Greenwood Park Bells Lake Community Club

What Greenwood Park Bells Lake Community Club does

Greenwood Park Bells Lake Community Club (legal name: Bells Lake Community Swim Club, Inc.; DBA: GPBLCC) is a 501(c)(3) nonprofit community swim club founded in 1967 and located at 50 Bells Lake Drive, Turnersville, New Jersey. The club operates a 53-acre property comprising a 33-acre man-made lake and 20 acres of family-oriented parkland on the historic former estate of Samuel Bell. Its core offering is seasonal membership access from Memorial Day through Labor Day, with tiered annual dues ranging from $400 (senior, 1-person) to $1,149 (family, 6-person), plus a one-time $150 initiation fee for new members. Ancillary revenue streams include guest credits, hourly boat rentals, annual boat-key access ($75), facility reservations for private events, group and private swim lessons, American Red Cross lifeguard training courses, an on-site snack bar (Ribbits Café), and a multi-tier corporate sponsorship program.

The club serves families with children and seniors aged 62+ in Washington Township and surrounding South Jersey communities, offering swimming, fishing, boating, kayaking, stand-up paddleboarding, basketball, volleyball, picnicking, and a competitive "Frogs" swim team that competes in the Tri-County Swimming Pool Association against 30+ teams. Governance is provided by a 15-member volunteer Board of Directors elected to staggered three-year terms, with a paid seasonal staff of approximately 40 (managers, lifeguards, grounds persons, snack bar workers, gatekeepers). The technology stack consists entirely of third-party SaaS tools — MemberSplash for membership management, registrations, payments, guest credits, boat keys, and facility reservations; TeamUnify for swim team administration; Google Forms for swim lesson registration — with no proprietary technology or AI/ML capabilities.

Revenue mechanics are dominated by annual recurring membership dues, supplemented by transactional fees (guest credits, boat rentals, pavilion rentals), one-time licenses (initiation fee, boat key, swim lessons, lifeguard courses), and recurring sponsorship contributions. The go-to-market motion is community-led: acquisition relies on local word-of-mouth, the club's recognized brand as "Washington Township's Best Kept Secret," and self-serve online registration. Geographic scope is strictly regional (South Jersey), and the business operates on a single property with a roughly four-month revenue-generating season.

Name

Greenwood Park Bells Lake Community Club

Legal name

Bells Lake Community Swim Club, Inc.

Website

https://bellslake.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

11–50 employees

Short description

Greenwood Park Bells Lake Community Club is a 501(c)(3) nonprofit community swim club in Turnersville, NJ, founded in 1967, operating a 33-acre lake and 20-acre parkland. It serves Washington Township and South Jersey families and seniors with seasonal membership access, swim lessons, a competitive swim team, and facility rentals.

Ownership category

akta.pro rank

Product category

Community Recreational Club Services

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Water Parks (Outdoor/Indoor, Wave Pools & Slides) (THAJAEAB)

akta.pro secondary industries

Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF), Water Safety, Lifeguarding & Training Services (Staffing, Certification) (THAAABAL)

Keywords

• Community swim club
• Recreational facility memberships
• Swim lessons
• Competitive swim team
• Facility rentals

Headquarters

HQ city

Turnersville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Others

Revenue model

1. Annual Membership Dues: Annual membership fees charged to families and individuals for access to the club's facilities from Memorial Day through Labor Day. Tiered pricing based on household size, with senior discounts available.
2. Guest Fees: Members can purchase guest credits ($5 each) to bring visitors. Guests aged 4-61 require 2 credits ($10); seniors 62+ require 1 credit ($5); holidays require 3 credits ($15) for ages 4+. Reduced fee of $5/person after 6 PM on weeknights.
3. Boat Access / Boat Key Rental: Annual fee of $75 for private boat, kayak, or stand-up paddle board (SUP) key holders to store and launch boats on the property. May to May lake access for fishing/boating privileges.
4. Boat Rentals: Members may rent boats for $10 per one-hour period.
5. Facility Reservations: Members and non-members can reserve pavilion areas and grounds for private events. Pavilions (Samuel Bell, Sunset, Frog) cost $160; Sand Pier & Grounds cost $50. Additional guest fees apply.
6. Lifeguard Training Courses: Red Cross-certified lifeguard training courses offered on-site. New Lifeguard course $340, Recertification $175, Lake Certification $120. Members receive 10% discount.
7. Swim Lessons: Group and private swim lessons offered to members and non-members. Group lessons $125/140 (member/non-member) per student; private lessons $75/100 (member/non-member) per student. 5-day week-long sessions.
8. Club Sponsorships: Corporate sponsorship packages ranging from Bronze ($1,500) to Diamond ($10,000+), offering advertising, memberships, event hosting rights, and logo placement in exchange for annual donations to the 501c(3) non-profit organization.
9. Initiation Fee: New members are required to pay a one-time $150 initiation fee upon joining the club for the first year.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Greenwood Park Bells Lake Community Club is a seasonal nonprofit community swim club that sells annual family and individual memberships granting access from Memorial Day through Labor Day to a 33-acre man-made lake, an 8-lane swimming pool, baby pool, fishing, boating, kayaking, stand-up paddleboarding, basketball and volleyball courts, pavilions, and Ribbits Café snack bar. It additionally provides the Tadpole learn-to-swim lesson program, the Frogs competitive swim team, Red Cross-certified lifeguard training, hourly boat rentals, boat key storage, and pavilion rentals for private events.

