Kroc Center Greenville

What Kroc Center Greenville does

Kroc Center Greenville is a non-profit community recreation, education, and worship center operated by The Salvation Army as one of 26 Kroc Centers established nationally through Joan Kroc's $1.5 billion gift. Opened in 2011, the 74,000-square-foot facility sits on 25 acres at 424 Westfield Street in Greenville, SC, with a satellite Kroc Tennis Center at 205 Gibbs Street. The organization serves members of all ages and backgrounds through tiered membership programs (Adult, Family, Senior, Teen, Young Adult across Standard, Tennis, and Plus tiers starting at $24/month), aquatics, youth sports leagues, swim lessons and Kroc Swim Academy, group fitness, personal training, tennis instruction, summer camps and afterschool programs, plus worship services through Kroc Church.

The center's technology stack is built around third-party SaaS rather than proprietary AI — Traction Rec powers the membership portal and self-serve reservations, the Upace app handles equipment, lap lane, and group fitness class bookings, Kroc Connect supports mobile member access, and Microsoft Forms, RunSignUp, and SportsEngine handle event registration and team management. Email marketing runs on Constant Contact. Pricing follows subscription and unit-based models: monthly/annual memberships, group/individual program fees ($100-$225 swim and camp), unit-priced facility rentals ($80-$115/hour for sports; $600-$1,500 per 2-hour block for aquatics; $9/child field trips), catering, and corporate membership packages.

Revenue is generated through memberships, program fees, facility rentals (sports, aquatics, birthday parties, events), catering, and corporate wellness contracts, supplemented by donations and a large volunteer base (4,884+ volunteers in 2020). The distribution model is direct-to-consumer — walk-in sales at the front desk, online self-service via Traction Rec, and negotiated corporate deals with Greenville-area employers — and the organization operates a Kroc Cares Scholarship fund to keep programs financially accessible.

Name

Kroc Center Greenville

Legal name

The Salvation Army Ray and Joan Kroc Corps Community Center

Website

https://krocgreenville.org

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

Kroc Center Greenville is a non-profit Salvation Army community center operating a 74,000-square-foot recreation, education, and worship facility in Greenville, SC, offering membership-based fitness, aquatics, tennis, youth sports, camps, and events to local individuals, families, and corporate partners.

Ownership category

akta.pro rank

Product category

Community Recreation and Fitness Center

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162), Civic and Social Organizations (8134)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Community Centers & Neighborhood Support Services (BPAGAEAL)

akta.pro secondary industries

After-School Academic Support Programs (Centers & Clubs) (EDAJALAM), Community Center Education Programs (EDAAAFAB)

Keywords

• Community recreation center
• Aquatics and swim programs
• Youth sports leagues
• Fitness and wellness services
• Nonprofit community programs

Headquarters

HQ city

Greenville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Monthly and annual membership fees providing access to fitness facilities, pools, gymnasiums, and group fitness classes. Membership tiers include Kroc Standard, Kroc Tennis, and Kroc Plus (Main and Tennis combined).
2. Program Fees: Fees for youth sports leagues, swim lessons, swim academy, summer camps, tennis clinics, and personal training sessions.
3. Guest Passes and Day Use: 2-hour guest swim passes at $12 per person, basketball gym access, and facility day passes for non-members.
4. Facility Rentals: Revenue from renting sports facilities (turf fields, basketball gyms), aquatics center, event venues (Waggoner Conference Center, Fred Collins Performing Arts Center), and party packages.
5. Catering Services: Full-service catering for corporate, community, and special events including buffets, seated dinners, and fundraisers.
6. Corporate Memberships: Negotiated corporate membership rates with local businesses offering employee wellness benefits, with discounted registration fees and membership rates.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels10 records

Core offering

The Kroc Center Greenville is a 74,000-square-foot Salvation Army-operated community recreation and worship facility offering tiered memberships, swim lessons, youth sports leagues, afterschool and summer camp programs, group fitness and personal training, tennis instruction, and venue rentals. It also operates Kroc Church, providing Sunday worship services and pastoral care as part of its integrated community programming.

Product overview

Kroc Center Greenville is a 74,000-square-foot community recreation center operated by The Salvation Army, offering fitness, aquatics, sports, youth programs, and worship services since 2011. The facility operates alongside the separate Kroc Tennis Center. Core service categories include: (1) Aquatics Programs with swim lessons, competitive Kroc Swim Academy team, adaptive Kroc Kourage lessons, and lifeguard training; (2) Youth Sports including soccer, basketball, volleyball, and flag football leagues plus summer camps; (3) Fitness & Wellness featuring group fitness (KrocFit), personal training, and therapeutic stretch services; (4) Youth Development with afterschool and summer camp programming; (5) Events & Rentals for conferences, performances, birthday parties, and facility bookings; and (6) Membership Programs with tiered options and financial assistance scholarships. The organization also operates Kroc Church worship services. The facility generates revenue through membership fees (starting at $20/month), program fees, and facility rentals.

