The vision for CLMBR, an innovative vertical climber with on-demand, instructor-led classes, came to Founder and CEO Avrum Elmakis in late 2018 when, after a fitness class on a similar product, he recognized a huge opportunity to build something unique for the world. Avrum learned he is passionate about vertical climbing as a natural and primal movement that is self-regulating, no-impact, and highly efficient, and the business was formed by mid-2019. A first-generation American, Avrum specializes in disruptive innovation and has had multiple successful exits over his career. Prior to founding CLMBR, Avrum was the Founder and CEO of TDBBS, one of the US’s largest sellers of natural dog treats and chews. During his tenure, he earned the Ernst and Young Entrepreneur of the Year award, amongst many other honors.
What does “entrepreneurship” mean to you?
Avrum Elmakis: Entrepreneurship means creating something new, building a team of people to bring it to life with the aim of hopefully changing the world.
How did your company come to be?
AE: The aha moment for me was when I took a fitness class on a legacy technology called the versa climber. I realized instantly this modality is absolutely incredible and different. It just felt right. I knew there was a huge opportunity to build something unique for the world.
How has your business changed in response to the COVID-19 pandemic?
AE: Our business was changed by COVID-19 due to our supply chain being greatly impacted. We currently manufacture our product in Taiwan, and we’re not alone in facing all of the unbelievable supply chain challenges. From container shortages, to longer time on water, to port delays, it’s been a significant challenge.
COVID has also impacted us from a personnel standpoint. It’s been tricky to navigate hiring folks and working in a more hybridized world.
What is your proudest and darkest moment so far? Share a key high and a key low from your journey if you can.
AE: As it relates to CLMBR, the proudest moment was the launch of our IndieGoGo campaign. The customer validation that our idea was something that people who I never knew, met, or had any interaction with, wanted to support us was pivotal. It was a thrilling, exciting, defining moment for me and this business.
I would say our darkest moment was the supply chain challenges that have come as a result of this COVID-19 pandemic. There are factors as an entrepreneur that are out of your control that create challenges. Our customers really want our product and we as a company want them to have it, but there were delays initially. It wasn’t one specific moment, it was a series of them.
How is your company changing the landscape?
AE: I feel like we’re changing the landscape of fitness because we have a very disruptive technology in what I would refer to as the “Sea of Sameness.” So rather than another bike with a screen on it or another rower with a screen on it, our modality is fairly new and people are learning about it. That’s a significant change to the landscape.
What do you wish you knew when you started? Is there anything you would do differently?
AE: I’m a born and bred entrepreneur, I’m a first-generation American and I wasn’t taught this. If I could do things differently, I think seeking out more mentorship would be something I would have pursued. Learning from those who had come before me, who experience the challenges of funding, building teams, employing and motivating people — you don’t know what you don’t know. Entrepreneurship isn’t something that can be learned through a class or a university, it has to be gained through experience. Having a mentor would have been helpful in that area.
What advice/credo do you live by as you grow the business / what is your professional and personal mission statement?
AE: As CLMBR grows quickly as a business, the mission remains the same – to provide a safe and efficient way for consumers of all fitness levels to exercise. It is important to stay true to the core mission and values of the company as we continue to advance and grow over the years.
Where do you find inspiration when faced with challenges?
AE: I find inspiration when faced with challenges from my family. I am a proud father of four daughters, who range in age from 5-12. They consistently add humor and joy to my life — they are my inspiration. I also get it from my life partner, my wife Lauren, who has been with me on this journey together for more than I’ve been alive without her. She’s an inspiring person who is always there in times of challenge.
What does “success” look like for you? What do you think will help you achieve it?
AE: Success, in regards to CLMBR, is getting people a product that they love that they want to use every day or regularly to enhance human health and wellness. We want this to be effective across all categories — race, age, fitness level. That would be a success for me at CLMBR, being able to touch as many lives as we can. It would be fulfilling to see people being able to move in a safe, efficient, and effective way.
Has personal or professional “success” changed for you since the COVID-19 pandemic?
AE: Success is such an interesting word and can be defined in so many different ways. Professionally, I’m proud of the successes we’ve achieved with CLMBR. Personally, I think retrenching has been important. We’ve thought hard and made an effort to spend more time as a family. We’ve also spent more time with loved ones and friends. The focus is going deeper rather than going broader. Success, on a personal level, has changed since the pandemic.
What’s it like to work alone or with your partners? What advice do you have for fellow entrepreneurs about building and leading teams?
Business success, in any form, requires teamwork and partnership. It’s absolutely critical to have good people around you. It’s never easy and building a team is one of the hardest things to do as a leader. I prefer to share experience as opposed to giving advice and my experience is really one of trusting people. I want to empower people to be what they say they are. I put a lot of belief and trust upfront.
My experience tells me to take the time to understand the person who you are partnering with. What their motivations are and why they are there. I’m not alone in experiencing disappointments, but I think it’s critical to invest the time to understand people’s motivations and why they want to be a part of your team or partner.
Many entrepreneurs continue to perfect their daily routines to support their work and greater vision; would you mind sharing your morning routine or a regular ritual that grounds your work each day? How has it changed in recent months?
AE: My morning routine starts with my children, who get going around 6:30 every morning. Getting them ready for school every day is a ritual in our house. No matter how busy things can be, keeping that routine is key for me to remain connected. Then my day begins — calls, zooms and meetings. That’s how my day starts.
What keeps you motivated during this time?
AE: What keeps me motivated is the belief that what we’re doing is better and different. That we can have an impact on people’s lives in a positive way. It’s not about the money, it’s not about profits, it’s seeing the client who has MS, or Autism, or a knee operation get joy. That’s highly motivational for me. It’s inspirational frankly.
What kind of an entrepreneur do you want to be known as, as in, what do you want your legacy to be?
AE: I want to be known as a disruptive creator, who has brought very unique and differentiated products and thinking to the world. Even if it changes the world just a quarter of a degree, that would be an incredible legacy in my mind and for my children.
What is a quote or some words of wisdom that help get you through the tough days?
AE: Focus. Be persistent. Be consistent. Never give up. The last phrase is commonly used in today’s world but it’s very uncommon in terms of the practice of it. It is easy to walk away and give up when times are tough. Sticking to it and having real grit as an entrepreneur is something that I think is just so critical.
I would also say my upbringing and family drives me. I’m a first-generation American, my parents were born in Africa. They came to this country with nothing. You have to work hard to truly feel success. When you’re given something, you don’t appreciate it. You don’t internalize it in the same way as when you earn something. That notion was instilled in me very early on.
I started working when I was 13 years old, and I’ll probably work until my last day on this planet. I don’t know any other way. That’s what makes the U.S. the best country in the world. The freedom to create and pursue your idea in a free market economy. I feel blessed to be here and I don’t think I’m alone in that entrepreneurial journey as a first-generation American.
Have you experienced mentorship in your career? Do you feel it was easily available to you?
AE: I have experienced mentorship in my career and I do believe it’s critical to have good mentors. It’s crucial to success. There are a lot of professional organizations that mentor, I’m a member of YPO — Young Presidents Organization. YPO has offered a lot of personal and professional mentorship opportunities. I’ve also built an incredible group of talented people that I go to for advice, mentorship, fellowship and leadership.
Who are the people who have mentored or influenced you in your life or career? How has their influence changed the trajectory of your entrepreneurial journey?
AE: There are so many people, it’s hard for me to just pick one person. From friends in banking and life, I can’t single one person out. It’s like the saying, ‘It takes a village.’
I don’t think in fairness it makes sense to pick one person.
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