From country clubs to college strategy: How some small colleges are using athletics to grow

April 7, 2026 - 00:52

For many students like Grace Murphy, who grew up playing three sports, the idea of leaving that competitive spirit behind in college was unthinkable. This sentiment is at the heart of a strategic shift at small liberal arts colleges across the nation, which are increasingly leveraging athletics to combat enrollment declines and build vibrant campus communities.

Moving beyond traditional recruitment, these institutions are actively expanding their athletic offerings, adding new varsity teams in sports like lacrosse, wrestling, and esports. The goal is twofold: to attract dedicated students like Murphy who seek to continue their athletic passions, and to fill beds in residence halls. By creating more roster spots, colleges are drawing from a wider geographic pool and bringing in tuition-paying students who contribute immediately to campus life.

This growth is not merely about numbers. Administrators report that student-athletes often demonstrate strong leadership, time management, and engagement, enriching the academic and social fabric of the school. The strategy represents a modern adaptation, using athletics as a cornerstone for institutional stability and community building, ensuring these small colleges remain competitive in a challenging higher education landscape.