Via Ferrata European Rock Climbing System Introduced in North America

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Unique "Iron Way" climbing system makes rock climbing easy and fun for people of all ages and abilities.

"A new era in the adventure sport of North American rock climbing" was announced today by Paul Kidder, President of Via Ferrata Americas LLC, kicking-off the entry of the Via Ferrata European rock climbing system into the North American market. Ski areas, spas, resorts, camps, conference centers and others in the booming adventure travel business now have the opportunity to provide an exciting new, high-end, rock climbing experience to their guests and clients.

Previously available to only a select few, Via Ferrata, or "Iron Way" in Italian, was developed during World War I for ferrying troops and supplies over the Alps. There are currently over 300 Via Ferrata sites in France and Italy, annually attracting thousands of people of all strengths and abilities who want to “go where the real climbers go and eagles fly.”

Kidder’s announcement today marks the introduction of the popular European adventure sport of Via Ferrata to the North American adventure travel market. Kidder explains, "The Via Ferrata climbing system is a vertical trekking route built out of iron rungs anchored into rock walls. A safety system made of aircraft cable is run along the steps to allow climbers of nearly any skill level to scale rock walls, traverse cliffs, and experience true adventure environments without the need for advanced technical training."

Kidder continues, "Via Ferrata Americas is the leading resource for this exciting new system. Our mission at Via Ferrata Americas is to popularize, publicize, and promote the adventure sport of Via Ferrata climbing in North America. We do this through the sales, construction and implementation of high quality Via Ferrata climbing systems that reflect American values, creativity, and craftsmanship. Among the values inherent in our Via Ferrata systems are a focus on safety, liability awareness, a strict environmental ethic, and an inclusive approach to building and design that allows for full participation by people of all physical abilities."

The introduction of Via Ferrata into the North American market comes at a time of explosive growth in the industry and sport of rock climbing. According to a study compiled by American Sport Data, Inc., today, more than 10 million people participate in the sport on some level. This upward trend in rock climbing has also been matched by the adventure travel industry. According to Jerry Mallet, President of the Adventure Travel Society, the American public is spending over $115 billion annually on adventure travel. These demographics speak to the potential for Via Ferrata to build on these trends, from its initial introduction in the United States, into explosive growth. Via Ferrata Americas, LLC wants to be the engine of this growth train by doing it right, using sound business practices and capitalizing on close connections within the climbing and adventure communities.

About Via Ferrata Americas LLC

Via Ferrata Americas is the leading U.S.-based authority on Via Ferrata systems and is primarily a construction and facility training company, selling design, installation and instruction to customers desiring to operate a Via Ferrata business in North America. Existing adventure business owners with vertical property can turn their site into a revenue-generating profit center that can be operated with little overhead. A Via Ferrata installation will offer adventure and outdoor recreation businesses an off-season revenue source, the ability to attract additional guests, and the rare opportunity to be on the cutting edge as the sport of rock climbing grows and changes in North America.

For more information, call Cheryl Warren, Vice President of Sales and Marketing, at 800-496-7363, or visit the Via Ferrata Americas web site at http://www.viaferratallc.com.

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Cheryl Warren
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