The Shrewsbury Club

What The Shrewsbury Club does

The Shrewsbury Club is a family-owned, independently-operated multi-sport fitness and athletic club headquartered in a single 28,000 sq ft facility at 3 Tennis Drive, Shrewsbury, Massachusetts, on the Shrewsbury-Northborough border off Route 9. Operated as Shrewsbury Sports Center LLC by owners Nate and Heather Sorensen, the club delivers tennis, fitness, baseball, gymnastics, martial arts, aquatics, dance, soccer, basketball, and cheerleading programming under one roof. The physical plant includes four indoor tennis courts, four indoor pickleball courts, two racquetball courts, nine batting cages, a 28,000 sq ft indoor turf field, an outdoor heated pool, a fitness floor with a functional strength area ("The Forge"), a karate dojo, and locker rooms with saunas.

The business runs on a diversified revenue model combining recurring membership subscriptions (Individual $86-$116/month, Couple/Parent-Child $124-$154/month, Family $159-$189/month, Senior $69-$99/month) with usage-based facility rentals, subscription youth programs, seasonal summer memberships ($447-$675), personal training, group exercise classes, swim lessons, and one-time fees for summer/day camps, birthday parties, and Parents' Night Out events. Technology infrastructure consists of a third-party club automation platform (ssc.clubautomation.com) for membership management, court/class bookings, and billing, complemented by native iOS and Android apps integrated with Stripe (payments), Mailchimp (email), and Firebase (analytics/push). The only specialized on-site technology identified is the HitTrax baseball data capture system, which measures exit velocity, launch angle, and distance during hitting simulations.

The club serves Central Massachusetts families across four primary segments: families with children (the dominant segment), youth athletes (ages 2.5-17), adult fitness enthusiasts, and seniors (62+), with seasonal residents as a secondary segment. Customer acquisition is driven by community-led channels: 213 Google reviews, a school partnership at Coolidge Elementary, free trial workouts, and word-of-mouth referrals. Sub-brands include Runbirds Baseball (travel teams 9U-17U), SEGA Gymnastics (USA Gymnastics XCEL competitive program), Dance Factory, and SEGA Elite Cheerleading, each operating as a distinct program identity under the parent club umbrella.

Name

The Shrewsbury Club

Legal name

Shrewsbury Sports Center LLC

Website

https://shrewsburyclub.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

The Shrewsbury Club is a family-owned multi-sport athletic club in Shrewsbury, Massachusetts offering tennis, fitness, baseball, gymnastics, martial arts, aquatics, dance, and youth sports programming, plus childcare and camps, primarily serving families with children in Central Massachusetts.

Ownership category

akta.pro rank

Product category

Multi-Sport Fitness and Athletic Club

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394), Sports Teams and Clubs (711211), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)

akta.pro primary industry

Tennis & Racquet Sports Clubs (Tennis, Padel, Pickleball, Squash) (MPAKABAF)

akta.pro secondary industries

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF), Individual-Sport Clubs & Teams (Cycling Teams, Athletics/Track Clubs, Swimming Clubs, etc.) (MPAKABAD), Club Sports Programs (EDALAIAB)

Keywords

• Fitness club memberships
• Youth sports programs
• Summer camp services
• Tennis instruction
• Childcare services

Headquarters

HQ city

Shrewsbury

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Recurring monthly membership fees from individuals, couples, families, and seniors. 6-month and 12-month contract options available. Includes various membership tiers with different benefit levels.
2. Youth Programs: Fees for youth sports programs including tennis clinics, baseball academies, gymnastics classes, martial arts, soccer, basketball, and dance. Both group classes and private instruction available.
3. Summer and Vacation Camps: Fees for summer camp sessions, school vacation camps, snow day camps, and CIT (Coach-in-Training) camps. Specialty camp upgrades and swim lesson add-ons available.
4. Facility Rentals: Court booking fees for tennis, pickleball, and racquetball courts. Batting cage and indoor turf field rentals. Guest fees for non-members.
5. Personal Training: Individual and small group personal training sessions. Sold as single sessions, multi-packs, or monthly EFT plans.
6. Childcare Services: Kidz Club childcare services for members and non-members. Complimentary for Parent & Child and Family memberships; fee-based for other membership types and non-members.
7. Event Hosting: Birthday party packages, Parents' Night Out events, and special events. Various themed packages available.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Shrewsbury Club operates a single multi-sport athletic facility in Shrewsbury, Massachusetts selling tiered membership subscriptions that grant access to tennis, pickleball, racquetball courts, indoor turf field, batting cages, fitness floor, group exercise, outdoor heated pool, and Kidz Club childcare. The club also sells fee-based youth sports programming (tennis clinics, baseball academies, gymnastics, martial arts, soccer, basketball, dance, swim lessons), seasonal summer/vacation/CIT/snow day camps, travel baseball teams (Runbirds), personal training, court and facility rentals, birthday party packages, and Red Cross certification courses.

