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Summer camps are competing with a $40 billion industry
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Camps are competing with a $40 billion industry. Not other camps. Not enrichment programs. Not Disney World. Youth travel and competitive sports. This number keeps growing. The infrastructure keeps expanding. And parents keep choosing sports over summer camp, often spending three to five times as much. The irony? Parents are choosing sports for exactly the things camps do better. What Parents Say They WantWe survey families year in and year out about what they look for in their kids’ activities. In our most recent survey, 72% of affluent families have their children in travel or competitive sports. The top answers of why parents are choosing sports are that they feel these needs are being met:
But camps train staff specifically on social interaction. Camps build skill progression into curriculum. Camps provide healthier group environments and more holistic development than most sports programs. When it comes to what parents actually want, camps are the shining star. Why Sports Win AnywaySports have structural advantages that camps don’t. They operate year-round and locally. Kids see the same friends constantly. Parents form tight social communities. I know this one personally. When one of my daughters stopped playing softball, we felt it. I heard from other parents all the time some version of, “Come back! We miss you!” Plus, there’s a fear of falling behind if kids take a summer off. The pressure is intense because everyone believes their child is on a path to something great. And the community is powerful. Parents stay with sports because all the other parents are doing it. Their identity becomes tied to team membership. Even when sports are financially and emotionally draining, the social pressure keeps them in foldout chairs on the sidelines. How Camps Can CompeteThis isn’t about replacing sports. Most families won’t leave travel teams for camp. It’s about positioning camp as “yes, and.” Yes, keep playing sports. But know that camps provide all kinds of things organized sports often don't: Skill development through progression → Not just repetition, but intentional curriculum that builds over time. Social interaction without performance pressure → Connection and identity formation in environments designed for growth, not competition. Healthier routines → Outdoors, movement, sunlight, hydration, and three meals a day (which is a key distinction) There are plenty more, obviously, and it’s important for camps to know their own list. The Communication OpportunityCamps can’t out-spend a $40 billion industry. They can’t operate year-round in every local community. But camps can communicate their unique value clearly. When camp messaging emphasizes skill progression, social growth, and developmental outcomes (the exact things parents say they want btw) they become complementary to sports, not competitive with them. This means talking about: How camp staff are trained in facilitating social interaction. How skill-building happens through intentional curriculum design. How communication keeps families connected to their child’s experience. These aren’t abstract benefits. They’re the specific things parents told us they wish sports programs did better. The Positioning ShiftThe camps winning this competition aren’t trying to replace sports programs. They’re helping parents see what camp uniquely provides by making the case that kids need both. Get the structure and community of sports, sure, but also add on the holistic development and social growth of camp. When camps position themselves as “yes, and” instead of “either/or,” families start to stop seeing it as a choice. It’s more about complementary experiences that serve different developmental needs. The Bottom LineLook, travel sports aren’t going away. Quite the opposite, really. The industry is only getting bigger and more organized. But camps have something sports programs struggle to replicate: Intentional development of the whole child, delivered by trained staff, in environments designed specifically for growth. The question isn’t whether camps can compete with a $40 billion industry. It’s whether camps can communicate their value clearly enough that parents choose both. Sincerely, Senior Consultant at Immersive1st Learn more about Immersive1st's Approach |
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