Beverly Hills Athletic Club

What Beverly Hills Athletic Club does

Beverly Hills Athletic Club (BHAC) is a privately held, member-only swim and recreation club located at 18157 Beverly Road, Beverly Hills, Michigan 48025. Founded approximately in 1960 and operating for over 60 years, the club serves 400+ family households within a five-mile radius of the Birmingham/Beverly Hills metro Detroit area on a strictly seasonal basis from Memorial Day weekend through Labor Day each year. The club is member-owned and governed by an elected volunteer board of directors and operates with a small staff of 8 employees.

BHAC's core offerings combine aquatic, racquet, and social programming on a single campus: a large main pool with lounge chairs and umbrellas, a fenced kiddie pool, four tennis courts, a basketball court, playground, volleyball pit, ping pong, yard games, and an open-air pavilion with snack bar and barbecue grills. Organized programming includes the BHAC Sharks competitive swim team (200+ swimmers), junior and adult tennis teams, and a year-round social calendar (Food Truck Fridays, Bingo Nights, Casino Night, Summer Carnival, Mahjong, Movie Nights, BHAC Local Shopping Market). The club hosts four home swim meets plus an annual Mini-Meet drawing 500+ attendees from 8 local swim clubs.

The business model is multi-stream and member-driven. Annual family membership dues form the core recurring revenue (subscription), augmented by per-guest fees ($5), on-site concessions and snack bar sales, facility reservation deposits ($25-$35), event activity fees (Bingo $5/person, Mahjong $20/player, Casino Night $32/member, vendor market tables $25-$100), and a tiered local business sponsorship program ($50-$300 per season). Operations run on the PoolDues v10.0 HOA/Swim & Tennis Club Software platform for membership management, scheduling, reservations, wait-list applications, and payments, with adjacent integrations to Brother Truckers and Your Neighborhood Bites for food truck scheduling. Distribution is direct, community-led, and geographically constrained to the local neighborhood catchment.

Name

Beverly Hills Athletic Club

Legal name

Beverly Hills Athletic Club

Website

https://thebhac.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

1–10 employees

Short description

Beverly Hills Athletic Club is a privately held, member-only swim and recreation club in Beverly Hills, Michigan, serving 400+ local families on a seasonal basis (Memorial Day to Labor Day) with pool, tennis, competitive swim team, and social programming, monetized through membership dues, sponsorships, concessions, and event fees.

Ownership category

akta.pro rank

Product category

Community Swim and Recreation Club

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industry

Community Sports & Recreation Festivals (Fun Runs, Local Games Days) (MPAGAEAN)

Keywords

• Swim and tennis club
• Summer recreation membership
• Youth competitive swimming
• Community pool facilities
• Family recreation programs

Headquarters

HQ city

Beverly Hills

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, Supply Chain, Technology or R&D

Revenue model

1. Membership Dues: Annual family membership fees for access to pool, tennis courts, and club facilities during the summer season (Memorial Day to Labor Day). Member-only access with over 400+ family memberships.
2. Guest Fees: $5.00 per guest, children under 2 free. Guest privileges recorded and posted to member accounts.
3. Sponsorship Revenue: Advertising sponsorships including entire summer season ($300), one month ($120), and per event ($50). Logos featured on TVs, emails, website, and social media.
4. Concessions and Snack Bar: On-site food and beverage sales through snack bar with barbecue grills under open-air pavilion.
5. Facility Reservations: Party and event venue reservations with non-refundable deposits ($25 for parties of 10 or less, $35 for parties of 11 or more).
6. Event Activities: Revenue from special events including Bingo Night ($5/person), Mahjong ($20/player), vendor market tables ($25-$100), and food truck participation.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Beverly Hills Athletic Club is a member-only swim and recreation club that sells annual family memberships granting seasonal access (Memorial Day through Labor Day) to a main pool, fenced kiddie pool, four tennis courts, basketball court, playground, volleyball pit, ping pong, yard games, and an open-air pavilion with snack bar and barbecue grills. It also delivers organized competitive programming — the BHAC Sharks swim team and junior/adult tennis teams — alongside a calendar of paid social events and reservable party venue space, supplemented by tiered local-business sponsorship packages.

Product overview

Beverly Hills Athletic Club is a member's-only swim and recreation club serving over 400+ families in the Beverly Hills/Birmingham Michigan area since its founding over 60 years ago. Operating from Memorial Day through Labor Day, the club offers a unified family recreation platform combining swimming facilities (main pool and fenced kiddie pool), four tennis courts with organized junior and adult programs including the BHAC Sharks competitive swim team, and diverse social programming. The club uses PoolDues v10.0 as its integrated management system for memberships, event scheduling, facility reservations, and member communications. Additional amenities include basketball, playground, volleyball, and yard games under an open-air pavilion with snack bar. The club also offers sponsorship opportunities for local businesses targeting the club's membership base.

