How Upace helps centers embrace innovation while staying true to their mission of bringing people together.
The local JCC was a second home for Rachel Koretsky during her formative years. Summer camp, the J’s programs and friendships made there became part of her family.
But when this cherished community space closed during college, it brought into focus what she always understood: these spaces are essential. As the center’s absensce echoed through the community, she saw firsthand what happens when they can’t evolve with technology and the changing fitness and wellness market.
She faced more frustrations with her campus rec center at college due to paper sign-ups, long lines and inefficient systems. This further struck a chord when she saw peers leaving the facility for other options.
Inspired to solve these challenges, Koretsky created Upace, a robust reservations, mobile app, admin and member engagement platform for community rec centers.
“The lightbulb moment came when I realized I could connect my entrepreneurship studies with the very real problems I experienced,” said Koretsky. “I wanted to create technology that would help community rec centers not just survive, but thrive in an increasingly competitive landscape. I had a clear vision this industry deserved better tools. What truly cemented my commitment was the validation from industry professionals. When I showed early prototypes to rec center staff, their faces lit up with relief.”
Continuing Momentum
One memorable moment for Koretsky after creating Upace was at a startup event where she pitched her company to a large audience. Afterward, a YMCA member approached her and told her the need for this product at their Y.
“Within weeks of that chance encounter, we signed our very first YMCA client — the YMCA of Greater Brandywine. It was a pivotal moment that confirmed we were solving a real problem,” said Koretsky. “Despite having safer career options after graduation, the enthusiasm from these early adopters made my decision to pursue Upace full-time very clear.”
The early momentum continues today. Upace serves hundreds of centers through custom-branded mobile apps and turnkey solutions like My Y, My J, My Parks & Rec and Kroc Connect, alongside admin tools enhancing experiences for hundreds of thousands of members in North America.
Most recently, Koretsky and her team launched Upace Connect for instructors and trainers to better focus on staff needs and help transform member experience.
“We’re helping strengthen the connections that make community recreation centers so special,” said Koretsky. “Each of these turning points has shaped not just our company, but my understanding of what technology can do when it’s truly aligned with mission and community. What’s remained constant is my commitment to really understanding what recreation professionals need. Through building genuine relationships with our clients, we’ve created something that does more than manage reservations or offer mobile apps.”
By creating those authentic connections with industry leaders, Upace has built a solution that addresses the nuanced challenges that only become apparent when companies are truly engaged with clients.
Success Stories with Upace
Rather than relying solely on market research or industry trends, Koretsky said the team maintains regular, ongoing conversations with those using their platform every day.
“A fundamental key to our success is how deeply we listen to our customers and build with them, not just for them,” said Koretsky. “Our development process is genuinely collaborative. We work directly with clients to understand their challenges and co-create solutions. This approach extends to our exceptional onboarding process and ongoing support. The level of care our team provides is truly unique in the industry.”
One such customer is Valley of the Sun JCC, which revolutionized its fitness programming using Upace. Since implementing the platform, the JCC nearly tripled group exercise participation and completely transformed their Pilates studio. Reservations skyrocketed from 2,280 in 2023 to over 4,900 in 2024, and the JCC is on track to double that figure in 2025.
Then there’s the YMCA of Metropolitan Los Angeles, which achieved impressive digital engagement through their YMCA LA app built by Upace. It’s essential for operations, handling 100% of member interactions including class reservations, pool bookings, barcode check-ins, notifications and schedule management.
These examples highlight Upace’s mission: to empower YMCAs, JCCs and other community centers with technology that not only streamlines their operations, but enhances the human connections making these spaces so essential.
“We’re committed to ensuring these organizations have the advanced technology they need in today’s competitive fitness and wellness industry,” said Koretsky. “This is crucial as they face challenges from both low-cost gyms and virtual fitness options.”
Creating Connections
While technology still plays a crucial role in rec centers staying competitive, Koretsky said its purpose should be to enhance the in-person experience, not replace it.
In fact, using digital tools like Upace should make it easier for members to engage with physical spaces and the people within them.
“We’re seeing the most successful centers use technology strategically to highlight and strengthen their community advantage,” said Koretsky. “They’re leveraging digital tools to improve communication, streamline operations and create more meaningful touchpoints with members. In this hybrid world, the community rec centers that thrive will be those who embrace technology as an enabler of human connection.”
However, what makes Upace standout goes beyond the technology. With the company’s specialized alignment with community rec, it’s the trustworthy relationships they create with centers that makes them unique.
This human-centered approach stems from Koretsky’s belief that authentic connections create lasting community impact.
“Beyond being the founder and CEO of Upace, I’m also a wife and mother to two young boys and a golden retriever puppy,” said Koretsky. “Having a family has further influenced my perspective on what community rec centers provide: spaces where families like mine can connect, grow and thrive together.”
What’s Next for Upace
For Koretsky, the most fulfilling aspect of Upace’s journey has been watching the platform evolve alongside clients’ needs.
“When we first started, we had a vision for what Upace could be,” she said. “But it’s grown into something far more impactful. We don’t just solve today’s challenges. We’re constantly exploring how emerging technology can address evolving pain points, ensuring our clients stay ahead of the curve.”
This innovative mindset is on display in 2025. Upace will soon be rolling out a complete refresh of its admin portal, making the platform even more intuitive and engaging for staff.
Also, Upace is refining its visual identity and introducing game-changing AI functionality to help community rec centers better understand and serve their members.
These upcoming advancements will continue to enhance how centers connect with their communities while making operations more efficient.
“What makes me most excited about these developments is how they’ll further our mission of helping community rec centers strengthen the connections that make them so essential,” said Koretsky. “The future is incredibly bright, both for Upace and for the communities we serve.”