Differentiator

Problem solved

Functional benefit

Products and services

• Membership Programs Tiered recurring memberships (Kroc Standard, Kroc Tennis, and Kroc PLUS) that grant access to the center's fitness floor, group exercise, aquatics, and youth programming for individuals and families in the Greenville area.
• Aquatics Programs Swim lessons for children and adults, the Kroc Swim Academy, lifeguard training, and competitive swim team participation available to members and the broader Greenville community.
• Youth Sports Programs Seasonal leagues and clinics in basketball, soccer, baseball, volleyball, football, and other sports for Greenville-area youth, with both member and non-member registration options.
• After School Care Program Supervised afterschool programming for school-age children that includes homework support, recreation, and enrichment activities.
• Summer Camp Program Full-day summer camp for children featuring swimming, sports, arts, field trips, and character-building activities.
• Fitness and Wellness Services Group fitness classes, personal training, and therapeutic stretch sessions delivered to members and program participants.
• Kroc Tennis Center Programs Tennis lessons (private, semi-private, and group), junior development, leagues, tournaments, and clinics for adults and youth at the on-site Kroc Tennis Center.
• Events and Venue Rentals Rentable space and event packages including birthday parties, the Conference Center, the Performing Arts Center, sports and aquatics rentals, and school field trips for community groups, businesses, and families.
• Kroc Church Worship Services Sunday worship services, pastoral care, and faith-based community programming held on-site at the Kroc Center as part of The Salvation Army's ministry.

Quantifiable outcome

• In 2020, more than 4,884 volunteers helped improve programs and services
• +1 more outcomes

Named customers7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

38 partnerships are on record, tiered core and minor.

