What economic trends in the fitness industry mean for your campus rec center, staff and students.
Campus recreation professionals are no strangers to tough budgets but today’s economic landscape is bringing new challenges. As inflation, staffing challenges and rising operational costs affect the fitness industry as a whole, campus rec teams are trying to maintain financial sustainability while still offering high-quality service for students.
From private clubs to college facilities, industry leaders are facing similar obstacles: unpredictable costs, cautious spending and concerned members. Their insights can help campus rec professionals adapt in the same uncertain landscape.
Budgeting with Added Costs in Mind
Equipment purchases and renovations — which are already costly — are becoming even more difficult to plan. Industry vendors and partners are starting to notify clubs early that equipment prices may be rising soon, especially as tariffs and supply chain costs evolve.
“We buy a lot of equipment for our client sites and we’re starting to see some teasers about equipment pricing going up,” said Bill McBride, the CEO, president and co-founder of Active Wellness, a fitness center design and management company. “It hasn’t been dramatic yet. It’s more our vendors just setting the expectation.”
For rec centers considering locker room upgrades or replacing outdated machines, now may be the time to reassess your timeline. Many operators are delaying or scaling down projects to avoid higher costs.
Chris Craytor, the CEO of acac Fitness and Wellness Centers with twelve locations in Virginia, Pennsylvania and South Carolina, said his organization decided to purchase one new facility rather than two, and prioritizing a single renovation instead of multiple for now.
But not every renovation can wait. Scott Gillespie, the founder and president of Saco Sport and Fitness club in Maine, emphasized the value of understanding what your members — in this case, your students — truly need. If an upgrade supports student well-being or improves access to essential spaces, it may be worth acting now rather than later.
Staffing is Your Strongest Investment
While the instinct may be to reduce costs wherever possible, staffing is an area where many leaders say cutting corners can hurt more than help.
Hiring and training new staff — especially student employees — comes with both financial and time costs. Reinforcing your current team and creating an environment where they feel supported can help avoid turnover and protect program continuity.
Aaron Moore, the president of VIDA Fitness clubs in Washington, D.C. and Virginia, echoed this. For him, success comes from the quality of his people — from trainers to part-time staff. Staffing comes with difficulties, especially when you’re working with limited hours and shifting student availability. But reinvesting in your team can help avoid turnover and unnecessary expenses.
“All of our lives can become instantly easier or more difficult based on the people we have working with us,” said Moore. “You can make a dirty locker room cleaner or make repairs, but there’s nothing more infuriating than being understaffed or staffed with the wrong talent.”
Clarity and Cohesion
Communication is another area where campus rec professionals can’t afford to be vague — especially when working across departments or managing students.
“Clarity and cohesion are critical,” said Jon Brady, the president of Midtown Athletic Clubs with eight locations across North America. “The right structure is only as good as the communication that goes through it.”
Whether you’re weighing your options for new equipment purchases or struggling to keep shifting staff schedules straight, keep the conversation open. Providing context and clarity in uncertain times builds trust and understanding.
Leading Through Uncertainty
Economic challenges may be out of your control, but how you respond can define your campus rec center’s success in the long run. No matter your size or budget, the difficulties are real. But the message from industry leaders is strategic and smart: protect your foundation, take care of your people and be thoughtful about what matters most to your university’s mission.