Product overview

The Shrewsbury Club is a family-owned, independently-operated fitness and sports club offering a comprehensive portfolio of programs and services for all ages. The club operates as a multi-sport facility with tennis, fitness, baseball, gymnastics, martial arts, athletics, aquatics, and dance programming. Core youth offerings include Runbirds Travel Baseball, SEGA Competitive Gymnastics, Junior Tennis Clinics, Martial Arts Classes, Basketball Programs, Soccer Programs, Dance Factory, and Summer/Vacation/CIT Camps. The club provides facilities including an indoor turf field (28,000 sq ft), 4 indoor tennis courts, 4 pickleball courts, 2 racquetball courts, 9 batting cages, outdoor heated pool, fitness floor with The Forge strength area, group exercise studio, karate dojo, and Kidz Club childcare. Additional services include private instruction across all sports, personal training, Red Cross certification programs, birthday party hosting, and Parents' Night Out events. Membership plans range from Individual to Family with senior discounts and seasonal summer options. The club integrates with third-party platforms for payment processing (Stripe), email communications (Mailchimp), and analytics/push notifications (Firebase) through its mobile apps on Apple App Store and Google Play Store.

Differentiator

Problem solved

Functional benefit

Brands

• Runbirds Baseball: New England's premier youth travel baseball development program for players ages 7 and up, featuring teams at 9U-14U levels and College Scout Teams at 15U-17U levels.
• SEGA Gymnastics
• Dance Factory

Products and services

• Membership Plans Tiered subscription memberships that grant access to the club's tennis, pickleball, racquetball courts, indoor turf field, batting cages, fitness floor, group exercise classes, outdoor heated pool, and Kidz Club childcare. Available as Individual, Couple/Parent-Child, Family, Senior, Senior Couple, Young Adult (15-23), Junior Athlete, and Summer Seasonal options with 6 or 12-month contracts.
• Youth Sports Programs Year-round youth sports programming in tennis, baseball, gymnastics, martial arts, athletics, soccer, and basketball for children of various ages and skill levels. Sold via group clinics, academies, and private/semi-private instruction.
• Summer Camp Week-long summer day camp offering full-day and half-day options with general sports exploration and specialty sport focus areas including tennis, baseball, soccer, basketball, martial arts, dance, gymnastics, and swim lessons. Members $399/week and non-members $499/week.
• Vacation Camp School vacation camp programs during Thanksgiving, December, February, March, and April breaks, providing sports activities and specialty options for elementary-age children.
• CIT Camp (Coach-in-Training) Camp program for ages 12-14 focused on developing future camp counselors and babysitters, including Red Cross Babysitter with CPR/First Aid/AED certification opportunities. Full-day, full-week program.
• Snow Day Camp One-day camp program for school snow days offering indoor and outdoor sports activities, winter crafts, and games for elementary-age children.
• Runbirds Travel Baseball Premier youth travel baseball development program for ages 7-17 featuring teams at 9U-14U levels and College Scout Teams at 15U-17U levels. Previously known as Team Mizuno NE (and Hit Quarters). Operates year-round using the club's indoor turf field.
• Baseball Academies Youth baseball development programs including Little Bombers (ages 4-7), Big Bombers (ages 8-12), and specialized clinics for hitting, pitching, and catching with HitTrax data capture and simulation technology.
• SEGA Competitive Gymnastics Competitive gymnastics program following USA Gymnastics guidelines with XCEL levels from Bronze through Sapphire, including pre-team and developmental programs for competition.
• Recreational Gymnastics Classes Recreational gymnastics classes from Tumble Tots (age 2.5) through advanced levels, including boys gymnastics, with progression from beginner to pre-team.
• Junior Tennis Clinics Youth tennis programs ages 3-18 with recreational programs (Tiny Tennis, Red/Orange/Green/Yellow Ball) and competitive programs (Competitive Orange/Green/Yellow Ball, Junior Varsity, Varsity).
• Adult Tennis Clinics Adult tennis programs from beginner to advanced levels, including USTA and local league participation, weekly round robins, and social match play.
• Martial Arts Classes Karate and martial arts programs for all ages including Tiny Tigers (ages 6-8), Junior Beginner (ages 8-12), Karate Kids (ages 8-12), Teen/Adult Karate, and Black Belt Club weapons class.
• Basketball Programs Youth basketball programs including Bitty Basketball (ages 3-5), Beginner Basketball (ages 6-15), A+ Basketball for neurodiverse children, and private lessons.
• Soccer Programs Youth soccer programs including Tiny Soccer (ages 3-5) and Junior Soccer (ages 6-14) with indoor turf field access for training.
• Dance Factory Dance program for ages 2.5+ including Tiny Dancers, Intro to Ballet/Tap, Intro to Jazz/Hip-Hop, Fundamentals of Ballet/Tap and Jazz/Hip-Hop, Pom Jazz, with annual spring recital performances.
• Group Swim Lessons Summer group swim lessons in heated outdoor pool for children and adults, with levels including Parent-Child, Foundations, Intermediate, Advanced, and Teen-Adult programs. Members $136 and non-members $186 per 4-week session.
• Private Swim Lessons Private and semi-private swim lessons for adults and children during summer season at the heated outdoor pool with personalized instruction and flexible scheduling. Single $49 member/$57 non-member; 6-pack $282/$330.
• Kidz Club Childcare Childcare service for children ages 2 months to 12 years while parents work out, featuring movies, games, arts & crafts, air hockey, and a turtle tank. Complimentary for Parent & Child and Family memberships; fee-based for other membership types and non-members.
• Toddler Programming Preschool sports programs for ages 2-5 including All Sports, A+ Explorers (neurodiverse-friendly), Tiny Tennis, Tiny Soccer, Tiny Dancers, Little Dragons Martial Arts, Tumble Tots, and Bitty Basketball.
• Pickleball Indoor pickleball with 4 courts, open play on Mondays and Fridays, and court bookings available Monday-Friday 9 AM-3 PM with certified instructors including Director Tom Dineen (since 2020).
• Racquetball Indoor racquetball with 2 courts, free for full club members, available for booking in 30-minute increments up to 2 hours, plus seasonal league programs.
• Group Exercise Classes Fitness classes including Spin, Zumba, Barre, Restorative Yoga, Mixxedfit, Strength Intervals, Mash Up, Zumba Lift, Buttz & Gutz, Guided Meditation, Sculpt Yoga, Kinetic Strength, and Pilates Fusion, offered as part of the membership and to drop-in participants.
• Personal Training Personal training services with 1-on-1, 1-on-2 partner, and 1-on-3+ small group options, featuring certified trainers (NASM, FiTOUR, NPTA) with free consultations. 30 min $69 member / $92 non-member; 60 min $89/$119.
• SEGA Elite Cheerleading Cheerleading program for youth interested in competitive team cheerleading.
• Red Cross Certification Programs American Red Cross certification courses including Adult and Pediatric First Aid/CPR/AED blended learning, and Babysitter Training for ages 11-15.
• Birthday Party Packages Event hosting services with four package options: Basic Party ($349/$412), Pool Party ($429/$529), Pop Party ($539/$639), and Sports Party (pricing varies), available to members and non-members.
• Parents' Night Out Four-hour themed childcare events for ages 3-10 on Friday and Saturday evenings, supporting local PTOs with $5 per registration donation.

