Pettit National Ice Center

What Pettit National Ice Center does

Pettit National Ice Center is a Wisconsin-incorporated 501(c)(3) nonprofit operating one of the largest indoor ice facilities in the United States from a 200,000+ square foot site at 500 South 84th Street in Milwaukee. The facility includes a 400-meter Olympic Oval — the only enclosed Olympic-sized speed skating oval in the country — alongside two international-sized ice rinks and a 443-meter indoor run/walk track. The Center was founded on December 31, 1992, named for Jane Bradley Pettit whose contributions provided primary private funding, and has served continuously as an Official Training Site for US Speedskating, training Olympic medalists including Bonnie Blair, Dan Jansen, Chris Witty, and Shani Davis.

The Center operates a multi-discipline programming model spanning public skating, learn-to-skate classes (youth, teen/adult, hockey, free skate, speed skating — all $99 per six-week session), speed skating pack sessions ($16 single, $1,160 season pass), open hockey and the Pettit Adult Hockey League (PAHL, $6,700 per team), figure skating, curling rentals, summer sports camps ($295 per week), and group bookings including birthday parties, school field trips, and scout programs. Anchor tenant organizations include the Wisconsin Speed Skating Club, Wisconsin Figure Skating Club, Wisconsin Edge synchronized skating, Badgerland Striders (2,000+ running members), Milwaukee Jr. Admirals (Tier 1 AAA hockey), and Metro Milwaukee Women's Hockey. A 690 kW rooftop solar system installed in partnership with Arch Solar in 2026 is projected to offset 20% of annual energy use.

The business model is overwhelmingly direct-to-consumer: over 90% of the $2.8 million annual operating budget is generated from public programming (admissions, class registrations, league fees, facility rentals) and corporate sponsorships, with the balance from grants and charitable contributions. Distribution is via walk-in admissions, online registration through the FinnlyConnect platform, email/phone group bookings, and on-site gift card redemption. Marketing relies on organic social media (Facebook, Twitter/X, YouTube), event calendars, and community-club referrals. No e-commerce or product sales occur online.

Name

Pettit National Ice Center

Legal name

Pettit National Ice Center, Inc.

Website

https://thepettit.com

Company type

Private

Founded year

1992

Operating status

Operating

Short description

Pettit National Ice Center is a Milwaukee-based 501(c)(3) nonprofit operating a 200,000+ square foot facility with the only enclosed 400-meter Olympic speed skating oval in the United States, plus two international rinks and a run/walk track, serving over 430,000 annual visitors through public skating, learn-to-skate classes, hockey, figure skating, and Olympic-level speed skating training.

Ownership category

akta.pro rank

Product category

Ice Skating & Recreation Facility

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Ice Rinks & Winter Sports Facilities (MPAKAEAG)

akta.pro secondary industries

Arenas & Indoor Sports Centers (MPAKAEAB), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Winter Sports Schools & Activity Centers (Ski, Snowboard, Snowmobile) (THAAAKAI)

Keywords

• Ice skating facility
• Public skating sessions
• Learn-to-skate classes
• Speed skating training
• Hockey league programs

Headquarters

HQ city

Milwaukee

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, Technology or R&D, Supply Chain, Others

Revenue model

1. Public Programming Revenue: Over 90% of income generated from public programming including public skating sessions, skating school classes, hockey programs, run/walk track admissions, speed skating sessions, and facility rentals. This is the primary revenue driver.
2. Sponsorships: Corporate sponsorships from partners including Vilter by Copeland, VoLo Foundation, We Energies Foundation, Gruber Law Offices, and Pepsi provide ongoing sponsorship revenue.
3. Grants and Charitable Contributions: Balance of budget (less than 10%) generated from grants and charitable contributions including the VoLo Foundation donation for solar project.
4. Facility and Banquet Rentals: Revenue from renting the Hall of Fame Room (2500 sq ft, seats 124-144), Olympic Oval, International-sized ice rinks, and entire facility during select dates for events, corporate outings, and private functions.
5. Birthday Parties and Group Events: Birthday party packages (Bronze $15, Silver $17, Gold $19 per person) including skating admission, skate rental, and 90 minutes in party zone. Also includes school field trips at $6.50 per student and scout skates at $10 per person.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Operates an indoor ice arena featuring a 400-meter Olympic Oval and two international-sized ice rinks in Milwaukee, offering public skating, learn-to-skate classes, hockey programs, speed skating, figure skating, curling, an indoor run/walk track, birthday parties, and banquet/event space. Functions as a community recreation facility and an official US Speedskating training site.

