{"id":681914,"date":"2026-01-19T00:00:00","date_gmt":"2026-01-19T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/?p=681914"},"modified":"2026-01-19T13:28:53","modified_gmt":"2026-01-19T13:28:53","slug":"ascent-egypt-scales-new-heights-with-maadi-expansion","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2026\/01\/19\/ascent-egypt-scales-new-heights-with-maadi-expansion\/","title":{"rendered":"Ascent Egypt scales new heights with Maadi expansion"},"content":{"rendered":"

?Egypt\u2019s<\/strong> first climbing gym is venturing into new territory: <\/strong>Nearly six years after opening its doors in Sheikh Zayed, Ascent Egypt<\/a>, the country\u2019s first active indoor climbing gym, has launched its second location in Maadi. The new branch<\/a> adds roughly 55 new routes to Egypt\u2019s growing indoor climbing repertoire, alongside a fully functioning yoga studio and cafe. The opening marks yet another milestone in the sport's transition from a niche hobby to a more mainstream athletic pursuit.<\/p>\n

A Covid project turned subcultural phenomenon:<\/strong> The brainchild of Youssef<\/a>Shoukry<\/a>, Omar<\/a>Safar<\/a><\/a>, and Sherif<\/a>Hafez<\/a>, Ascent Egypt was born during the throes of the pandemic in 2020. Drawing from Shoukry and Safar\u2019s personal passion for the sport and a shared desire for a career shift, the idea for a dedicated indoor facility took shape. Hafez, a seasoned climber with years of experience, joined the duo shortly after as a strategic partner to help scale the vision.<\/p>\n

Bootstrapped from the start:<\/strong> With no outside investors, Ascent was built entirely with a combination of personal savings, loans, and favors. One of the partners even sold his car to help finance the first branch, and briefly considered doing so a second time to fund the Maadi expansion. \u201cWe considered bringing on an outside investor at some point, but that meant it would probably be someone without a background in climbing,\u201d Safar told us. Maintaining authenticity was a priority, even if it meant taking a more stressful financial route.<\/p>\n

Bringing suburbia to the city:<\/strong> While the Zayed branch might be seen as the brand\u2019s expansive flagship with 68 unique climbing routes, an outdoor wall, and a large cafe, the Maadi location is designed to bring the sport closer to the city\u2019s heart. The founders explain that the move is about bringing Ascent out of suburbia and into the city, making it accessible to those who find the Zayed location hard to reach.<\/p>\n

Athletic performance and new horizons:<\/strong> The Maadi space is slightly more compact than its predecessor. You won't find the sprawling outdoor seating or large changing rooms of the Zayed branch. Instead, the emphasis is more on technical progression and urban accessibility. \u201cWe included more modern wall angles that contribute to better training and a more refined climbing experience,\u201d Safar says. The goal is to help the sport grow from an athletic perspective, supported by a dedicated yoga studio to help climbers with the flexibility and mobility the sport demands.<\/p>\n

Beyond the walls, Ascent functions as a hub for a growing community of highly <\/strong>enthusiastic climbers. <\/strong>They regularly organize outdoor climbing trips to Egypt's wadis, host local competitions, and hold community events in their space. For those new to the sport, they also offer introductory sessions to teach the basics of movement and safety for practically all ages. <\/p>\n","protected":false},"excerpt":{"rendered":"

