Building Revenue and Community Engagement Through Aquatics Programs

When first opening, programming was limited to recreational and instructional use, leaving significant untapped potential. Leadership at Mount Carmel Fitness Center, in partnership with Power Wellness, sought a strategy to strengthen financial sustainability, improve cost recovery for the natatorium, and create deeper community engagement through expanded programming and partnerships.

The cornerstone of this plan was the launch of a USA Swimming-sanctioned team under the Mount Carmel brand. The program included developmental, age-group, and advanced training tiers. Power Wellness also established partnerships with local schools, clubs, and athletic organizations to build early interest and ensure program credibility.

In addition, the team introduced meet hosting to further utilize the natatorium and create new ancillary revenue streams. By collaborating with USA Swimming and local leagues, the center developed a seasonal meet schedule that brought families and athletes from across the region. Revenue was generated not only from registration fees but also from concessions, vendor booths, and spectator admissions.

Finally, Power Wellness expanded year-round aquatics programming to include advanced swim lessons, stroke clinics, master swim programs, and triathlete training. These offerings diversified the member base, attracted adult participants, and aligned with Mount Carmel’s broader wellness mission.

Key Results

• Aquatics services now represent 15% of total center revenue, driven by expanded programming and engagement from swim team families and spectators.
• Swim team enrollment exceeds 100 athletes, with such strong retention that seasonal tryouts are now required.
• Youth swimmers not yet ready for competition are redirected to private or small-group lessons, strengthening future tryout pools and supporting another profitable service line.
• A Masters Swim Team was launched, providing medically integrated coaching for adults and generating new membership growth. Within two years, the team earned national rankings, set a world record in senior age-group competition, and generated over $10,000 in new revenue.
• The facility now hosts eight competitive meets annually, producing more than $30,000 in direct and indirect revenue and introducing new visitors to the center.
• Pool utilization has significantly increased through optimized lane scheduling and a new reservation system built from Power Wellness’s technology insights.

These outcomes not only improved financial performance but also reinforced Mount Carmel’s role as a trusted, medically integrated wellness destination, fostering pride, participation, and long-term community connection.