Midland Children's Service League

What Midland Children's Service League does

Midland Children's Rehabilitation Center (MCRC) is a 501(c)(3) nonprofit pediatric rehabilitation center founded in 1956 and headquartered at 802 Ventura Ave, Midland, Texas, with equine facilities at a separate Crawford Barn location. The organization provides neurological, orthopedic, and developmental therapy services to children from birth through adolescence in the Permian Basin region of West Texas. Its core clinical offerings are Physical Therapy, Occupational Therapy, Speech Therapy, Dyslexia Tutoring (via the Barton Reading program), Aquatic Therapy in the F. Marie Hall Aquatic Therapy Center (opened September 18, 2023), and Equine Programs (hippotherapy and therapeutic riding). Supplementary programs include the Unlimited Dance Company, Taekwondo, We Are The World Camp, an Intensive Therapy Program for neurological diagnoses, and the Motor Mouths early intervention program.

MCRC's clinical model combines conventional pediatric therapies with specialized modalities such as the Universal Exercise Unit ("spider cage"), an intensive therapy protocol (3 days/week, 1.5 hours/day, 8 weeks), and water- and horse-based therapy. Service delivery is direct-to-consumer on-site at the Midland facility, requiring physician prescriptions and intake paperwork. Staffing comprises approximately 21 licensed therapists, 5 certified Dyslexia tutors, 3 equine specialists, and administrative personnel (29+ clinical/therapy staff per one source, 40+ total per another), serving roughly 500 children annually. Patient outcomes cited include independent walking gains for children with cerebral palsy and improved speech, motor, and academic milestones across diagnoses.

The business model is entirely donation-funded: MCRC has never charged families for services and is the only pediatric therapy center in Texas to do so. Revenue streams comprise annual and biennial fundraising events (Take the Money and Run, Steers and Stars, Pumpjack Paradise), corporate sponsorships concentrated in Permian Basin energy companies (Coterra, Diamondback, ConocoPhillips, Permian Resources, ProPetro), foundation and corporate grants, and individual donations. The center is governed by an independent Board of Directors, led by Executive Director Kristal Kidd, P.T., and operates as a standalone nonprofit with no parent company.

Name

Midland Children's Service League

Legal name

Midland Children's Rehabilitation Center Inc.

Website

https://midlandchildrens.org

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

11–50 employees

Short description

Midland Children's Rehabilitation Center (MCRC) is a 501(c)(3) nonprofit founded in 1956 in Midland, Texas, providing free pediatric physical, occupational, speech, aquatic, equine, and dyslexia therapy to roughly 500 children annually across the Permian Basin, funded entirely by donations, foundation grants, and corporate sponsorships.

Ownership category

akta.pro rank

Product category

Pediatric Rehabilitation Services

NAICS

Child and Youth Services (62411), Services for the Elderly and Persons with Disabilities (624120), Vocational Rehabilitation Services (624310)

SIC

Services-Health Services (8000)

akta.pro primary industry

Pediatric Rehabilitation & Developmental Therapy Centers (PT/OT/SLP) (HLAFAJAL)

akta.pro secondary industries

Pediatric Physical Therapy & Developmental Rehab (HSADAIAE), Physical Therapy (Early Intervention) (EDACAFAD)

Keywords

• Pediatric rehabilitation services
• Nonprofit therapy center
• Children's healthcare services
• Special needs therapy
• Neurological occupational therapy

Headquarters

HQ city

Midland

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Donations and Fundraising: Primary revenue source through annual fundraising events (Take the Money and Run, Steers and Stars, Pumpjack Paradise), corporate sponsorships, foundation grants, and individual donor contributions. MCRC has never charged clients for services and relies entirely on community generosity.
2. Grant Funding: Funding from foundations, corporations, businesses that align with the organization's mission of providing free pediatric therapy services.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Midland Children's Rehabilitation Center (MCRC) provides free pediatric neurological, orthopedic, and developmental therapy services including physical therapy, occupational therapy, speech therapy, dyslexia tutoring, aquatic therapy, and equine-assisted therapy (hippotherapy and therapeutic riding) to children from birth through adolescence in the Permian Basin region of West Texas. The center, a 501(c)(3) nonprofit founded in 1956, serves approximately 500 children annually regardless of a family's ability to pay, delivering comprehensive therapy services under one roof along with therapeutic recreation programs such as dance, taekwondo, and summer camps.

Product overview

Midland Children's Rehabilitation Center (MCRC) is a pediatric-only therapy center providing a comprehensive range of therapeutic services including Physical Therapy, Occupational Therapy, Speech Therapy, and Dyslexia Tutoring as core services. The organization offers specialized programs such as Aquatic Therapy (in the F. Marie Hall Aquatic Therapy Center), Equine Programs (Hippotherapy and Therapeutic Riding), the Unlimited Dance Company with Taekwondo, We Are The World Camp, an Intensive Program for neurological conditions, and Motor Mouths early intervention program. All services are provided at little or no cost to families. The center is a 501(c)(3) nonprofit founded in 1956, serving approximately 500 children annually in the Permian Basin region.

