SPORT ORGANIZATION PAPER – THE YMCA Murphy, Ortiz & Rodenas 1
Sport Organization Paper – The YMCA
Alex Murphy, Christian Ortiz & Michael R. Rodenas
Northeastern University
Author Note
This paper was prepared for NEU - LDR 6440 for submission on December 17th, 2016 for Dr.
Danielle Adkins.

SPORT ORGANIZATION PAPER – THE YMCA Murphy, Ortiz & Rodenas 2
Table of Contents
YMCA – Background, Introduction and Description ........................................................................…. 3
The YMCA Mission Statement and Core Values ................................................................................. 3-4
Services and Focus................................................................................................................................ 4-5
YMCA Clientele Served ....................................................................................................................…. 5
YMCA Facilities .................................................................................................................................. 5-6
YMCA – Organizational Structure ....................................................................................................... 6
Other Pertinent Information .................................................................................................................... 7
The YMCA and Its’ Entities ................................................................................................................... 7
The YMCA Market Place and Its’ Customer Segmentation.............................................................…. 8-9
The YMCA Market Place and Its’ Corporate Partnerships ................................................................. 9-10
SWOT Analysis of the YMCA – Strengths ………………………………………………….. 10
SWOT Analysis of the YMCA – Weaknesses …………………………………………………….. 10-11
SWOT Analysis of the YMCA – Opportunities ……………………………………………………… 11
SWOT Analysis of the YMCA – Threats ……………………………………………………………... 11
The YMCA Product and It’s Extensions ………………………………………….…………………... 12
Figure 1. YMCA Matrix Positioning when Considering Price to Level of Excitement………….….... 13
The YMCA Pricing Strategy ……………………………................................................................. 13-14
Figure 2. YMCA Matrix Positioning when Considering Price to Level of Performance…......….….... 14
The YMCA Concessions Pricing Strategy ……………………………................................................. 15
The YMCA Sponsorship Pricing Strategy ……………………………………………………….... 15-16
YMCA Sponsorship Inventory and Opportunities ………………………………………………... 16-17
Promoting the YMCA to Create Awareness ..................................................................................... 17-19
YMCA Places of Distribution – Ideal YMCA Locations, Parking, Restrooms & Concessions............ 19
The YMCA – Public Relations Strategies....................................................................................... 19-20
Honor Code / Academic Integrity........................................................................................................... 21
References.......................................................................................................................................... 22-23

SPORT ORGANIZATION PAPER – THE YMCA Murphy, Ortiz & Rodenas 3
YMCA – Background, Introduction and Description
The YMCA is the largest non-profit, community service organization in America. Most often, it
is the heart of community life in neighborhoods across the nation. It works very hard to meet the health
and social service needs of more than 14.4 million men, women and children across the country.
The YMCA works to strengthen families and to develop values and behavior that are consistent
with Christian principles. The YMCA is for people of all faiths, races, abilities, ages and incomes.
No one is ever turned away from the YMCA for inability to pay for a membership or a visit.
Operating in more than 100 countries around the globe, the YMCA serves more than 30 million
people on an annual basis. There are YMCA’s in China, Russia, Poland, Singapore, Hungary, Bulgaria,
Ethiopia, Zaire and Liberia, while the YMCA world headquarters is located in Geneva, Switzerland
(YMCA.net, 2013).
The YMCA was founded in 1844 by George Williams with a dozen or more friends in London,
England, who lived and worked in a drapery, which was the forerunner to the modern day department
store. The goal was to save fellow live-in clerks from life on the unsavory streets of London at that
time. The very first members were evangelical Protestants who prayed and studied the Bible
(YMCA.net, 2013). The YMCA has always prided itself on being nonsectarian, and today accepts
people of all faiths at all levels of the organization.
The YMCA’s Mission Statement and Core Values
The YMCA mission statement is: To put Christian principles into practice through programs
that help healthy spirit, mind and body for all.
The YMCA core values include Caring, which demonstrates a sincere concern for others, for
their needs and well-being (YMCA.net, 2013). Caring is also related to other similar values such as

