This JCC Fitness Space Refresh Guide helps community centers transform their fitness facilities with smart, budget-friendly upgrades that boost engagement, revenue, and member satisfaction. This guide reveals strategies to help JCC’s make a big impact with limited time and budget.
Across the country, Jewish Community Centers (JCCs) are rethinking how to refresh their fitness spaces, not by starting over, but by working smarter with what they have.
During a JCC Association webinar about “Refreshing Space: Where to Spend Time and Money When Both Are Limited”, Bonnie Lee Kushner, National Nonprofit Account Manager at Core Health & Fitness, and Amy Dowe, Core Territory Sales Manager and former Senior Director of Member Experience and Wellness at the Tucson JCC, shared actionable ways to elevate fitness environments without exceeding time, space, or budget.
Their message was simple: a “refresh” doesn’t have to mean renovation. With focus, strategy, and creativity, JCCs can make meaningful updates that enhance member experiences, drive engagement, and create additional revenue streams, all within existing limitations.
JCC Challenges: Limited Resources, High Expectations
Many JCC fitness directors and wellness teams face the same reality:
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Aging facilities and equipment that no longer reflect modern fitness trends.
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Shrinking budgets and limited capital for major renovations.
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Time and staffing constraints make project planning difficult.
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Evolving member expectations, particularly among younger families and active older adults.
“In this new era of momentum for health and fitness, community members are seeking variety, innovation, and energy. The challenge for JCCs is to keep up without losing their inclusive, mission-driven identity — or breaking the bank.”
~ Bonnie Lee Kushner, National Nonprofit Account Manager at Core Health & Fitness ~
Four Key Areas to Refresh Your Space
Bonnie and Amy broke down the refresh strategy into four practical focus areas — each designed to maximize impact where it matters most.
1. Be Trend-Savvy, Not Trend-Driven
When it comes to trends, the temptation is to overhaul the facility to keep up. But Kushner advises JCCs to carve out a small, flexible space that can evolve with trends over time.
Rather than investing heavily in new construction, focus on multi-use areas that can host emerging modalities, short-term programs, or pop-up experiences. These trend spaces can be refreshed seasonally and allow your team to “test and learn” before making larger commitments.
Case Study: The Tulsa YMCA’s Reformer Pilates Program
Members were requesting Pilates, but the branch didn’t have an existing program. Instead of outsourcing, they trained existing instructors through an in-house certification program and launched classes at $17 per session.
- 266 registrations within four months
- 62% were new to Pilates
- Resulting in ~$1,700 in monthly revenue
- Paid off equipment investment in nine months
It’s a model that JCCs can easily replicate: identify a demand, invest selectively, and empower internal staff to lead the way. The key is to invest in experiences over things — programs that generate energy, visibility, and loyalty.
Other growing trends to consider include:
- Recovery & Regeneration Zones: Cold plunge, infrared sauna, hydro massage, and assisted stretching are easy add-ons with high perceived value.
- HYROX & Functional Training: Small-group functional workouts that blend endurance and strength continue to attract younger demographics.
2. Turn the Fitness Floor into a Revenue Generator
Dowe’s perspective from 16 years inside the JCC system is clear: your fitness floor isn’t just a training space, it’s a showroom for your services.
“Many centers still hide small-group sessions in private studios or back rooms. Bringing activity out to the main floor increases visibility and creates “FOMO” for members watching. When people see others having fun, sweating, and connecting, they want in.”
~ Amy Dowe, Former Senior Director of Member Experience and Wellness at the Tucson JCC ~
To increase both impact and income:
- Offer short-format personal training (20–30 minutes) to make sessions accessible to more members.
- Add semi-private and buddy training (2–3 clients per session) to improve trainer utilization and lower the cost barrier.
- Create signature group programs that use existing space and equipment:
- Lunchtime Burn for time-pressed professionals
- Weekend Warrior for weekend engagement
- Ladies Who Lift for community-based strength training
Specialty programs such as TRX, kettlebell circuits, or mobility clinics are great for seasonal or themed offerings. Pair them with short-term challenges — four-week packages or “family fit nights” — to create urgency and repeat participation.
Pro Tip: Place these classes strategically near high-traffic areas like early childhood drop-off or café entrances. Visibility equals marketing — no banner required.
3. Engage All Generations, Build Loyalty
One of the most powerful tools JCCs have is their multigenerational reach. Families, seniors, and young adults often share the same building — but not the same programming. Integrating fitness across generations builds loyalty and membership longevity.
- Family Fit Nights: Parents and kids train side-by-side in fun, rotating stations.
- Teen + Parent Strength Training: Builds confidence, bonding, and lifelong habits.
- Active Older Adult HIIT Lite: Low-impact intervals for balance and strength.
Tucson JCC even launched Pee-Wee Pickleball for ages 3–5, evolving into family play programs that brought grandparents, parents, and kids together. These kinds of programs transform your JCC from a gym into a hub of community wellness — where everyone belongs.
Revenue Impact:
- Multigenerational engagement often equals more memberships under one roof.
- Offer family bundles (Parent + Teen passes or Class Packs).
- Maintain tiered pricing to protect value (suggestions):
- Private training: $75–80/session
- Semi-private: ~$37/session
- Small group: ~$30–35/session
4. Make Strength The Focal Point
According to the 2025 Murphy Research “State of Our Health” report, weekly strength training has grown across all generations since 2021 — from Gen Z to Boomers. Members want to lift, and JCCs need to reflect that shift.
Traditionally, facility layouts were 60% cardio / 40% strength. Core now recommends flipping the ratio to 60% strength / 40% cardio.
Focus on strength equipment that:
- Serves multiple functions (e.g., cable-based systems that support both group and individual use).
- Supports inclusive training, like Core’s HumanSport adaptive line, designed for wheelchair access or easy transfer.
- Promotes open-space layouts — turf zones, racks, and rigs that double as both storage and training stations.
Strength zones can also be visually inviting: bright turf areas, clear sightlines, and accessible equipment all signal vitality and modernity. The best part? Strength equipment typically lasts longer and requires less maintenance than cardio — a smarter investment for limited budgets.
How to Start Your JCC Refresh Strategy
- Audit Your Space: Identify under-used or outdated areas that can be repurposed.
- Survey Members: Ask what they value most — strength, group exercise, recovery, or digital options.
- Rebalance Your Floor Plan: Shift toward open layouts and multifunctional spaces.
- Empower Your Team: Train internal staff to lead new modalities and certifications.
- Pilot, Then Scale: Start small (like Tulsa’s Pilates model) and expand based on success.
- Communicate The Change: Celebrate refresh milestones — even small upgrades show members that you’re investing in them.
“You don’t have to do everything at once. Sometimes adding just two new StairMasters or one fresh training zone can make a huge difference.”
~ Amy Dowe, Former Senior Director of Member Experience and Wellness at the Tucson JCC ~
The Big Picture: Purpose-Driven Innovation
Refreshing your JCC isn’t just about new equipment. It’s about aligning space, people, and purpose to deliver an environment that reflects your mission — inclusive, engaging, and community-centered.
Core Health & Fitness understands the balance between impact and budget. With brands like Schwinn, StairMaster, Nautilus, Star Trac, Throwdown, and Wexer, they provide not only the tools but also the strategy and education to help JCCs thrive long-term.
Ready to make your space work smarter — not harder?
Download the full Refreshing Your JCC Fitness Space Guide from Core Health & Fitness to access:
- Design renderings and layout inspiration
- Program models and pricing examples
- Equipment recommendations for every budget
- Case studies from real community centers
👉 Fill out the form to download the JCC Guide and start shaping the future of your JCC fitness experience today.