We are a principle-centered company. We began with a mission to create a better future for athletes and a list of values to follow in our pursuit of that mission. Here there are:

• We act with integrity and honesty.
• We seek challenge, but not at the risk of endangering others.
• We are responsible ambassadors for climbing at all times.
• We are supportive of, and respectful to, one another and all other constituents of rock climbing.
• We respect the natural environment.
• We seek to develop international unity.