Revolutionizing How Members Engage with Recreation Centers
In 2014, Rachel Koretsky founded Upace, which has since skyrocketed to become the top mobile app engagement and reservation platform, supporting over one million members of community recreation centers across the US and Canada. Her journey started at American University, driven by a mission to make going to a recreation center efficient for students and members alike.
“Students would stop going to the university recreation center with lines for equipment, not knowing if they can take a group exercise class or workout. My peers would just stop going altogether,” she recalls. This challenge ignited the creation of Upace, a game-changing solution designed to streamline operations and boost member engagement in recreational facilities. The goal is to help every member and user to “Find Your Pace.”
Incubating Upace
While Rachel’s vision for Upace began at American University, the incubator program at the Kogod School of Business truly brought it to life. Accepted as the first company into what is now the Veloric Center of Entrepreneurship, she found an environment ripe for innovation and strategic development. “After I graduated, we were the first company accepted into the new incubator program,” she proudly recalls. “The program provided foundational support, mentorship, and resources, transforming Upace from a promising idea into a pioneering tech startup.”
Innovation at Its Core
Innovation is the heartbeat of Upace. Rachel emphasizes: “Innovation is everything. As a founder, you must constantly innovate your product daily.” Upace distinguishes itself by being the first in the industry to offer real-time facility occupancy data and comprehensive activity-based reservations. This includes everything from exercise classes, swim lanes, childcare, personal training appointments, and equipment reservations. Rachel’s commitment to innovation is reflected in Upace’s continuous evolution, driven by client feedback and the industry’s changing needs.
“We must constantly listen to our clients – their needs, challenges, and insights from the field – and determine how we can help them innovate,” she says.
Navigating Challenges and Embracing Change
The journey hasn’t been without its challenges. Initially focused on the university market, Upace pivoted to community recreation centers, including YMCAs, Jewish Community Centers (JCCs), and Parks & Recreation. At present, Upace supports over 150 rec centers.
The COVID-19 pandemic hit the recreation centers hard as they had to close their doors. However, the crisis also highlighted a critical need: the importance of technology in managing and maintaining operations during unprecedented times. Recognizing this, Upace was ready to meet the new demands. This shift proved pivotal, underscoring the necessity for technological solutions to reopen and maintain safe and efficient operations.
Upace’s technology became essential for recreation centers, and its platform facilitated reservations for classes and activities, controlled occupancy, and helped ensure social distancing. Real-time occupancy data helped members avoid crowds, enhancing safety. This supported immediate reopening needs and cemented technology’s role in long-term operations.
Revolutionizing How Members Engage with Recreation Centers
“We must constantly listen to our clients – their needs, challenges, and insights from the field – and determine how we can help them innovate,” she says.
The pandemic-induced shift toward technology accelerated Upace’s growth and market penetration. As rec centers saw the value of these solutions, Upace’s client base expanded significantly. By addressing immediate pandemic challenges and showcasing long-term benefits, Upace emerged stronger, more resilient, and poised for continued growth in a transformed industry. Asserts Rachel: “Recreation centers play a vital role in the physical and mental well-being of our communities; our mission is to help these centers thrive and continue to be the hub of the community through Upace’s innovative engagement platform.”
A Community-Centric Approach
Upace is not just about technology; it’s about building community and promoting wellness to ensure community recreation centers remain a hub for healthy living and wellness. Upace believes in the importance of recreation centers for individuals and families to engage in healthy activities together. She explains: “Our goal is to help members live healthier lifestyles, and a community recreation center allows individuals and families – kids, parents, and grandparents to have a place to go focused on holistic wellness and recreation.
Our technology allows members a seamless experience with their recreation center and helps them engage more with their wellness goals. ”This community-centric approach has enabled Upace to support over a million members across the United States and Canada. From JCCs to the vast network of YMCA, Upace’s platform scales to meet the needs of diverse rec centers, ensuring they remain vital parts of their communities.
Building the Future
Looking ahead, Upace is on a path to transform and support over a thousand recreation centers. The team at Upace is constantly developing the platform with new features and functionality each month. They are making advances in ways they support their clients with data analytics, machine learning and artificial intelligence. Rachel elucidates: “I’m excited about how we’re evolving our technology, focusing on data as a core component and how to leverage this data to improve member engagement. Through machine learning and AI, Upace will drive better decision-making and transform how recreation centers think about member retention today!”
A Legacy of Innovation
Upace’s story is one of vision, perseverance, and continuous innovation. From its inception in a university classroom to becoming a crucial technology partner for recreation centers across North America, Upace exemplifies how targeted, user-driven innovation can transform an industry. Rachel’s passion for solving real-world problems and her commitment to her client’s success has been instrumental in Upace’s growth. As Rachel aptly puts it, “Innovation must always be continuous. As a company, you can’t just say, ‘I innovated, I have a product, and that’s it.’ It must be ingrained in your company and team that you never stop innovating.” Upace’s journey is a testament to the power of innovation and its impact on communities and industries.