Differentiator

Problem solved

Functional benefit

Products and services

• Annual Family Membership Seasonal (Memorial Day through Labor Day) family membership granting access to the main pool, fenced kiddie pool, tennis courts, recreational amenities, social events, and club programs for over 400 member families in the Beverly Hills/Birmingham area.
• Tennis Programs Organized tennis programming on four courts including junior practice and match schedules, junior clinics, adult tennis drills and mixers, Ladies' and Men's nights, tennis lessons, and the pre-season Blue & White Tennis Team Tournament held in June.
• BHAC Sharks Competitive Swim Team Competitive swim team program with 200+ swimmers, hosting four home swim meets per season and a large Mini-Meet that draws 500+ attendees from eight local clubs; team competes against BHSAT/SURF, CSC, FHSC, HWAC, BWRA, and FGAC.
• Facility and Party Venue Reservations Reservations of clubhouse and pavilion tables for private member events; two-table reservations (up to ~12 attendees) at $25 non-refundable deposit and three-to-four-table reservations (up to ~24 attendees) at $35 non-refundable deposit.
• Social Events Programming Calendar of ticketed and free social events for members, including Food Truck Fridays (May through September), Bingo Night & Ice Cream Floats ($5/person), Mahjong Game Nights ($20/player with lessons), Adult Party Casino Night ($32/member with dinner), Summer Carnival, Movie Nights, Trivia Nights, and the BHAC Local Shopping Market.
• Concessions and Snack Bar On-site food and beverage service at the open-air pavilion, including snack bar offerings and barbecue grills available to members during the seasonal operation.
• Sponsorship and Advertising Packages Tiered local-business sponsorship packages including Entire Summer Season Advertising ($300), One Month Advertising ($120/month), and Per-Event Sponsorship ($50/event); sponsors receive rotating screen commercials on two pavilion televisions, logo inclusion in member emails and on the club website, and social media exposure to the club's 400+ family memberships.

Quantifiable outcome

• 400+ family memberships served
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

14 partnerships are on record, tiered minor and core.

• MK Atelier SalonminorGTM or Marketing PartnerLocal hair salon located at 31255 Southfield Road, Beverly Hills, MI 48025. Accepting new guests. Sponsors BHAC with logo placement on website.
• Women's Health and Menopause CenterminorGTM or Marketing PartnerBoard certified physicians in obstetrics and gynecology. Located in the Birmingham area. Sponsors BHAC with logo placement.
• Jonathan DeWindt - Hall & HunterminorGTM or Marketing PartnerReal estate professional with 20+ years in Oakland County. GMAR member. Sponsor of BHAC and Casino Night event sponsor.
• Elizabeth's Head To ToeminorGTM or Marketing PartnerBeauty services in Birmingham area offering head to toe services, clothes, and products. Casino Night prize donor.
• Healthy Tan Professional Spray TanningminorGTM or Marketing PartnerBeverly Hills location spray tanning service. Casino Night prize donor with $125 gift certificates.
• Claire Kona - Gilson Home GroupminorGTM or Marketing PartnerReal estate professional serving Detroit metro area. Sponsor on website.
• DOBI Real EstateminorGTM or Marketing PartnerReal estate service with lifetime experience in Birmingham area market.
• Studio A Center for Performing ArtsminorGTM or Marketing PartnerFull service dance studio serving Commerce, Farmington Hills, Novi, Walled Lake, Wixom, and West Bloomfield areas.
• Four Seasons Kanga RoofminorGTM or Marketing PartnerFamily-owned roofing business operating since 2006. Sponsors BHAC.
• Premier Pet SupplyminorGTM or Marketing PartnerFamily-owned pet supply business founded in 1992 with 14 locations serving Metro Detroit. Casino Night prize donor ($150 dog-themed basket).
• Identity (PR & Marketing Agency)minorGTM or Marketing PartnerNational public relations, marketing and creative agency. Sponsors BHAC.
• Aqua-Tots Swim School BerkleyminorGTM or Marketing PartnerSummer Carnival event sponsor providing swim lessons and water safety services.
• US Casino RentalsminorGTM or Marketing PartnerCasino rental service that brings casino games (Blackjack, Roulette, Poker, Craps) with 8 professional dealers to Casino Night events.
• PoolDuescoreTechnology or IntegrationHOA/Swim & Tennis Club Software platform (v10.0) providing membership management, event scheduling, facility reservations, wait-list applications, and payment processing. Website powered by PoolDues platform.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Goldfish Swim School: National franchise specializing in year-round swim instruction for children. Overlaps with BHAC's swim team and lessons programming but operates indoor commercial facilities with a different revenue model.
• Aqua-Tots Swim Schools: National swim instruction franchise with a Berkley, MI location that already partners with BHAC. Comparable swim-lessons product line to BHAC's stated swim-lessons expansion interest.

Others

• American Pool Enterprises: Pool management and consulting firm serving community pools, HOA facilities, and swim clubs across the US. Closest comparable operator in the membership-pool management services category.

Direct peers

• Plum Hollow Country Club: Southfield, MI private club with pool, tennis, and family programming serving Oakland County families. Directly comparable to BHAC in geography, member demographics, and amenity mix.
• Bloomfield Hills Country Club: Private family-oriented country club in the immediate Bloomfield Hills/Birmingham, MI area, offering swim, tennis, and social programming to local families. Directly comparable membership model, geography, and amenity mix to BHAC.
• Pine Lake Country Club: Private Michigan country club offering swim, tennis, and family programming with a similar suburban family membership base. Comparable operating model and seasonal summer-driven usage pattern.
• Forest Lake Country Club: Private suburban Detroit country club offering swim, tennis, and family recreation. Comparable private-member swim/tennis operating model in the same regional market as BHAC.
• Birmingham Athletic Club: Private athletic club serving Birmingham, MI families with pool, tennis, and social programming. Closest geographic and amenity peer to BHAC's Beverly Hills/Birmingham footprint.

Broad incumbents

• Life Time Fitness: National fitness/wellness operator with pools, tennis, and family programming. Comparable amenities but vastly larger scale and year-round indoor model; competes for the same family discretionary spend.
• Invited (ClubCorp): Largest US operator of private golf, country, and athletic clubs with swim/tennis amenities. Provides industry benchmark for membership-based recreation club economics and governance.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BHAC.MI
• Instagraminstagram.com/thebhacsocial/?hl=en
• LinkedInlinkedin.com/company/beverly-hills-athletic-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Beverly Hills Athletic Club