Upper Valley Aquatic Center
Upper Valley Aquatic Center is a Vermont-based non-profit operating a 47,500 sq ft aquatic and fitness facility in White River Junction serving the Vermont-New Hampshire Upper Valley community with pools, fitness classes, swim lessons, competitive swim team, and specialized wellness programs.
- Company typePrivate
- Founded2009
- HeadquartersWhite River Junction, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Upper Valley Aquatic Center does
Upper Valley Aquatic Center (UVAC) is a non-profit community aquatic and fitness center incorporated in Vermont in 2009, operating a single 47,500-square-foot facility at 100 Arboretum Lane in White River Junction, at the junction of Interstates 89 and 91 on the Vermont-New Hampshire border. The facility comprises an 11-lane competition pool (with seating for 400 spectators), a warm water therapy pool, an indoor splash park with lazy river and 110-foot speed slide, and a fully equipped fitness gym, delivering 85+ weekly land and water group exercise classes to a regional membership base across Vermont and New Hampshire.
The organization serves a diversified customer base including general community members and families, children and youth (swim lessons, competitive team, Splash Camp), individuals with special needs and chronic conditions (Adaptive Swim, Parkinson's Exercise Program, PALS for Life breast cancer recovery, physician-referred Well & Fit), and corporate partners. Its go-to-market combines direct-to-consumer membership sales (month-to-month, annual, corporate tiers), day passes, program fees for lessons and small-group training (TRIBE Team Training), facility rentals (lane rentals, swim meets, private parties), and donations channeled through the Financial Aid fund and partnerships (notably with DHMC Emergency Department physicians via the Holiday Lifesaver Match Campaign).
UVAC's technology architecture is assembled entirely from third-party SaaS vendors rather than proprietary builds: ABC Fitness Solutions for POS, CRM, memberships, and program management; Trainerize for member mobile app access; TeamUnify for swim team administration; Captyn for online registration of swim lessons, camps, and Red Cross courses; MyZone for heart-rate-based activity tracking; and Stripe and Square for payment processing. Revenue is generated through subscription memberships (including Medicare-eligible United Healthcare Renew Active channel), tiered day passes, programmatic fees, facility rentals, and donations, with the non-profit mission oriented toward community access over profitability, evidenced by 49 families receiving financial aid memberships, 14 Splash Camp scholarships, and 6 swim team scholarships annually.
Upper Valley Aquatic Center firmographics
Firmographics- Name
- Upper Valley Aquatic Center
- Legal name
- Upper Valley Aquatic Center
- Website
- https://uvacswim.org
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Upper Valley Aquatic Center is a Vermont-based non-profit operating a 47,500 sq ft aquatic and fitness facility in White River Junction serving the Vermont-New Hampshire Upper Valley community with pools, fitness classes, swim lessons, competitive swim team, and specialized wellness programs.
- Ownership category
- akta.pro rank
Upper Valley Aquatic Center industry classification
Industry- Product category
- Community Fitness and Aquatic Services
- NAICS
- Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Aquatic Centers & Swimming Facilities (MPAKAEAF)
- akta.pro secondary industries
- Aqua Fitness Classes (HSADABAL), Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF)
Keywords
Where Upper Valley Aquatic Center is headquartered
LocationHeadquarters
- HQ city
- White River Junction
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Upper Valley Aquatic Center business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Membership Fees: Recurring membership fees including general, family, youth, Hartford, corporate, and Masters add-on options. Offered as month-to-month, annual pre-paid, or 12-month subscription plans with automatic payment options.
- Day Passes: Single-visit access for non-members at tiered pricing by age group (youth, adult, senior) with discounts for Hartford residents, corporate partners, and military.
- Program Fees: Fees for swim lessons, personal training, TRIBE team training, group fitness classes, aquatic programs, and special programs including adaptive swim and cancer recovery programs.
- Facility Rentals: Lane rentals for water polo, rescue classes, training sessions and swim meets; private party room rentals; after-hours event bookings; locker rentals.