Product overview

The Pettit National Ice Center operates as a multi-ice recreational facility offering a unified portfolio of ice-based and fitness activities. The core offerings center around public ice skating on the Olympic-sized 400-meter Oval and two international-sized rinks, complemented by a 443-meter indoor run/walk track. Sports programming includes speed skating (an Official US Speedskating Training Site with Olympic legacy), hockey (with the PAHL adult league and youth programs), figure skating (with club and synchronized skating), and curling rentals. The center's Learn-to-Skate School provides instruction across multiple disciplines through structured class progressions (Tot 'N Me through Free Skate for figure, Hockey Skills, Speed Skating levels, and Teen/Adult basics). Additional revenue-generating services include birthday party packages, banquet/meeting facility rentals (Hall of Fame Room), school field trips (Kids On Ice), scout programs, gift cards, and summer sports camps. Over 90% of the $2.8M annual budget is generated from public programming and sponsorships, with the balance from grants.

Differentiator

Problem solved

Functional benefit

Brands

• Pettit Adult Hockey League (PAHL): One of the largest adult hockey leagues in the entire Midwest, USA Hockey sanctioned league.
• Kids On Ice (KOI)
• Pettit Party Zone

Products and services

• Public Skating Sessions Open recreational skating sessions on the Olympic Oval and international rinks for the general public and families.
• Learn-to-Skate Classes Instructional skating classes for beginners across multiple disciplines, offered to children and adults.
• Hockey League Programs Organized hockey leagues, clinics, and training programs for youth and adult players.
• Speed Skating Programs Speed skating training programs conducted on the 400-meter Olympic Oval, supporting competitive athletes and the official US Speedskating training designation.
• Figure Skating Programs Figure skating lessons, training, and freestyle sessions for recreational and competitive figure skaters.
• Curling Curling leagues, instructional sessions, and open curling for participants at varying skill levels.
• Indoor Run/Walk Track An indoor run/walk track located alongside the ice facilities, offering weather-independent fitness options for non-skaters.
• Birthday Party Packages Birthday party event packages combining ice time, skate rental, and dedicated party space for children and families.
• Banquet and Event Space Banquet and event space rental for corporate meetings, community events, school field trips, and private functions.

Quantifiable outcome

• Over 90% of operating budget generated from public programming and sponsorships (over $2.5M of $2.8M budget)
• +3 more outcomes

Named customers8 records

Segments10 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

19 partnerships are on record, tiered core, flagship and minor.

