Today we’d like to introduce you to Grace Nicholas.
Hi Grace, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Personal Story – I’ve lived in Austin almost my whole life – born, raise, went to UT for PR and Business. Fell in love with the live music and outdoors in Austin, so I’ve bounced between those in my early career. While in college I interned at KUT, ACL Live Moody Theater, and Giant Noise PR. Post graduation, I took a job at Patagonia in Ventura, CA, but was quickly pulled back to Austin by my previous ACL Live boss and joined her at Circuit of The Americas and the music amphitheater there.
I began climbing in high school and then really got back into it when I moved back from California. It’s a beautiful sport that doesn’t discriminate, always challenges you, keeps you humble, and shows your vulnerable side. The community in climbing is unlike many sports it led me to Crux Climbing Center. I met Kevin Goradia as he was starting it in 2016 and asked if he needed help with marketing. I joined him in the build out phase and then slowly took on more operational roles and became part owner several years in. We’ve built 4, about to be 5 , centers together over the last decade. Their beautiful places that have created such wonderful memories for so many people – many people’s third space, outlet, and recharge zone.
With the start of our new South location, I decided that I wanted to see about extending this community into the coffee and beer shop partner that we have on site. My husband and I decided to open up Switchback Coffee and Beer as a space to come to start your adventures or end your day sharing stories of adventures. Both Crux and Switchback Coffee + Beer will open in May 2026.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Running a business always has it’s challenges and we are grateful none have been outside what we can handle to keep the business alive and thriving. We’ve faced standard operational issues – equipment going out or needing repairs, leaks in buildings, sprinklers getting kicked by a climber, staff shortages, severe weather like freezes and tornadoes, break-ins. We also carried the business through Covid and had a lease in 2019 but the gym didn’t open until August 2020 when masks were still mandatory.
Beyond that, I think leases and land terms have been the biggest struggle. Our original location in South Austin was a lease with a landlord that doesn’t carry a great reputation now. He ended our lease to lease to our competitor and then sued us to keep our climbing walls stating they were structural to the building and therefore his. We also had issues with purchasing property in Round Rock and then realizing the business park wasn’t actually on board with our business and so we had to find a new property in Pflugerville.
As you know, we’re big fans of Crux Climbing Center and Switchback Coffee + Beer. For our readers who might not be as familiar what can you tell them about the brand?
Crux Climbing Center – three locations in Austin and one opening in summer 2026 in Houston. Crux is a climbing facility that also offers yoga, fitness, sauna, kids room, climbing classes, and community events. We are locally owned by just two people, so it keeps us connected to the community and allows us t build events and facilities that people value and enjoy. I’m most proud of the amazing facilities we build that are thoughtfully built and thoughtfully ran by enthusiastic staff who always are striving to improve and provide the best for our community.
Switchback Coffee + Beer – will open May 2026 and is a community hub, your local watering hole, and the place you circle back to time and again. Begin your morning here because you know it will start your day off with familiar faces and friendly service. Then switchback over in the afternoon to wind down the day, whether it’s after work or a workout, enjoying a great beverage in a laid back environment.
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
Don’t be shy to share what you do or what you’re hoping to do. People want to connect and you never know who you might be talking to that can share a bit of wisdom, connect you to someone, or be your next mentor.
Pricing:
- Memberships $94.99/mo
- Day Passes $12-$26
Contact Info:
- Website: www.cruxclimbingcenter.com or www.switchbackcoffeebeer.com
- Instagram: @cruxcc and @switchbackcoffeebeer
