Morristown Landing Recreation & Events

What Morristown Landing Recreation & Events does

Morristown Landing Recreation & Events is a municipal multi-purpose recreation and events center owned and operated by the City of Morristown, Tennessee, which opened in March 2023 and serves the Lakeway region of East Tennessee. The 115,000-square-foot facility at 4355 Durham Landing consolidates fitness, aquatics, sports, climbing, and event hosting under one roof, including a 10,000 sq ft fitness center with cardio and selectorized strength equipment, a 26,400 sq ft field house with four hardwood basketball courts convertible to six volleyball or six pickleball courts, an 11-lane 25-meter competition pool with a separate therapy pool and splash pad, Clip N Climb indoor climbing, and dedicated event/party rooms. The facility is managed in partnership with Sports Facilities Group, and integrates third-party platforms including BondSports for online registration, SportsEngine Play for tournament live streaming, and the Styku 3D body scanner for personal training assessments.

The business model blends recurring subscription revenue with transactional programming. Two membership tiers (High Flyer at $40-$50/month, Wheels Up at $20-$30/month for city residents vs. non-residents) provide monthly recurring revenue, both with minimum 1-year commitments and a $20 enrollment fee. Day passes, summer camps ($125-$150/child/week), group and private swim lessons, Red Cross certification courses (lifeguarding, CPR/AED, Water Safety Instructor), personal training, fitness challenges, and venue rentals for weddings, corporate events, and birthday parties supplement the recurring base. Corporate wellness memberships require a minimum of 25 employees with optional utilization reporting.

Customer segmentation spans families with children, seniors via SilverSneakers and Silver & Fit Medicare Advantage partnerships, athletes and sports tournament organizers, corporate clients, children with special abilities through an Adaptive Aquatics program with Swim Whisperers certification, homeschool families, and the broader Lakeway region community. Pricing reflects resident vs. non-resident tiers, with 15% military/first responder discounts and a 10% multi-child summer camp discount.

Name

Morristown Landing Recreation & Events

Legal name

Morristown Landing Recreation and Events

Website

https://morristownlanding.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

Morristown Landing is a 115,000 sq ft municipal recreation and events center in Morristown, Tennessee serving the Lakeway region with fitness, aquatics, sports courts, climbing, swim lessons, and event venue hosting.

Ownership category

akta.pro rank

Headquarters

HQ city

Morristown

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, Others

Revenue model

1. Membership Subscriptions: Monthly and annual membership subscriptions with tiered options (High Flyer and Wheels Up) for city residents and non-residents, with varying levels of access to facilities and amenities.
2. Day Passes: Non-membership daily access to various amenities including fitness center, aquatic center, climbing zone, and court usage.
3. Summer Camp Programs: 8-week summer camp for children ages 6-12 with themed weekly activities including sports, swimming, crafts, and team-building.
4. Swim Lessons and Training Courses: Group, private, semi-private, and adaptive swim lessons; Red Cross certification courses for First Aid/CPR/AED, Lifeguarding, and Water Safety Instruction.
5. Event Venue Rental: Birthday party packages, corporate events, meetings, conferences, and special occasion venue rentals with catering and event planning services.
6. Homeschool Programs: Landing Legends Academy offering physical education activities for homeschool families with Clip n' Climb, sports, and aquatic center access.
7. Fitness Challenges: 100 Mile Challenge program for walk/run and swim tracking with participant fees of $30 for members and $40 for non-members.
8. Personal Training: One-on-one and small group personal training sessions with certified trainers, including fitness consultations and body scanning.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Morristown Landing operates a 115,000 sq ft municipal recreation and events center in Morristown, Tennessee, offering indoor fitness, aquatics, sports courts, climbing, youth programming, tournaments, and event venue hosting. The facility sells tiered memberships (High Flyer and Wheels Up), day passes, swim lessons, personal training, summer camp, Red Cross certification courses, senior wellness programs, corporate memberships, and event/party rentals.

Product overview

Morristown Landing Recreation and Events is a multi-purpose recreation and events center serving the Lakeway region of Tennessee. The facility offers a comprehensive portfolio of health, wellness, sports, and recreation services across 115,000+ square feet. The core offerings include a 10,000 sq ft Fitness Center with state-of-the-art equipment and certified personal trainers, a Family Aquatic Center with 11-lane competition pool and therapy pool, group and private swim lessons, Clip 'N Climb indoor climbing, sports courts for basketball/volleyball/pickleball, and extensive youth programming including summer camp and homeschool programs. The facility operates two membership tiers (High Flyer premium and Wheels Up fitness-focused) plus day passes, with additional services including senior programs through SilverSneakers/Silver&Fit partnerships, corporate wellness memberships, and event venue rental for corporate events and birthday parties.

