Madison School & Community Recreation

What Madison School & Community Recreation does

Madison School & Community Recreation (MSCR) is a municipal recreation department of the Madison Metropolitan School District (MMSD), founded in 1926 and headquartered at 328 E. Lakeside Street in Madison, Wisconsin. It operates as the designated public recreation provider for MMSD residents, serving more than 100,000 participants annually across twelve program lines including afterschool programming (elementary through high school), aquatics, summer camps, arts and enrichment, fitness (including a 50+ initiative), mobile recreation (MSCR on the Move), outdoor recreation, sports leagues, trips and special events, adapted recreation, and the Girls Inc. leadership program. The organization employs 51-100 staff and uses shared MMSD facilities (school buildings, gyms, fields, and classrooms) plus a dedicated Meadowood Neighborhood Center as its delivery infrastructure.

Revenue is generated through unit-priced program registration fees collected via the ActiveNet online registration platform, supplemented by public MMSD allocation, grants, and donations through Friends of MSCR. Pricing is pay-as-you-go with fees varying by program type and duration, and fee assistance policies are in place for residents who require financial support. There is no paid app, no public API, and the registration technology is the third-party ActiveNet SaaS rather than proprietary infrastructure.

Marketing and distribution rely on a mix of channels: the mscr.org website as the primary digital hub, Facebook and Instagram for community engagement, an email newsletter, printed program guides distributed via the Wisconsin State Journal, and in-person community events. Strategic partnerships include Madison Parks (joint seasonal hiring), Girls Inc. of Southeast Wisconsin (afterschool programming at 21 sites), Rally Madison FC (centennial fundraising), NewBridge (senior wellness), and Madison Metropolitan Sewerage District (water equity education). Revenue figures are not publicly disclosed.

Name

Madison School & Community Recreation

Legal name

Madison School & Community Recreation

Website

https://mscr.org

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

51–100 employees

Short description

Madison School & Community Recreation (MSCR) is the public recreation department of the Madison Metropolitan School District, serving more than 100,000 Madison residents annually with afterschool, aquatics, camps, arts, fitness, sports, adapted recreation, and Girls Inc. programming delivered through school facilities since 1926.

Ownership category

akta.pro rank

Product category

Community Recreation Services

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (611620)

SIC

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

akta.pro primary industry

Parks, Recreation & Cultural Services (BPAIACAI)

akta.pro secondary industries

Outdoor Recreation & Adventure Programs (Trips, Climbing, Rentals) (EDALAIAG), Athletics Events, Game Operations & Ticketing (EDALAIAK)

Keywords

• Community recreation programs
• Public recreation services
• Youth sports leagues
• Afterschool programs
• Aquatics and swimming

Headquarters

HQ city

Madison

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

Revenue model

1. Program Registration Fees: Fees collected from participants registering for recreation programs including camps, sports leagues, aquatics, arts, and fitness classes

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

MSCR is the public recreation provider for the Madison Metropolitan School District (MMSD), offering year-round community recreation and enrichment programs across afterschool care, summer camps, aquatics, youth and adult sports leagues, arts and enrichment, fitness (including 50+ programs), outdoor recreation, adapted recreation for individuals with disabilities, and partnership-based leadership programs such as Girls Inc. Programs are delivered across school facilities, the Meadowood Neighborhood Center, and mobile recreation units, serving 100,000+ participants annually.

Product overview

Madison School & Community Recreation (MSCR) operates as a unified portfolio of community recreation programs and services, functioning as a department of the Madison Metropolitan School District. The organization offers a comprehensive suite of programs including Afterschool Programs (elementary through high school), Aquatics (youth and adult swimming, Red Cross certification), Summer Camps (multiple camp types including Super Center, Tall Oaks, Adventure), Arts & Enrichment (pottery, mobile art), Fitness Programs (classes and 50+ programs), MSCR on the Move (mobile recreation units), Outdoors Programs (pontoon, School Forest), Sports Leagues (adult and youth), Trips & Special Events, Adapted Recreation, and Girls Inc. partnership programs. MSCR serves over 100,000 participants annually through these interconnected program areas.

Differentiator

Problem solved

Functional benefit

Products and services

• Afterschool Programs Before and after-school supervision and enrichment programs serving elementary, middle, and high school students with educational and recreational activities.
• Aquatics Swimming and water safety programs including youth lessons, adult aquatic fitness, open and lap swim, and American Red Cross certification courses.
• Summer Camps Year-round day camps and summer programs for youth including Super Center, Fascination Station, Tall Oaks, Adventure, and Middle School on the Move camps.
• Arts & Enrichment Visual and performing arts programs for all ages including adult arts, mobile Art Cart, youth arts, and pottery classes.
• Fitness Programs Exercise and wellness classes including general fitness classes and specialized programs for adults 50+ through the Goodman Rotary 50+ Fitness initiative.
• MSCR on the Move Mobile recreation units bringing Play on the Move, Clay on the Move, Art Cart, and Mobile Madison to neighborhoods throughout Madison.
• Outdoors Programs Nature-based recreation including outdoor pursuits, pontoon boat rides on Lake Mendota, and environmental education at School Forest.
• Sports Leagues Organized competitive sports for adults (softball, basketball, volleyball, kickball) and youth (soccer, tennis, afterschool sports, preschool and youth sports).
• Trips & Special Events Day trips and special community events including outings to destinations like Chicago and local celebrations.
• Adapted Recreation Recreation programs designed for individuals with disabilities, promoting inclusive community participation.
• Girls Inc. at MSCR Girls leadership development program offered through partnership with Girls Inc. of Southeast Wisconsin, operating at 21 afterschool sites across Madison.
• Meadowood Neighborhood Center Neighborhood recreation center serving the Meadowood community with programming and community gathering space.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

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 core, flagship and minor.

• Madison Metropolitan School District (MMSD)coreStrategic or Co-development PartnerMSCR is a department of MMSD. This unique school-community recreation model allows shared facilities including school buildings serving as community hubs in evenings and weekends, and seamless transitions between school-day and out-of-school programming.
• Rally Madison FCflagshipGTM or Marketing PartnerMSCR and Rally Madison FC partnered for the Centennial Celebration on June 26, 2026 at Breese Stevens Field. For every ticket purchased, $5 goes directly back to MSCR to support affordable programming. Rally Madison FC Player Abbey got her start with MSCR Youth Soccer.
• Madison ParkscoreStrategic or Co-development PartnerMSCR and Madison Parks co-host job fairs for seasonal summer positions and collaborate on community programming. Both organizations offer competitive hourly wages ranging from $16 to $20 for positions.
• Girls Inc. of Southeast WisconsincoreStrategic or Co-development PartnerMSCR offers Girls Inc. clubs at 21 afterschool programs through a contract with Girls Inc. of Southeast Wisconsin. The program provides comprehensive girls' leadership development with mentoring relationships and research-based programming.
• Madison Metropolitan Sewerage DistrictminorStrategic or Co-development PartnerCollaboration with Madison Metropolitan Sewerage District for water equity education programs. Scientists visit MSCR Girls Inc. afterschool clubs to teach about water and gender issues, and environmental stewardship.
• NewBridgeminorStrategic or Co-development PartnerMSCR 50+ Fitness Team partnered with NewBridge for the Better Together Health Fair, bringing wellness resources and community connections to north and east side neighbors.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/MSCRFun
• Instagraminstagram.com/mscrmadison
• Xx.com/mscrrec
• LinkedInlinkedin.com/company/mscr

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 Madison School & Community Recreation