Skip links

Main navigation

Sports and Wellness Consultants

We have identified experts covering all aspects of fitness, membership, wellness, aquatics, recreation, and adult programming for those who are 50 years-plus. Read about them below and request a visit or video consultation through the buttons to the right.

The Consultants:

Barry Baumfalk
Audrey Edwards
Seth Hazen
Bill Kirkner
Todd Landwehr
Barbara Raynor
Howie Rosenberg

Barry Baumfalk

Barry has been with the Jewish Community Center of Greater Kansas City since 2011.  His current role is director of fitness, sports, aquatics, and membership.  In this key position, Barry oversees a team of 20 managers who are responsible for the departments of fitness (personal training, group exercise, CrossFit, member experience desk and Fitness floor), sports (baseball, softball, tennis, soccer, racquetball, karate and more), aquatics (swim lessons, swim team and U.S. Masters Swimming), as well as the functions of membership (sales, acquisition marketing, retention and more).

Barry has been a certified personal trainer for more than 20 years. In this role, he has been able to provide important insights and identify and apply trends in the fitness industry. Additionally, he spent 12-plus years in the for-profit industry in personal training management, club management and multi-club management roles with organizations including Bally Total Fitness, Crunch Fitness and Equinox, in highly competitive markets such as Chicago, which allowed Barry to tackle the Kansas City market with a unique and successful track record.

Since arriving at the J, his primary focus has been to revitalize the fitness and sports departments from revenue, growth and awareness perspectives.  Barry is results-focused: Core membership units have increased from 2,400 to more than 3,000 and are poised for continued growth.  Personal training gross revenue at the J has increased from less than $100,000 to more than $500,000 annually. Adding programming such as Meshugge CrossFit, J Box, Rock Steady Boxing, Paddleboard Fitness + Yoga are a few examples in which growth has been achieved in addition to positive awareness of the J.  Overall, revenue in all fitness-related areas has significantly increased under Barry’s leadership, with many of the programs he has introduced to the JCC receiving recognition internally and externally, including awards from the local Jewish Federation.

Barry’s prior experience in the engineering industry has allowed him to voluntarily serve as an innovative project manager on numerous construction projects at the J.  A major locker room renovation, group exercise room additions, free weight room renovation and CrossFit extension are a few examples.  Overall, his assessment of space and outside-the-box thinking have proven beneficial to growth, not only in fitness and sports, but within other departments at the J as well.

More importantly, Barry possesses a genuine passion for the fitness industry and for excellence in the “total member experience.”  Strategically and tactically, from facility cleanliness and aesthetics, to first-rate customer service and inspirational team management, Barry is continually geared-up for success—and it shows, in this J’s growth and retention, member satisfaction and increasingly stellar reputation.

Areas of expertise:

  • Membership (structure, pricing, team training, commission structure, acquisition marketing and more)
  • Personal training (program systems, pricing, payroll, staffing and more)
  • New programming or program refinement (budget, creation, space assessment and more)
  • Project management (new build, renovation, architecture and contractor relations)
  • Creating partnerships and sponsorships for events and programming

Audrey Edwards

Audrey has been at the Jewish Community Centers of Greater Boston for 22 years.  In her most current role as Health, Fitness and Wellness Director, Audrey oversees all children’s enrichment and specialty camp programming.  She also works very closely with membership especially with retention, on-boarding, enhancing members’ experiences and driving new sales.

Audrey is a certified Well Coach, a Certified Personal Trainer, a STOTT Pilates instructor, an instructor trainer for Discover CATCH and a certified Parkinson’s cycle instructor.

She has worked with a number of JCC’s over the years to help them identify areas that need improvement and to implement programming to increase ancillary income and growth. In 2017 Audrey was awarded the Chuck Bronz award by JCC Association. This award is given to someone in the JCC field who exemplifies the qualities of leadership and dedication to the JCC movement, and who has worked to help and support others in the JCC movement.

