The Salvation Army Kroc Hampton Roads

What The Salvation Army Kroc Hampton Roads does

The Salvation Army Kroc Hampton Roads is a nonprofit community center operated by The Salvation Army at 1401 Ballentine Blvd. in Norfolk, Virginia, serving the Hampton Roads region. Founded in 2005, the center functions as an integrated, single-facility platform that combines fitness, aquatics (featuring a lazy river, two-story water slide, lap pool, and American Red Cross certified swim lessons), a fitness center with personal training and group classes, childcare and youth programs (Kroc Kids including Childwatch and Tween Scene, plus the ACA-accredited Kroc Summer Day Camp for ages 6-12), music education (private lessons, School for Performing Arts, and the Heartstrings & Valves after-school program with Virginia Symphony Orchestra and Tidewater Winds master classes), event rental venues (banquet rooms seating up to 144 and a Performing Arts Center with nearly 400 seats), and Kroc Church worship and ministry services. The center serves seven primary customer segments including families/children, seniors 64+, adults/young adults, the faith community, at-risk youth, music students, and event hosts.

The underlying technology is a digital platform branded Kroc Online, launched in 2025, consisting of a Kroc Community web portal powered by Traction Rec and a Kroc Connect mobile app available on iOS and Android. The platform supports online membership signup, program registration, class reservations, Childwatch bookings, billing management, and automated notifications. SMS-based pool-alert subscriptions and email newsletter signups supplement owned-channel communications, while Facebook and Instagram (@krochamptonroads) handle community engagement.

The revenue model is a hybrid of recurring subscription revenue (tiered monthly memberships: Family, Individual, Individual +1, Senior, Senior +1, with income-based and military/first-responder discounts), pay-as-you-go program fees (summer camp at $125-$150/week, music lessons at $30-$65, fitness evaluations at $10-$20), one-time event and facility rentals (birthday party packages from $320 plus tax, banquet and performing arts center rentals), and charitable donations/social services support flowing through The Salvation Army umbrella. Go-to-market relies on a single physical facility with on-site membership sign-up, supplemented by digital self-service via Traction Rec, organic social, email newsletters, community referrals, and school partnerships (Richard Bowling and Coleman Place Elementary Schools).

Name

The Salvation Army Kroc Hampton Roads

Legal name

The Salvation Army

Website

https://krochamptonroads.org

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Salvation Army Kroc Hampton Roads is a nonprofit community center in Norfolk, Virginia, operated under The Salvation Army. It serves Hampton Roads families, seniors, youth, and faith-community members with fitness, aquatics, music education, childcare, summer camp, event rentals, and worship services under one integrated facility.

Ownership category

akta.pro rank

Product category

Community Recreation Center

NAICS

Civic and Social Organizations (8134), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Religious Organizations (8131)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro primary industry

After-School Academic Support Programs (Centers & Clubs) (EDAJALAM)

Keywords

• Community recreation center
• Youth development programs
• Aquatic fitness services
• Music education programs
• Nonprofit community services

Headquarters

HQ city

Norfolk

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 Fees: The organization generates revenue primarily through membership fees, with multiple tiered plans including Family, Individual, Individual +1, Senior, and Senior +1 memberships. Income-based tiered rates are available.
2. Program Fees: Fees charged for various programs including summer camp, music lessons, Heartstrings & Valves after-school music program, birthday parties, and fitness services (personal training, fitness evaluations).
3. Event and Facility Rentals: Revenue from renting facility spaces including banquet rooms, the Performing Arts Center, and meeting rooms for events, receptions, and corporate functions. Birthday party packages starting at $320 plus tax.
4. Social Services / Donations: As part of The Salvation Army umbrella, the center also benefits from charitable donations and social services support, including sponsorship of the At-Risk Afterschool Meals Program.

Pricing tiers

Distribution channels3 records

Marketing channels6 records

Core offering

The Salvation Army Kroc Hampton Roads is a nonprofit community recreation center that sells tiered memberships (Family, Individual, Individual +1, Senior, Senior +1) granting access to an aquatics center with lazy river and water slides, a fitness center with group classes and personal training, Kroc Kids childcare, an ACA-accredited summer day camp, private music lessons and the Heartstrings & Valves after-school music program, banquet and Performing Arts Center event rentals, and Kroc Church worship and ministry services. It is supported digitally by the Traction Rec-powered Kroc Online portal and Kroc Connect mobile app for membership management, reservations, and notifications.

