Jones Center

Name

Jones Center

Legal name

Jones Center

Website

https://thejonescenter.org

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Community Recreation Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)

akta.pro primary industry

Campus Recreation Centers & Fitness Facilities Operations (EDALAIAD)

akta.pro secondary industries

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE), Community Centers & Neighborhood Support Services (BPAGAEAL)

Keywords

• Community recreation services
• Indoor ice arena
• Fitness center membership
• Summer camp programs
• Nonprofit community center

Headquarters

HQ city

Springdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Membership Dues: Monthly recurring membership fees from Core and Ultimate membership tiers serving individuals and families. Core membership provides fitness center and gymnasium access; Ultimate adds pool, ice rink, and group fitness classes. Additional revenue from monthly installments and annual payments.
2. Day Passes and Activity Fees: Single-visit fees for gymnasium (pickleball, basketball, volleyball), ice rink (skating with skate rental), pools (public swim, lap swim), and fitness center. Also includes fees for specific activities like curling and hockey.
3. Program Registration Fees: Fees for structured programs including summer camps, classes (swimming, skating, dance, martial arts, pickleball clinics), birthday parties, and special events. Pricing varies by program type, duration, and member status.
4. Corporate Events and Facility Rentals: Revenue from Corporate Games team registrations ($2,000/team), meeting room and conference center rentals, birthday party packages, and venue rentals for weddings, showers, and other private events.
5. Donations and Fundraising: Charitable contributions from individuals and corporations through annual fund, special events (Big Night gala, Golf Classic), and corporate sponsorships. Access for Everyone scholarship program supported by donor contributions.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Jones Center operates a multi-facility community recreation campus providing sports, fitness, aquatics, ice skating, biking, camps, classes, performances, and event rentals under tiered membership (Ultimate and Core) and pay-as-you-go pricing. As a nonprofit, it subsidizes access through the Access for Everyone scholarship program and partners with corporate sponsors and the Harvey and Bernice Jones Trust to serve Northwest Arkansas families, active adults, seniors, corporate groups, and 102 regional nonprofit affiliates.

Product overview

Jones Center is a comprehensive community recreation center offering a multi-facility campus for sports, recreation, arts, and community programming. The center operates as a unified platform comprising physical facilities (Tyson Foods Fitness Center, Joel Carver Ice Arena, Indoor Pool Complex, Indoor Gymnasium, Runway Bike Park) and diverse programming (summer camps, fitness classes, performances, events, meetings). Membership programs (Ultimate and Core tiers) provide tiered access to facilities and programs, while the Access for Everyone scholarship initiative ensures financial accessibility. The center serves as both a direct service provider and venue rental partner for the Northwest Arkansas community.

Differentiator

Problem solved

Functional benefit

Brands

• Jones Community for Nonprofits: A program supporting nonprofit organizations across Northwest Arkansas by providing resources and space
• Runway Bike Park
• Tyson Foods Fitness Center
• Joel Carver Ice Arena
• Club55
• Access for Everyone

Products and services

• Tyson Foods Fitness Center An 8,000 square-foot fitness center featuring cardio equipment, free weights, machines, group fitness studios including hot yoga space, and personal training services, available to members and day-pass visitors.
• Joel Carver Ice Arena Northwest Arkansas' only indoor ice arena offering figure skating lessons, hockey programs for kids through adults, public open skate sessions, and curling for the regional community.
• Indoor Pool Complex Year-round indoor pool facility with a leisure pool featuring play area, mushroom waterfall, and slide, plus a Junior-Olympic size lap pool with 11 swim lanes for lap swim, public swim, and aquatic programming.
• Indoor Gymnasium Multi-use gymnasium complex including full-size basketball/volleyball court, dance/fitness and gymnastics studios, and a four-lane walking/jogging track, supporting pickleball, basketball, volleyball, and dance programs.
• Runway Bike Park A 2.75-acre outdoor bicycle skills park featuring the Velosolutions Pump Track (one of the largest asphalt pump tracks in North America), a bike skills course with beginning, intermediate and advanced lines, and a bicycle playground for beginners, integrated with the VORLD app for lap timing.
• Membership Programs (Ultimate and Core) Two-tier subscription membership: Ultimate membership ($35/month individual, $45/month family) includes unlimited access to Tyson Fitness Center, 60+ weekly group fitness classes, public ice skating with free rental, year-round lap and public swim, gymnasium, indoor track, and 20% off summer camps; Core membership ($10/month individual, $20/month family) includes unlimited access to Tyson Fitness Center, indoor gymnasium, and indoor track.
• Summer Camps Full-day, half-day, and extended-hour summer camp programs for grades K-12 covering arts and culture, sports and recreation, and science and technology themes (Public $275, Members $220, Scholarship Members $55).
• Day Passes and Activity Fees Single-visit fees for gymnasium (pickleball, basketball, volleyball $6), ice skating ($8 + $4 skate rental), curling ($10), hockey ($10), Family Ice Pass ($40), Public/Lap Swim ($6), Fitness Center ($6), and Group Fitness Class ($10).
• Pickleball Program Comprehensive pickleball programming including drop-in play, classes, private lessons with certified instructor Scott Bartlett, and the annual Pickle-looza tournament.
• FamJam Family-focused performance series combining live entertainment (magic shows, musicals, comedy) with indoor recreation activities including ice skating and swimming on Saturday afternoons.
• Center Stage Comedy Standup comedy series featuring clean comedy performances by professional comedians for adults, suitable for date nights or social gatherings.
• Birthday Party Packages Flexible birthday party options offering ice rink, pool, and gymnasium party experiences with tiered packages including private rooms, party hosts, and activity-based celebrations.
• Meeting and Event Spaces Rental venues including Conference Center (216 capacity), Chapel/Auditorium (340 capacity with theatrical lighting and AV equipment), individual conference rooms (72 capacity), and concourse spaces for weddings, receptions, conferences, and corporate events with catering and AV services.
• Corporate Games Annual corporate team-building sports competition event featuring activities like battleship in the pool, volleyball, and curling, where teams of 10-15 employees compete in a full day of activities ($2,000 per team, includes branded T-shirts, meals, and awards ceremony).
• Indoor Triathlon

