Our family built this gym for the town we call home.
"Shift exists because Anne and I wanted to build something to share climbing with the town where we are raising our kids."
Jack Ogilvie, co-founder
Anne's family has been in Holland since the 1980s. I grew up in Atlanta, spent fifteen years climbing everywhere I could get to, and moved to West Michigan a decade ago because Anne is from here and we wanted to raise our three kids in the place she loves. Our kids' grandparents are here. Our community is here. And for years, the closest real climbing was a long drive away.
Climbing has given our family more than a sport. It is where Anne and I have spent a lot of time together outside, from Table Rock and Linville Gorge to Red Rocks, the Sierras, the Tetons and Fontainebleau. Each of our kids climbs, and they love the movement, the friendships, and the problem solving. Those are life skills. We wanted Holland to have a place where that could happen for other families too.
Almost every friend we have watched fall in love with climbing did it in a gym, and the gym you start in decides whether you stay.
Climbing is how we spend time together.
"I've tried climbing before, but I don't know if I really fit in."
"This is my place."
We know climbing can feel intimidating from the outside, and that many people do not see themselves as climbers at first. That is okay. We built Shift with intention: hands-on staff who guide your first visit, approachable circuits designed for early success, and routesetting that keeps experienced climbers engaged. Climbing is for everybody, not just the physical elite.
Five promises we hold ourselves to.
A place people enjoy spending time, where families connect and friendships form on the wall and at the cafe tables.
Climbing hands you confidence one small victory at a time. We have watched it change people.
Reduced-cost Shift Sessions memberships and adaptive programming. Finances or ability should never be the reason someone does not climb.
Meaningful jobs, above-market pay and real benefits. The people here are the experience.
We put our experience and our resources into something we hope makes Holland better for decades, not quarters. If you see our kids running laps on the yellow circuit, say hi.
How we show up every day.
To deliver the most thoughtful, intentional and innovative climbing experience rooted in our love for climbing movement, our staff, and our community.
We are constantly seeking inspiration, drawing it from within climbing and beyond, and we apply it to the work that we do every day to discover innovative methods of doing everything the best and most unique ways it can be done.
Just like in climbing, there is no end to the journey, but only the constant pursuit of "better". We fail fast and learn from our mistakes. This helps us become a better company and better as individuals.
We make playgrounds for adults (and kids)! If we're not having fun... we're doing it wrong!
For people with no climbing, to people who know climbing, we share inspiring movements, moments, environments, and relationships with everyone we meet.
It's not about any one of us, it's about all of us. The care we exude for one another and those in our community is obvious.
We're experts at what we do. We're passionate and in constant pursuit of perfection yet, we don't let it slow us down. We take pride in the work that we do and we set our standards high.
The people behind the desk and on the wall.
Mission
Innovation
We are constantly seeking inspiration - drawing it from within climbing and beyond - and we apply it to the work that we do every day to discover innovative methods of doing everything the best and most unique ways it can be done.
Growth Mindset
Just like in climbing, there is no end to the journey, but only the constant pursuit of “better”. We fail fast and learn from our mistakes. This helps us become a better company and better as individuals.
Making it Fun!
We make playgrounds for adults (and kids)! If we’re not having fun… we’re doing it wrong!
Inclusivity
For people with no climbing, to people who know climbing - we share inspiring movements, moments, environments, and relationships with everyone we meet.
Care
It’s not about any one of us, it’s about all of us. The care we exude for one another and those in our community is obvious.
Obsessed
We’re experts at what we do. We’re passionate and in constant pursuit of perfection yet, we don’t let it slow us down. We take pride in the work that we do and we set our standards high.
Why we started Shift
Shift exists because my wife Anne and I wanted to build something for the town where we're raising our kids.
Anne's family has been in Holland since the 1980s. I got here the long way - I grew up in Atlanta, spent fifteen years climbing everywhere I could get to, and moved to West Michigan a decade ago because Anne is from here and we wanted to raise our three kids in the place she loves. Holland is home. Our kids' grandparents are here. Our community is here. And for years, the closest real climbing was a long drive away.
Climbing has given our family more than a sport. It's where Anne and I have spent a lot of time together outside, in places like Table Rock and Linville Gorge, Rumney, Red Rocks, the Sierras and the Tetons, Fontainebleau. Each of our kids climb, and they love it - the movement, the friendships, the problem solving and rewards you get from trying, learning, experimenting - all of which are exceptional life skills. We wanted Holland to have a place where that could happen for other families too.
Here's what we kept noticing over those years: almost every friend we've watched fall in love with climbing fell in love in a gym. And it was always the same kind of gym. A place with tons to climb from day one. A place where the "easier" climbs weren't an afterthought - they were creative, interesting, and genuinely fun, little puzzles of balance and body position rather than a box-check ladder up the wall. And a place that was warm to two kinds of people at once: the person trying climbing for the very first time, and the solid everyday climber who simply loves it - who doesn't climb V9, doesn't live out of a van, hasn't logged years at the crags, and shouldn't have to in order to feel like they belong.
But nobody starts there. Almost everybody starts in a gym - and the gym you start in decides whether you stay.
So when we built Shift, we wrote down what it was for, and we've held to it:
- Community first. A place people genuinely enjoy spending time, where families connect and friendships form - on the wall, at the cafe tables, everywhere in between.
- Help people grow. Climbing hands people confidence one small victory at a time. It works on your body and your mind at once, and we've watched it change people.
- Keep it accessible. Reduced-cost Shift Sessions memberships and adaptive programming, because finances or ability should never be the reason someone doesn't climb.
- Be a good employer. Meaningful jobs, above-market pay, real benefits. The people who work here are the experience, and we built the business to treat them that way.
- Build something that lasts. We put our experience and our resources into something we hope makes Holland better for decades, not quarters.
That's the whole story. Come climb with us - and if you see our kids running laps on the yellow circuit, say hi.
Join Our Team
Our team is the most important part of Shift. We strive to offer best-in-class employment. If you feel that you are aligned with the six values we’ve shared above, we’d love to meet and learn more about you! See open positions
Reach Out!
For general questions or to share a comment, please complete the form below and a member of our team will respond to you within 24-48 business hours. Thank you!