What Blue Valley Recreation does

Blue Valley Recreation is the public recreation commission serving the Blue Valley School District in Overland Park, Kansas, operating continuously since 1986. It runs three purpose-built facilities — the Activity Center (aquatics, dance, gymnastics, enrichment), Rec Center @ Hilltop (fitness floor, indoor track, courts, personal training), and the Sports Complex (youth and adult leagues, camps, tournaments, disc golf) — delivering structured recreational programming for residents from preschool through older adults, including an explicit inclusion track for individuals with disabilities. The organization reports 95,000 annual program registrations and 1.25M+ attendees, supported by 101–250 employees and a community ecosystem of 500+ volunteer coaches contributing 25,000+ hours annually.

The underlying technology is intentionally lean and operationally focused rather than product-centric. All program registrations and recurring memberships are processed through the Amilia third-party SaaS platform; weather-related cancellations are communicated through the Rainout Line notification system; and a recently introduced Activity Matcher tool helps users filter programs by age, goal, and timeline. Pricing is not publicly disclosed at the line-item level but follows a subscription model for Rec Center memberships plus transactional fees for class registrations, facility/court rentals, birthday party packages, and tournament participation. Scholarships are offered for qualifying participants.

The revenue model combines subscription-like recurring revenue (memberships, ongoing swim/fitness program enrollment) with transactional revenue (single-event registrations, facility rentals, birthday parties, sports camps). As a quasi-governmental entity, Blue Valley Recreation is governed by a 7-member commission rather than outside shareholders; it does not raise venture or private equity capital and is not a candidate for traditional PE/VC investment or M&A. The 2026 strategic agenda is centered on community-facing enhancements such as the Variety KC Inclusive Playground partnership, expanded self-defense programming with the TAKE Defense Training Foundation, and continued digitization of registration and program discovery through the Amilia platform.

Name

Blue Valley Recreation

Legal name

Blue Valley Recreation

Website

https://bluevalleyrec.org

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

101–250 employees

Short description

Blue Valley Recreation is the public recreation commission for the Blue Valley School District in Overland Park, Kansas, operating three facilities that deliver aquatic, fitness, sports, and enrichment programming for residents of all ages and abilities.

Ownership category

akta.pro rank

Product category

Community Recreation Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162), Arts, Entertainment, and Recreation (71)

SIC

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

akta.pro primary industry

Parks, Recreation & Cultural Services (BPAIACAI)

akta.pro secondary industries

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ), Multi-Activity Enrichment Camps (Academic + Arts + Sports) (EDAMALAA)

Keywords

• Community recreation services
• Youth sports leagues
• Aquatics and fitness programs
• Public recreation membership
• Facility rentals

Headquarters

HQ city

Overland Park

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Membership Fees: Rec Center memberships provide full access to fitness floor and all equipment. Members unlock opportunities to stay active, connect with others, and make the most of every visit.
2. Program and Class Registration: Revenue from swim lessons, aquatic fitness, dance classes, enrichment classes, gymnastics, sports camps, and other program registrations through the Amilia platform.
3. Facility and Court Rentals: Court rentals and space rental services for private events and activities at the Sports Complex and other facilities.
4. Birthday Party Packages: Birthday party venue rentals offering pool parties, gymnastics fun, princess-themed adventures, or science experiments with activity provision and classroom space.
5. Sports Facility Rentals: Sports complex field rentals and court rentals for adult sports, youth leagues, and tournaments.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

Blue Valley Recreation is a public recreation commission that provides community-based recreation services through three facilities in the Blue Valley School District area of Overland Park, Kansas. Its core offerings include facility memberships, youth and adult sports leagues, aquatics, fitness and enrichment programs, and facility/field rentals, supported by an online registration platform and a large volunteer-coach network.

Differentiator

Problem solved

Functional benefit

Products and services

• Facility Memberships Recurring access passes granting individuals and families entry to recreation facilities, fitness areas, and member-only programming at Blue Valley Recreation.
• Youth and Adult Sports Leagues Organized team leagues for youth and adults across multiple sports, delivered with volunteer coaches at Blue Valley Recreation facilities.
• Aquatics Programs Swimming instruction, lap swim, and water-based recreation classes offered to community members through Blue Valley Recreation facilities.
• Fitness Programs and Classes Group exercise and instructional fitness classes available to members and program registrants at Blue Valley Recreation facilities.
• Enrichment Programs Community enrichment classes and programming for youth and adults beyond sports and aquatics, offered through Blue Valley Recreation programming.
• Facility and Field Rentals Rental of indoor and outdoor recreation facilities, including the Blue Valley Sports Complex fields, to community groups, sports clubs, and tournament organizers.

