Jeff Riney, the COO of The St. James in Springfield, Virginia, discusses the facility’s origin, vision and innovative business model. Founded to address a gap in quality youth sports venues, The St. James has grown into a 450,000-square-foot destination offering sports, fitness, wellness and entertainment. Despite challenges from the COVID-19 pandemic, the facility has thrived by focusing on both member and non-member revenue streams. Key trends include recovery services like cold plunges and strength training, while offerings are tailored to meet family needs. The St. James continues to innovate by balancing customer feedback, market trends and brand consistency.
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