Campus rec centers have long been about more than just fitness. They serve as hubs for community building, skill development and engagement. However, with financial uncertainty growing in higher education, many departments are thinking creatively about revenue streams.
By monetizing strategic programs, some campus rec teams are successfully driving revenue without sacrificing their core mission. In many cases, these initiatives generate income and also strengthen connections with students, staff and visitors from the community.
At Moraine Valley Community College (MVCC), the Health, Fitness & Recreation Center (FitRec) team has taken a tried-and-true summer offering — youth camps — and expanded it into a full-year revenue stream. The eight-week summer camp for ages 5 to 12 provides structured recreational activities, themed weeks and field trips across campus. Due to the popularity of the summer camps, MVCC looked for ways to grow the program.
“The success of FitRec’s summer camp program over the last decade has led to additional programming throughout the year,” explained Robert Huizenga, the senior assistant director of Business Services and Communications at CENTERS LLC at MVCC. “We felt this success signified a need for high-quality and affordable camp options for working parents within our area. These positive additions have given FitRec the ability to meet the needs of youth and family programming within our community.”
EXTRA CREDIT: Inside the summer camps bringing energy and opportunity to campus rec.
Some of these year-round camps include School’s Out Camp, Winter Break Camp and a Spring Break STEM Camp, all of which maintain the goal of offering high-value, low-cost programming. The results have been undeniable.
“We’ve seen a huge increase in the amount of participation in our afterschool programming offerings since August 2024,” explained Huizenga. “In fact, all our spring afterschool programs are operating at capacity for the first time ever. Many of our participants were first introduced to FitRec through our summer camp program. From an operational standpoint, our summer camp program gives us the opportunity to hire new camp counselors. Many of them have continued employment at FitRec and have become very valuable contributors to day-to-day operations of our facility.”
While youth programming strengthens engagement with families, FitRec is also tapping into corporate partnerships to boost membership and revenue. Leaders recognized an opportunity to expand their membership base through a partnership with WellHub, formerly GymPass, a corporate wellness benefit that offers employees subsidized gym memberships. FitRec saw the program as a low-maintenance way to increase revenue while introducing new users to the facility.
Beginning in fall 2019, members of companies that provide the corporate wellness benefit can access many amenities to improve their physical and mental health. For a low-cost subscription rate, customers can access a network of gyms, wellness professionals, online classes and more.
“We felt this partnership made a lot of sense as a low-maintenance way for our facility to increase membership numbers and revenue,” said Huizenga. “As a CENTERS site, community building and enhancing quality of life for our members are a strong part of our vision. This partnership with WellHub checked both boxes for us.”
WellHub members follow a simple check-in process, and FitRec receives a set payment per visit. This has resulted in an average of 318 check-ins per month and an additional $1,200 in monthly revenue. While WellHub members don’t receive all the same perks as standard community members, the program has led to long-term growth. Some participants who no longer qualify for the corporate benefit opted to continue their membership as full-paying members, making the partnership an effective pipeline for membership retention.
EXTRA CREDIT: Watch a Q&A on revenue-generating aquatics programs.
A key component of making revenue-generating programs work is pricing and accessibility. FitRec’s WellHub partnership provides a lower-cost way for employees of local businesses to increase their wellness. Similarly, Wake Forest University’s Elite Performance Training Program keeps prices relatively low to ensure accessibility for local high school athletes.
“While it’s a monetized service, we’ve tried to keep the prices relatively low because we want students to take advantage of it,” explained Michael Spieldiener, the assistant director of Fitness at Wake Forest. “Our end goal isn’t to make the most money we can but to hopefully impact the most people along the way. We want to make sure we set up whoever we’re working with for their season and provide a good foundation of skills.”
The Elite Performance Training Program was designed to provide high school athletes with structured training in agility and strength development. The program, which offers four- and eight-week training sessions, allows participants to develop their athletic skills while generating revenue for the department. As a plus, the department can utilize its spaces during a time of year — AKA summer — when it has historically seen less use.
“There aren’t many opportunities in the surrounding area for athletes to have training like this,” said Spieldiener. “I definitely feel there was a need and opportunity to give back to the community.”
Sessions are structured so participants spend time on turf-based agility training before moving into strength-based work in the weight room. Trainers tailor the workouts to match the needs of each athlete’s sport, ensuring a personalized experience within a small group setting.
Spieldiener emphasized how the program gives high school students valuable experiences in campus rec facilities. They may have trained independently or unsupervised before and this opportunity allows them to workout with proper form and gain foundational skills on a college campus.
“It’s a cool way to showcase our facility and for high schoolers to be able to come and visit when they can’t during the school year,” remarked Spieldiener. “It’s a great way to bring them in. Maybe if they’re from this area, it might also get them more interested in the university and want to study here.”
EXTRA CREDIT: Tips for planning a new revenue-generating program.
Texas Tech University (TTU) is taking a similar approach in appealing to the local community with its personal training and Pilates reformer programs. These services are offered to the local residents and provide expert-led fitness training while generating income for the department.
“These programs have strengthened the department by increasing participation in various fitness formats, particularly in mind-body classes such as yoga, mat Pilates and cycling,” said Johanna Valencia, the associate director of Fitness and Wellness at TTU. “As more participants discover the benefits of the Pilates reformer, interest in complementary fitness offerings has risen, resulting in greater overall engagement. The structured scheduling and small-group format optimize the use of facilities while attracting more foot traffic to the building.”
The personal training program at TTU includes one-on-one training, specialized training for sports clubs and a unique “Fitness to You” initiative where trainers conduct fitness lectures and sessions in different campus departments. It also offers a youth strength camp for participants ages 12 to 15 and the NASM personal training course, which prepares individuals to become certified trainers through hands-on instruction.
“We’ve seen people build a family away from home, creating connections and happiness,” remarked Valencia. “Participants get great fitness results through fun, guided training that works for everyone and all fitness levels. They enjoy a top-tier fitness experience that boosts their strength, mobility and overall well-being.”
TTU’s Pilates reformer program, launched in January 2025, is an especially unique offering. It includes over 20 weekly classes that blend traditional Pilates with innovative fitness elements. The program’s popularity has skyrocketed, with one of its newest initiatives, Pilates Reformer Golden Ages for patrons ages 55 or older, already at full capacity among faculty and staff.
For campus rec professionals looking to explore new revenue streams, strategic planning and creating community connections are key. Programs that meet a clear need, optimize underutilized resources, and strengthen engagement among members tend to be the most successful.
“Generating extra revenue streams is great from a business perspective, but the true benefits come from knowing the programs and services we offer to the community make an impact and improve someone’s way of life,” said Huizenga.