Quantifiable outcome

• $10.8M generated economic impact
• +3 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Variety KCcoreStrategic or Co-development Partner · 19 March 2026Blue Valley Recreation partners with Variety KC for Inclusive Playground project. This partnership aims to create accessible playground facilities for children of all abilities, supporting inclusive recreation opportunities in the community.
• TAKE Defense Training FoundationminorStrategic or Co-development PartnerTAKE (Tess, Ali, Kendal, Everyone) Defense Training Foundation provides self-defense programming at Blue Valley Rec facilities. The Ali Kemp Educational Foundation teaches practical self-defense skills to help individuals protect themselves.
• Rainout LinecoreTechnology or IntegrationRainout Line provides weather-related facility closure notifications and sports field status updates. Blue Valley Rec uses Rainout Line for weather cancellations and text alerts for both sports (913-600-4001) and facility closures (913-600-4130).
• AmiliacoreTechnology or IntegrationAmilia provides the registration and membership management platform for Blue Valley Rec. All program registrations and memberships are processed through Amilia's online platform (app.amilia.com).
• SCHEELSminorGTM or Marketing PartnerSCHEELS, a sporting goods retailer, appears as a community partner/sponsor supporting Blue Valley Recreation programs and events.
• Blue Valley School DistrictcoreStrategic or Co-development PartnerBlue Valley Rec was established in 1986 to serve the Blue Valley School District community. The recreation center and all programs serve community members of the Blue Valley School District.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• British Swim School: Franchised swim instruction provider operating year-round lessons at partner facilities, including the KC metro area. Directly comparable to BVR's swim lessons in age segmentation, lesson-level structure, and use of partner pools.
• i9 Sports: Youth sports franchise offering organized leagues, camps, and clinics for kids across multiple sports. Directly competes with BVR's youth sports leagues and sports camps but operates as a private franchise model rather than a public recreation commission.
• Skyhawks Sports Academy: National youth sports instruction provider offering sports camps, clinics, and leagues for children. Directly comparable to BVR's youth sports camps and instructional programs with similar age targeting and seasonal camp delivery model.
• SAFE Splash Swim School: National franchised swim school offering year-round swim lessons for children and adults. Directly comparable to BVR's swim lessons program in terms of curriculum structure, target demographic, and lesson-based recurring revenue model.

Broad incumbents

• Planet Fitness: High-volume, low-price national fitness franchise providing basic fitness floor access and limited group programming. Competes on price with BVR's fitness memberships, particularly for adult-only and budget-conscious members.
• Gold's Gym: Established national fitness chain offering memberships, group fitness, personal training, and youth programs. Overlaps with BVR's Rec Center @ Hilltop fitness membership model and competes for adult and family members in the Overland Park area.
• Life Time Fitness: National premium fitness chain operating large multi-purpose athletic clubs with fitness floors, group classes, swim, youth programs, and family amenities. Competes with BVR for adult and family fitness memberships, though at a higher price point and broader footprint.

Direct peers

• YMCA of Greater Kansas City: Multi-branch community recreation and fitness organization serving the Kansas City metro with membership-based facilities, swim lessons, youth sports, summer camps, and family programming. Highly comparable to Blue Valley Rec's mission, facility mix, and broad age-segment coverage.
• Johnson County Park and Recreation District: Public parks and recreation district serving adjacent Johnson County, KS with sports complexes, aquatic centers, fitness facilities, and youth programming. Operates the same quasi-governmental model and competes for the same Overland Park-area households.
• GreatLife KC: Kansas City-area operator of private golf, fitness, and recreation clubs with membership-driven programming, sports leagues, and family activities. Comparable membership-based community recreation model within the same metropolitan geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/BlueValleyRec
• Facebookfacebook.com/bluevalleyrecreation
• LinkedInlinkedin.com/company/blue-valley-recreation
• Instagraminstagram.com/bluevalleyrecreation
• TikToktiktok.com/@bluevalleyrec
• Pinterestpinterest.com/bluevalleyrec
• Xx.com/bluevalleyrec

Revenue estimate

Valuation estimate

Number of profiles

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 Blue Valley Recreation