This study examines how serious leisure, specifically outdoor climbing, can serve as a value driver in rural development and place branding. Brodalen in Sweden serves as the empirical context for the abductive case study. Brodalen, once a traditional agricultural community, has developed into a prominent climbing destination. This transformation is fuelled by increased lifestyle migration, the rise of remote work opportunities, and significant investments in local climbing infrastructure. Ten interviews were conducted with key stakeholders in Brodalen, aiming to explore how grassroots narratives and participatory place branding initiatives contribute to shaping place identity and rural development.

Findings emphasise climbing as a key value driver, fostering an identity that integrates Brodalen’s agricultural heritage with adventure tourism and environmental stewardship. Climbing, as a form of serious leisure, generates value across economic, cultural, social, and symbolic dimensions, strengthening community resilience and inclusive stakeholder collaboration. The study bridges serious leisure theory with place branding and rural placemaking, using narrative capital to examine grassroots identity work. Brodalen illustrates a rural community balancing tradition and modernity, while facing pressures from its growing popularity that may undermine the values climbers seek to uphold.