• PT SolutionscoreStrategic or Co-development PartnerPhysical therapy partner providing clinical services, located at Cleveland Park clinic with connection to Kroc Greenville wellness programs.
• American Heart AssociationcoreStrategic or Co-development PartnerHealth partnership supporting heart health initiatives and wellness programming at Kroc Greenville.
• First Tee UpstateminorStrategic or Co-development PartnerYouth development organization using golf to teach life skills and core values, partnering on junior golf programs.
• Girls on the RunminorStrategic or Co-development PartnerPhysical activity-based youth development organization for girls, partnering on running and wellness programs.
• Furman UniversitycoreStrategic or Co-development PartnerLocal university partnership supporting community programs and Riley Institute collaboration.
• Bob Jones UniversityminorStrategic or Co-development PartnerEducational institution partnership supporting community engagement initiatives.
• Red CrosscoreStrategic or Co-development PartnerBlood drives and emergency preparedness programming partnership.
• Boy Scouts of AmericaminorStrategic or Co-development PartnerYouth development organization partnership for scout programs and activities.
• Girl Scouts of the USAminorStrategic or Co-development PartnerYouth organization partnership for girl-focused programming and activities.
• Greenville County Schools (AJW)coreStrategic or Co-development PartnerMajor school district partnership supporting after-school programs and educational initiatives.
• Homewood Suites by Hilton Greenville DowntownminorChannel Partner/ Reseller/ DistributorHotel partner offering special group rates for Kroc event renters and participants. Located adjacent to facility.
• Advanced Therapy SolutionscoreStrategic or Co-development PartnerThird-party adaptive therapy provider offering services at Kroc Greenville for individuals with special needs.
• Word PlayminorStrategic or Co-development PartnerSpeech and language therapy partner providing services for children with communication differences.
• Therapy 360minorStrategic or Co-development PartnerPediatric therapy provider offering comprehensive therapy services at Kroc facilities.
• Prisma Health Roger C. Peace Rehabilitation HospitalcoreStrategic or Co-development PartnerHealthcare system partnership for adaptive programs and rehabilitation services.
• Swim Lessons with MarycoreStrategic or Co-development PartnerThe only 1-on-1 swim school in the Upstate, providing private swim instruction for all ages and abilities for 12 years. Located at Kroc Greenville.
• Greenville Splash MastersminorStrategic or Co-development PartnerUSMS (United States Masters Swimming) adult fitness swimming program founded in 2009, training at Kroc lap pool.
• Freedive Carolina LLCminorStrategic or Co-development PartnerMolchanovs Freediving Institute based out of Greenville, training at Kroc lap pool for deeper dives in mountain waters.
• Greenville Sports LeaguescoreStrategic or Co-development PartnerAdult sports league organization partnering for volleyball leagues at Kroc indoor gymnasium.
• XPL LeagueminorStrategic or Co-development PartnerEsports league partnership offering gaming programs at Kroc Greenville.
• Caregivers of Mother EarthminorOthersCommunity partner organization listed on community partners page.
• Pendleton PlaceminorOthersFamily and children services organization partnering with Kroc community programs.
• AAUW GreenvilleminorOthersAmerican Association of University Women local branch partnership supporting women's empowerment programs.
• Riley Institute at FurmanminorOthersDiversity and inclusion institute partnership through Furman University.
• The Parenting PlaceminorOthersFamily resource center partnership supporting parenting programs and services.
• STEAM Tech TeamsminorOthersSTEM education organization partnership for technology and science programs.
• Carolina Dance AcademyminorOthersDance studio partnership supporting movement and performing arts programs.
• Fresenius Kidney CareminorOthersKidney care provider partnership supporting health and wellness programs.
• Todaro PizzaminorOthersLocal restaurant partner providing food for events and programs.
• Feed and SeedminorOthersLocal food organization partnership supporting youth center programs.
• Taco Bell FoundationminorOthersYouth restaurant franchise foundation partnership for summer camp and youth programs.
• Greenville TriumphminorOthersProfessional soccer team partnership supporting soccer and youth sports programs.
• SpinxminorOthersLocal convenience store chain partnership supporting community programs.
• Adidas GreenvilleminorOthersAthletic footwear and apparel partner store in Greenville.
• Molina Healthcare South CarolinaminorOthersHealth insurance provider partnership supporting community health initiatives.
• MichelinminorOthersMajor employer and tire company partnership supporting Greenville community programs.
• WalmartminorOthersRetail corporation partnership supporting community programs and donations.
• Goodwill IndustriesminorOthersWorkforce development nonprofit partnership supporting employment and training programs.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Club Pilates: Fast-growing boutique Pilates franchise offering specialized group instruction at mid-tier pricing. Represents the broader boutique fitness shift away from traditional multi-purpose community recreation centers like Kroc Greenville.
• Orange Theory Fitness: Boutique fitness franchise offering specialized heart-rate based interval training in a class format. Targets members willing to pay premium per-session prices rather than full memberships, taking share from full-service community centers.

Broad incumbents

• Planet Fitness: Largest low-cost commercial gym chain in the US. Competes for price-sensitive fitness memberships in Greenville with a $10-$25 monthly model that undercuts even Kroc's entry-level teen memberships.
• Life Time Fitness: Large publicly-traded fitness operator offering premium memberships, aquatics, tennis, fitness classes, and family programming. Operates at much larger scale and broader geographic footprint but competes for premium family memberships.
• LA Fitness / Esporta Fitness: Mid-priced commercial gym chain offering pools, courts, group fitness, and family programming. Comparable product mix (fitness, aquatics, courts) competing for adult memberships in Greenville.
• Equinox: Premium commercial fitness brand offering group classes, pools, and wellness amenities at the high end of the market. Competes for higher-income Greenville residents who might otherwise choose a Family Plus membership at Kroc.

Direct peers

• Kroc Center San Diego: Another Salvation Army Kroc Corps Community Center with similar comprehensive programming model including aquatics, fitness, youth programs, and worship services. Same operating brand and shared national infrastructure make it the closest operational peer.
• Jewish Community Center (JCC Manhattan): Mission-driven community center offering fitness, aquatics, youth programming, cultural programming, and event venues with a similar non-profit membership model. Comparable in service breadth, although with a different mission affiliation.
• YMCA of Greenville: Most direct comparable as a non-profit community recreation center in Greenville, SC offering memberships, fitness, aquatics, youth sports, childcare, and community programs with similar mission-driven positioning. Competes for the same family and individual memberships in the Greenville market.
• Kroc Center Chicago (Chicagoland Kroc Center): Sister Kroc Center providing nearly identical service mix (aquatics, fitness, youth programs, worship, events) in a larger urban market. Direct peer for benchmarking operations, programming, and revenue model across the national Kroc network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/KrocGreenville
• LinkedInlinkedin.com/company/kroc-greenville
• Instagraminstagram.com/krocgreenville
• Xx.com/krocgreenville

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries2 records

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 Kroc Center Greenville