My two cents here, as someone who deplores modern sales tactics. Free samples. Go to climbing gyms, ask if they would be interested in trying out your product,

My two cents here, as someone who deplores modern sales tactics. Free samples. Go to climbing gyms, ask if they would be interested in trying out your product, and if they like it, can they hand some out to their climbers to get product feedback. They'll likely agree to do it; almost every gym I've been to loves giving out freebies to their members. This is probably a great time to do this. It's not summer climbing season yet, still rainy in a lot of places, and gyms over here on the west coast are opening up. People want to get in shape for the summer climbs. If your product is good, when the summer climbing season hits, these climbers will go all over the place and chat with other climbers about your product. It's a really good chance to build up both credibility and interest! I wouldn't worry so much about online marketing, if they like your product, they'll paste it all over climbing groups for you.