Audrey worked directly with the National Parkinson’s Foundation as a pilot site to roll out a Wellness Initiative funded by the Safra Foundation.  The initiative has been very successful and the program has been a differentiator for the JCC of Greater Boston as well as a being used as a tool for our Development department.

What Audrey loves most about working in a JCC is the diversity of the membership.  Whether helping a teen take control of their weight, a senior working to regain balance and stability, building children’s programming for the ELC and community, working with special needs young adults or training the ELC staff and students about Discover CATCH and having a healthy lifestyle; Audrey is passionate about the positive effects healthy living can have on people’s lives.

Areas of expertise:

  • Creating on boarding programming for membership.
  • Working with membership models and adjusting them as needed to fit our diverse membership base.
  • Financial management of businesses.
  • Implementation of Discover CATCH early childhood as a way to bridge Health and Wellness and Early Childhood within a JCC.
  • Identifying areas in the agency that need improvement and developing programs to make improvements.
  • Building Fitness programming to increase ancillary sales.
  • Create Wellness partnerships/programming including writing grants.
  • Professional Development with staff.
  • Identifying collaborative opportunities between departments within the JCC.
  • Sports and Recreation/specialty camp programming.
  • Experience with In Touch, Medallia, Retention Manager

Seth Hazen

With more than 20 years of non-profit and for-profit recreation experience, Seth is responsible for leading and managing the Peninsula Jewish Community Center’s Byer Athletic Center (BAC). The BAC consists of a 50,000-square-foot fitness facility with more than 10,000 members and includes two fitness floors, four studios (group exercise, yoga, Pilates and indoor cycling), two pools (indoor and outdoor), a spa and childcare. The BAC is located on a 12-acre campus in Foster City, California. Its flagship program is a year-round swim school program that serves 1,300 children weekly, which Seth implemented during his first year at the J.

Prior to joining the Peninsula JCC 12 years ago, Seth served communities in California and Washington working for the YMCA. He got his start in aquatics as a beachfront lifeguard for summer camp programs, before moving on to run a volunteer taught preschool aquatics program. Hand-in-hand with both his current and previous positions, Seth has served as an aquatic facility consultant and fitness standards specialist for recreation centers around the country.

Seth holds a bachelor’s degree in recreation from California State University-Eastbay. When not at work, Seth is an avid tennis, basketball, obstacle course-racing and animal enthusiast. Along with his wife and six-year-old daughter, Seth’s household consists of five dogs, three cats and five chickens.

Areas of expertise:

  • Membership models and new member on-boarding
  • Ancillary revenue programming—personal training, group exercise, Pilates, spa, aquatics, childcare
  • Operational site evaluations
  • Facility renovations/improvements
  • Technology – CRM, Salesforce, GymSales, Medallia, Mind Body, Fitmetrixx, WhenToWork
  • Aquatic standards and swim school implementation

Bill Kirkner

Bill Kirkner is the senior director of aquatics programs and facilities at the Jewish Community Centers of Greater Baltimore, where he has worked since 2006. In this position, he oversees one of the largest swim schools in the country, the competitive swimming programs, and an extensive certification program. Since 2012, he has worked closely with the local foundation to develop a comprehensive capital development program for maintenance and improvements to an extensive aquatics infrastructure.

Bill is a certified American Red Cross lifeguarding and water safety instructor trainer. He is also certified as a National Swimming Pool Foundation instructor, and is authorized to teach Certified Pool Operator courses by the State of Maryland. Bill has taught at several American Red Cross Instructor Trainer Academies, and has helped train instructors for the Boy Scouts of America at their National Aquatics Conference at the Florida Sea Base.

Bill started his career as an attorney, having been admitted to the Maryland bar in 1992 after graduating from the Georgetown University Law Center. For many years, Bill was a sought-after consultant on the use and commercialization of the internet. He co-authored over a dozen books on the use of internet technologies, and client list included the U.S. Department of Defense, Marriott Hotels, T-Mobile, Sprint, the Country Music Association, and performers Vince Gill and Reba McEntire. He later worked for MCI, then as the CTO of early consumer internet provider, Prodigy, and later for the South American division of Gilat, an Israel-based satellite communication company.

