Earlier this year, the British Mountaineering Council (BMC) announced it would be changing its name to Climb Britain. In a statement on its website today (23 September), the organisation has revealed the plans have now been abandoned.

The BMC originally stated the decision to rebrand to Climb Britain was influenced by a desire to become more inclusive. Dave Turnbull, the BMC’s CEO,  said it was to be a “fresh and modern proposition to new and younger climbers and hill walkers.” The rebranding process over the past year has involved two consultancy firms with funding all provided by Sport England. The new name and logo was set to be unveiled at a ceremony at this November’s Kendal Mountain Festival. These plans have now been cancelled after the BMC faced a backlash from its members.

“Following a strong reaction to our rebranding announcement in July, and after a period of consultation with members, the BMC has now made the decision not to rebrand as Climb Britain,” announced the organisation in a statement on its website.

“During the first three weeks of September the BMC held twelve consultation meetings across England and Wales to explain the thinking behind Climb Britain and listen to members’ views and concerns.

“A strong consensus emerged in the meetings and as a result we can now confirm that National Council has formally decided that the BMC will not be rebranding as Climb Britain.”

The organisation has said that it now hopes to use Climb Britain as a promotional campaign or marketing initiative instead and that it has “learnt some very important lessons from the experience”.