A 2013 survey by Nirsa: Leaders in Collegiate Recreation reports that 92 schools are planning on building elite recreation centers: water theme parks and lazy rivers. Recreation center users are evolving from sweat drenched body builders and athletes to students who are looking for a new social arena. The new recreation centers are instrumental in marketing and retention, especially in the less elite universities. Purdue and Michigan State report that students’ use of the gym has a positive correlation academically. The theme parks are attractive and function similarly to grocery store marketing–get customers through the door and they will buy something. Once you get a student to a rec center, they may start working out or join a fitness class. Themed recreation centers are becoming the social axis of many campuses.