Placing top priority on providing recreational facilities as part of the educational experience, Baylor University contracted with F & S Partners and The Sports Management Group to help envision and plan. As Recreational Sports Facility Consultant to the project, The Sports Management Group wrote and conducted a campus wide student interest survey and focus groups. In a series of workshops with project architects to develop the architectural program, students and University staff voiced their wishes, including a "late night coed social space'" a "flexible facility" for many campus activities, and a place to become acquainted with "lifetime sports and holistic health."

The new Student Life Center, part of the 60-acre Student Life Complex, is designed as a gathering place housing a multitude of activities. Within the Center's large atrium is a 40-foot rock climbing pinnacle, inspired by natural rock formations in the vicinity known a Waco Tanks. The Sports Management Group was intimately involved in the project budget planning, programming and design of the Center. The Center and its surrounding facilities will offer students a place to socialize play, workout, and focus on fitness, enhancing the quality of the Baylor University experience.