KEVA Celebrates over 20 years in Dane County


Eric Fritz, the owner of KEVA Sports Center, began forming the concept behind the business in his youth. Growing up as the son of a small-business owner and one of three highly active and athletic boys he had two clear aspirations: 1) to run his own business and 2) to be actively involved in sports. After completing his education at the University of Wisconsin-Whitewater, where he played competitive soccer, Eric relocated to Madison. There, he took ownership of Soccer World, an indoor soccer facility on Madison’s East side.

Through his involvement with Soccer World, Eric recognized the potential to expand the business beyond soccer. Both he and his father believed that the Madison area would embrace and support a larger facility dedicated to recreational soccer and much more.

Established in September of 1999, KEVA is south central Wisconsin’s best indoor recreational facility.

Over the years, KEVA has become the premier indoor recreational facility in south central Wisconsin. It boasts state-of-the-art turf fields both indoors and outdoors, along with high-quality courts for volleyball, basketball, and more. KEVA now attracts over 300,000 visitors annually, and this number continues to grow.

Mission Statement: To succeed as a sports and social organization who is passionate about creating memorable experiences for communities through our various programs and overall great customer service.

Located in Middleton, Wisconsin, KEVA Sports Center is focused on building – not just the sports business – but the community as a whole.

Under Eric Fritz’s leadership, KEVA actively engages in community initiatives. This includes hiring individuals with special abilities through Dane County’s Arc program, supporting food drives, and participating in fundraisers. KEVA genuinely backs up its commitment to the community, which is one of the key reasons why Eric Fritz of KEVA was honored with the Dane County Small Business Award. This prestigious title is bestowed upon forward-thinking organizations that prioritize the development of their staff, customers, and the community.

People often inquire about the meaning of ‘KEVA.”The word has Native American roots and signifies a gathering place or hut. When we were brainstorming a name that would embody our business objectives, ‘KEVA’ resonated with us. We want this to be more than just a soccer field; we want it to be a gathering place—a true community.”