FOR IMMEDIATE RELEASE

Contact:

Kent S. Berk

AZ On The Rocks - Indoor Climbing, Inc.

E-mail: Kent@azontherocks.com

www.AZontheRocks.com

Phone: 480-607-7900

Fax: 480-473-2379

Quality digital pictures available at http://www.azontherocks.com (then click on "Our Gym" and then "Photo Gallery")

SCOTTSDALE, ARIZONA, JULY 12, 2004 - LAWYER KENT S. BERK ROCK CLIMBS AS UNIQUE WAY TO DE-STRESS FROM LAW PRACTICE - LEADS TO NEW FAMILY BUSINESS

Kent Berk, co-owner of AZ on the Rocks, Arizona's newest indoor climbing gym, and an attorney, started rock climbing to de-stress from his usually intense workdays dealing with disputes, depositions and court. "I love rock climbing because it gives me an intense physical workout, unparalleled by any other I have done. Unlike other forms of exercise, rock climbing takes my mind off of my stressful day job. It's also exciting and fun, unlike the boring routine of walking or running on the treadmill," says Kent. Kevin J. Berk, Kent's brother, and co-owner and manager of AZ on the Rocks, agrees. "Indoor rock climbing is an ideal way to de-stress. In addition to getting a great work-out for all parts of your body, your mind gets a work-out too. When you climb, you must focus on what you are doing, planning each move to progress up the wall. It really gets your mind off of anything else!"

The Berk family started AZ on the Rocks after Kent started rock climbing two years ago. "I went climbing while on summer vacation in 2002 and began climbing regularly. At the time, my wife wanted to go back to work and my brother was between jobs." Finally, it just clicked. The family decided to open its own climbing gym in Scottsdale. After almost two years of planning and construction, they opened in January 2004.

Since opening, AZ on the Rocks, Arizona's largest indoor climbing gym, won Scottsdale's Business Best award as the "best place to de-stress from the workday." AZ on the Rocks is fully air-conditioned, and includes approximately 14,000 square feet of climbing terrain, 50 top ropes, lead climbing, a large bouldering (free climbing) area, fitness equipment, a yoga studio, an observation deck and private party/meeting rooms. Beginners are welcome. "We have customers of all ages and backgrounds," says Kevin.

Climbing is ideal for busy professionals looking for new ways to de-stress and work out. Indoor climbing offers a wide variety of health benefits. According to Forbes Magazine, rock climbing tied (with rowing) for the second healthiest sport in terms of the four basic physiological components of fitness, cardio respiratory endurance, muscular strength, muscular endurance and flexibility. According to a short study by Wayne L. Westcott, Ph.D., climbing even 20 minutes a day twice a week for 8 weeks "produced significant improvements in body composition, muscle strength, joint flexibility and cardiovascular endurance." Climbing is a total body work out.

"Unlike many other sports, however, rock climbing offers mental stimulation and challenge. You have to carefully and strategically plan each move. No two climbs are alike," says Kevin. "It is one of the few sports that exercises all parts of the body, while promoting flexibility, strength and endurance, all while providing a mental challenge through problem solving."

Indoor rock climbing, like outdoor climbing, requires climbers to cling to a series of strategically placed hand and footholds to ascend or traverse the faux rock face. Indoor climbing has become one of the fastest growing sports in the U.S. Approximately 6 million Americans engaged in artificial rock climbing in 2002, according to the Outdoor Industry Association. The number of rock gyms in this country has soared to 700 from only about three 15 years ago, according to competitive climber Michelle Hurni, president of the Colorado-based American Sport Climbers Federation (ASCF).

AZ on the Rocks' walls have artificial features similar to real rock climbing, including a chimney, cracks, overhangs, aretes and more. Included in AZ on the Rocks' comprehensive programming and instruction are after school classes, summer camp, adult instructional classes, a climbing team for children and adults, and a full yoga program. AZ on the Rocks offers a wide variety of memberships and day use passes. No experience is necessary and beginners are welcome. AZ on the Rocks provides an orientation to all first time visitors and gear rentals are available.

For more information about AZ on the Rocks and pictures of the facility, visit its website, www.AZontheRocks.com, or call 480-502-9777.

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