Reflets Magazine #153 | Baptiste Bonnichon (M21), Climbing High

In Reflets #153, Baptiste Bonnichon (M21) shares how, at only 28 years old, he has already won a French climbing championship, taken over his family’s farm, created the consulting firm Alcélia, and co-founded the outdoor hospitality group Inspire Villages. It’s no surprise that he’s among the 2024 Forbes France 30 Under 30 winners!

"As a child, I climbed everywhere — trees, walls, even roofs." A childhood game that turned into high-level practice when Baptiste Bonnichon entered middle school. "I started competing in climbing."

Yet, he grew up in Berry, far from the mountains where most champions in this sport typically come from. "I wasn’t on an even playing field with the Savoyards or Chamonix locals who had access to the best facilities. But I trained in a gym 20 to 30 hours a week, filmed my performances to analyze them... I even built my own climbing wall with plywood panels."

His dedication paid off: he won the French Bouldering Cup the year he graduated high school — and also earned highest honors.

Choosing a path

Although Baptiste Bonnichon didn't pursue a career in professional sports, he draws valuable lessons from his experience that guide his journey. “To improve in climbing, you have to create routes, meaning finding the best possible sequence of holds. It requires creativity and foresight to reach the top. You could see it as a form of preparation for entrepreneurship.”

And indeed, while studying, Baptiste Bonnichon took over his grandparents’ farm. "Since I was 10, I knew how to harvest, take care of the cows… and even drive tractors." Now as the owner, he adds administrative and financial skills to his repertoire. "I restructured and modernized the operation. For example, I built free-stall barns where the cows are no longer tethered, and equipped them with solar panels to cover the cost of the work by selling the electricity."

He also ensures the farm retains a traditional model. “We keep our hedgerows and feed our livestock with hay we grow ourselves, in meadows rather than plowed fields. This results in a low environmental impact.”

This approach also honors his family’s legacy. "We've been in this profession for five generations, more than a century. I am committed to preserving this know-how." Mission accomplished: he won first prize at the Salon de l'Agriculture with his Charolais bull "Poète" in 2023, and again with his heifer "Toscane" in 2024.

And all this while not dedicating himself to the farm full-time. "Although the farm is my anchor—where I literally keep my feet on the ground—I’m lucky to rely on passionate collaborators for the day-to-day work in the fields and livestock care." This allows him the time to create and run a second business: the Alcélia group.

Field change

"At first, I started as an independent consultant specializing in new economic models for sports." His insights were shaped by years of hands-on experience: "The traditional model of federations—requiring membership, tournament participation, and volunteer work—was facing both reduced subsidies and disengagement from younger generations, who sought more freedom. I anticipated that as an alternative, local authorities would need to adopt more hybrid models with private partnerships."

He was right. "Very quickly, I worked with Issy-les-Moulineaux and Montreuil on their Olympic territorial strategies, and with the Grand Est region to evaluate its sports policy." He soon recruited a team and even opened a second office in Mayotte, giving him access to the African market. "We worked on the sports policies of Mayotte and Réunion Island, and right now, we’re drafting a guide on financing sports infrastructure in Africa for the French Development Agency."

He also gained expertise in real estate and urban planning, reinforced during his studies at ESSEC. "Initially, I was asked to integrate commercial sports and leisure offerings (climbing, karting, futsal, paddle tennis...) into shopping centers. From there, I imagined new engineering mechanisms for leisure centers, urban development programs..."

This opened up new opportunities. "I realized I enjoyed the idea of building and creating things myself, not just consulting. And, above all, imagining new ways to approach real estate."

Starting work

And so it happened: his classmate David Brunello (M21) suggested they partner to develop a new generation of campgrounds. "On the one hand, this business aligns with my ecological values: it involves minimal land artificialization (10 to 15% of the surface), primarily consists of temporary structures, and designs spaces through landscaping and greenery... The land can return to nature within six months. On the other hand, the French market is promising: it's the second largest in the world, after the United States, and continues to grow due to the rise of eco-tourism, as well as its value for money and proximity."

Baptiste Bonnichon thus diversified the portfolio of his Alcélia group and co-founded Inspire Villages. "We are positioning ourselves in the high-end lifestyle outdoor hospitality segment: small-scale establishments with a calm atmosphere, the comfort of a four-star hotel, and a strong connection to local tourist attractions."

Success came quickly: in just four years, the startup, which went through the ESSEC Ventures incubator, completed two fundraising rounds, acquired five sites, and then absorbed its main competitor, Slow Village, expanding its portfolio to 11 destinations. The company reached €20 million in revenue, €100 million in investments, and 350 employees. "This project was born under a lucky star!" And, as always, Baptiste Bonnichon knows how to reach for it.

Automatically generated translation

Interview by Louis Armengaud Wurmser (E10), Content Manager at ESSEC Alumni 

Translation of an excerpt of an article published in Reflets Magazine #153. Get the next issues (in French)