Strawberry Recreation District

What Strawberry Recreation District does

Strawberry Recreation District is a California special district (local government entity) established in 1976 that operates community recreation facilities and programs for residents of Strawberry and the surrounding Mill Valley area in Marin County, California. The district is headquartered at 118 E. Strawberry Dr. and operates a single integrated facility comprising an outdoor swimming pool, tennis and pickleball courts, a gymnasium, and a baseball field, with a staff of approximately 27 employees. Programming is organized across five core service areas: Aquatics (pool memberships, swim lessons for ages 6 months to 14, adult water fitness, lifeguard certification); Tennis/Pickleball (court memberships, rentals, instruction); Youth Programs (Play Club afterschool, Jr. Berries preschool, camps, workshops); Adult Programs (Mah Jongg, basketball, group exercise, enrichment); and Facility Rentals.

The district's technology stack is centered on the RecDesk online registration platform, a third-party community recreation management system used for memberships, program registrations, and facility reservations. The district relies on conventional web and social channels (website, Facebook, Instagram) plus email activity guides for marketing, and does not maintain a mobile app or disclose any proprietary technology, AI capabilities, or integrations.

The revenue model is hybrid. The district is primarily funded through a combination of property tax allocations, user fees, and memberships, and therefore does not generate equity returns. Fee-based revenue streams include seasonal pool memberships (winter/spring/summer), tennis and pickleball court memberships, swim lesson registrations, adult and youth program fees, special event admissions (Splash Bash, Scary at the Berry, Holiday Cheer, Outdoor Movie Night), and facility rentals, with a 3% credit card processing fee applied to all card transactions. Customer segments are concentrated in two primary personas: families with children (swim lessons, afterschool, camps) and adults/seniors (lap swimming, water fitness, pickleball, enrichment), all geographically anchored to the Strawberry/Mill Valley community. The district is governed by an elected Board of Directors and operates as a not-for-profit public agency rather than a privately owned enterprise.

Name

Strawberry Recreation District

Legal name

Strawberry Recreation District

Website

https://strawberry.marin.org

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

Strawberry Recreation District is a California special district founded in 1976 that operates a single community recreation facility in Strawberry/Mill Valley, Marin County, offering aquatics, tennis/pickleball, youth and adult programs, and facility rentals to local residents, funded by property taxes, memberships, and program fees.

Ownership category

akta.pro rank

Product category

Community Recreation Services

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

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

akta.pro primary industry

Aquatic Family Entertainment Centers (Splash Pads, Aquatic Playgrounds, Swim Parks) (THAJAEAL)

akta.pro secondary industry

Aquatic Playgrounds & Splash Pads (Spray Parks, Kids’ Water Play) (THAAABAE)

Keywords

• Community recreation services
• Aquatics and swim lessons
• Tennis and pickleball programs
• Youth afterschool programs
• Facility rentals and memberships

Headquarters

HQ city

Mill Valley

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. Pool Memberships: Seasonal pool memberships (Winter, Spring, Summer) providing access to swimming facilities, lap swimming, and aquatic programs. All household family members using the pool must be on the membership.
2. Court Memberships: Tennis and pickleball court memberships providing access to sports facilities and courts.
3. Program Registrations: Fees for youth programs (Play Club, afterschool enrichment, camps, Jr. Berries preschool), adult programs (Mah Jongg, basketball, group exercise, enrichment classes), and swim lessons.
4. Event Admissions: Fees for special community events such as Splash Bash pool parties, Scary at the Berry Halloween event, Holiday Cheer, Outdoor Movie Night, and Community Nights.
5. Facility Rentals: Court and facility rental fees for private use of tennis/pickleball courts and other recreation facilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Strawberry Recreation District operates a public community recreation center providing aquatics (seasonal pool memberships, swim lessons, adult water fitness, lifeguard certification), tennis and pickleball (court memberships, rentals, instruction), youth programs (afterschool Play Club, Jr. Berries pre-school, camps, workshops), adult programs (Mah Jongg, group exercise, enrichment classes, drop-in basketball), facility rentals, and community events for residents of the Strawberry/Mill Valley area in Marin County, California.

