FOR IMMEDIATE RELEASE

Contact:

Angie Berk

AZ On The Rocks Indoor Climbing, Inc.

E mail: angie@azontherocks.com

www.AZontheRocks.com

Phone: 480 502-9777

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 30, 2004 Kids can fight the battle of the bulge through the month of August with "Exercise More Than Your Thumbs" campaign at AZ on the Rocks -Indoor Climbing, Inc.

It's no surprise - many American children are overweight. According to Time magazine, 1 in 6 kids ages 6 to 19 are overweight, with another 15% on their way. The problem is increasing at an epidemic rate - twenty years ago, only 5% of American kids were too heavy.

What is causing the problem? According to pediatrician, Dr. Jeffrey Siegel, "Childhood obesity is growing at an alarming rate. It is estimated that approximately 15% of children are overweight. The increase in obesity has been partially explained by the decrease in physical activity due to increasing time kids spend watching TV and playing video games."

AZ on the Rocks - Indoor Climbing, Inc. wants to help children and adults in their fight against the "battle of the bulge" by inviting kids and adults of all fitness levels to try indoor rock climbing. AZ on the Rocks will promote August as "Exercise More than Your Thumbs" month. Children can bring in their hand-held video games - AZ on the Rocks will hold them while they climb - and get $5.00 off of a day pass and gear rental. "We want kids to get active, and climbing is a great way to do that," says Kevin J. Berk, co-owner and father of four. Dr. Siegel agrees. He says, "It is recommended by the AAP (American Academy of Pediatrics) that kids spend less then 2 hours a day playing computers and video games, or watching TV. AZ on the Rocks' efforts to get kids to put down their Game Boys and start rock climbing should be applauded," says Dr. Siegel.

Indoor climbing is an excellent form of exercise for all ages. 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. It is a great way to exercise the brain, too. "Unlike many other sports, rock climbing offers mental stimulation and challenge. You have to think to plan each move," says Berk. "It is a great sport for children and teens to do with their parents. Especially in the hot summer months, it is difficult for parents to find physical activities to do with their kids. Indoor climbing is a great way to interact with your kids in a healthy way."

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 Berk. Since opening in January of 2004, AZ on the Rocks won Scottsdale's Business Best award as the "best place to de stress from the workday". Adults and professionals enjoy the full body work out and mental challenge of rock climbing at AZ on the Rocks.

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 Dr. Siegel, call North Scottsdale Pediatric Associates, P.C. at

480-860-8488 or visit their website at www.nspeds.com.

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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