What millennial parents want from their community centers

Every generation is different and as more Millennials become parents, it inevitably changes how you need to approach what you do in the family recreation space. With their kids in tow and a strong desire to stay active, connected, and engaged, this generation is shaping what they expect from local community centers like YMCAs and JCCs. So how can you meet them where they are?

To find out, we surveyed millennial parents across North America. The goal? To better understand how they interact with community centers, what they’re looking for in programs, and how these spaces fit into their busy family lives.  

The result is a new, research-backed eBook designed to help YMCA and JCC professionals better serve today’s parents. Below, we’re sharing a sneak peek at some of the key insights and trends that emerged from the study and how your organization can use them to strengthen member engagement and retention with millennial parents. 

Millennial parents are engaged—and eager for more

One of the most encouraging findings from the survey is just how often millennial parents visit their local YMCA or JCC. A large percentage reported attending weekly or more, with many saying they plan to increase their participation in the coming year.

Recreation centers are more than just a place to pass the time, they’re becoming an essential part of family life. These visits are about more than fitness or childcare. They represent time for bonding, exploration, and community building. 

They want programs that help their kids learn and grow

When asked which types of activities they value most, parents pointed to a wide range of options—from sports and fitness classes to arts, crafts, and STEM workshops. The common thread? Parents are looking for programs that support their children’s development in meaningful ways.

These parents aren’t just looking for fun (though that matters too)—they want enriching experiences that help their kids build confidence, socialize, and discover new interests. For recreation professionals, that means communicating clearly how programs will benefit the children participating or thinking beyond traditional programming and offering experiences that blend learning with play.

Convenience, variety, and affordability matter

Millennial families are busy, and when they choose a community center, three things matter most: location, program variety, and cost. Proximity to home or work is a major factor, along with flexible scheduling and programs that cater to multiple age groups and interests.

Affordability is another key concern. While these parents are ready to invest in quality experiences, they want options that fit within their family budgets. Discounts, flexible memberships, and value-driven programming can make all the difference. 

Opportunities for growth

The survey also highlighted areas where YMCAs and JCCs can improve the experience for millennial families. Suggestions from parents included:

• Offering more diverse program options
• Making registration and communication easier through technology
• Creating cleaner, safer, and more wellness-focused environments
• Providing more opportunities for whole-family engagement

These aren’t just nice-to-haves, they’re expectations from a generation used to digital convenience and thoughtful customer experiences. 

What this means for your organization

The big takeaway? Millennial parents are deeply invested in community recreation—but they also have high standards. They’re looking for centers that are welcoming, well-run, and aligned with their values around health, development, and family time.

This represents a powerful opportunity. By tailoring offerings to meet the needs of today’s parents, your organization can build stronger connections, boost program participation, and foster lasting loyalty. 

Stay tuned for more research and resources from Amilia as we continue to support community organizations in building vibrant, connected spaces for your community.