Product overview

Greenwood Park Bells Lake Community Club (GPBLCC) is a community swim club offering a unified membership-based access model to its recreational facilities. The core product is club membership, which provides access to the 33-acre man-made lake, 8-lane main pool, baby pool, fishing dock, sand pier, play areas, and pavilions. The club's service portfolio includes organized swim instruction via the Tadpole lesson program, competitive swimming through the Frogs swim team, and facility rentals for private events. Additional revenue streams include boat access (key rentals for private boats/kayaks/SUPs), hourly boat rentals, lifeguard training courses through the American Red Cross, and on-site food service via Ribbits Café. The club also offers sponsorship packages to local businesses. All services are integrated through the MemberSplash membership management platform for registrations, reservations, and payments.

Differentiator

Problem solved

Functional benefit

Brands

• Ribbits Café: The club's on-site snack bar/café offering food and drinks to members and guests.

Products and services

• Club Membership Family-oriented annual membership providing access from Memorial Day through Labor Day to swimming facilities (8-lane 25-meter pool, baby pool), the 33-acre lake (fishing, boating, kayaking, SUP), fishing dock, sand pier, basketball and volleyball courts, group pavilions, Ribbits Café, and seasonal events. Tiered by household size (1-6 persons, $669-$1,149) with senior discounts and a $150 one-time initiation fee for new members. For families and individuals in the South Jersey region.
• Tadpole Swim Lessons Learn-to-swim program for children aged 3 and older, offering group lessons and private lessons taught by lesson instructors in a fun and friendly environment. Group lessons $125/140 (member/non-member) per student and private lessons $75/100 (member/non-member) per student for 5-day week-long sessions.
• Greenwood Park Frogs Swim Team Competitive swim team that is a member of the Tri-County Swimming Pool Association, competing against 30+ teams in South Jersey. Open to swimmers age 5 and up; team is recognized as amongst the best in the league.
• Boat Access Program Annual $75 private boat key rental program allowing members to store and launch private boats, kayaks, or stand-up paddleboards (SUP) on the property. Includes May to May lake access for fishing/boating privileges and storage of one boat. $50 replacement fee for lost keys. Must be a full paying member.
• Facility Reservations Reservation system for pavilion areas (Samuel Bell, Sunset, Frog pavilions at $160) and Sand Pier & Grounds (at $50) for hosting private events. Includes the location for a defined window with up to 10 guests; additional guests charged per person. Members and non-members can book venues for parties and gatherings (non-members limited to weekdays).
• Lifeguard Training Courses American Red Cross certified lifeguard training courses offered on-site, including New Lifeguard certification ($340), Recertification ($175), and Lake Certification ($120). Limited to 20 students per course. Members receive a 10% discount. Open to members and non-members.
• Ribbits Café On-site snack bar/café offering food and drinks to members and guests during club operating hours (Memorial Day through Labor Day). Operated as a club amenity.
• Boat Rentals Hourly boat rental service available to members at $10 per one-hour period. Renters must be at least 14 years old or accompanied by an adult and must wear life jackets.
• Club Sponsorship Packages Corporate and small business sponsorship tiers (Bronze $1,500 / Silver $2,500 / Gold $3,500 / Platinum $5,500 / Diamond $10,000+) providing advertising (newsletter, social media, website, TV display at front gate), complimentary memberships, guest credits, boat rentals, and event hosting rights in exchange for annual donations to the 501(c)(3) nonprofit organization. Platinum and Diamond sponsors receive multi-year terms.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Scavello TechnologyminorGTM or Marketing PartnerClub sponsor. Business logo displayed on the club's website and at the front gate TV display. Sponsorship benefits include marketing exposure to club members and website visitors.
• Bath KingminorGTM or Marketing PartnerClub sponsor. Business logo displayed on the club's website and at the front gate TV display.
• Handy-TecminorGTM or Marketing PartnerClub sponsor. Business logo displayed on the club's website and at the front gate TV display.
• Dave ErmiliominorGTM or Marketing PartnerIndividual club sponsor. Business logo/name displayed on the club's website.
• Web BMMAminorGTM or Marketing PartnerClub sponsor. Business logo displayed on the club's website and at the front gate TV display.
• Hugh's ClocksminorGTM or Marketing PartnerClub sponsor. Business logo displayed on the club's website and at the front gate TV display.
• Trimble Lawyers (John W. Trimble, Jr., Esquire)minorGTM or Marketing PartnerClub sponsor. Business logo displayed on the club's website. John W. Trimble, Jr. is listed as a personal injury law firm (Personal Injury | Auto Accidents | Slip & Falls | Nursing Home Neglect | Sexual Abuse | School Abuse | Consumer Fraud | Estate Planning).
• Tri-County Swimming Pool AssociationcoreOthersThe Greenwood Park 'Frogs' swim team is a member of the Tri-County Swimming Pool Association, competing against 30+ teams in South Jersey. This league membership provides competitive swim team opportunities for members aged 5 and up.
• American Red CrosscoreStrategic or Co-development PartnerThe club offers American Red Cross-certified Lifeguard Training courses on-site, including New Lifeguard certification, Recertification, and Lake Certification. The Red Cross provides the curriculum, standards, and certification authority for these programs.
• MemberSplashcoreTechnology or IntegrationMemberSplash is the club's third-party membership management software platform. It handles online membership applications, renewals, account management, guest credit purchases, boat key purchases, and facility reservations. The club's website links directly to MemberSplash for all membership and reservation transactions.

Scale indicators5 records

Recent moves6 records

Expansion highlights3 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/greenwoodparkbellslake
• Instagraminstagram.com/gp_bells_lake_community_club
• LinkedInlinkedin.com/company/greenwood-park-bells-lake-community-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Greenwood Park Bells Lake Community Club