Product overview

Strawberry Recreation District operates as a community recreation center offering a diversified portfolio of programs organized into five core service areas: Aquatics (pool memberships, swim lessons, water fitness, lifeguard training), Tennis/Pickleball (court memberships, rentals, instruction), Youth Programs (afterschool care, pre-school activities, camps, workshops), Adult Programs (fitness classes, enrichment, sports leagues), and Facility Rentals. The district also manages seasonal pool passes and is expanding with a new playground and soccer field opening in June 2027. Programs are primarily free or low-cost community services funded through memberships, program fees, and donations, with registration managed through the RecDesk platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Pool Memberships Seasonal pool membership passes providing access to swimming facilities, lap swimming, and aquatic programs for household families in Strawberry/Mill Valley.
• Swim Lessons Group and private swimming instruction for all ages and skill levels, including sessions for ages 6 months to 10 years and a swim club for ages 7-14.
• Adult Water Fitness Water aerobics classes, adult private and group swim lessons, and adult swim clinics for community adults and seniors.
• Lifeguard Certification Courses Certification courses that train participants in lifeguarding skills for pool safety and employment.
• Pool Parties Private pool party rental experiences held at the SRD outdoor swimming facility.
• Court Memberships and Rentals Tennis and pickleball court membership packages and hourly court rental options for individuals and groups in the community.
• Tennis and Pickleball Instruction Structured tennis and pickleball instruction and organized play for youth and adults at the SRD courts.
• Youth Programs (Afterschool, Pre-School, Camps, Workshops) Youth recreation programming including Play Club afterschool, afterschool enrichment classes, Jr. Berries pre-school programs, weekend workshops, and seasonal camps for children in the community.
• Adult Programs (Mah Jongg, Basketball, Group Exercise, Enrichment) Adult recreation activities including Mah Jongg (drop-in play and class options), drop-in basketball, group exercise classes, enrichment classes, and one-day workshops.
• Facility Rentals Rental options for SRD facilities including the gymnasium and other venues for private events and gatherings.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Direct peers

• Goldfish Swim School: National franchise specializing in year-round swim lessons for children ages 4 months to 12 years with a subscription-based class model. Directly comparable swim-lessons business and pricing structure to SRD's aquatics offering.
• Big Blue Swim School: Subscription-based swim school with weekly recurring class memberships for children, operating in California. Highly analogous subscription swim-lessons revenue model and group/private lesson packaging.
• SafeSplash Swim School: Large national swim lesson franchise with Bay Area locations, focused on age-segmented group lessons and private instruction. Closely mirrors SRD's swim lessons product structure and subscription-style recurring class model.
• Boys & Girls Clubs of Marin & Southern Sonoma Counties: Community-based youth development organization offering afterschool programs, camps, sports leagues, and enrichment for Marin County families. Closely comparable youth programming, preschool offerings, and summer camp revenue model.
• Aqua-Tots Swim Schools: International swim school franchise offering tiered lesson programs from infants through advanced swimmers. Comparable aquatic instruction product offering and tiered recurring membership pricing.
• Jewish Community Center of San Francisco: Bay Area community center offering pool memberships, swim lessons, youth and adult programs, court sports, and cultural programming. Closely analogous multi-program community recreation operating model with subscription memberships.
• British Swim School: Franchise swim school operating in the San Francisco Bay Area including Marin, offering group and private lessons for all ages. Comparable aquatic instruction business model, seasonal pricing, and 2-week/4-week session cadence.
• YMCA of Marin County: Membership-based community recreation organization serving Marin County with pools, swim lessons, youth programs, adult fitness, and family programming. Operates under a similar multi-program community recreation model with subscription memberships.

Broad incumbents

• Life Time Fitness: Large national operator of fitness and recreation centers with pools, courts, group exercise, youth programs, and family amenities. Operates in the same broader fitness/recreation category with overlapping capabilities (swim, court sports, group exercise) but at significantly larger scale and geographic footprint.

Regional players

• City of Mill Valley Parks & Recreation Department: Municipal parks and recreation department serving the same Mill Valley community with overlapping programs (youth, adult recreation, sports). Comparable public-sector operating model and geographic catchment, though it operates facilities rather than a single dedicated recreation center.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/StrawberryRecreationDistrict
• Instagraminstagram.com/strawberryrecreation/?hl=en
• LinkedInlinkedin.com/company/strawberry-recreation-district

Revenue estimate

Valuation estimate

Number of profiles

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 Strawberry Recreation District