Mammut is to open its first North American store in New York City, in a partnership with Metro Rock Climbing Centers. While this company already has several climbing centers in Massachusetts and Vermont, the Swiss outdoor brand's store will be operated by Metro Rock at a new location in Brooklyn. It will be a multi-use facility with climbing walls, a large bouldering field, fitness and yoga rooms and various places to eat. Mammut will function as the gym's lead sponsor for climbing equipment, with a retail facility, rental equipment and strong exposure for the brand. The Swiss company indicated in a press release that the partnership was a response to the proliferation of climbing gyms and the rise of urban consumers turning to outdoor recreation in the U.S. The partners quoted the Climbing Business Journal as reporting that high demand across the country led to a 10 percent increase in the number of indoor climbing facilities in the U.S. over the past year. The Outdoor Industry Association estimates that 34 percent of U.S. outdoor consumers reside in cities.