- Corporate Partnerships: Corporate membership sales to businesses and sponsorship/advertising programs including digital advertising, swim meet advertising, youth camp sponsorship, and Hartford Learn-to-Swim sponsorship.
- Donations & Financial Aid: Financial donations including Holiday Lifesaver Match Campaign providing matched swim lesson scholarships for children ages 3-5; general financial aid fund for families.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Youth (3-18) Day Pass |
| Unit Pricing | Pay-as-you-go | Adult (19-64) Day Pass |
| Unit Pricing | Pay-as-you-go | Senior (65+) Day Pass |
| Subscription | Multi-year contract | Student Summer Pass |
| Subscription | Monthly | TRIBE Team Training - Members |
| Subscription | Monthly | TRIBE Team Training - Non-Members |
| Subscription | Monthly | TribeKIDS - Members |
| Subscription | Monthly | TribeKIDS - Non-Members |
| Subscription | Monthly | Locker Rental |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Upper Valley Aquatic Center product offering
Product offeringCore offering
Upper Valley Aquatic Center operates a 47,500 sq ft non-profit aquatic and fitness facility delivering memberships, swim lessons, competitive and Masters swim teams, group fitness and aquatic classes, personal and small-group training, Red Cross certification courses, and specialized therapeutic programs such as Parkinson's Exercise Program (PEP), PALS for Life breast cancer recovery, Adaptive Swim, and physician-referred Well & Fit. The center supplements facility access with corporate memberships, facility rentals, swim meet hosting, sponsorships and financial aid supported by donations.
Product overview
Upper Valley Aquatic Center is a non-profit community aquatic and fitness facility offering a comprehensive range of programs across three main categories: aquatic facilities and programs (Competition Pool, Warm Water Pool, Splash Park, swim lessons for all ages, competitive swim team, Masters swimming, and aquatic fitness classes), fitness services (state-of-the-art fitness center with cardio and strength equipment, personal training, TRIBE Team Training small-group programs, and 85+ weekly group exercise classes including yoga, Pilates, cycling, and Tai Ji Quan), and specialized health programs (Parkinson's Exercise Program, PALS for Life breast cancer survivor program, and Adaptive Swim lessons for individuals with disabilities). The center operates as a single physical facility offering tiered memberships, day passes, and corporate partnerships to serve the Upper Valley community.
Differentiator
Problem solved
Functional benefit
Brands
- PALS for Life: A specialized fitness and wellness program for breast cancer survivors providing post-treatment exercise and support.
- TRIBE Team Training
- TribeKIDS
- TribeLIFE
- PEP Program (Parkinson's Exercise Program)
- Masters
Products and services
- Swim Lessons Comprehensive swim instruction program for all ages and skill levels covering preschool, youth, adult, private, and adaptive swim lessons. Designed for children, adults, and individuals with disabilities seeking water competency and stroke development.
- UVAC Swim Team Educational competitive swimming program with a 100% ASCA-certified professional coaching staff serving swimmers of all levels, including college-bound athletes. Program supports Age Group, Senior Championship, and Sectional Championship qualifications.
- Masters Swimming Competitive swim training program for adults 18 and older offering structured workouts and coaching. Functions as an add-on to standard UVAC memberships targeting adult swimmers seeking organized training.
- Personal Training One-on-one training with certified personal trainers offering customized fitness programs for individual members and non-members.
- TRIBE Team Training Small-group training program with structured workouts released on an 8-week progressive cycle. Includes TribeLIFE, TribeKIDS, and TribePUNCH variants, sold in 4-week or 8-week sessions to members and non-members.
- Parkinson's Exercise Program (PEP) Specialized exercise program for individuals with Parkinson's disease featuring Pedaling for Parkinson's, PWR! Moves for balance and strength, and Rock Steady Boxing non-contact boxing classes. Operated in partnership with Upper Valley Programs for Parkinson's.
