business have remained constant. Adult
recreational soccer, for example, has
always been at the core of the facility's
programming.
"We recognized that the adult program
was our bread and butter. The soccer
aficionados are going to come and go; our
emphasis is the recreational or lifestyle
player–the person who plays soccer,
along with other sports, one day a week.
We wanted to attract people who are
competitive but still recreational."
Jan believes that soccer is currently
in a transitional state. "The youth
soccer market is changing because of
8
the academies and the emphasis on
competition. Although competition is
important, we also recognize that if kids
are being forced to play, or if it becomes
work for them, they won't want to
continue. We want our customers to have
fun–certainly to compete if they want to–
but we find the recreational soccer player
better suited for our membership."
Soccer has had a lot of growth, though,
as have other sports, such as flag
football and lacrosse, as well as sports
performance, agility training and other
programs. Birthday parties have also
become popular. Because Off The Wall is
a unique facility with a wide, open space,
it lends itself well, as most facilities do, to
special events like dog shows and health
and fitness expos. The number of camps
the facilities offer have increased as well.
"We've seen a lot of businesses come
and go, and I've consulted with a number
of sports facilities in the past; I've seen
the challenges that a lot of them have
faced. The ones that I think have had the
biggest challenge have been very narrowly
focused." Jan thinks being focused is
important, but facility operators also
need a broad perspective–a vision that is
amenable, the ability to make necessary
changes when economy or market or
competition demands it.