Bill swam for Loyola College (now Loyola University) in Maryland and worked as a lifeguard, coach and swim instructor through his college years. He returned to aquatics in 2004, following an injury. Since then, he has served as a subject matter expert for the last two versions of the American Red Cross Lifeguarding program (2012 and 2017.) Bill was appointed to the USA Swimming National Diversity and Inclusion Committee from 2011–2015, and served as that group’s chair for three of those years. He has served as a member of the Maryland Swimming LSC board of directors since 2010, and currently serves as their operational risk chairman and general counsel.

Bill considers his most important work to be the development of young staff members from rookie lifeguards into young professionals. He has previously written that he considers his JCC’s lifeguarding staff to be one of that agencies “largest and longest running teen programs,” with an emphasis on developing job and customer service skills that transcends the normal expectations of part-time employment. His alumni from the last decade include dozens of doctors and lawyers, but also many other medical professionals (EMTs, Paramedics, Nurses, Occupational and Physical Therapists), members of the military (both US and IDF), police officers and even some high tech entrepreneurs.

Areas of expertise:

  • Risk Management (both specifically in Aquatics and also for general agency operations)
  • Staff leadership development and training
  • Developing and promoting commercially successful aquatics and certification programs
  • Compliance with local/state/federal administrative laws and regulations (including: OSHA, right-to-know, clean air/ clean water, Department of Labor requirements for seasonal/ part time staff, etc.)
  • Capital planning for aquatics facilities
  • Pool/ natatorium operations
  • Development of staff hiring/training/in-service/development models.
  • Medium/long-term capital and staff planning based on current and pending laws and regulations (such as the Model Aquatic Health Code)
  • Implementation and development of competitive swimming programs and leveraging USA Swimming membership
  • Developing mutually beneficial partnerships with partner agencies
  • Evaluation and development of swim school programs, policies, and performance.

Todd Landwehr

Todd majored in exercise science as well as physical education in college with minors in health and history, which with only three credits shy, was nearly his third major.  He went back to school and earned his Master of Business Administration, where along with the core components of finance, accounting, economics and operations, he took leadership courses to enhance his skills.

Todd has been at the Indianapolis JCC since 2001, starting as a lifeguard instructor.  He became the summer manager in 2002 as well as a personal trainer.  In 2003 he was hired as director of aquatics to open the JCC’s new waterpark and therapy pool.  Since then, he been promoted twice, now overseeing all sports, fitness and aquatic programming and operations at the JCC. Todd leads a team of seven full-time staff and approximately 165 part-time staff, who work to enhance the experience of roughly 11,000 members at the J.

With the American Red Cross, he has certified more than 1,000 lifeguards in the last 15 years, as well as 30-plus lifeguard Instructors.  Todd has taught water safety instructor courses for the past nine years in the community, and at Butler University, as adjunct faculty.  He has also taught other courses at Butler University, including Physiology of Exercise, Essentials of Sport Conditioning and Strength Training, Introduction to HPERD and has served as an intern supervisor.

Areas of expertise:

  • Leadership and supervision
  • American Red Cross training and water safety
  • Risk assessment
  • Organizational management – including project management, forecasting, budgets
  • Just about anything aquatics related

Barbara Raynor

As the founder of Double Nickel Strategies, a consulting firm dedicated to helping organizations engage adults 55 and over in meaningful ways, Barbara Raynor offers JCC’s a wealth of passion and experience as they seek to more effectively engage this large, dynamic, and influential target population.

Barbara began her career as an award-winning advertising copywriter, broadcast producer, and marketing professional who helped a diverse array of clients build their brands and achieve their business goals.  Outside her career, she dedicated considerable time to volunteering in the Jewish community where she served on the board of the Jewish Federation of San Antonio, the Jewish Community Center’s Early Childhood Community, and was active in her synagogue, in addition volunteering in the broader community.

