In this Leadership Viewpoint, Erica Barnes, the director of business development at NinjaZone, shares how community rec centers can address flat or declining family participation amid rising expectations and competition. Barnes emphasizes focusing and simplifying program offerings and building long-term strategic plans rather than planning month to month. She highlights innovative space usage, such as converting an underused aquatic area into a ninja zone to better improve family engagement, and notes the growing importance of adaptive programming for kids. Her core advice is to be intentional with programs and spending — ensuring initiatives are scalable, meet genuine community needs, and are set up for measurable success.
Enjoy!
Key Takeaways
- Many community rec centers face flat or declining family participation despite rising expectations and competition.
- Simplify and focus: stop trying to do everything and prioritize a few high-impact programs.
- Align the entire team around these priorities to improve execution, consistency and results.
- Shift from reactive, month-to-month planning to intentional long-term program strategy.
- Evaluate programs for scalability, clear success metrics and alignment with genuine community needs.
- Use existing facilities more creatively, especially in aging buildings with limited capital.
- Repurpose underused spaces — e.g., converting an aquatics viewing area into a NinjaZone — to boost family engagement.
- Expand adaptive programming for kids to meet growing community needs and deepen inclusion.
- Be disciplined with every program and dollar spent — ask if it’s needed, scalable and measurable.
- This intentional approach supports better retention, sustainable growth and stronger community impact.
- Clear priorities also improve staff alignment, reduce burnout, and guide smarter investments in people, programs and spaces.
