Leisure venture scales new heights after hotel conversion

Ben Prior, Nick Holt, director of D&P Holt and Sam Prior at the Ballroom Climbing Wall

A former hotel ballroom in Coventry is set to scale new heights after being transformed as part of a new leisure venture.

The Ballroom Climbing Wall is based in what used to be part of the Leofric Hotel in the city centre.

The brainchild of brothers and enthusiasts in the sport, Ben and Sam Prior, they plan to officially open the business this weekend.

Based on Ironmonger Row, the dedicated rock climbing centre came to fruition after the pair worked with commercial property agents D&P Holt.

Ben Prior said: “We could not be happier with the building. Most centre’s like ours are normally based on industrial estates, because of the size and scales that are needed.

“But, the fact that we’re in the heart of Coventry city centre is absolutely brilliant and we could not be happier with it.

The centre has a number of different walls which are designed for beginners right up to experienced climbers.

Colour-coded routes are mapped out along the walls and one of these will be changed each week to keep things fresh.

“We carried out research of all major cities in the UK and, apart from some smaller climbing walls, we found that Coventry didn’t have a dedicated centre,” added Mr Prior.

“We thought there was a gap in the market because of this and once we saw the ballroom, we were just sold.”

Nick Holt, director of D&P Holt, said: “We are very pleased that this deal completed and the venue is back in use and open to the public, albeit a little different.

“Ben and Sam have worked extremely hard and have done an amazing job to change the ballroom around. It is something completely new and different for Coventry and I think it will be a great addition to the city centre.”