The indoor climbing market is booming. While climbing used to be a niche activity practiced in the great outdoors, private climbing gyms have experienced strong growth over the past decade, particularly in France, which has one of the most structured networks of climbing gyms in the world. Between the two strategies used by market players to capture maximum market share - franchising or developing branches - the case study shows how Arkose has positioned itself as a branch manager by integrating its activities across the entire climbing and catering value chain, and by forming alliances to position itself as a key player in the indoor climbing market. Its goal: to remain the leader as the market matures.