YMCA of Western Ontario

Strengthening results and retention in a competitive industry

The Situation

YThrive was originally conceived of and tested by the YMCA of Western Ontario (now the YMCA of Southwestern Ontario) in 2015. The program was intended to meet a need to offer more consistent, high quality individual workout plans to YMCA members, supporting them to meet their fitness goals and empowering them to use the fitness floor to its full potential, ultimately leading to greater member engagement and retention. A longtime YMCA partner, sagecomm was chosen to facilitate the development process and build the brand and tool from the ground up.

The Solution

YThrive was developed in a strategic planning process, including audience engagement, brand positioning and a beta testing period, to ensure a quality, tested, relevant product. It was designed to ensure a continuous learning and feedback process with members and it was given a fresh and innovative visual brand that would stand out in busy fitness environments. The communications plan included a variety of promotional tactics, including in-branch activation refreshes every 90 days, to ensure continuous attention and new enrolments. YThrive was widely adopted in the association, leading to greater individual results and increased member satisfaction. In 2019, the program was launched nationally, and is now offered in several dozen YMCA associations, using the original brand, creative and positioning across Canada. It became the core of the YMCA’s virtual offering during the COVID-19 pandemic.

Delivered Services

  • Market Research & Discovery
  • Positioning
  • Brand Positioning & Strategy
  • Brand Messaging
  • Brand Identity
  • Photography
  • Marketing Campaign & Execution
  • Public & Media Relations
Smiling girl holding YThrive Sign

sagecomm is a true strategic partner. Their guidance allowed us to develop a product that was audience-validated even before it launched, in addition to being bright, fresh and modern in its marketing approach. The result has meant huge impact for our members and our retention efforts. Best of all, it's been adopted by YMCAs across the country.

Michael Lampman, General Manager, YThrive, National Membership Group Initiative YMCA Canada
YThrive postcards
YThrive Facebook Page
YThrive Posters
YThrive Banner
YThrive signage on display at the Y
Smiling man holding YThrive sign

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