The Salvation Army Kerrville Kroc Center

What The Salvation Army Kerrville Kroc Center does

The Salvation Army Kerrville Kroc Center is a non-profit community recreation and social services facility located in Kerrville, Texas, operated by The Salvation Army under its Southern Territory governance. Opened in November 2010, the center sits on a 16-acre campus anchored by a 48,000 square foot facility that includes a fitness center, gymnasium, aquatics center with two warm water pools, water slides, splash park, and rock wall, plus dance and exercise studios, classrooms, a chapel, café, dining hall, and Kroc Kids child-watch space. It is the only Kroc Center in Texas within a 26-center nationwide network funded by Joan Kroc's $1.5 billion legacy bequest to The Salvation Army, and the Kerr County operation traces its roots to a 1967 service unit that became a Corps in 1987.

Name

The Salvation Army Kerrville Kroc Center

Legal name

The Salvation Army

Website

https://kerrvillekroc.org

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

The Salvation Army Kerrville Kroc Center is a 48,000 sq ft non-profit community center in Kerrville, Texas, serving Kerr County residents with fitness facilities, aquatics, youth programs, social services, and event venue rentals. It is the only Kroc Center in Texas within a 26-center national network.

Ownership category

akta.pro rank

Product category

Community Recreation and Social Services

NAICS

Fitness and Recreational Sports Centers (713940), Civic and Social Organizations (8134), Emergency and Other Relief Services (624230), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Social Services (8300)

akta.pro primary industry

Community Centers & Neighborhood Support Services (BPAGAEAL)

akta.pro secondary industries

Local Congregations & Worship Communities (Churches, Mosques, Temples, Synagogues) (BPAGAJAA), Aquatic Family Entertainment Centers (Splash Pads, Aquatic Playgrounds, Swim Parks) (THAJAEAL), After-School Academic Support Programs (Centers & Clubs) (EDAJALAM)

Keywords

• Community recreation center
• Aquatics and fitness
• Youth development programs
• Social services assistance
• Event venue rentals

Headquarters

HQ city

Kerrville

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, Supply Chain, Others

Revenue model

1. Membership Fees: Annual and monthly membership fees providing access to fitness center, gymnasium, pool, and priority registration for classes and events. Requires one-year contract with monthly payment option.
2. Day Passes and Guest Passes: Non-members can purchase day passes for facility access. Guest passes available for same-day use with adult supervision requirements.
3. Afterschool Care Program: Structured afterschool care for children ages 5-12, priced at $250/month with school-year availability and transportation from local schools.
4. Summer Camp: Nine-week summer camp program with weekly registration starting at $145, including all activities, meals, and full-day programming.
5. Facility Rentals and Event Venue: Venue rental for events, parties, conferences, and gatherings. Two-time winner of Kerrville Daily Times Reader's Choice Best Event/Wedding/Party Venue award.
6. Donations and Charitable Contributions: Tax-deductible donations funding social service programs and outreach. Operated by The Salvation Army with donations supporting community assistance.
7. Hydromassage Membership Upgrade: Optional membership add-on providing dry warm water massage services for additional monthly fee.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

The Salvation Army Kerrville Kroc Center operates a community recreation and social services facility offering fitness center access, aquatic programs (swim lessons, water aerobics, lap swimming), youth afterschool care and summer camps, adult fitness classes, social services (food, clothing, rental/utility assistance, dental clinic), worship services, thrift store retail, and event venue rentals. Operating funding comes from memberships, program fees, rentals, and donations, with scholarship programs ensuring access for underserved community members.

Product overview

The Salvation Army Ray & Joan Kroc Corps Community Center is a unified community facility offering a comprehensive suite of programs and services. The core offerings include the fitness and aquatics center (with 48,000 sq ft facility and 16,000 sq ft outdoor pool deck), fitness and wellness programs (Les Mills classes, personal training), sports and recreation, Kroc Academy youth programs (afterschool care and summer camp), social services (food distribution, clothing, dental, assistance programs), Family Store thrift operations, membership program, and facility rentals. The center integrates online platforms including Traction Rec for membership management and Upace for class scheduling.

Differentiator

Problem solved

Functional benefit

Products and services

• Kroc Center Facility and Membership
• Aquatics Center and Swim Lessons
• Fitness and Wellness Programs
• Sports and Recreation
• Kroc Academy (Afterschool Care and Summer Camp)
• Social Services
• Family Store (Thrift Retail)
• Membership Program
• Rentals and Events
• Volunteer Program
• Employment Opportunities

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• LA Fitness / Esporta Fitness: Mid-market commercial fitness chain offering memberships with pools, group classes, and family programming. Competes with the Kroc Center's adult and family fitness segment but lacks the integrated youth, social service, and worship programming.
• Planet Fitness: National low-cost fitness franchise operating membership-based gyms that compete directly for the Kroc Center's adult fitness segment. While lacking aquatics, youth programs, and social services, Planet Fitness represents the principal commercial competitor on price and convenience for budget-conscious members.

Emerging players

• Goodwill Industries International: National nonprofit operating thrift retail stores (comparable to the Salvation Army Family Store) along with job training and community programs. Comparable in mission-driven retail-to-program-funding economics and reliance on donations to cross-subsidize social services.

Direct peers

• YMCA of the USA: National nonprofit federation operating membership-based fitness, aquatics, youth programs, and community services in facilities similar to the Kroc Center. The YMCA is the closest private-nonprofit comparable model combining membership dues, program fees, donations, and scholarships to deliver community recreation.
• Jewish Community Centers Association of North America: Federation of faith-affiliated community centers offering fitness, aquatics, youth programs, cultural events, and social services under a single facility roof. Mirrors the Kroc Center's multi-mission community hub model, albeit typically rooted in Jewish community programming rather than Christian.
• Boys & Girls Clubs of America: National youth-development nonprofit operating facility-based afterschool, summer camp, sports, and education programs. Overlaps directly with the Kroc Academy afterschool care ($250/mo) and summer camp ($145+/week) segments, though Boys & Girls Clubs focus less on adult fitness.
• Salvation Army National Headquarters (other Kroc Centers): The remaining 25 Kroc Centers across the U.S., all funded by Joan Kroc's $1.5B endowment and operating under the same multi-program model. As network siblings, they share brand, programming templates, donor pool, and back-office infrastructure with the Kerrville facility.
• Salvation Army San Diego Kroc Center: The original Ray & Joan Kroc Corps Community Center in the Rolando neighborhood of San Diego, funded by Joan Kroc's initial $90M gift. Operates the identical integrated fitness/aquatics/youth/social services/worship model under the same Salvation Army umbrella, making it the closest direct functional peer for the Kerrville location.

Others

• USA Swimming Foundation: National foundation that supports learn-to-swim programming, including through partner aquatic centers. The Kroc Center's group and private swim lessons, water aerobics, and masters program overlap with this foundation's learn-to-swim mission, making it an adjacent ecosystem partner.

Regional players

• City of Kerrville Parks & Recreation Department: Municipal parks and recreation provider operating public aquatic and sports facilities in the same Kerrville market. Competes indirectly for the family swim, league sports, and youth programming segments that the Kroc Center serves through its 16,000 sq ft aquatic deck.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SalvationArmyUSA
• LinkedInlinkedin.com/company/kerrvillekroc

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Salvation Army Kerrville Kroc Center