Nicros Website Redesign

A leader in the climbing industry since 1992, Nicros has built more than one million square feet of climbing wall surface and developed many of the climbing wall products, handholds, and training tools used throughout the industry today. The company also runs five large commercial climbing gyms and partners with some of the most accomplished climbers in the world. Nicros came to Olive & Company seeking an updated website that more accurately reflects their industry-leading position.

  • Content Strategy
  • Design
  • Development
  • UX


A company that prides itself on innovation, Nicros realized their existing website had fallen behind in both design and user experience. Despite a large portion of their audience accessing content on mobile devices, the website was not responsive. Additionally, the site used two different applications to manage content (WordPress) and e-commerce (Magento) functionality, which presented a unique programming challenge. To overcome these issues, Olive would need to design a modern, responsive website that would feel seamless to users when navigating between general content and e-commerce pages of the site.


The Olive team worked with Nicros to gain a thorough understanding of the climbing industry, including their competition and where they wanted to be positioned within the industry. With this insight, the Olive creative team conceived a design direction that would help elevate the brand and reposition them as the modern, climbing industry leader. A position that was already reflected in their best-in-class products and services. At the same time, the Olive development team perfected a unified approach to creating code for the two backend systems that would enable Nicros to more easily manage the site navigation for both content and e-commerce using a single WordPress interface.


The updated site, with bold colors and a clean, modern design, has elevated the Nicros brand to their desired position as an industry leader and integral participant in the vibrant climbing community. The site also allows Nicros to access all content within the site through a customized, easy-to-use WordPress admin interface, providing a quick and intuitive process to keep the site up-to-date and relevant. The ability to update navigation and site elements across both backend applications also guarantees the two sides of the site will stay in sync and provide visitors with a cohesive user experience. Plus, the new fully responsive site engages more of their audience by enabling mobile users to access content more easily.

“Olive & Company made the choice easy, their team is creative, thoughtful, professional and always delivered.”

—Michael Moore, Vice President of Sales and Marketing, Nicros