Differentiator

Problem solved

Functional benefit

Products and services

• Physical Therapy Physical therapy teaches children how to overcome physical disabilities to participate in activities of everyday life and access communities independently. Treats conditions including cerebral palsy, muscular dystrophy, autism, developmental delay, spina bifida, brain injury, and more.
• Occupational Therapy Occupational therapy promotes participation in daily activities by helping children achieve developmental goals, develop life skills, and gain independence in self-care and functional activities.
• Speech Therapy Speech therapy addresses communication and feeding/swallowing disorders. Services include feeding or swallowing therapy, articulation, fluency (stuttering), voice/resonance, language skills, and orofacial myfunctional therapy.
• Dyslexia Tutoring One-on-one tutoring for children with dyslexia using the Barton Reading program. Sessions are held twice weekly at no charge to families, all year long. Delivered by certified Dyslexia tutors.
• Aquatic Therapy Therapy using water properties (buoyancy, drag, hydro-static pressure) to allow children to work on strengthening, balance, and sensory strategies in a fun environment. Provided in the F. Marie Hall Aquatic Therapy Center.
• Equine Programs (Hippotherapy and Therapeutic Riding) Hippotherapy uses horseback movement as a physical, occupational, and speech-language therapy tool. Therapeutic riding involves more advanced exercises where children do activities without a therapist leading the horse, focusing on functional skills.
• Unlimited Dance Company Therapeutic dance program where children practice weekly and perform in recitals in Spring and Christmas. Provides peer interaction and works on strength, balance, and coordination.
• Taekwondo Martial arts program added to the Unlimited Dance Company providing therapeutic and social gains, improving flexibility, balance, posture, strength, motor planning, endurance, self-esteem, focus, and confidence.
• We Are The World Camp Collaborative summer program between MCRC, MARC, and Bynum School. Held for five week-long sessions in summer plus shorter Winter and Spring sessions, providing inclusive recreation and continued therapy benefits.
• Intensive Program An intensive therapy program for children with cerebral palsy, strokes, and other neurological diagnoses. Involves therapy 3 days/week for 1.5 hours each day for 8 weeks, providing higher therapy dosage in short bursts, with research-based demonstrated progress.
• Motor Mouths A four-week parent education program led by a Physical Therapist and Speech Language Pathologist. Teaches motor skill development, feeding, and speech/language skills from birth to 24 months.

Quantifiable outcome

• 500 children served annually through therapy programs
• +2 more outcomes

Named customers8 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

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• United Way of MidlandcoreStrategic or Co-development Partner · 1 January 2026Partner providing PBConnect resource platform offering information on food, housing, transportation, child care, mental health, and other community services for families MCRC serves.
• The Half AcreminorOthersBBQ catering partner for Take the Money and Run fundraising event.
• Hops & BubblesminorOthersBeverage partner providing open bar services for Take the Money and Run fundraising event.
• Cowboy AuctioneerminorStrategic or Co-development PartnerEvent entertainment partner for fundraising events, keeping guests engaged during auctions.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Regional players

• AbilityPath: California-based nonprofit providing therapy, early intervention, and family support for children and adults with developmental disabilities. Comparable in mission, therapy modalities, and nonprofit-funded pediatric rehabilitation model, though serving a different geography.
• Any Baby Can: Austin, Texas-based nonprofit serving children with disabilities and developmental delays through therapy, case management, and family support. Comparable pediatric disability mission and Texas regional footprint, though serving a different metro.

Broad incumbents

• Easterseals: National nonprofit federation providing disability and rehabilitation services including pediatric therapy. Comparable mission and therapy offerings, but operates through a federated, multi-state affiliate model rather than a single site.
• United Cerebral Palsy (UCP): National nonprofit focused on cerebral palsy and other disabilities, providing direct therapy, advocacy, and family support services. Comparable in mission (originated as a cerebral palsy center, like MCRC's 1956 origins) and pediatric therapy offerings.
• Children's Healthcare of Atlanta: Large pediatric hospital system operating extensive outpatient rehabilitation programs for children with neurological, orthopedic, and developmental conditions. Comparable multi-disciplinary pediatric therapy offering, though fee-based and at materially larger scale.
• Shriners Hospitals for Children: National network of pediatric specialty hospitals providing orthopedic, neurological, and rehabilitation care to children regardless of ability to pay. Comparable free-care pediatric specialty model but with a much broader geographic and clinical footprint.

Direct peers

• Gillette Children's: Minnesota-based pediatric specialty hospital focused on complex neurological, orthopedic, and rehabilitation conditions in children. Comparable in providing multi-disciplinary pediatric therapy (PT/OT/Speech) to children with disabilities and complex diagnoses.
• Texas Scottish Rite for Children: Texas-based pediatric orthopedic and rehabilitation hospital that provides care regardless of family ability to pay — closely matching MCRC's Texas footprint, free-care model, and pediatric therapy focus, though at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/midlandchildrens
• Instagraminstagram.com/midlandchildrens
• LinkedInlinkedin.com/company/midland-children-s-rehabilitation-center

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Midland Children's Service League