Product overview

The Salvation Army Kroc Hampton Roads operates a comprehensive community center offering a unified membership-based platform with multiple integrated services. The core membership program provides access to the aquatics center (featuring a beachfront, lazy river, two-story water slide, and lap pool), fitness center with equipment and personal training, youth programs (Kroc Kids childcare, Kroc Summer Day Camp), music education (private lessons, School for Performing Arts, Heartstrings & Valves), event rental venues (banquet rooms, performing arts center), and Kroc Church worship services. The center has recently launched a digital platform expansion called Kroc Online, featuring a web-based Kroc Community portal and Kroc Connect mobile app for online membership management, class registration, and facility reservations. Programs serve community members of all ages from 6 months through seniors, with offerings including swim lessons, fitness classes, Bible study, and special events.

Differentiator

Problem solved

Functional benefit

Products and services

• Membership Program Tiered monthly membership granting individuals and families access to the full Kroc Center facility including aquatics, fitness, childcare, music, summer camp, and church programs. Offered to community members in Hampton Roads, VA with income-based and military/first responder discounts.
• Aquatics Center Aquatics facility with beachfront activity area, lazy river, two-story water slide, lap pool, ARC-certified lifeguards, family changing rooms, swim lessons, and aqua fitness classes. Open to members and non-members for swim lessons and lifeguard training.
• Fitness Center Health and wellness facility offering strength, cardio, endurance, flexibility, and agility training equipment with group fitness classes, fitness evaluations, and personal training services for members and the Hampton Roads community.
• Kroc Kids Childcare and Youth Programs Childcare and youth programs including Childwatch (ages 6 months to 6 years), Tween Scene (ages 7-12), and Day Camps during summer months, with supervised activities, art projects, and educational play. Available to members and to the broader Hampton Roads community.
• Kroc Summer Day Camp ACA-accredited summer day camp for children ages 6-12 offering swimming, arts and crafts, sports, rock wall climbing, team-building games, literacy activities, meals, and before/after care. Available to members and non-members in Hampton Roads.
• Music Programs Comprehensive music education including private lessons (piano, guitar, brass, woodwind), School for Performing Arts classes, and the Heartstrings & Valves after-school music program with Virginia Symphony Orchestra and Tidewater Winds master classes. Available to youth and adults in the Hampton Roads community.
• Event Rental Venues Event venue rental services including banquet rooms (capacity 144), the Performing Arts Center (nearly 400 seats), meeting rooms, and birthday party packages with catering by Kroc Center kitchen and activity options. Available to businesses, organizations, and individuals in Hampton Roads.
• Kroc Church Christian worship and ministry programs including Sunday worship, Sunday School for all ages, Bible study, prayer meetings, women's ministries, young adult ministries, men's fellowships, and VBS programs. Open to the broader Hampton Roads community.
• Kroc Online Digital Platform (Kroc Connect) Digital membership platform offering online account management, class and program registration, fitness class reservations, Childwatch session booking, and automated notifications via a web portal and mobile application (Kroc Connect) on iOS and Android. Powered by the Traction Rec platform and available to members.
• At-Risk Afterschool Meals Program USDA-sponsored program providing free afterschool meals for youth at The Salvation Army Kroc Center of Hampton Roads, in compliance with federal civil rights law. Available to at-risk youth in the Hampton Roads community.

