Within the broader tourism industry, rock climbing is becoming a popular adventure tourism activity worldwide. However, to date, rock climbing research has received relatively little attention in academic literature as the focus of studies in this field tends to be on the demand, as well as financial contribution and economic impact of rock climbers in general with little emphasis on the demographics of rock climbers. Therefore, this study proposes the demographic profile of Gauteng rock climbers. A self-completing, e-questionnaire for rock climbers (N=228) examined the demographic profile in the target marketing model. The results of this study could assist adventure tourism companies, and specifically rock climbing companies in identifying the financial contribution and economic impact that rock climbers might have on a specific local community, region or destination. Moreover, this study could assist companies in managing and marketing products and services that will meet the specific needs and wants of their identified target market. Companies should implement the last two steps of the target marketing model to proceed and successfully complete the systematic process.