Owner Eric Fritz grew up in a multi-sport household where an active lifestyle was the norm, and movement was ingrained in his membrane. He learned how competition must balance camaraderie, how confidence stemmed from the foundation of a strong skill-set, and how the right coach and a supportive environment can influence a person’s growth, both on and off the field. That perspective became second nature, a mindset shaped by motion, eager to build strong foundations for others.
The idea originated while Eric was at Monona Grove High School, tasked to create a business plan for a class project. Eric specced plans for an indoor soccer center, plans that stuck with him and his family, and led to his dad opening a facility on the East side of Madison during Eric’s last year of college. Eric jumped into operations like an attacker going after a corner kick: headfirst. He’ll tell you he “learned how to do everything wrong” in those first few years, but the truth is, it gave him a full view of what sports facilities need to be sustainable, and allowed him to learn how to read the community to understand their needs.
When an opportunity came along to buy property “out in the boonies” of Middleton, Eric saw the potential and filled the position to help set this undeveloped part of the city off on the right foot. Forward-thinking visionary or a risk-taking dreamer, Eric was ready to put himself on the line for what he believed in. With the mind of an athlete, he read the field and took the shot.
In September 1999, Eric began writing his KEVA Sports Center legacy, most likely with the Michael Jordan mantra, “don’t be afraid to fail, be afraid not to try,” on repeat in his ear because he was, and still is, ready to adapt and form a new game plan. From their first season to their current, KEVA has grown immensely. Shaped by community input, the skillset of their staff, and partnerships with neighboring businesses. That same thoughtful growth mindset is what continues to guide new programs today, especially those designed to support the youngest athletes in their very first steps onto the field.
KEVA’s My First Sports program is where the groundwork begins. Designed for children aged 2-6, this early introduction to movement focuses on curiosity-based play as they experience an array of sports for the first time.
With the support of the fun-loving staff or a parent by their side, the safe environment welcomes these young children to gain confidence as they develop their coordination skills. Positive reinforcement when cooperating and sharing enhances social skills, so when they’re ready, they can join the next level, prepared to be a teammate.
KEVA’s newest endeavor is the formation of a Little Kickers program, backed by the expertise and guidance of a national franchise. Similar to their My First Sports program, this soccer-specific program utilizes child development theories to establish well-rounded athletes by incorporating lessons on teamwork, emotional regulation, social awareness, and cognitive growth. Oftentimes, we drill the skill, but that’s only part of the game. By also teaching them how to take turns, bounce back from a mistake, or celebrate a teammate’s success, they’re able to develop a mental and physical game as sound as the ref’s whistle.
As we grow, KEVA grows with us. It is the home base. The start and end game. Where teammates turn into lifelong friends, where kids become coaches, or where fly fishermen can practice casting in the off-season. It is adaptable, resilient, and curious. Actively supporting healthy habits and building positive structure to carry through our lives. It is community.
"The community shapes KEVA as much as KEVA shapes the community."