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Equinox: Premium fitness club brand offering group fitness, personal training, and ancillary wellness services. Competes for the same adult fitness member segment at a higher price point in markets where both overlap.
• Gold's Gym: Iconic global fitness chain with strength training, group fitness, and personal training. Overlaps with The Shrewsbury Club's adult fitness floor and personal training offerings at lower price points.
• YMCA of Greater Boston: Community-based nonprofit operator offering family memberships, youth sports, swim lessons, and childcare at subsidized pricing. Competes directly on family/youth programming value proposition in Central and Eastern Massachusetts.
• LA Fitness: Large national fitness chain offering courts, pools, group classes, and kids' programs at mid-market price points. Directly competes with The Shrewsbury Club for adult and family memberships in the broader New England market.
• Life Time Fitness: National premium multi-sport fitness club operator offering tennis, swimming, kids' programs, group fitness, and personal training under one membership. Operates at significantly larger scale and broader geography than The Shrewsbury Club, but shares the multi-sport family-focused value proposition.
• Planet Fitness: Largest low-cost national fitness chain offering basic gym access at sub-$25/month pricing. Establishes the price floor against which The Shrewsbury Club must justify its premium, multi-sport family offering.

Regional players

• JCC Greater Boston: Jewish Community Center offering fitness facilities, swimming, youth and adult sports, summer camps, and family programming. Comparable multi-generational, family-oriented operating model with strong community identity.
• Boston Sports Clubs (BSC): Regional multi-location fitness club operator in the Greater Boston area, offering group fitness, personal training, courts, and family programming. Comparable family- and community-focused positioning within The Shrewsbury Club's broader catchment.

Emerging players

• iLoveKickboxing: Franchise group fitness concept offering kickboxing-based classes. Competes with the martial arts and group exercise portions of The Shrewsbury Club's adult programming.
• Club Pilates: Franchise-based boutique studio offering group reformer Pilates classes. Competes for a portion of The Shrewsbury Club's adult fitness member base with a specialized, lower-friction offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/shrewsburyathleticclub
• Instagraminstagram.com/shrewsburyclub
• Xx.com/shrewsburyclub
• LinkedInlinkedin.com/company/the-shrewsbury-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 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 The Shrewsbury Club