- PALS for Life Specialized exercise and support program for breast cancer survivors offering PALS for Life, the PALS for Life Bridge Program, and Living Beyond Cancer classes. Provides post-treatment exercise and community support for survivors.
- Adaptive Swim Program Individualized swim instruction and support for swimmers with physical, cognitive, sensory, and developmental needs. Offers personalized goals and one-on-one adaptive techniques.
- Pilates Reformer Classes Pilates Essential Reformer classes using specialized reformer equipment for core strength, stability, and flexibility training. Available as part of UVAC fitness programming.
- Aquatic and Land Group Fitness Classes Over 85 weekly land and water group exercise classes including water aerobics, yoga, Pilates, cycling, Tai Ji Quan, Stretch and Flex, and other formats, included free with UVAC membership.
- Splash Camp Summer day camp program for children featuring aquatic activities and fitness programming at the UVAC facility. Operates during school summer break with scholarships available.
- Birthday Parties and Private Events Private party room overlooking the Competition Pool and after-hours event bookings for birthday, graduation, and special occasion celebrations hosted at the UVAC facility.
- Well & Fit at UVAC Physician-referred wellness program for sedentary individuals, those with physical impairments, or chronic pain who want to become more active. Bridges clinical referrals into UVAC programming.
- Red Cross Certification Courses American Red Cross certification training programs including CPR/AED, lifeguard certification, and first aid courses. Available to individuals and groups via private Red Cross course bookings.
- UVAC Membership Program Tiered facility access membership program offering general, youth, family, senior, Hartford resident, and corporate membership options. Available as month-to-month, annual pre-paid, or 12-month subscription plans with ACH payment discounts and Renew Active eligibility for Medicare beneficiaries.
- Corporate Membership Program Discounted corporate membership offering sold to businesses to provide employee wellness benefits, including access to pools, fitness center, and group exercise classes.
- Sponsor and Advertising Programs Sponsorship and advertising programs including digital advertising, swim meet advertising, youth camp sponsorship, and Hartford Learn-to-Swim sponsorship supporting UVAC's non-profit mission.
Quantifiable outcome
- Up to 35% symptom improvement for Parkinson's participants after biking three times weekly for eight weeks in Pedaling for Parkinson's program
- +2 more outcomes
Companies that use Upper Valley Aquatic Center
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles4 records
Upper Valley Aquatic Center technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature6 records
Upper Valley Aquatic Center partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Sneakers4GoodminorSustainability partnership collecting gently worn, used, and new sneakers for repurposing to micro-enterprises in developing countries or responsible recycling to reduce landfill waste. Donation bins located in UVAC main lobby.
- Dartmouth Hitchcock Medical Center (DHMC) Emergency Department PhysicianscorePartnership for Holiday Lifesaver Match Campaign where DHMC Emergency Department physicians provide 100% match for swim lesson donations, covering full $105 cost of 5-week beginner swim lesson sessions for children ages 3-5.
- Upper Valley Programs for Parkinson'scoreCollaborative partnership hosting Parkinson's Exercise Program (PEP) including Pedaling for Parkinson's, PWR! Moves, and Rock Steady Boxing classes for individuals with Parkinson's disease.
- American Swimming Coaches Association (ASCA)coreEntire UVAC swim team coaching staff achieved 100% ASCA Membership, providing access to elite educational resources, leadership training, and certification pathways for professional coaching development.
- United Healthcare - Renew ActivecoreRenew Active Program provides eligible United Healthcare Medicare plan holders free access to UVAC facilities and standard membership privileges at no cost. Provides access to AARP Medicare Supplement plan holders in certain areas.
Scale indicators5 records
Recent moves9 records
Expansion highlights5 records
Upper Valley Aquatic Center competitors and assessment
Company assessmentDirect peers
- YMCA (National): National non-profit community recreation organization operating aquatic facilities, swim lessons, group fitness, and adaptive programs on a membership basis — directly comparable to UVAC's mission, facility mix, and community-impact model.
