UVA Recreation
UVA Recreation is a non-profit university recreation department operating four recreation centers, outdoor fields/courts, and diverse fitness, aquatics, intramural, and outdoor adventure programs for UVA students, faculty, staff, alumni, and affiliates in Charlottesville, Virginia.
- Company typePrivate
- Founded1924
- HeadquartersCharlottesville, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What UVA Recreation does
UVA Recreation is a non-profit operating department within the University of Virginia's Student Affairs division, headquartered at 680 Alderman Road in Charlottesville, Virginia. It operates four purpose-built recreation centers (Aquatic & Fitness Center, North Grounds Recreation Center, Memorial Gymnasium, and Slaughter Recreation Center) along with an extensive outdoor network of tennis, pickleball, basketball, and multi-use fields. The department serves a captive community of UVA full-time students (whose membership is bundled into comprehensive student fees), faculty and staff (with subsidized annual memberships), alumni contributing members, retirees, and sponsored affiliates, collectively spanning roughly 25,000+ eligible users across the UVA ecosystem.
The core offering is a tiered membership providing access to fitness equipment, pools (including an Olympic-size 50m pool), courts, indoor tracks, and a 2,000+ sq ft climbing center, supplemented by a deep programming portfolio covering group fitness, small group training, personal training, aquatics/swim lessons, intramural sports, club sports (~60 clubs, ~2,000 participants), outdoor adventure, racquet sports, and nutrition services. Technology stack includes the FusionPlay mobile app (intramural sports management), the UVA Rec mobile app (membership and class registration on iOS/Android), and the 25Live/CollegeNet reservation platform integrated with NetBadge authentication. Add-on revenue includes the McArthur Squash Center ($300/year) and personalized fitness services.
Business model is a hybrid of guaranteed student fee revenue (comprehensive fees covering all full-time students) and discretionary revenue from faculty/staff memberships ($40-$55/month), program registration fees, personal training ($26-$55/session), group fitness ($7/class or $25/month unlimited), guest passes, and intramural sports passes ($5 summer, $25 semester, $45 academic year). Revenue is not publicly disclosed; funding flows from student fees, membership dues, program fees, and university budget allocations. Expansion is currently anchored by a major Memorial Gymnasium interior renovation (December 2024 closure, Fall 2026 reopening) and the 2026 launch of six dedicated pickleball courts.
UVA Recreation firmographics
Firmographics- Name
- UVA Recreation
- Legal name
- By the Rector and Visitors of the University of Virginia
- Website
- https://rec.virginia.edu
- Company type
- Private
- Founded year
- 1924
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- UVA Recreation is a non-profit university recreation department operating four recreation centers, outdoor fields/courts, and diverse fitness, aquatics, intramural, and outdoor adventure programs for UVA students, faculty, staff, alumni, and affiliates in Charlottesville, Virginia.
- Ownership category
- akta.pro rank
UVA Recreation industry classification
Industry- Product category
- University Recreation Services
- NAICS
- Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620), Nature Parks and Other Similar Institutions (71219)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Campus Recreation Centers & Fitness Facilities Operations (EDALAIAD)
- akta.pro secondary industries
- Aquatic Centers & Swimming Facilities (MPAKAEAF), Outdoor Recreation & Adventure Programs (Trips, Climbing, Rentals) (EDALAIAG), University/College Club Sports Programs (MPAKACAK)
Keywords
Where UVA Recreation is headquartered
LocationHeadquarters
- HQ city
- Charlottesville
- HQ country
- United States
- HQ region
- North America
Offices9 records
Markets served
UVA Recreation business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Student Comprehensive Fees: Full-time student membership costs are included in comprehensive student fees when enrolled as a full-time student.
- Faculty/Staff Memberships: Monthly and annual membership fees for UVA faculty, staff, and retirees. Full-time employees receive subsidy on annual memberships as part of benefits package.
- Alumni/Affiliate Memberships: Annual and monthly memberships for UVA alumni contributing members and organizational affiliates.
- Program Registration Fees: Fees for group fitness classes, personal training, small group training, swim lessons, tennis lessons, outdoor adventure trips, and other recreational programs. Members receive discounted registration fees.
- Guest Passes: Daily facility guest passes at $10 for adults and $6 for youth under 17.
- Intramural Sports Passes: Semester and academic year passes for intramural sports participation. Summer $5, Fall or Spring semester $25, Academic Year $45.
- Group Fitness Passes: Single class passes at $7 or unlimited monthly access at $25 with auto-renewal.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Full-Time Student Membership |
| Subscription | Monthly | Household Membership (Students) |
| Subscription | Monthly | Full-Time Faculty/Staff |
| Subscription | Monthly | Part-Time Staff/Visiting Scholars/Retirees |
| Subscription | Monthly | Alumni and Affiliates |
| Subscription | Pay-as-you-go | Intramural Sports Pass |
| Unit Pricing | Pay-as-you-go | Group Fitness Single Class |
| Subscription | Monthly | Group Fitness Unlimited Pass |
| Unit Pricing | Pay-as-you-go | Personal Training - One-on-One (30 min) |
| Unit Pricing | Pay-as-you-go | Personal Training - One-on-One (60 min) |
| Unit Pricing | Pay-as-you-go | Partner Training (60 min) |
| Unit Pricing | Pay-as-you-go | Complete Fitness Assessment |
| Unit Pricing | Pay-as-you-go | Nutrition Sessions |
| Unit Pricing | Pay-as-you-go | Facility Guest Pass |
| Subscription | Annual | McArthur Squash Center Add-On |
| Freemium | One time/ perpetual license | 2-Week Trial Membership |
Distribution channels5 records
Marketing channels5 records
UVA Recreation product offering
Product offeringCore offering
UVA Recreation operates the University of Virginia's recreation facilities and programs, including multi-purpose fitness centers, indoor and outdoor aquatic facilities, climbing walls, intramural and club sports, group exercise classes, personal training, and outdoor adventure trips. Services are delivered to UVA students, faculty, staff, and qualifying affiliated community members through on-campus venues and registered programs.
