The Community Wellness Center

What The Community Wellness Center does

The Community Wellness Center (CWC) is a nonprofit fitness and wellness facility operating since 1990 as a ministry of Second-Ponce de Leon Baptist Church, located at 2715 Peachtree Road NE in Buckhead, Atlanta. The single-location facility provides a comprehensive in-person fitness offering including a cardio center with treadmills, bikes, ellipticals, stairmasters, and rowing machines; weight and functional fitness rooms with free weights, TRX, and kettlebells; a 1/9-mile indoor walking track; a gymnasium with basketball and volleyball; a racquetball court; a 25-yard heated salt water pool maintained at approximately 86°F; saunas and steam rooms; and a broad group fitness class schedule spanning yoga, Pilates, tai chi, cardio, strength, and aquatics. Add-on programming includes pickleball open play, personal training, private and semi-private swim lessons, and facilitated support groups covering caregivers, addiction recovery, and postpartum mothers (in partnership with Piedmont Hospital).

The business model is consumer-facing and direct-to-consumer, monetized through tiered monthly and annual membership subscriptions ranging from $32/month (senior) to $74/month (1- or 2-adult family), with annual prepayment discounts, plus an optional $25-$40/month group fitness add-on, a $50 one-time enrollment fee, daily guest passes, private swim instruction, and event room rentals. Distribution combines self-service online joining via the clubautomation.com portal, phone-based membership specialist support, walk-in daily passes, and organic community referrals through the parent church's congregation. CWC is also a Silver Sneakers Affiliate, opening supplemental insurance-covered memberships for eligible seniors, and partners with Dynamo Swim School, Atlanta Sports & Social, and Spike Atlanta to deliver on-site programming. The facility is open seven days a week with extended hours and offers free private parking; an online class option extends programming beyond the physical site. No public financial disclosures, headcount figures, or membership counts are available.

Name

The Community Wellness Center

Legal name

The Community Wellness Center

Website

https://communitywellnesscenter.com

Company type

Private

Founded year

1990

Operating status

Operating

Short description

The Community Wellness Center is a nonprofit, single-location fitness facility in Buckhead, Atlanta, operated since 1990 as a ministry of Second-Ponce de Leon Baptist Church, serving individual consumers and seniors with memberships, group classes, aquatic programming, pickleball, personal training, and support groups.

Ownership category

akta.pro rank

Product category

Fitness & Wellness Center Services

NAICS

Fitness and Recreational Sports Centers (71394), Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Senior/Low-Impact Group Fitness (HSADABAI)

akta.pro secondary industries

Aqua Fitness Classes (HSADABAL), Sports-Specific Group Conditioning (HSADABAK), Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Fitness center memberships
• Group fitness classes
• Personal training services
• Aquatic fitness programs
• Wellness facility amenities

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Membership Subscriptions: Monthly and annual membership fees providing access to the fitness facility, including standard equipment, weight rooms, cardio center, indoor track, gymnasium, racquetball court, locker rooms, saunas, and steam rooms. Membership tiers range from $32/month (senior) to $74/month (2-adult family) with annual prepayment discounts.
2. Group Fitness and Pool Add-On Fees: Additional monthly fees for access to group fitness classes, water aerobics, and pickleball: $25/month for individuals or $40/month for couples and families. This add-on creates an upsell opportunity from base memberships.
3. Daily Guest Passes: One-time daily admission fees: $10 for ages 14+, $5 for children ages 7-13, and free for children 6 and under. Provides a low-commitment entry point for non-members to experience the facility.
4. Enrollment Fee: One-time $50 enrollment fee charged when new members join the facility, covering onboarding and administrative setup costs.
5. Private Swim Lessons: Revenue from certified swim instructors offering private and semi-private swimming lessons, with instructors managing their own scheduling and student relationships at the facility.
6. Facility and Event Space Rental: Event rooms available for rent for meetings or small gatherings, with inquiries directed to the General Manager.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

The Community Wellness Center (CWC) is a single-location fitness and wellness facility in Buckhead Atlanta that sells tiered monthly and annual memberships granting access to cardio, weight, functional fitness, indoor track, gymnasium, racquetball court, locker rooms, saunas, and steam rooms. It generates incremental revenue through a group fitness and aquatic add-on subscription, daily guest passes, private/semi-private swim lessons, personal training, pickleball, and event room rentals, while operating as a ministry of Second-Ponce de Leon Baptist Church.