- JCC Association (Jewish Community Centers): Network of non-profit community centers offering aquatic facilities, fitness programming, youth camps, and specialized wellness programs — comparable to UVAC's multi-purpose community-center operating model with mission-driven funding.
- Upper Valley YMCA: Local YMCA chapter serving the same Upper Valley Vermont/New Hampshire region with overlapping aquatic, fitness, and youth programming — closest direct geographic and operational competitor.
Regional players
- Greater Burlington YMCA: Regional Vermont YMCA providing aquatic facilities, swim lessons, group fitness, and youth programming — directly comparable mission and service mix to UVAC within the same Vermont market.
Broad incumbents
- Life Time Fitness: National premium fitness operator with aquatic facilities, group classes, and family programming — broad incumbent offering overlapping capabilities but as a for-profit, multi-site chain rather than a non-profit community model.
- Boston Sports Clubs: Multi-location regional fitness club operator offering group fitness, swimming, and personal training — comparable facility and programming mix though operating as a for-profit commercial club.
Others
- Norris Cotton Cancer Center (Cancer Rehabilitation Programs): Regional cancer center where PALS for Life founder previously worked; offers comparable survivorship programming — ecosystem partner that intersects with UVAC's specialized cancer recovery offerings.
Emerging players
- Rock Steady Boxing (Affiliate Network): National affiliate network of non-contact boxing programs for Parkinson's patients — UVAC's PEP program participates in this network, making it a comparable specialized therapy model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Upper Valley Aquatic Center social profiles
Digital presenceUpper Valley Aquatic Center financial estimates
Financial estimateRevenue estimate
Valuation estimate
Upper Valley Aquatic Center leadership team
Management profileNumber of profiles
Profiles13 records
Upper Valley Aquatic Center funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Upper Valley Aquatic Center M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Upper Valley Aquatic Center
What does Upper Valley Aquatic Center do?
Upper Valley Aquatic Center operates a 47,500 sq ft non-profit aquatic and fitness facility delivering memberships, swim lessons, competitive and Masters swim teams, group fitness and aquatic classes, personal and small-group training, Red Cross certification courses, and specialized therapeutic programs such as Parkinson's Exercise Program (PEP), PALS for Life breast cancer recovery, Adaptive Swim, and physician-referred Well & Fit. The center supplements facility access with corporate memberships, facility rentals, swim meet hosting, sponsorships and financial aid supported by donations.
Is Upper Valley Aquatic Center a public or private company?
Upper Valley Aquatic Center is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Upper Valley Aquatic Center founded?
Upper Valley Aquatic Center was founded in 2009. It employs 51 to 100 people.
Where is Upper Valley Aquatic Center based?
Upper Valley Aquatic Center is headquartered in White River Junction, United States, in the North America region.
How does Upper Valley Aquatic Center make money?
Six revenue lines are on record. Membership Fees are the primary driver. The others are day Passes, program Fees, facility Rentals, corporate Partnerships and donations & Financial Aid.
Who are Upper Valley Aquatic Center's main competitors?
Direct peers on record are YMCA (National), JCC Association (Jewish Community Centers) and Upper Valley YMCA. Greater Burlington YMCA is listed as a regional player. Broad incumbents are Life Time Fitness and Boston Sports Clubs. Norris Cotton Cancer Center (Cancer Rehabilitation Programs) is listed as an others. Rock Steady Boxing (Affiliate Network) is listed as an emerging player.
Does Upper Valley Aquatic Center have an API?
No public API is recorded for Upper Valley Aquatic Center.
What industry is Upper Valley Aquatic Center in?
Upper Valley Aquatic Center's product category is Community Fitness and Aquatic Services. Its primary akta.pro industry code is MPAKAEAF, Aquatic Centers & Swimming Facilities, with a secondary code of HSADABAL, Aqua Fitness Classes. Its NAICS code is 713940 and its SIC code is 7997.