Differentiator

Problem solved

Functional benefit

Products and services

• Fitness Center 10,000 sq ft fitness center with treadmills, ellipticals, stairmasters, rowers, Nautilus multi-stack cable machines, Life Fitness selectorized equipment, free weights, dumbbells, squat racks, Olympic sets, kettlebells, medicine balls, TRX suspension training, and a 2-lane indoor walking/running track. Open to members and day pass users.
• Group Fitness Classes Group fitness classes including aquatic fitness (Aqua Fit, Dig Deep, Warm Water Therapy), mind and body (Yoga, Gentle Yoga, Slow Flow), strength (Breakfast Bootcamp, Cardio & Strength, Core & Mobility, Tabata, Temple Training), cardio and aerobics (Step N' Strength, Zumba & Toning), and senior classes (Chair Yoga, Silver Strength & Stretch).
• Personal Training One-on-one and small group training sessions with certified trainers, including personalized programs, 30- or 60-minute sessions, daily workouts, nutritional guidance, monthly measurements, and access to Styku 3D body scanning.
• Family Aquatic Center Two multipurpose indoor pools: a 25-meter by 25-yard 11-lane competition pool and a therapy pool, with diving boards, indoor waterslides, indoor splash pad, and spectator seating. Open to members and day pass users.
• Group Swim Lessons Structured swim lessons for various ages including Puddle Jumpers (6 months-3 years), Preschool Pilots (3-5 years), Junior Flyers (6-14 years), Blue Group, and Gold Group, taught by Red Cross certified instructors.
• Private and Semi-Private Swim Lessons Personalized one-on-one instruction for ages 3+ and adults, and semi-private lessons for pairs of similar skill level. Weekday 30-minute and Saturday 40-minute classes available.
• Adaptive Aquatics Program Tailored swim lessons for children with special abilities including ADHD, autism, cerebral palsy, Down syndrome, and sensory challenges. Instructors certified in Swim Whisperers Adaptive Aquatics.
• Aquatics Training Courses American Red Cross certifications including First Aid/CPR/AED, Lifeguard Training with CPR/AED for Professional Rescuers, Water Safety Instructor (WSI), and Junior Lifeguarding for ages 12-15.
• Clip N Climb Indoor climbing activity with color-themed climbing walls offering different challenges for all ages and skill levels, supervised by trained staff with a self-belay system.
• Sports Courts 26,400 sq ft field house with 4 hardwood basketball courts convertible to 6 volleyball courts or 6 pickleball courts. Includes digital scoreboards and seating for families.
• Take Flight Summer Camp 8-week summer camp for ages 6-12 featuring themed weeks including sports challenges, water adventures, creative crafts, science experiments, and team-building games. Daily activities include Clip N' Climb, swimming, and outdoor games, with breakfast and lunch provided.
• Landing Legends Academy (Homeschool Program) Physical education program for homeschool families ages 6-18 (1st-12th grade), held on 1st and 3rd Fridays from 12 PM to 4 PM, offering Clip N' Climb, sports courts, and aquatic center access.
• 100 Mile Challenge Annual fitness challenge running January 1 - December 31 where participants walk/run 100 miles on the indoor track or swim 100 miles. Includes finisher medal, t-shirt, and online progress tracking.
• Event Venue and Party Packages Event hosting services for corporate events, birthday parties, special occasions, and VIP parties. Features ballrooms, lounges, party rooms, and catering options. Birthday packages include Splashtacular Pool Party and High Altitude Climbing Party.
• Senior Wellness Programs (SilverSneakers and Silver and Fit) Fitness programs for seniors 65+ through SilverSneakers and Silver & Fit partnerships. Includes unlimited group exercise classes, swim access, pickleball, basketball, senior lunch and learns, and $0 joining fee.
• Corporate Memberships Employee wellness programs for businesses with minimum 25 employees. Benefits include improved morale, reduced absenteeism, access to state-of-the-art equipment, complimentary fitness assessments, and employee utilization reports. Company-paid, company-subsidized, or employee-paid arrangements available.
• Tournament Hosting