After twenty years, Barbara moved from the for-profit world to the non-profit world where she served as the chief marketing officer for Jewish Federations in Houston and Denver.  She successfully helped these organizations reframe their marketing and messaging to make it more relevant to their target audiences, grow their donor bases, and modernize their branding efforts.

In July 2010, Barbara was hired as the founding executive director of Boomers Leading Change in Health, a ground-breaking, grassroots effort created to mobilize adults 50 and over in Metro Denver to help underserved populations connect to healthcare resources.  Under her leadership, Boomers Leading Change engaged hundreds of Adults 50+ as volunteers, AmeriCorps Encore Members, health coverage guides, and Encore Innovation Fellows who collectively provided life-changing (and at times, life-saving) assistance to more than 90,000 people over just six years.

While at Boomers Leading Change, Barbara established partnerships with dozens of organizations, included the Robert E. Loup JCC, where they collaborated on the creation of an intergenerational Center for Living Well and the introduction of the National Council on Aging’s Jewish Aging Mastery Program©.  She was appointed by Mayor Michael Hancock to serve on the Denver Commission on Aging, and by Governor John Hickenlooper to serve on Colorado’s Strategic Action Planning Group on Aging.

Barbara is a sought-after speaker on topics related to aging, ageism, and the civic engagement of Adults 55+, and the author of numerous essays and articles on the subject for local and national publications.  She also serves as an Encore Network Leader.

Barbara holds a B.S. in Advertising from the University of Texas at Austin.  Her husband, Stuart Raynor, is CEO of JCC MetroWest in West Orange, NJ, and they are the parents of adult twin daughters.

Areas of expertise:

  • Creating innovative programming for Adults 55+
  • Effectively marketing to Adults 55+
  • Harnessing the skills and experience of Adults 55+ to build the capacity of your JCC
  • Breaking down organizational silos through intergenerational programs
  • Strategic planning and operations
  • Cultivating internal and external partnerships
  • Project management
  • Professional development
  • Financial resource development, grant-writing, and reporting

Howie Rosenberg

Howie spent 20 years at the Jewish Community Center of Atlanta.  In his most recent role as, senior program director, Howie oversaw all athletic programming, including the largest youth sports program in the country for Jewish Community Centers.  He was also an active manager in many other program areas including special needs, teen services, Jewish learning, camping, wellness and the pre-school.  Howie is a budget guru and managed up to 23 departments with an approximate budget of $5 million.

Howie has consulted with many JCCs over his tenure and has been influential in streamlining processes and expanding programmatic offerings.  He has experience in non-profit management as well as volunteer recruitment and training.  In 2015, Howie was awarded the Chuck Bronz award by the JCC Association in recognition of his leadership and dedication to the JCC’s mission.

Howie has worked with the National Senior Olympics to bring the Atlanta Senior Olympics to his JCC, and has recently completed the Jewish Experiential Leadership Institute (JELI), a leadership and professional development program designed for JCC professionals, that is a joint initiative between JCC Association of North America and the Jewish Theological Seminary.  The program helps professionals bring experiential Jewish learning to each avenue of its JCC.  Howie has developed a curriculum for mid-level managers to provide leadership skills to help the growth process as each develop their leadership skills.

Howie enjoys building programs from scratch and developing them into revenue generating and/or community building opportunities.  Examples include; The Perimeter Gymnastics Program, 300 members strong, the MJCCA Dance Academy, the Transitions program for young adults with autism, and the Spotlight program.  Spotlight is a weekly drama academy for adults with special needs.  Recently the group made a short movie and it is currently being pitched to the Sundance Film Festival.

Areas of expertise include:

  • Financial management and budgeting
  • Program development and improvement strategies
  • Program development with a Jewish lens
  • Wellness partnerships and how to find them in the community
  • Professional development with staff including mid-level management training.
  • Mature adults and how the JCC can meet their needs
  • Building large JCC Maccabi delegations
  • Integrating volunteers and staff to provide programmatic excellence and build community
  • Determining viability of competitive sports vs. recreational sports in all athletic areas