The art of climbing and the necessary preparations
/ Photos in courtesy of Mammut Korea
Climbing high
Mammut Korea CEO highlights growing outdoor sports market, importance of safety
By Yun Suh-young
Andy Suh Mammut Korea CEO
Last month, two American climbers, one of whom has only nine fingers, successfully completed their free climb to the top of El Capitan in Yosemite National Park in 19 days. The climbers set a record — nobody else has taken the 3,000-foot Dawn Wall route by using only his or her hands and feet. They used ropes but only as a safety device.
The Dawn Wall is the most difficult among the hundreds of routes attempted by climbers up the El Capitan. After finishing the climb, Kevin Jorgeson, who climbed the rock formation with Tommy Caldwell, said he hoped the conquest “inspired people to find their own Dawn Wall.”
Excitement and satisfaction
Like Caldwell and Jorgeson, many have attempted to climb some of the most difficult summits in the world.
When asked why he thinks extreme sports such as rock climbing appeals to people, Mammut Korea CEO Andy Suh cited their strong satisfaction rate.
“There are different reasons for everyone, but I think a common reason for seeking the sports is the excitement and satisfaction that can’t be easily achieved. The thrill that comes from conquering the top via a difficult route makes the climb definitely worth the travail,” he said.
Extreme sports had long been out of the ring for Koreans, who showed little interest in intense outdoor activities. But this is slowly changing.
The local outdoor sports market has grown significantly over the past few years, and news about such sports is gaining wider media attention. Even culture and sports minister Kim Jong-deok has become a rock climbing enthusiast.
Growing market
As the mountain sports market gains momentum in the country, foreign outdoor clothing and equipment brands are accelerating their marketing efforts.
Mammut Korea, the local branch of the Swiss premium outdoor sports brand, recently held a unique ice climbing event in Korea merged with light art. The event is the first in a series of events in the company’s Absolute Alpine Project, which it plans to expand as Project Korea.
“The Korean outdoor sports market is the second largest in the world. They say the market is in its mature state, but the number of outdoor sports enthusiasts is increasing. There’s still room for growth, which is why foreign brands like us are focusing heavily on this country,” Suh said in a recent email interview with The Korea Times’ W.
“The implementation of the five-weekday policy and people’s increased interest in leisure activities, coupled with easier access to nature via convenient transportation helped the outdoor sports market grow. Outdoor-sports-related TV programs also played a role. On the corporate side, outdoor sports brands are competing to introduce related products, widening the market spectrum.”
Mammut, one of the top three premium outdoor sports brands in the world, launched in Korea in 2013 and has been actively marketing its products. The Korean branch is the only branch that is directly managed by the headquarters’ CEO Rolf Schmid. It plans to develop products that are tailored to the Korean customer.
What differentiates Mammut from other outdoor sports brands is its focus on mountain sports for the past 153 years. The brand is one of the few that sell a complete lineup of mountain-activity-related gear, from apparel and bags to shoes and equipment.
Gearing up properly
Although mountain sports are gaining popularity here, knowledge about how to gear up properly for them remains low.
Each sport is different. For instance, climbing and hiking differ in terms of the environment, physical exertion, and consequently, the required apparel and equipment.
“Whereas foreign climbers gear up appropriately for each sport, Koreans tend to gear up the same for all outdoor activities. They even wear casual clothes as sportswear,” Suh said.
“For winter mountain hiking, goose-filled jackets aren’t appropriate because they don’t protect against moisture and humidity. Backpacks should be chosen according to the sport, not just for their size or weight. Instead of going for trendy items, both consumers and brands should think of what best suits their needs.”
Suh stressed the importance of safety and advised hikers and climbers to be gear up properly.
“I saw an article that said Mount Bukhan had the largest number of accidents in the world. Recently, a TV program showed someone struggling to hike on the snowy Mount Dukyoo without crampons,” he said.
“Hiking is an activity that requires utmost safety, but Koreans tend to think it’s easy to climb mountains. It’s extremely important to have the gear and outfit that are appropriate to the activity you’re engaging in.”