Quantifiable outcome

• 1 mile = 800 laps on indoor track (1/8 mile per lap)
• +1 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• SportsEngine PlaycoreTechnology or Integration · 1 May 2025Live streaming partnership enabling tournaments held at Morristown Landing to be streamed in real-time. Subscribers can watch games live and access full game replays, expanding the facility's reach beyond local spectators.
• Red Piranha SwimmingcoreStrategic or Co-development PartnerYouth swimming program partnership through the Junior Flyers swim lesson program, streamlining pathway for 6-14 year olds to enter competitive swimming through Red Piranha Swimming team.
• Club Unite VolleyballcoreStrategic or Co-development PartnerRegional volleyball tournament hosting partnership including events such as Winter Slam, Havoc in the Hangar, Grand Prix, and Motown Mojo tournaments throughout the year.
• SilverSneakerscoreGTM or Marketing PartnerMedicare fitness program partnership providing eligible seniors (65+) access to facility amenities through their health insurance benefit, expanding senior customer base.
• Silver & FitcoreGTM or Marketing PartnerMedicare Advantage fitness program partnership similar to SilverSneakers, offering senior wellness benefits through participating health plans.
• Hamblen County Nutrition DepartmentminorStrategic or Co-development PartnerCommunity partnership providing complimentary breakfast and lunch daily for all summer camp participants, addressing child nutrition during camp hours.
• Morristown Chamber of CommerceminorGTM or Marketing PartnerLocal business organization partnership for community marketing and local business engagement through the facility's local marketing platform.
• Sports Facilities ManagementcoreImplementation/ SI/ Consulting PartnerManagement company providing operational expertise for the facility. Contact: [email protected]

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Goldfish Swim School: Premier swim school franchise focused on year-round indoor swim lessons for children, including adaptive offerings. Overlaps with Morristown Landing's Junior Flyers swim lesson progression and adaptive aquatics program.
• YMCA of the USA: Operates membership-based recreation centers offering fitness, aquatics, sports, child watch, summer camps, and senior programs under a community-focused model. Directly comparable to Morristown Landing's membership tiers, swim lessons, and family programming.
• SafeSplash Swim School: National swim lesson franchise offering group, private, and adaptive swim lessons as a core product. Directly comparable to Morristown Landing's swim lesson program, Red Cross certification courses, and adaptive aquatics offering.
• Sports Facilities Management (Sports Facilities Group): Operates and manages municipal multi-purpose recreation and sports complexes across the U.S. Morristown Landing is itself operated by Sports Facilities Group, making it both a partner and the closest operational peer in terms of facility model, programming mix, and municipal contract structure.
• Hangar Climbing (and similar climbing gym operators): Operator of indoor climbing facilities including Clip 'N Climb franchises. Directly comparable to Morristown Landing's Clip N Climb offering and Climbing Zone, competing for the family and youth climbing experience market.

Broad incumbents

• LA Fitness / Esporta: National fitness chain offering memberships with access to fitness floors, group classes, pools, and courts. Competes for the broader Morristown trade area consumer fitness wallet, though lacks the municipal/community programming and event venue focus.
• Planet Fitness: High-value, low-cost fitness franchise with broad U.S. footprint. Competes at the entry-level monthly membership price point that overlaps with Morristown Landing's Wheels Up tier ($20/mo city resident).
• Life Time Fitness: Large-scale premium fitness and recreation operator offering fitness centers, group classes, aquatics, kids programming, and event spaces under subscription. Comparable to Morristown Landing's premium High Flyer membership tier but operates as a private commercial chain rather than municipal entity.

Others

• Sports & Social (regional municipal facilities): Other municipally-operated multi-purpose recreation centers and sports complexes in comparable mid-size U.S. cities (e.g., The Factory in Franklin, TN; Spooky Nook Sports). Comparable scale, programming breadth, and tournament-hosting orientation.

Regional players

• Club Pilates / multi-brand fitness franchises: While more niche, franchise fitness brands (Club Pilates, Orangetheory) compete for the same household fitness dollars within driving distance. They represent the commercial alternative to a community recreation center membership in the Morristown trade area.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCqaa7ueCEXeLKAGIcm0lPyw
• Facebookfacebook.com/morristownlanding
• LinkedInlinkedin.com/company/morristown-landing-recreation-events
• Instagraminstagram.com/morristownlanding

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Morristown Landing Recreation & Events