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• USDA (U.S. Department of Agriculture)coreOthers · 15 October 2025The Salvation Army Kroc Center of Hampton Roads is a sponsor of the At-Risk Afterschool Meals Program administered by the USDA. The program provides free afterschool meals to youth participants.
• Virginia Department of Education, Office of School and Community Nutrition ProgramscoreOthers · 15 October 2025The Virginia Department of Education oversees the At-Risk Afterschool Meals Program. The Salvation Army Kroc Center serves as a meals site, and the Department can be contacted for additional information at 804-418-4735.
• Virginia Symphony OrchestracoreStrategic or Co-development PartnerVirginia Symphony Orchestra musicians provide monthly master class instruction for students in the Heartstrings & Valves after-school music program. This partnership enhances music education quality for at-risk children in grades 1-6 at The Kroc Center.
• Tidewater WindscoreStrategic or Co-development PartnerTidewater Winds musicians provide monthly master class instruction for students in the Heartstrings & Valves after-school music program, complementing instruction from Virginia Symphony Orchestra musicians.
• Looking Out FoundationminorOthersThe Looking Out Foundation is listed as a partner/supporter of The Kroc Center's music education programs, specifically the Heartstrings & Valves program.
• United WayminorOthersUnited Way is listed as a partner/supporter of The Kroc Center's music education programs, specifically the Heartstrings & Valves program.
• D'AddariominorOthersD'Addario is listed as a partner/supporter of The Kroc Center's music education programs, providing musical instrument supplies and support.
• Wenger FoundationminorOthersWenger Foundation is listed as a partner/supporter of The Kroc Center's music education programs.
• Norfolk ArtsminorOthersNorfolk Arts is listed as a partner/supporter of The Kroc Center's music education programs.
• Richard Bowling Elementary SchoolcoreOthersThe Salvation Army provides transportation from Richard Bowling Elementary School for students enrolled in the Heartstrings & Valves after-school music program, enabling participation for students who might otherwise lack transportation.
• Coleman Place Elementary SchoolcoreOthersThe Salvation Army provides transportation from Coleman Place Elementary School for students enrolled in the Heartstrings & Valves after-school music program, enabling participation for students who might otherwise lack transportation.
• Salvation Army Hampton Roads Area Command, Social Services DepartmentminorOthersThe Kroc Center directs individuals seeking social services assistance to the Social Services Department at Hampton Roads Area Command at 757-965-9012, as The Kroc Center does not provide social services directly.

Recent moves5 records

Expansion highlights5 records

Direct peers

• YMCA of South Hampton Roads: Local YMCA operating community recreation centers with fitness, aquatics, youth programs, summer camp, and membership tiers. Directly competes for the same family and member segments in the Hampton Roads market with a comparable nonprofit, mission-driven model.
• Salvation Army Kroc Center (other locations): Sister Salvation Army Kroc Corps Community Centers (e.g., Chicago, Salem, Augusta) operate the same integrated faith-based community-center model with fitness, aquatics, music, camp, and church programs. Directly comparable in offering mix, brand, and member economics.
• Simon Family JCC (Jewish Community Center of Tidewater): Community center offering fitness, aquatics, youth programming, summer camp, music and performing arts, and cultural programming under a faith-affiliated umbrella. Operates with a similar integrated service model in the same Tidewater geography.
• Boys & Girls Club of Norfolk: Nonprofit youth-development organization offering after-school programs, summer camp, sports, and enrichment in the same Norfolk market. Overlaps significantly on Kroc Kids, Tween Scene, and summer camp offerings for school-age children.

Broad incumbents

• LA Fitness: Large commercial fitness chain with broad aquatics, group fitness, and family amenities. Competes primarily on fitness and pool access rather than faith-based or youth-development programming.
• Gold's Gym: Established commercial fitness franchise with locations regionally. Competes for adult fitness members but lacks the integrated youth, music, faith, and aquatics programming of a community-center model.
• Crunch Fitness: National value-priced gym chain offering group fitness and standard amenities. Provides commercial alternative in the same market but without the integrated community, faith, and youth programming that differentiates the Kroc Center.
• Planet Fitness: Low-cost national gym franchise competing on price in the same Hampton Roads market. Targets budget-conscious members but offers a much narrower amenity set (no aquatics, music, camp, or childcare).
• Life Time Fitness: National premium fitness club operator with aquatics, family programs, summer camps, and on-site childcare. Competes for the same family membership segment but as a for-profit with broader geographic scale and higher pricing.

Regional players

• Norfolk Department of Recreation, Parks & Open Space: Municipal recreation provider operating public pools, fitness centers, and youth programming across Norfolk. Offers lower-priced or free alternatives that compete on price with Kroc membership tiers in the same geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SalvationArmyUSA
• Instagraminstagram.com/krochamptonroads
• LinkedInlinkedin.com/company/krochamptonroads

Compliance3 records

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 The Salvation Army Kroc Hampton Roads