While the Zayed branch is arguably the brand\u2019s expansive flagship, the Maadi location is designed to bring the sport closer to the city\u2019s heart<\/p>\n","protected":false},"author":1,"featured_media":681915,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[12467],"tags":[12466,633,203,1546,162],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-681914","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-after-hours-pursuits","tag-after-hours-pursuits","tag-enterprisepm","tag-entrepreneurship","tag-lifestyle","tag-sports","wpautop","entry"],"acf":{"mongo_id":"3ac99d03-4d86-4320-849a-e28205af9078","order":"3","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2026\/1\/672.jpg","photo_position":"above","homepage_title":"","full_issue_title":"Ascent Egypt scales new heights with Maadi expansion","related_issue":[681909],"teaser":"While the Zayed branch is arguably the brand\u2019s expansive flagship, the Maadi location is designed to bring the sport closer to the city\u2019s heart"},"yoast_head":"\nAscent Egypt scales new heights with Maadi expansion - 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What if there was a way to turn that \"What now?\" into an excited \"What next?\" Hobbies can be a chance to explore, create, and connect beyond the\u2026","rel":"","context":"In "THE ENTERPRISE GUIDE"","block_context":{"text":"THE ENTERPRISE GUIDE","link":"https:\/\/enterpriseam.com\/egypt\/category\/the-enterprise-guide\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2024\/4\/1761.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":650250,"url":"https:\/\/enterpriseam.com\/egypt\/2017\/03\/20\/property-in-sheikh-zayed-maadi-lead-searches-in-egypt\/","url_meta":{"origin":681914,"position":1},"title":"Property in Sheikh Zayed, Maadi lead searches in Egypt","author":"enterpriseam admin","date":"20 March 2017","format":false,"excerpt":"Our top real estate searches last year were Sheikh Zayed, Maadi, Nasr City, Fifth Settlement, and Heliopolis, according to the results of a report from classified ads company OLX (pdf). \u201cIn general, we can say that there is a migration from Central Cairo and Giza to the outskirts with residential\u2026","rel":"","context":"In "Speed Round"","block_context":{"text":"Speed Round","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":664434,"url":"https:\/\/enterpriseam.com\/egypt\/2025\/04\/29\/khobzeh-is-the-latest-way-to-savor-your-shawarma\/","url_meta":{"origin":681914,"position":2},"title":"Khobzeh is the latest way to savor your shawarma","author":"enterpriseam admin","date":"29 April 2025","format":false,"excerpt":"Shawarma pita sandwiches to get hooked on","rel":"","context":"In "EAT THIS TONIGHT"","block_context":{"text":"EAT THIS TONIGHT","link":"https:\/\/enterpriseam.com\/egypt\/category\/eat-this-tonight\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2025\/4\/1826.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":606223,"url":"https:\/\/enterpriseam.com\/egypt\/2023\/09\/12\/meet-our-founder-of-the-week-omar-safar-founder-of-ascent\/","url_meta":{"origin":681914,"position":3},"title":"Meet our founder of the week: Omar Safar, founder of Ascent","author":"enterpriseam admin","date":"12 September 2023","format":false,"excerpt":"Ascent is the first rock climbing gym in Egypt","rel":"","context":"In "Founder of the Week"","block_context":{"text":"Founder of the Week","link":"https:\/\/enterpriseam.com\/egypt\/category\/newsmakers\/founder-of-the-week\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2023\/9\/845.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":670246,"url":"https:\/\/enterpriseam.com\/egypt\/2025\/08\/17\/demand-is-continuing-to-push-prices-in-cairos-rental-market-upwards\/","url_meta":{"origin":681914,"position":4},"title":"Demand is continuing to push prices in Cairo\u2019s rental market upwards","author":"enterpriseam admin","date":"17 August 2025","format":false,"excerpt":"New Cairo led the market in terms of demand for rentals, followed by Nasr City, and Maadi","rel":"","context":"In "Real estate"","block_context":{"text":"Real estate","link":"https:\/\/enterpriseam.com\/egypt\/category\/industries\/real-estate\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2025\/8\/1001.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":644812,"url":"https:\/\/enterpriseam.com\/egypt\/2017\/07\/04\/market-trends-show-egypts-property-boom-looks-set-to-continue-on-the-back-of-expat-growth\/","url_meta":{"origin":681914,"position":5},"title":"Market trends show Egypt\u2019s property boom looks set to continue on the back of expat growth","author":"enterpriseam admin","date":"4 July 2017","format":false,"excerpt":"Market trends show Egypt\u2019s property boom looks set to continue on the back of demand from abroad: Egypt\u2019s property boom appears to show no signs of slowing down, particularly since the EGP float, according to OLX Egypt\u2019s most recent report (pdf). 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