Quantifiable outcome

• 587,904 visits in 2025 with $10.4 million regional economic impact
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Illinois River Watershed PartnershipminorStrategic or Co-development PartnerCollaboration to install native rain gardens at Jones Center's Springdale campus. Environmental initiative announced June 2026.
• Next Level SoccerminorStrategic or Co-development PartnerPartnership to deliver Next Level Soccer camp programming at Jones Center. Pro instructors teach kicking, defending, passing, coordination and confidence building for grades 1-6.
• University of Arkansas EngineeringminorStrategic or Co-development PartnerPartnership with UofA Engineering for Engineering Olympics camp and Discover Engineering camp. Olympic-inspired engineering challenges blend creativity, collaboration and real-world problem-solving for grades 5-8.
• AmazeumminorStrategic or Co-development PartnerPartnership for Kickoff to Kindergarten camp and Under the Big Top camp. Amazeum delivers hands-on STEAM activities and tinkering experiences for children entering kindergarten and grades 1-6.
• Arkansas Rock Climbing Guides LLCminorStrategic or Co-development PartnerCertified mountain climbing guides for Climb It camp. Guides provide instruction in bouldering, belay, climbing safety with both indoor and outdoor climbing experiences.
• Coletta PattersoncoreOthersAppointed as Regional Volunteer Center Planning Director to lead planning and preparation for 2027 launch. MBA graduate of University of Arkansas, certified Executive Coach with 20+ years experience in education and nonprofit leadership.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Life Time Fitness: Premium multi-facility fitness operator offering pools, ice rinks, group fitness, and family programming at much larger scale — the commercial analog that benchmarks Jones Center's pricing and amenity mix.

Direct peers

• YMCA (National Council of YMCAs): National community recreation nonprofit operating multi-facility centers with memberships, swim/sports programs, camps, and community services. Closest comparable model to Jones Center's mission and operating structure.
• The Salvation Army Kroc Centers: Salvation Army-operated community recreation centers offering aquatics, fitness, ice arenas, and programming across a single multi-purpose campus — directly parallel to Jones Center's combined facility model.
• Boys & Girls Clubs of America: Nonprofit youth development organization operating club facilities with recreational programming, summer camps, and community engagement — overlapping heavily with Jones Center's family and youth segments.
• Jewish Community Centers (JCC Association): Network of community centers offering fitness, aquatics, sports, camps, and cultural programming on a membership basis — structurally and operationally analogous to Jones Center.

Regional players

• Scott Family Amazeum: Northwest Arkansas children's museum in Bentonville that is both a peer institution and an existing programming partner with Jones Center, serving overlapping family and youth audiences in the same region.
• Crystal Bridges Museum of American Art: Major Northwest Arkansas cultural institution that, like Jones Center, anchors the region's community programming ecosystem with shared regional funding from Walton Family Foundation and other NWA philanthropies.
• Walton Arts Center: Northwest Arkansas performing arts center that competes for the same regional arts/culture programming audience and shares overlapping corporate funders with Jones Center.

Others

• Goodwill Industries (Community Programs): Nonprofit social services operator that, like Jones Center, serves as a community anchor organization providing wraparound services, programs, and facility access for underserved populations.
• National Recreation and Park Association (NRPA): National trade association representing public park and recreation agencies — Jones Center operates as a private nonprofit equivalent of a municipal parks and recreation department serving the same community recreation function.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/thejonescenter
• Facebookfacebook.com/TheJonesCenter
• LinkedInlinkedin.com/company/the-jones-center
• Instagraminstagram.com/thejonescenter

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jones Center