SPORT ORGANIZATION PAPER – THE YMCA Murphy, Ortiz & Rodenas 4
compassion, kindness, generosity and forgiveness.
Honesty is another core value, which is to tell the truth, to demonstrate reliability and
trustworthiness through actions that are in keeping with my stated positions and beliefs (YMCA.net,
2013). Honesty is also very closely related to integrity and fairness.
Respect is to treat others as I would want them to treat me, to value the worth of every person,
including myself. Respect is also very closely related to the values of acceptance, empathy, self-respect
and tolerance.
Responsibility is to do what is right. It is what one ought to do, which is to be accountable, for
my choices of behavior and actions and my promises. It is also very closely related to commitment,
courage, good health, service and citizenship.
Services and Focus
The YMCA offers the programs and services they do for a reason. Young people need a safe
place to enrich themselves and learn new things through practice and trying out new disciplines. They
need a place to develop new skills, meet new people and demonstrate what they are capable of. By
achieving and maintaining health in spirit, mind and body, makes for a richer and fuller life. Giving
back to our neighbors and those in need is our responsibility as good citizens and colleagues. The
YMCA defines the area of programming, which members or visitors are a part of every day, as the
following paragraphs illustrate.
The YMCA believes in Youth Development, as they believe in nurturing the potential of every
child and teen. They believe that all children deserve an opportunity to discover it is who they are, and
what they can achieve in life. Through the YMCA and its global mission, millions of youths are
cultivating the values, skills and relationships that lead to positive behaviors, better health and fitness
and educational achievement (Washington County YMCA, 2012).
Improving the nation’s health through Healthy Living is of utmost importance to the YMCA

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and its global mission. Improving people’s health and well-being in communities across the nation and
the globe, the YMCA is a leading voice in fitness, health, well-being and the fight on obesity. With its
mission focused on balance, the YMCA brings families closer together, encourages good health and
fosters connections through fitness, sports, fun and shared interests. As a result, millions of families,
youths and adults are receiving the support, guidance and resources needed to achieve greater health
and well-being for their spirit, mind and body (YMCA.net, 2013)
Finally, the YMCA focus also pays strict attention to Social Responsibility, as it believes it is
their duty to give back and provide support for our neighbors and citizens.
YMCA Clientele Served
The first YMCA in the United States was in Boston, Massachusetts, and was opened in 1851 by
Thomas Sullivan, a retired sea captain. YMCA branches started to spread quickly after the first one
opened, and soon were serving boys, older men as well as young men. Although more than 5,000
women were working in YMCA military canteens in World War I, it was not until after World War II
that women and girls could actually be admitted to YMCA’s as full members.
Today, in 2016, more than half of the YMCA’s 14.4 million American members and staff are
women, while half of the Y’s clientele are also under the age of 18. Today, the YMCA’s clientele is
made up from all walks of life, from all backgrounds and incomes, and serves children, youth, men,
women, senior citizens and even many people with disabilities (NYC YMCA, 2011).
YMCA Facilities
The YMCA facilities may vary over the many branches throughout the country and the world,
but most YMCA facilities have fully equipped weight training and conditioning rooms, offer free
fitness consultations, and at least a minimum of two indoor swimming pools, one of which is solely
dedicated to lap swimming. However, in some cases, YMCA’s may have outdoor pools. The YMCA

