The third annual Rox Fest is scheduled to take place from November 7 to November 9 at Stone Fort in Tennessee, marking a significant milestone for Memphis Rox as the organization continues its mission to democratize the sport of climbing. Supported by an empowerment grant from Protect Our Winters (POW), the three-day gathering serves as a multifaceted intersection of outdoor recreation, community advocacy, and cultural celebration. By blending high-level bouldering with educational programming, the festival aims to address systemic barriers to outdoor access while honoring the legacy of the late Jarmond Johnson, a central figure in the Memphis Rox community.
The Foundation and Evolution of Memphis Rox
To understand the significance of Rox Fest, one must examine the origins of its parent organization. Memphis Rox, located in the Soulsville neighborhood of Memphis, Tennessee, is a non-profit climbing gym that operates on a unique "pay-what-you-can" model. Founded by filmmaker Tom Shadyac, the facility was designed to be more than a fitness center; it was conceived as a community hub that provides a safe space for youth and local residents in an underserved urban area. Since its inception, the gym has challenged the traditional economics of the climbing industry, where monthly memberships often exceed $80 to $100, effectively pricing out lower-income demographics.
The philosophy of Memphis Rox is built on the premise that financial status should not dictate one’s ability to experience the physical and psychological benefits of climbing. This ethos has fostered a diverse community that stands in stark contrast to the historical demographics of the sport, which have traditionally skewed white and affluent. According to data from the American Alpine Club’s 2023 State of Climbing report, while diversity in the sport is increasing, significant gaps remain in representation and access. Memphis Rox serves as a primary case study in how localized, non-profit initiatives can successfully bridge these gaps.
Chronology of Rox Fest: From Concept to National Event
The conceptual framework for Rox Fest was established in 2022. During a visit to Joe’s Valley Fest in Utah, professional climber Sam Elias and Jon Hawk, the Director of Operations and Partnerships at Memphis Rox, began discussing the potential for a Southern-based festival that mirrored the gym’s inclusive values. Their goal was to create a "premium climbing experience without the premium price tag," ensuring that the community built within the walls of the Memphis gym could experience the transition to outdoor bouldering in a supportive environment.
The first iteration of Rox Fest focused on establishing a footprint in the Southeast climbing scene. By the second year, the event had gained national attention, drawing professional athletes and advocates from across the country. The 2024 event, which takes place this November, represents the festival’s most ambitious programming to date. It has evolved from a simple gathering into a structured three-day itinerary that includes "Rox Talks," gear repair clinics, art installations, and live music, all situated on the grounds of a golf course adjacent to the Stone Fort bouldering area.
Technical Profile of Stone Fort: The Festival Venue
Stone Fort, also known as Little Rock City, is located on the Cumberland Plateau just outside of Chattanooga, Tennessee. It is widely regarded as one of the premier bouldering destinations in the United States. The area is characterized by its high-quality Pennsylvanian sandstone, which has been sculpted into unique, ergonomic shapes over millions of years.
From a technical perspective, Stone Fort offers hundreds of established bouldering problems ranging from V0 (beginner) to V13 (elite). The rock is known for its "slopers"—rounded holds that require precise body tension and friction—as well as its intricate "crimps" and "pockets." Because the boulders are situated within a forest on the grounds of the Montlake Golf Course, the area provides a unique logistical setting where manicured greens meet rugged wilderness.
The choice of Stone Fort for Rox Fest is strategic. It is a central hub for the Triple Crown Bouldering Series and is easily accessible for climbers across the Southeast. For many attendees traveling from Memphis, Rox Fest provides their first exposure to outdoor sandstone, facilitating a critical transition from plastic gym holds to natural rock.
The Memorial Legacy of Jarmond Johnson
The 2024 edition of Rox Fest is dedicated to the memory of Jarmond Johnson, a beloved Memphis Rox employee and mentor who passed away recently. Johnson was often described as the "soul of the gym," embodying the transition from a local resident to a dedicated climber and community leader.
"He is the reason why this place exists," stated Jon Hawk, Director of Operations. "He is the mission. This year’s festival is for him. It’s our way of carrying the torch."
Johnson’s impact on the community was profound, as he served as a bridge between the sport of climbing and the local Soulsville neighborhood. His story was a central element of the documentary "Memphis to Mountains," which premiered on Hulu and chronicled the journey of Memphis Rox members as they explored the peaks of the Teton Range. By dedicating the festival to Johnson, organizers aim to highlight the human element of their mission—reminding participants that climbing is a vehicle for personal growth and social connection.
