World Renowned eGrips Brand to Unify Under Trango Name
May 17, 2022
Innovative and Artistic Climbing Hold Company Prepares for Long-Term Growth
Lafayette, CO (May 17, 2022) /OUTDOOR SPORTSWIRE/ – Trango, the award-winning manufacturer and international distributor of technical climbing equipment, today announced it is unifying its organization and wide-ranging suite of climbing products via a single, company name – Trango. The move integrates the legendary eGrips climbing hold brand under the Trango name and is designed to clearly communicate the company’s commitment to delivering innovative climbing equipment to the world’s growing population of sport, trad, gym, bouldering, and alpine climbers.
“Our objective is to create consistent brand awareness and implement our vision of creating innovative products that climbers trust. We are applying this to all disciplines within the business,” said Chris Klinke, President of Trango. “We believe this direction will help to build long-term equity for the Trango brand and enable us to compete more aggressively in the marketplace. Unification simplifies our “Be a Climber” message, enabling us to serve our growing community more effectively, while also furthering our mission of helping climbers push the boundaries of their potential.”
As part of the branding effort, Trango has also announced the appointment of several additions to its team, having initiated Ty Foose as its new Director of Product. Foose was one of the original founders of eGrips, which was acquired by Trango in 2002. Foose brings extensive experience that will be vital as the brand continues to innovate and expand upon all Trango product ranges.
Keith Patterson has also been appointed Vice President of Trango, having been instrumental in leading the sales efforts across both eGrips and Trango for the past four years. Patterson’s energy has been key in driving double-digit growth throughout his tenure. Foose and Patterson continue to expand the capacities of the Trango team, adding staff to meet future needs.
By bringing together the resources and expertise of eGrips under the Trango umbrella, the company will be able to expand access and value for all its customers. As a result, customers can expect greater access to innovation and more state-of-the-art products and giving every climber an increased competitive advantage. Looking forward, Trango seeks to continue its emphasis on indoor and facility-based operations while innovating its outdoor categories.
“Thirty years ago, Trango recognized the need for functional, reliable gear that climbers can trust,” added Klinke. “As the climbing community has grown considerably to include a multitude of indoor operations, combining these two highly complementary brands becomes a singular opportunity to create additional value for our customers and position the company for long-term growth.”
The unified Trango brand is also accompanied by a new visual identity and website. The stylized icon of the legendary Trango Towers forms the core of its visual brand association. Offering some of the most challenging climbing in the world, the Trango icon is an acknowledgement of the companies’ shared history and a commitment to the climbing community as a whole. The icon unites the brand and acts as an inspiration to continue to provide innovative product and service that climbers can trust.
Trango has been designing climbing gear in the Front Range since 1991 for sport, trad, gym, bouldering, and alpine climbers and remains passionate about creating innovative, solution-oriented products that help climbers achieve the next level in the sport. Beyond award-winning climbing equipment, Trango is also the U.S. distributor for Spanish rock-climbing shoe company Tenaya.