Product overview
UVA Recreation is a university recreation department offering a comprehensive suite of facilities, programs, and services across four indoor recreation centers (Aquatic & Fitness Center, North Grounds Recreation Center, Memorial Gymnasium, and Slaughter Recreation Center), numerous outdoor fields and courts, and diverse programming. The core offering centers on facility access memberships enabling use of fitness equipment, pools, courts, tracks, and climbing walls. Program offerings include Group Fitness classes, Small Group Training, Personal Training, Aquatics/Swim Lessons, Intramural Sports, Club Sports, Outdoor Adventure activities (gear rental, trips, Climbing Center, Challenge Course, COAR), Racquet Sports instruction, and Nutrition Services. Add-on options include Hoos Well wellness program for faculty/staff and McArthur Squash Center access. The department operates the Fusion platform and FusionPlay mobile app for program registration and manages facility reservations through the 25Live system.
Differentiator
Problem solved
Functional benefit
Products and services
- Recreation Center Memberships
- Aquatics Programs
- Intramural Sports
- Group Fitness Classes
Companies that use UVA Recreation
Customer profileSegments8 records
Ideal customer profiles1 record
UVA Recreation technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature3 records
UVA Recreation partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
UVA Recreation competitors and assessment
Company assessmentDirect peers
- Virginia Tech Recreation: In-state public university peer operating multiple recreation centers, aquatics, intramural and club sports, and outdoor programs with a similar fee-funded membership model for a comparable enrollment size.
- Georgia Tech Campus Recreation: Public research-university recreation department running multi-center facilities, aquatics, intramural and club sports, and outdoor programming under a student-fee-driven membership model closely paralleling UVA Rec.
- Penn State Campus Recreation: University-wide recreation department offering multi-facility access, aquatics, intramural and club sports, and outdoor adventure, with a membership-and-fee funding model closely paralleling UVA Recreation.
- UNC Chapel Hill Campus Recreation: Direct ACC-peer recreation operation with multiple indoor facilities, intramural and club sports, aquatics, and outdoor programming tied to student comprehensive fees — highly comparable to UVA Rec in size and structure.
- Ohio State University Department of Recreation: Operates a comparable multi-center campus recreation program for a large public university, offering fitness, aquatics, intramural sports, club sports, and outdoor adventure with embedded student fees and tiered memberships — the closest structural analog to UVA Recreation.
- Princeton University Campus Recreation: Private university recreation operation offering multi-facility access, aquatics, climbing, intramurals, club sports, and personal training, with bundled student access analogous to UVA Recreation's comprehensive-fee model.
- Duke Recreation: Private-university peer offering multi-center recreation with aquatics, climbing, intramurals, club sports, and personal training, with bundled student access and alumni/faculty tiers analogous to UVA Rec.
- University of Maryland Recreation & Wellness: Large public-university recreation program with multi-facility footprint, aquatics, intramural and club sports, and group fitness, supported by student fees and tiered memberships comparable to UVA Rec.
- NC State Wellness and Recreation: Public-university recreation department operating multiple facilities, intramural and club sports, aquatics, and outdoor adventure, with a fee-funded membership structure very similar to UVA Recreation.
- University of Michigan Recreation & Wellness: Runs a similarly scaled campus recreation portfolio across multiple facilities for a major public research university, with comparable programming in aquatics, group fitness, intramurals, and club sports funded through student fees and memberships.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
UVA Recreation social profiles
Digital presenceUVA Recreation financial estimates
Financial estimateRevenue estimate
Valuation estimate
UVA Recreation leadership team
Management profileNumber of profiles
UVA Recreation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
UVA Recreation M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about UVA Recreation
What does UVA Recreation do?
UVA Recreation operates the University of Virginia's recreation facilities and programs, including multi-purpose fitness centers, indoor and outdoor aquatic facilities, climbing walls, intramural and club sports, group exercise classes, personal training, and outdoor adventure trips. Services are delivered to UVA students, faculty, staff, and qualifying affiliated community members through on-campus venues and registered programs.
Is UVA Recreation a public or private company?
UVA Recreation is a private company. It is classified as state government owned and is currently operating.
When was UVA Recreation founded?
UVA Recreation was founded in 1924. It employs 101 to 250 people.
Where is UVA Recreation based?
UVA Recreation is headquartered in Charlottesville, United States, in the North America region.
How does UVA Recreation make money?
Seven revenue lines are on record. Student Comprehensive Fees are the primary driver. The others are faculty/Staff Memberships, alumni/Affiliate Memberships, program Registration Fees, guest Passes, intramural Sports Passes and group Fitness Passes.
Who are UVA Recreation's main competitors?
Direct peers on record are Virginia Tech Recreation, Georgia Tech Campus Recreation, Penn State Campus Recreation, UNC Chapel Hill Campus Recreation, Ohio State University Department of Recreation, Princeton University Campus Recreation, Duke Recreation, University of Maryland Recreation & Wellness, NC State Wellness and Recreation and University of Michigan Recreation & Wellness.
Does UVA Recreation have an API?
No public API is recorded for UVA Recreation.
What industry is UVA Recreation in?
UVA Recreation's product category is University Recreation Services. Its primary akta.pro industry code is EDALAIAD, Campus Recreation Centers & Fitness Facilities Operations, with a secondary code of MPAKAEAF, Aquatic Centers & Swimming Facilities. Its NAICS code is 713940 and its SIC code is 7997.