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.
Many JCC fitness directors and wellness teams face the same reality:
Aging facilities and equipment that no longer reflect modern fitness trends.
Shrinking budgets and limited capital for major renovations.
Time and staffing constraints make project planning difficult.
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 ~
Bonnie and Amy broke down the refresh strategy into four practical focus areas — each designed to maximize impact where it matters most.
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.
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.
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 ~
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.
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.
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.
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.
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.
“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 ~
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:
👉 Fill out the form to download the JCC Guide and start shaping the future of your JCC fitness experience today.