The Klein JCC gets a rebranding to KleinLife, reflecting the service's expanded communal role.
The Klein JCC — made up of the main building in the Northeast as well as satellite branches —has gotten a name change, a rebranding, and is now known as KleinLife.
The main facility is now KleinLife: Northeast Philadelphia while its branches — in Rhawnhurst, Montgomery County and Center City — have their locations reflected in the new name as well.
It was time to change the image, said Andre Krug, president and CEO of KleinLife. "We feel we are so much more than the typical JCC," he says, citing the facility's move into increased social service concerns, "and the name was holding us back.
"We operate the largest senior center in Philadelphia under this roof," he noted of the Northeast building, and no longer wanted people to think of the Klein as just a "swim and gym operation."
The change comes as the facility is about to celebrate its 40th anniversary. Founded and funded in 1975 by local communal leader and philanthropist Raymond Klein along with his wife, Miriam, the Klein has expanded readily over the years, once hosting its own theater troupe (the Studio Y Players) and increasing its cultural and social outreach to what is now a community — Jewish and non-Jewish — of some 35,000 people.
Among its offerings are fitness classes, summer camp and concerts and programs reaching out to its audience, which includes a sizable number of Russian emigres who have settled in the area over the years.
The community's health-care concerns are among its targets, said Krug, as the organization has increased its visibility in that area with the establishment of the JCC Klein Family Medicine practice at the Northeast site. Also targeting an increasingly more engaged older clientele is the Klein Active Adult Center, located at Congregation Adath Jeshurun in Elkins Park.