be frugal and make hard choices about what money went where for our startup costs. Climbing holds are a fixed line item for every gym. You know you just have to spend money on them if you want your gym to be fresh and keep your routesetters happy. Since we were working with Vertical Solutions for our gym, we mitigated these costs by taking advantage of their relationship with Habit Climbing, and saved thousands of dollars in the process. Trust me when you are about to open your doors and see the stack of bills piling up left and right, getting a favorable deal on quality holds, which are costly to begin with, was very refreshing.