Economic Accessibility and the "Conversation Model"
A defining feature of Rox Fest is its rejection of traditional gatekeeping in the outdoor industry. While the festival requires tickets to cover the costs of meals, camping, and logistics, the organizers have implemented a radical approach to financial barriers.
Rather than a rigid scholarship application process, Jon Hawk encourages a "conversation model." Individuals who find the ticket price prohibitive are invited to reach out directly to the organizers. In many cases, this results in subsidized or free entry, often funded by "pay-it-forward" contributions from other attendees. This model ensures that the festival demographic reflects the diversity of the Memphis Rox gym rather than the typical demographic of high-cost outdoor festivals.
This approach addresses a significant issue identified in outdoor participation data. According to the 2024 Outdoor Participation Trends Report by the Outdoor Industry Association, "cost of equipment and entry fees" remains a top-three barrier for underrepresented groups. By removing the fixed price barrier, Rox Fest creates a laboratory for inclusive event planning that other organizations are beginning to observe.
Programming and Strategic Partnerships
The integration of Protect Our Winters (POW) as a primary supporter adds a layer of environmental advocacy to the event. POW, an organization that mobilizes the outdoor sports community against climate change, provided an empowerment grant to facilitate the festival’s expansion. This partnership underscores the link between social equity and environmental stewardship; as the demographic of those who enjoy the outdoors diversifies, the base of advocates for public lands and climate policy also grows.
The festival’s "Rox Talks" serve as the intellectual cornerstone of the weekend. These TED-style, 10-minute presentations feature a variety of speakers, including:
- Conrad Anker: A world-renowned mountaineer and POW Board Member, Anker provides a perspective on the global evolution of climbing and the necessity of protecting outdoor spaces.
- Phil Henderson: Executive Director of Full Circle Expeditions and leader of the first all-Black team to summit Mount Everest. Henderson’s presence emphasizes the importance of mentorship and representation in high-altitude mountaineering.
- Local Artists and Leaders: The talks also feature individuals working at the intersection of social justice and the outdoors, providing insights into how climbing can be used as a tool for community revitalization.
Beyond the talks, the "repair popup" stations address the sustainability of outdoor gear. By teaching participants how to patch and repair their own equipment, the festival promotes a culture of "use what you have," which aligns with both environmental goals and the financial realities of many of the participants.
Broader Implications for the Climbing Industry
Rox Fest arrives at a pivotal moment for the climbing industry. Since climbing’s debut at the Tokyo 2020 Olympics, the sport has seen a surge in popularity, leading to a "gym boom" across North America. However, this growth has raised concerns about the "commodification of the outdoors" and the potential for overcrowding at sensitive climbing sites like Stone Fort.
The Memphis Rox model, as exemplified by Rox Fest, suggests a path forward that prioritizes education and ethics over mere participation numbers. By bringing a structured, mentor-heavy group to a world-class site, the festival demonstrates how to introduce new climbers to the outdoors responsibly. Participants are educated on "Leave No Trace" principles and the specific ethics of sandstone climbing, such as avoiding the rock when it is damp to prevent damage.
Furthermore, the success of the Hulu documentary "Memphis to Mountains" has brought the Memphis Rox story to a mainstream audience. This visibility is shifting the narrative of who a "climber" is and what "climbing culture" looks like. The documentary follows the physical and emotional challenges of the gym’s members, many of whom had never left the city of Memphis before joining the gym. Rox Fest serves as the real-world extension of that narrative, providing a recurring venue for that journey to continue.
Conclusion: The Future of Rox Fest
As the third annual Rox Fest concludes this November, the event is expected to set a new benchmark for inclusive outdoor gatherings. The combination of high-caliber bouldering at Stone Fort and a mission-driven social agenda creates a unique environment that transcends the typical sport-centric festival.
By centering the event on the legacy of Jarmond Johnson and the "pay-what-you-can" philosophy, Memphis Rox is proving that the outdoor industry can be both elite in its athletic standards and accessible in its social structure. The data gathered from these events—regarding participation rates, economic models, and community impact—will likely inform future DEI (Diversity, Equity, and Inclusion) initiatives across the broader outdoor sector.
For the attendees at Stone Fort, the weekend is defined by more than just "sending" a difficult boulder problem. It is an exercise in building a new kind of climbing culture—one where the strength of the community is measured not by the grade of the climb, but by the breadth of the welcome. As the sun sets over the Tennessee sandstone, the "hum of connection" described by the organizers remains the festival’s most enduring output, signaling a transformative shift in the American climbing landscape.