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also offers a fitness center featuring Cybex and Life Fitness equipment, treadmills, Stair Masters,
Cross-trainers as well as fitness bikes.
YMCA’s are also generally equipped with a gymnasium, an indoor or outdoor running track,
handball and racquetball courts, a youth sports or basketball court(s), a YMCA Kid’s Zone (ages 6
weeks to 7 years), a Teen Hang Out (ages 8 to 12 years old), a men’s sauna, steam room and dedicated
television lounge, a women’s sauna, steam room and television lounge, adult-only locker rooms, a
family locker room, a long-term locker rental, a towel rental, and still even in some more metropolitan
and urban locations – hotel rooms for overnight or long-term lodging (Vanderbilt YMCA, 2011).
YMCA - Organizational Structure
The YMCA of the United States of America is headquartered in Chicago, Illinois. There are
more than 2,686 YMCA’s in the United States. There is also another 110 YMCA’s around the world,
including many in needy and underdeveloped nations such as Africa (YMCA.net, 2013).
Each YMCA is governed by a volunteer Board of Directors. Under the authority of the Board
of Directors, there are several committees such as Finance, Mission Awareness, Human Resources,
Financial Development, Special Events, etc. These committees generally consist of 7 to 9 people, who
work with each local YMCA branch staff to decide important issues within their committees. Each
YMCA branch has a Branch Board of Managers which oversees committees for that branch.
The staff structure is as follows: The Board of Directors hires the Executive/CEO, and then the
CEO is responsible and oversees the hiring of the rest of the staff. Full-time positions are the Chief
Operating Officer, Camp Executive Director, Community Outreach Director, Accounting Manager,
Human Resource Director, Assistant Financial Controller, Facilities Director, Senior Program Director,
Aquatics Director, Fitness Director, Child Care Director, etc. Each YMCA branch may vary with both
the number and title of positions due to site specific constraints, facilities and/or budget limitations.

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Other Pertinent Information
There is no other nonprofit group or really any other organization quite like the YMCA. That’s
because they have the presence and partnerships to not just promise, but they actually deliver positive
change. The YMCA is community centered, and for more than 150 years, they have listened and
responded to the corresponding needs of the communities they serve. The YMCA brings people
together and connects people of all ages and backgrounds to bridge the gaps in communities.
The YMCA nurtures potential, as they believe that everyone should have the opportunity to
learn, grow and even thrive. The YMCA mobilizes communities to effect long lasting and meaningful
change.
The bottom line is impact. The YMCA is, and will always be, dedicated to building healthy,
confident, connected and secure children, adults, families and communities (YMCA Calgary, 2014).
Every day the Y’s impact is felt when an individual makes a healthy choice, when a mentor inspires a
child or when a community comes together for a common good.
The YMCA and Its’ Entities
Outside of the more than 2,700 YMCA’s around the globe, the YMCA spreads its’ tentacles into
the community in both wide and far reaching ways. They operate children’s day care centers within
many facilities, Kid’s Corner clubs, swimming clubs for youth, adults and senior citizens, many
specific YMCA clubs and YMCA communities based upon the local demographics of the community,
an after-school meal program, various youth and aquatic camps, military outreach, day and resident
camping, employment training and online education, community outreach and newcomer services,
international development, leadership development and recognition, and the YMCA even has rooms in
hostel/hotel like at some of their facilities in some urban centers, such as the Vanderbilt YMCA and
West Side YMCA in New York City (NYC YMCA, 2011).

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The YMCA Market Place and Customer Segmentation
In general, the YMCA has targeted several markets, and truly believes it can resonate and
connect with each of them. The market segmentation is the children (ages 0-9), youth (10-19),
millennials (younger peoples in their 20’s & 30’s), families and senior citizens (over 55). There are
several compelling programs for each of the market segments to connect with the targeted groups
(Cato, 2016).
Ideal for children, is the Kid’s Corner program, children’s camp and activities, as well as the
after-school meals and YMCA child care. To help connect better with parents and families, the YMCA
also offers a minimum of 10 hours of complimentary child care each week, while the parents are able to
work out each day for up to two hours. The Kid’s Corner or child care center is complimentary with
each YMCA membership, provided the facility has met the minimum membership threshold for the
service (Cato, 2016).
For youths ages 10 through 19 years, the YMCA offers a plethora of day camps, instructional
camps, aquatic activities and swimming teams, teen clubs and camps, basketball camps and basketball
leagues, baseball and softball lessons and leagues as well as sponsoring such activities as trips to
college and professional sports events at greatly reduced prices. These types of programs help initiate
and indoctrinate the children and youths to become accustomed and acclimated to using the YMCA at
an early age.
For millennials, the YMCA is offering an increasing amount of individual classes that are
connecting with that younger market segment, such as running and road racing events, kickboxing,
aerobics, the martial arts, cross-fit training and even boxing. The YMCA is making a conscious effort
to better connect with this market segment, as they have seen the competitors such as 24-Hour Fitness,
Atlanta Fitness, LA Fitness and other clubs like Crunch Gym and Gorilla Gym slowly grab their market
share and convert that once reliable YMCA demographic (Tugend, 2016).
For families, the YMCA continues to be a safe haven, often in turbulent, urban core areas from

