You’re using it wrong
These scratching poles, as the name suggests, are made for scratching. Cats need to scratch their nails for many reasons; it cleans their paws, it allows them to stretch their paws and bodies (a form of exercise) and it allows them to mark their territory. If you don’t get your cat a scratching pole, you might find them scratching your walls, and you don’t want that.
Yet, this cat seems to have missed the point of the scratching pole; instead of using it for scratching, he seems to be using it for gymnastics and for playing hide-and-seek. Either he’s using it wrong, or we’ve had the wrong idea of a scratching pole all this time.