Welcome to "Morgan Entrepreneur Spotlight," our monthly-ish showcase where we shine a light on Northeast Ohio's entrepreneurial superstars. Each feature delves into the journeys of individuals who have participated in our programs and are harnessing their learnings to fuel impressive growth and innovation.
Annie Richman is the owner of Shaker Rocks, a climbing gym in Shaker Heights. Annie provides entrepreneurship education and experiences for grade 2-12 youth via the YIPPEE Exchange platform that teaches students “…how the mindset of an entrepreneur is the same as the mindset of a rock climber,” says Annie. “You must be adaptable, have grit, and embrace failure. We show that to ‘risk, fail, reflect & repeat’ is the pattern for success whether you’re climbing rocks or opening a business.”
______________________________________________________________________________________
Please tell us a little about your business.
“Shaker Rocks is a locally owned full-service rock-climbing gym that also has a fitness space and a yoga studio. We serve families, serious climbers, and new adventurers alike in the unique atmosphere of the Van Aken District where climbers can shop, eat and do their daily living all within a walkable neighborhood. Our goal is to improve people’s quality of life by providing the best climbing experience possible and fostering connections to a caring and supportive community.”
Can you share how being a provider on YIPPEE influenced or supported the growth of your business?
“YIPPEE Exchange is a perfect fit for our business. We’re generally slow during the day when most people are working or in school, so the YIPPEE Exchange field trips help fill those hours when the gym is quiet. Not only that, but YIPPEE has inspired me to work harder to grow other school programming so more students can discover their inner strengths through rock climbing.”
What impact have you seen your YIPPEE programs make in classrooms or with students?
“There are two areas where I have seen the most impact. First, it has brought students into our facility to try something daring, outside their comfort zone. It’s an opportunity they may not have had otherwise. This builds confidence. Second, it lets students see each other in a different light. The skinny, quiet kid who might be overlooked is surprisingly the best climber in his class; suddenly he sees himself differently and his classmates do too. This cultivates open-mindedness.”
What has been the most unexpected challenge you’ve faced in growing your business, and how did you navigate it?
“COVID was the biggest challenge to our growth. We were forced to close for two and a half months right before our first anniversary. We had already begun looking for a second location and that got put on hold. The post-Covid rise in construction costs and real estate prices has now left us constrained to our single location. Because of that, we have looked internally to develop our core values and focus our business on that. Some of that focus has meant we’ve expanded our programming to bring in as many different populations as possible and have increased our outreach with nonprofit organizations.”
What are one to three goals you hope to achieve in the next twelve months?
“My goals for the next year are to:
a. Increase revenue through member retention, expanded reach, and greater day pass sales
b. Secure a grant to continue our elementary school climbing club for at-risk students
c. Find real estate to open a second location.”
What is your vision for your business in five years?
“I would like to open a second location not only to serve underserved markets, but also to create real, long-term career paths for our incredible management team. They are talented, driven young people who deserve opportunities to grow, lead, and be challenged beyond their current roles.”
What is your favorite quote?
“The best climber is the one having the most fun.”
What is the last book you read?
“The Mathey Girls, by Melinda Chu”
What advice do you have for budding entrepreneurs?
“Do your research and planning, keep fixed costs to a minimum, and ask everyone you know for help and advice. People truly want you to succeed.”
How do you define success?
“The feeling of satisfaction you get from having accomplished something challenging.”
How does your work as a YIPPEE provider align with your personal mission or values?
“My mission is to help people experience the joy of success. Watching students reach the top of a wall and realize what they’re capable of is one of the most rewarding parts of my work. I believe the most meaningful learning happens beyond the classroom—whether in our climbing gym or in the beautiful natural spaces it points us toward.
This work reflects my personal values: creating supportive environments where students feel challenged and encouraged, helping them build confidence through real accomplishment, and fostering an appreciation for the outdoors and its preservation. Through climbing, students take their first step toward confidence, growth, and a deeper connection to nature. That discovery of their own potential is what Shaker Rocks—and my work as a YIPPEE provider—is all about.”
Is there anything else you’d like to share?
“I love that I’ve been able to show students how the courage and determination it takes to get to the top of the wall is the same courage and determination it takes to accomplish anything – schoolwork, starting a business, or anything they put their minds to.”
To learn more about Morgan Foundation sponsored programs and opportunities for second stage entrepreneurs, contact Michal Marcus.
If you have participated in Morgan Foundation sponsored programs and are interested in being featured in the Spotlight, contact Gina Dotson.