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some of the negative elements of city life, and continues to provide spiritual, physical, emotional and
mental development for both families and their children. This connects with both families and family
heads to know that their children are receiving these life lessons, including those about health and well-
being in a safe, Christian environment (Tugend, 2016).
Programs for YMCA senior members include the Silver Sneakers program
(www.silversneakers.com), which is a fitness program for seniors provided to you at no cost by your
health care plan. With Silver Sneakers, members have a fitness membership with free access to all basic
YMCA amenities including Silver Sneakers classes and assistance from a designated YMCA staff
member. Other successful programs for seniors include Cardio Circuit, Silver Splash, Cardio Fit,
Weight Circuit and Silver Sneakers Yoga Stretch (YMCA Chattanooga, 2015).
As one can see, the YMCA does a great job at tailoring both the wants and needs to the specific
market demographics to better connect and resonate with them, in order to inculcate them, in order to
turn those YMCA youth and children affiliates into being lifelong members of the YMCA.
The YMCA Market Place and Its’ Corporate Partnerships
The YMCA recognizes and acknowledges that their donors, who are similarly aligned with their
mission for their continued dedication and support of the YMCA's objectives, programs and services
across the United States and around the world. Together they are both committed to assisting and
providing young people and families the necessary resources to reach their potential and providing
individuals with the access and support to lead healthy and fit lives, while connecting with their
neighbors so they can come together for the common good.
The YMCA and its programs are truly a worthy cause, and they dovetail very nicely with the
focus of their corporate sponsorships which include Bank of America, Center for Disease Control and
Prevention (CDC), Charter Communications, Comcast, CVS Health, Deloitte, Humana Inc., JC
Penney, JC Penney Cares, Livestrong Foundation, the Merck Foundation, National Basketball

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Association (NBA), Pfizer, Points of Light, The REI Foundation, the Robert Wood Johnson
Foundation, Sun Life Financial, United Health Group, the Wal-Mart Foundation, Wells Fargo and the
W.K. Kellogg Foundation (YMCA.net, 2013).
To summarize, the needs, focus and objectives of virtually of every charitable, service and
business organization are being met when they align themselves or their organization with the YMCA’s
global and corporate mission. As is illustrated with their corporate sponsor list, they are fulfilling the
charitable objectives of a wide variety of businesses by partnering with the YMCA.
SWOT Analysis of the YMCA - Strengths
The YMCA is a worldwide organization which offers thousands of facilities across the world
operating in more than 100 countries, which serves millions of people and families in local
communities. The YMCA has a very strong reputation, and serves people of all age groups and
backgrounds. The YMCA makes it affordable for families and children to be a YMCA member, and
offers programs and services from youth development and healthy living encompassing every age
group through senior citizens. In most communities it serves, the YMCA offers members a
gymnasium, personal training, group fitness classes for both men and women, a swimming pool, and is
equipped for youth sports such as basketball, swimming and aquatic classes. The YMCA also offers
after-school, day care and summer programs for children of all ages. Throughout the years, the YMCA
has renovated their current facilities with up-to-date and innovative weight training and conditioning
machines for its members.
SWOT Analysis of the YMCA - Weaknesses
Although the YMCA offers an extensive amount of programs for all age groups, not all
locations offer the same type of programs which may result of some facilities have fewer resources

