Case Study: UAB Campus Recreation achieves 175% ROI and 11% membership revenue growth with Perkville

University of Alabama Birmingham Campus Recreation Center sees 175% ROI with Perkville

The University of Alabama at Birmingham Campus Recreation Center, a top-25 campus rec serving 21,000 students (and over 20,000 eligible employees), needed to boost retention and recruit new members by encouraging weekly visits to sustain funding and program growth. Guest pass revenue had been declining for four years, and staff sought a scalable way to build habitual facility use.

UAB implemented Perkville to reward check-ins, purchases, social actions and referrals with perks like free guest passes, pro shop discounts, massages, locker rentals and personal training credits. After rollout, guest pass activity and revenue reversed course, delivering a 175% ROI, while major membership revenue lines rose about 11%; staff also reported the program was easy to implement and engaging for members.

UAB Campus Recreation

Henry Knejfl

Coordinator of Membership & Guest Services