Rec Accelerates Growth with Pro Athlete-Backed Series A to Power Local Recreation

Supported by investors including Larry Fitzgerald, Kevin Durant, and Joe Montana, Rec expands nationwide to meet surging demand for modern recreation

SAN FRANCISCO, Sept. 17, 2025 /PRNewswire/ -- Rec, the recreation technology company modernizing how America plays, today announced it has raised $11 million Series A led by Crosslink Capital. Athlete investors Larry Fitzgerald, Jr. and Kelvin Beachum, Jr. joined the round alongside Kevin Durant and Rich Kleiman's Thirty Five Ventures (35V), Joe Montana's Liquid 2 Ventures, and Marquee Ventures, a fund spun out of the ownership group of the Chicago Cubs.

Rec is tackling one of the country's most overlooked sectors—the $1.9T U.S. recreation industry that still runs on outdated software that frustrates residents and burdens city staff. Too often, families miss out on affordable activities like youth soccer, swim lessons, or art classes, while cities are left with untapped revenue and lost opportunities to engage their communities.

"We've seen great products transform access in every industry, yet recreation—an industry that touches every household nationwide—has been left behind by the tech world," said Birju Kadakia, co-founder and CEO of Rec. "Booking a court, or signing your kid up for camp should be no different than making a restaurant reservation. That's why we built Rec: to bring that same modern, mobile-first experience to play in every community."

Rec combines consumer-grade design with AI-powered "digital teammates" that handle refunds, weather reschedules, reporting, and translation, freeing staff to focus on their communities. Rec's Instructor Network turns underutilized spaces into vibrant, revenue-generating assets. In San Francisco, Rec will generate over 15,000 lesson hours in 2025, leading to hundreds of thousands of dollars in new lesson revenue, all operated without any additional staff.

"Parks & Recreation departments already create incredible opportunities for their communities—but too often, those experiences are hard to discover," said Rachel Williams, co-founder and president of Rec. "Our mission is bigger than software—it's about unlocking access, making it simple for families to participate, and helping communities thrive through play."

The funding will accelerate Rec's expansion into new markets and deepen investment in AI-powered features that can transform recreation operations. Already partnering with more than 50 communities, Rec has helped towns like Torrance, Calif. increase access by moving over 65% of registrations to mobile, and increased revenue in cities like Lincoln, Calif., where facility revenue quadrupled after launching Rec.

"With Rec, we transformed summer camp registration from one of our most stressful days of the year, into a smooth, mobile-first experience," said Garrett Craig, Recreation Services Manager for the City of Torrance. "What used to mean long in-person lines and staff working overtime now happens seamlessly online. Our families are getting the booking experience they expect today, and our team can focus on creating more great programs for the community."

For Rec's athlete investors, the mission is personal.

"Sports taught me discipline and how meaningful it is when kids and families have access to recreation and play, and that's why I believe so strongly in Rec's mission," said Larry Fitzgerald, Jr., Investor. "The Rec team isn't just building software—they're using technology to expand access, equity, and opportunity in every community across the country."

"The recreation industry is one of the last massive consumer markets still running on outdated technology," said Gabby Contro, Partner at Crosslink Capital. "Rec's team combines proven experience from world-class technology companies with a deep passion for community. Their platform is already delivering results in cities across the country, and we believe they're poised to become the operating system for recreation nationwide."

Rec is expanding to major recreation networks across the country and currently hiring for multiple roles in engineering, product, sales and marketing. For additional information or to learn how to partner with Rec, visit Rec.us.

About Rec
Rec is the modern operating system for community recreation. Headquartered in San Francisco, Rec makes it simple for anyone to discover, book, and enjoy activities in their community, while helping recreation departments save time, grow revenue, and reach more residents. With AI-powered tools and a mobile-first design, Rec is powering the future of play across the United States. Learn more at www.rec.us or hello@rec.us.

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SOURCE Rec