The third annual Rox Fest is scheduled to take place from November 7 through November 9 at Stone Fort, Tennessee, marking a significant expansion of the mission-driven initiatives established by the Memphis Rox climbing gym. Supported by an empowerment grant from Protect Our Winters (POW), the three-day gathering is designed to integrate technical bouldering with community-building activities, including live music, art installations, and educational forums. This year’s iteration of the festival carries a profound emotional weight, as it is dedicated to the memory of Jarmond Johnson, a long-time Memphis Rox employee and community mentor whose influence was foundational to the gym’s culture.
Located just outside of Chattanooga, Stone Fort—historically known as Little Rock City—will serve as the backdrop for an event that seeks to redefine the traditional climbing festival. While many outdoor industry events focus primarily on athletic performance and product marketing, Rox Fest emphasizes socioeconomic accessibility and the dismantling of barriers to entry within the sport. The festival’s programming includes "Rox Talks," a series of ten-minute presentations delivered by professional athletes, community leaders, and artists, modeled after the TED talk format. These sessions are intended to provide insights into the intersection of outdoor recreation, social justice, and environmental advocacy.
Historical Context and the Genesis of Rox Fest
The origins of Rox Fest can be traced back to 2022, during a meeting at the Joe’s Valley Fest in Utah. Jon Hawk, the Director of Operations and Partnerships at Memphis Rox, and professional climber Sam Elias conceptualized an event that would transpose the unique philosophy of the Memphis-based gym into a large-scale outdoor setting. Memphis Rox, located in the Soulsville neighborhood of Memphis, Tennessee, has gained international recognition for its non-profit model. Since its inception in 2018, the gym has operated on a "pay-what-you-can" basis, ensuring that financial status never dictates an individual’s ability to participate in the sport.
The festival was envisioned as a "premium climbing experience without the premium price tag," according to organizers. The transition from a local gym-based community to a regional festival required a strategic partnership with established outdoor entities and a location capable of hosting a diverse demographic of climbers. Stone Fort was selected due to its world-class sandstone boulders and its existing infrastructure within the Montlake Golf Course, which allows for a unique camping and climbing arrangement.
Over the past three years, Rox Fest has evolved from a fledgling fundraiser into a cornerstone event for the Southeastern climbing community. It serves as a physical manifestation of the Memphis Rox ethos, which prioritizes human connection and mutual support over the individualistic pursuit of "sending" difficult routes.
Dedication to the Legacy of Jarmond Johnson
The 2024 festival is characterized by a collective tribute to Jarmond Johnson. Johnson was more than an employee at Memphis Rox; he was regarded as a "big brother" figure and a pillar of the Soulsville community. His work at the gym focused on mentorship and creating a safe, welcoming environment for youth who might otherwise feel alienated from the outdoor industry.
Jon Hawk noted that Johnson embodied the very essence of why Memphis Rox was founded. "He is the reason why this place exists," Hawk stated, emphasizing that the festival serves as a vehicle for "carrying the torch" of Johnson’s mission. By dedicating the event to him, the organizers aim to remind participants that the ultimate goal of the sport is to foster a resilient and inclusive community. The impact of Johnson’s life is further explored in the documentary "Memphis to Mountains," currently available on Hulu, which chronicles the journey of Memphis Rox members as they transition from urban gym climbing to high-altitude mountaineering.
Technical and Geographical Significance of Stone Fort
Stone Fort is widely considered one of the premier bouldering destinations in the United States. Situated on the Cumberland Plateau, the area is renowned for its high-quality sandstone and a dense concentration of problems ranging from V0 to V13. The site is a primary venue for the Triple Crown Bouldering Series, one of the largest bouldering competitions in the country.
The geological characteristics of Stone Fort—characterized by intricate iron-rock patterns and ergonomic holds—make it an ideal "playground" for both novice and elite climbers. Professional climber Conrad Anker, a board member for Protect Our Winters who has attended previous iterations of Rox Fest, highlighted the site’s "stellar" rock quality and tranquil forest setting. Anker noted that the timing of the festival in early November coincides with the optimal "friction season" in the Southeast, where cooler temperatures provide the necessary conditions for high-level performance.
However, the choice of Stone Fort also reflects a broader effort to bridge the gap between indoor gym enthusiasts and outdoor traditionalists. For many attendees, Rox Fest represents their first transition from plastic holds to natural rock, a move that requires education on outdoor ethics, safety, and land stewardship.
Socioeconomic Impact and Accessibility Model
A defining feature of Rox Fest is its approach to financial accessibility. In an industry where festival tickets, gear, and travel costs can create significant hurdles for underrepresented groups, Memphis Rox maintains a flexible pricing structure. While tickets include meals, camping, and access to all programming, the organization actively encourages individuals facing financial constraints to engage in a "conversation" rather than a formal application process for assistance.
This model is designed to foster a sense of belonging rather than charity. Jon Hawk explained that this approach often results in a "pay-it-forward" system where more affluent participants help cover the costs for others. According to data from the Outdoor Industry Association, participation in outdoor activities is historically skewed toward higher-income demographics. By removing the fixed price barrier, Rox Fest serves as a case study in how the outdoor industry can diversify its participant base through intentional economic policy.
The inclusion of gear repair stations at the festival further reinforces the values of sustainability and accessibility. Rather than encouraging the purchase of new equipment, the "repair popup" allows participants to extend the life of their current gear, aligning with the environmental goals of the POW empowerment grant.
Institutional Support and Advocacy
The involvement of Protect Our Winters (POW) underscores the intersectional nature of the event. POW, an organization primarily focused on mobilizing the outdoor sports community against climate change, recognizes that social equity is a prerequisite for effective environmental advocacy. The empowerment grant provided to Memphis Rox is intended to support initiatives that bring diverse voices to the forefront of the climate conversation.
Phil Henderson, a POW board member and the Executive Director of Full Circle Expeditions—the organization behind the first all-Black team to summit Mount Everest—will be a featured speaker at the event. Henderson emphasized that Memphis Rox plays a critical role in bringing together an inclusive group of climbers from across the nation. His presence at Rox Fest highlights the connection between local community building and global outdoor leadership.
The "Rox Talks" will feature a variety of perspectives, ranging from professional athletes discussing the mental health benefits of climbing to artists exploring the visual culture of the outdoors. These presentations are intended to move beyond the technicalities of the sport and address the broader societal implications of outdoor recreation.
Broader Implications for the Climbing Industry
The success and growth of Rox Fest indicate a shifting paradigm within the climbing industry. As the sport continues to grow in popularity—fueled in part by its inclusion in the Olympic Games and the proliferation of urban climbing gyms—there is an increasing demand for events that prioritize community and social impact over commercialism.
The festival’s focus on the "soul" of the gym and the legacy of individuals like Jarmond Johnson suggests that the future of the sport may lie in its ability to serve as a tool for social cohesion. By integrating music, art, and storytelling into a bouldering event, Memphis Rox is creating a template for how outdoor brands and organizations can engage with a broader audience.
Furthermore, the documentary "Memphis to Mountains" provides a media-driven extension of this mission, bringing the story of Memphis Rox to a global audience. This visibility is essential for challenging the stereotypical image of the climber and demonstrating that the mountains are a space for everyone, regardless of their background or zip code.
As the third annual Rox Fest approaches, the event stands as a testament to the power of a simple idea born on a rock: that climbing is not just about the ascent, but about the people who stand at the base of the boulder to catch one another. Through its commitment to inclusivity, its tribute to a fallen leader, and its partnership with national advocacy groups, Rox Fest continues to carve out a unique and vital space in the American outdoor landscape.