In Deloitte’s 16th annual technology trends report, an unsurprising theme emerged — artificial intelligence is the common thread in nearly every rising trend.
Community rec leaders are currently seeing this increased engagement with AI. Brian McLaughlin, the executive SEVP and COO of YMCA of Memphis and the Mid-South, said while it’s still early, it’s worth exploring how generative AI can support and enhance member engagement.
“There are pilot programs I’ve seen around automated FAQ chatbots, wellness plan generation and always-available virtual support assistants,” said McLaughlin. “Centers should move carefully because the tech is still emerging, but these tools have the potential to improve responsiveness, reduce staff load and offer more personalized member experiences.”
Bob Moss, the EVP and COO of the Tampa Metropolitan Area YMCA, also said he’s seen more rec centers use AI to automate reaching out to members, creating challenges and engaging them. In turn, this helps keep members coming to the facility.
While there’s understandable hesitation with some organizations in adopting AI, Moss said the industry needs to understand the large-scale benefits of staying on top of the latest technology innovations.
“Many look at it as an afterthought or necessary evil instead of using it as a driver of the experience,” said Moss. “I know some tech is expensive and a center may not be able to be cutting edge, but keeping in step with trends is important.”
Because of the efficiency of AI, rec centers can now move beyond generic zip code marketing and embrace audience-first strategies.
Steve Ayers, the SVP of business development at ROR, said predictive models can flag when a member might lapse, identify which programs they’re likely to join and who may support fundraising or capital campaigns.
“AI helps tailor engagement to everyone’s journey,” said Ayers. “With enriched, household-level data covering thousands of behavioral and demographic attributes, organizations can connect more precisely with families, youth, seniors, prospective donors and underserved communities. This is about reaching the right people with the right message in the right place — leading to better engagement and stronger mission outcomes.”
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Understanding all possible touchpoints helps create a holistic view of how members and participants interact with center programs and what motivates engagement.
But despite the seemingly endless options for purpose-built tech solutions, Christina Weitzel, the senior director of marketing at ACTIVE Network, said many options don’t integrate with each other.
“Ultimately, organizations must ask, ‘Do we want one main system with a few workarounds, or do we want to maintain a suite of best-in-class tools that don’t talk to each other?’” said Weitzel. “Organizations have more data than ever before and figuring out which information to focus on can be overwhelming. Tools that cut through the noise and highlight the data that really matters are essential for making informed decisions. There’s increasing demand for native or integrated customer-facing apps that enhance member experience.”
In her experience, Weitzel said some challenges centers are facing include: limited budgets don’t allow for custom software; and with high turnover, seasonal employees and staff often don’t know what they don’t know. This can lead to confusion and frustration when using tech platforms.
Ayers echoed this sentiment and said teams are already stretched thin. Even when digital tools are available, limited time and expertise can hold back execution of more advanced strategies like audience segmentation or campaign optimization.
“Without a unified data view, it’s hard to understand members or track outcomes effectively,” said Ayers. “The tools exist — but understanding how to apply them within a mission-first context remains a challenge for many YMCAs and rec centers.”
Tangible Solutions
Both McLaughlin and Moss confirmed these challenges exist on their end. However, there are multiple avenues that the industry can take to ensure tech innovations are successful. McLaughlin said the best solutions start by listening to frontline staff and members who experience these real pain points daily. Centers must pick a platform that solves issues, aligns with your mission and operational needs.
“Prioritize systems that integrate well and centralize workflows to eliminate complex data entry, reduce staff burden and friction for members,” said McLaughlin. “Finally, invest in technology training and understanding. Whether you’re a one-person rec center or managing a multi-site operation, having someone thinking strategically about technology can have a transformative impact by ensuring tech serves the mission.”
Moss said to find a staff member you trust to advise you on new trends but try to start small. Then continue to build on it. “I love data, so if you can find out what’s important to the membership base, that can help with a plan,” he said.
Aside from AI and effective team/member management, another popular technology trend is geospatial intelligence. Ayers said these geospatial tools are becoming essential for community centers when planning outreach, expanding services and optimizing program access.
“By overlaying audience data on local maps, leaders can locate high-opportunity areas — like neighborhoods with high youth density, gaps in senior services or strong donor potential,” said Ayers. “These insights help ensure strategic growth and equitable access to programs and services while focusing resources where they’re needed most.”
Final Takeaways
By increasing access to services, rec cents can then become more forward-facing and accessible for members. McLaughlin said his audience sees mobile and self-service as essential to their experience, with tools like app check-in, mobile registration and digital forms empowering members to manage their experience anytime, anywhere.
Luckily, industry leaders don’t have to take the endeavor of mastering technology all on their own. Ayers said many rec centers are finding success by partnering with trusted experts in audience data, AI-driven marketing, and campaign management — freeing up internal teams to focus on programming and community service.
While there are plenty of partners to choose from, Weitzel said it’s very important to do your due diligence when selecting technology partners.
“It’s critical to ensure your vendors can serve as true partners and advisors — not just software providers,” said Weitzel. “Many vendors make bold promises about what their platforms can do, but some of those capabilities require significant investment in outside resources to implement effectively. For organizations already stretched thin on time, money, and staff, that gap between promise and reality can lead to major frustration.”
ACTIVE Network partners with organizations to strengthen community connections. Learn how ACTIVE can partner with you. Visit activenetwork.com.
Having someone on your team who understands the goals of your tech tools and how they work together can significantly reduce any frustration that can occur with partners.
But regardless of whichever new tech avenue rec centers choose to embrace, it’s imperative to first ensure you’re ready to take on the new challenge.
“Implementation is the foundation of your technology tools,” said Weitzel. “Take the time to set them up properly and ensure there’s a shared understanding across the organization of how each tool should be used. Build documentation, processes and best practices for each tool. This provides clarity and consistency, especially with staff turnover or seasonal hiring, and guarantees your tools are used as intended.”
