Climbing Business Journal Podcasts Athletes, Training Centers & Road to LA28 – Marc Norman
In this week’s episode, Scott Rennak sits down with Marc Norman, CEO of USA Climbing, who has been in this role for eight years and came to it with unique credentials. Previously, Marc spent two decades at the Utah Olympic Legacy Foundation, finishing as VP of Sport and Venues—overseeing three Olympic facilities, 300 employees, and the kind of large-scale operations that come with hosting some of the world's biggest sporting events. He was also a competitive athlete and has a lifelong love of climbing that dates back to a Wisconsin crag in the early ‘90s.
During their conversation, Marc and Scott dig into some deep topics within competition climbing today. They cover USA Climbing's ambitious National Training Center project in Salt Lake City—including the partnership with Momentum, the community pushback, and how the facility is being designed to serve athletes. They also explore the youth athlete pipeline, how climbing can capitalize on its LA 2028 Olympic moment (including paraclimbing's debut on the Paralympic program), and what it's going to take for the whole industry to convert that exposure into real foot traffic and long-term growth.
General Topics Covered- Leadership and Background of Marc Norman
- National Training Center Project in Salt Lake City
- Industry Partnerships (USA Climbing × Momentum)
- Community Response and Pushback
- Youth Athlete Pipeline Development
- Olympics and Global Exposure (LA 2028 and paraclimbing)
- Converting Awareness Into Gym Growth
- USA Climbing
- USAC National Training Center
- USAC Strategic Planning
- Climbing at LA28
- Marc Norman on Linkedin
Thank you Cascade Specialty, Climbing Wall Association, Rúngne, Rock Gym Pro and Kilter for your support!
And thank you Devin Dabney for your music!