• Arch SolarcoreTechnology or Integration · 1 January 2026Wisconsin-based solar company that designed and installed the 690 kW rooftop solar energy system featuring 1,180 bi-facial panels. System offsets 20% of annual energy use and up to 100% of peak loads during spring/summer. Project completed in 2026.
• The Ability Center (RampUp Site)coreStrategic or Co-development Partner · 1 January 2025Partnership to provide FREE ice sled rentals for accessible and inclusive skating opportunities. The Pettit Center is a RampUp Site bringing inclusive skating to the community for those who cannot use traditional skates.
• US SpeedskatingflagshipStrategic or Co-development PartnerOfficial Training Site designation. All U.S. speed skaters who participated in the last six Winter Olympics have competed or trained at the Pettit Center. Facility provides premiere venue for national team training in both long and short track speed skating.
• Vilter by CopelandminorGTM or Marketing PartnerOfficial sponsor of the Pettit Center. Manufacturer of commercial refrigeration and HVAC equipment.
• We Energies FoundationminorGTM or Marketing PartnerOfficial sponsor of the Pettit Center. Community foundation from WEC Energy Group supporting community initiatives.
• Gruber Law OfficesminorGTM or Marketing PartnerOfficial sponsor of the Pettit Center. Local law firm providing legal services.
• PepsiminorGTM or Marketing PartnerOfficial sponsor of the Pettit Center. Beverage company providing refreshments and concessions.
• Bunzel's CateringcoreImplementation/ SI/ Consulting PartnerExclusive caterer for the Pettit Center's Hall of Fame Room and banquet facilities. Located at 8415 W. Burleigh Street, Milwaukee, WI 53222. Provides catering quotes separately for events.
• Badgerland StriderscoreStrategic or Co-development PartnerOfficial Home of Wisconsin's oldest and largest running club since October 1, 1959. Club has over 2,000 running individuals and families (family membership). Uses run/walk track facilities.
• Wisconsin Figure Skating ClubcoreStrategic or Co-development PartnerHome rink of one of the oldest and most respected skating clubs in Wisconsin. Supports amateur figure skating at all levels (Learn-to-Skate through Senior) in all disciplines (Freestyle, Dance, Synchro, Figures).
• Wisconsin EdgecoreStrategic or Co-development PartnerSynchronized skating team of Wisconsin Figure Skating Club. Home rink at Pettit Center. Gained national recognition after moving to Pettit National Ice Center.
• Wisconsin Speed Skating ClubflagshipStrategic or Co-development PartnerClub in existence over 90 years (formerly West Allis Speed Skating Club and Badger Speed Skating). Coaches have trained 24 Olympians, more than 50 World Team members, and over 95 National champions.
• Elmbrook School District Speedskating ClubminorStrategic or Co-development PartnerSchool-based speed skating club training at Pettit Center. No skating experience required. Provides racing opportunities for students.
• Pinnacle SpeedskatingcoreStrategic or Co-development PartnerIndependent training program established summer 2018 for specialized short track speed skating training in the Midwest. Open to US Speedskating direct members and international skaters.
• DASH (Developing Athletes for Speedskating High-Performance)coreStrategic or Co-development PartnerProgram with goals to expand speed skating talent pipeline by getting 100,000 kids to try speed skating in 3 Olympic cycles, provide clear pathways for all abilities, and develop champions on and off ice.
• Milwaukee Jr. AdmiralscoreStrategic or Co-development PartnerHome rink for Tier 1 AAA hockey program. Built for the most aspiring, dedicated, hardest working, and most coachable players looking to take their game to highest levels.
• Metro Milwaukee Women's HockeycoreStrategic or Co-development PartnerHome rink for women's hockey program offering women of all skill levels (novice to advanced) an opportunity to experience ice hockey.
• SD Hockey CampsminorChannel Partner/ Reseller/ Distributor"Simply Defense" and "Strictly Shooting" camps returning to Pettit Center July 27-30, 2026. Independent hockey instruction business.
• LiveBarnminorChannel Partner/ Reseller/ DistributorWorld's largest broadcaster of amateur sports. Pettit Center games available for live and on-demand viewing. Discount code e1fe-82mk available for subscribers.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Utah Olympic Oval: The Utah Olympic Oval is the closest functional analog to the Pettit Center: an enclosed 400m Olympic speed skating oval with adjacent multi-rink ice facilities, public programming, learn-to-skate, and elite US Speedskating training designation. Built for the 2002 Winter Games, it serves a similar mix of elite athletes, clubs, and community skaters.
• Lake Placid Olympic Center: Operated by ORDA, the Lake Placid Olympic Center hosts multiple ice surfaces including the 1932 and 1980 Olympic rinks, public skating, figure skating, hockey, speed skating, and learn-to-skate programming. It shares the Pettit's combination of Olympic heritage, multi-discipline ice programming, and community recreation use.
• Herb Brooks National Hockey Center: An Olympic legacy ice arena in Lake Placid with a 2,500-seat main rink and additional sheet, hosting hockey tournaments, public skating, and figure skating events. Comparable to the Pettit in Olympic heritage, host-venue role, and event-driven utilization alongside community programming.
• The Rinx: A multi-rink ice facility in Hidden Hills, NY operating public skating, hockey leagues, figure skating, and learn-to-skate programming. Comparable as a community-oriented, multi-discipline ice complex with a similar pricing tier and programming breadth.
• Skating Club of Boston: A historic figure-skating organization operating multiple sheets of ice in Norwood, MA with a learn-to-skate school, club programming, and high-performance training. Comparable in club-based multi-rink operations, learn-to-skate progression, and elite figure skating pathway focus.

Regional players

• Arctic Ice Arena: A multi-rink ice facility in Orland Park, IL offering public skating, hockey leagues, learn-to-skate, and figure skating. Comparable as a Chicago-area competitor serving a Midwest audience with similar programming breadth, though without Olympic-oval scale or Olympic heritage.
• Appleton Family Ice Center: A Wisconsin community ice center in Appleton operating two NHL-sized rinks with public skating, hockey, and figure skating programming. Comparable as a same-state peer serving Wisconsin families with similar pricing tiers and programming mix, though at smaller scale.

Broad incumbents

• National Sports Center: The National Sports Center in Blaine, MN is one of the largest multi-sport amateur athletic facilities in the U.S. with ice rinks, soccer fields, and a velodrome. Comparable as a large-scale community recreation/competition venue operator in the Upper Midwest, though broader in sport mix and without Olympic speed skating heritage.
• Life Time Fitness: Life Time operates large-format fitness and recreation centers across the U.S. with ice rinks, indoor pools, and family programming. Comparable as a large-scale community recreation operator with bundled programming, membership model, and class-based revenue — though ice is one amenity among many rather than the core focus.

Others

• U.S. Olympic & Paralympic Training Center: The USOPTC in Colorado Springs is the flagship U.S. Olympic & Paralympic training facility and shares the Pettit's role as an Official Training Site and elite-athlete pipeline hub. Comparable in designation and elite-athlete development function, though it operates at national rather than community level and is not a public recreation facility.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/PettitCenter
• YouTubeyoutube.com/user/PettitCenter
• Facebookfacebook.com/PettitCenter

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 Pettit National Ice Center