Product overview

The Community Wellness Center at Second-Ponce is a fitness facility offering a tiered membership structure centered on a Basic Membership as the core product, with optional add-ons for group fitness classes, water aerobics, and pickleball. The center provides diverse group fitness programming (yoga, pilates, tai chi, zumba, cardio, strength), aquatic facilities with heated salt water pool, personal training, and private swim lessons. Facility amenities include cardio/weight equipment, gymnasium, indoor track, racquetball court, locker rooms with saunas/steam rooms, and event room rentals. The center operates as a ministry of Second-Ponce de Leon Baptist Church in Buckhead, Atlanta.

Differentiator

Problem solved

Functional benefit

Products and services

• Community Adult Membership Core monthly/annual membership tier priced at $44/month or $475/year, granting access to standard equipment, weight room, cardio room, functional fitness rooms, and the indoor walking track. Intended for adult individuals seeking general fitness access at the CWC facility in Buckhead Atlanta.
• Community Senior Membership Discounted membership for adults aged 62 and older at $32/month or $345/year, providing the same standard facility access as the Community Adult tier. Designed for active seniors, including those eligible for Silver Sneakers supplemental insurance benefits.

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor and core.

• Atlanta Sports & SocialminorStrategic or Co-development PartnerPartner organization that offers sports leagues and social fitness activities at the CWC facility. Clickable partner logo on the Programs & Partners page, suggesting a referral or facility-use relationship.
• Spike AtlantaminorStrategic or Co-development PartnerPartner organization referenced via clickable logo on the Programs & Partners page, suggesting Spike Atlanta uses the CWC facility for pickleball or other sports activities.
• Dynamo Swim SchoolminorStrategic or Co-development PartnerSwim school partner with clickable logo on the Programs & Partners page, offering swim programs at the CWC pool facility.
• Silver SneakerscoreStrategic or Co-development PartnerCWC is a Silver Sneakers Affiliate, accepting Silver Sneakers benefits for eligible members. For eligible members, supplemental insurance coverage covers the cost of membership, creating a revenue stream through insurance partnerships.
• Piedmont Hospital (Mother Talk Program)minorStrategic or Co-development PartnerPiedmont Hospital runs the 'Mother Talk' support group at CWC facilities, facilitated through the hospital. Meetings are held first Thursday of each month for parents of children age 0-6 months.
• Second-Ponce de Leon Baptist ChurchcoreStrategic or Co-development PartnerCWC is a ministry of Second-Ponce de Leon Baptist Church, which owns and operates the wellness facility. The church provides the facility, staff support, and faith-based mission alignment. Members are invited to church worship services (Sundays at 11 a.m.) as part of the wellness ministry concept.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Others

• SilverSneakers (Tivity Health): Network administrator and partner that enables insurance-covered senior fitness memberships. While not a direct competitor, Tivity Health is a key channel partner for CWC's senior acquisition and a structural driver of its 62+ member growth.

Broad incumbents

• Life Time Fitness: Premium multi-site fitness operator with luxury amenities, group classes, and family programming. The Buckhead Life Time location competes with CWC for affluent family and senior memberships in the same trade area at a significantly higher price point.
• Planet Fitness: National budget gym chain with locations in the Atlanta area. Competes with CWC on price for budget-conscious and casual fitness users, though with a much more limited amenity set (no pool, fewer classes).
• Gold's Gym: Established national fitness chain with Atlanta locations, offering memberships, group classes, and personal training. Competes with CWC for general fitness members in the mid-tier pricing segment.
• Crunch Fitness: Mid-tier national fitness chain with multiple Atlanta locations. Competes with CWC on price ($10-$30/month base) and group class programming, often with a more modern brand and digital experience.
• LA Fitness: Large multi-site fitness club chain operating in the Atlanta metro and across the US. Competes directly with CWC for general fitness memberships but at a broader price point with a wider portfolio of amenities.

Direct peers

• YMCA of Metro Atlanta: Nonprofit community fitness and recreation organization with a similar membership model, group classes, pool facilities, and senior programming. Operates multiple metro Atlanta locations and is the closest nonprofit community-fitness analog to CWC.
• Jewish Community Centers (Marcus Jewish Community Center of Atlanta): Faith- and community-affiliated nonprofit fitness and recreation center with extensive programs, pools, group classes, and senior services. Operates as a very close analog to CWC's church-affiliated community wellness model.

Emerging players

• Club Pilates / Orange Theory (Atlanta studios): Boutique fitness studios operating in Buckhead and greater Atlanta. Compete with CWC's group fitness add-on for a share of class-driven members, particularly in Pilates, yoga, and small-group training formats.

Regional players

• Atlanta Fitness Club: Independent multi-site fitness operator in the Atlanta metro area. Directly competes with CWC for local membership share with comparable mid-tier pricing and similar amenity breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/thecommunitywellnesscenter
• LinkedInlinkedin.com/company/community-wellness-center

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 The Community Wellness Center