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than others. Depending on the location of a YMCA, some may not be easily accessible by public
transportation while others may not offer sufficient parking for its members and the hours of operating
vary also.
SWOT Analysis of the YMCA - Opportunities
There are several opportunities that can be initiated for the YMCA. They could look to expand
into even more countries across the world, providing resources and assistance for families and children
suffering from poverty. With the existing facilities, the YMCA could look to expand more programs
and resources for families and children; perhaps creating educational programs such as tutoring and
college advising for teenagers. With all the technological advancements and new trends each year, the
YMCA could look to stay up to date with weight training and cardio machines for its members and
ramp up their marketing to potentially attract new families.
SWOT Analysis of the YMCA - Threats
The YMCA offers monthly membership rates for a single adult slightly higher than local gyms
which can be a difference maker for individuals deciding to sign up for the gym. The existing gyms
and community centers nearby a local YMCA such as the Kroc Center, Planet Fitness, Gold’s Gym, LA
Fitness, Atlanta Fitness, Crunch Gym and Work Out World and more may cause a threat because the
monthly membership fees are generally much lower. Universities often have campus gymnasiums
which offer similar services complimentary to the university personnel, students and often times for a
small fee to the local community.
Another threat to the YMCA is an economic slowdown, which may cause both potential and
current members to reevaluate their finances, and cancel current memberships. Another threat caused
by an economic slowdown is the lack of funds to improve facilities, which would hamper the YMCA’s
ability to bring in new, innovative fitness equipment and to hire competent, knowledgeable staff.

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The YMCA Product and It’s Extensions
In addition to the YMCA health clubs, they have specialized clubs, groups and services tailored
to the immediate demographics of the communities they serve. For instance in New York City,
Chicago, and other larger urban markets, they still offer both long-term and short term living in their
YMCA facilities with their hotels/hostels, which offer one night stays, as well as several month or
semester stays, as many times, foreign exchange students live their for their semester of study while
doing their study abroad.
In addition to their youth development programs, the YMCA also offers mentoring to youth,
day camps, teen clubs, instructional camps, youth aquatic and swimming clubs, day care, Kid’s Corner,
after-school meal programs and leadership development (YMCAMN,org, 2016).
The YMCA also features both on site and off site clubs and groups for youth, adults and seniors.
Some of these groups and clubs consist of personal training sessions, and adult sports leagues,
including: basketball, dodgeball, flag football, floor hockey, futsal (which is similar to soccer),
kickball, soccer, volleyball and whiffle ball (YMCAMN,org, 2016).
For seniors, the YMCA also has clubs such as aerobics, balance classes, group cycle, Silver
Sneakers circuit, Silver Sneakers Classic, Silver Sneakers splash, Silver Sneakers yoga, strength
training, stretch, yoga, Water X, self-defense classes, Boomer Strength, senior games training, strength
training and Yoga at Heart.
The YMCA is also very active in promoting such programs as kickboxing, the martial arts, self-
defense classes, road racing and running events, cross-fit training events, book and reading clubs,
physical assessments, Heart Smart classes and healthy eating instructions, spiritual and religious
classes, military outreach and international development to non-YMCA members, such as the larger
community as well (YMCAMN, org, 2016).

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Figure 1. YMCA Matrix Positioning when Considering Price to Level of Excitement.
The YMCA Pricing Strategy
The YMCA has numerous markets to experiment in an attempt to refine their pricing strategies,
but on the whole they are trying to make a stronger, simpler pricing strategy and want to explore a new
pricing approach that will simplify pricing for new facility members and make membership accessible
for lower-income members. Even today, market pricing is still highly variable, and particular to the
market and somewhat dependent on the size of the facility and its’ amenities. As a general, over-
arching focus and an immediate goal, the YMCA also wants to increase participation in all YMCA
programs, ensure fairness and equity across regions and participant income levels, while increasing
overall corporate revenues (YMCA.net, 2013).

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The organization viewed its current pricing structure as too complicated for many of its
participants and employees. Many underlying pricing drivers and factors were unclear, as there seemed
to be no over-arching, cohesive pricing strategy. Accordingly, the YMCA of Greater Seattle sought to:
establish a pricing philosophy that aligns with its pricing goals, understands potential financial
implications of any changes, while it analyzes current prices and the pricing process to identify and
improve key areas of misalignment (WestMonroePartners.com, 2011).
The goal of the Seattle YMCA branches was to price membership programs such that they
support program operations and achieve the following goals: encourage constituents to become more
deeply engaged with YMCA programs and services, highlight the value of a YMCA facility
membership, while encouraging equitable participation among all constituents regardless of their
ability to pay, and to provide a pricing structure that is more transparent and easy for members to
understand (WestMonroePartners.com, 2011).
Figure 2. YMCA Matrix Positioning when Considering Price to Level of Performance.

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The YMCA Concessions Pricing Strategy
Unlike the national vendors like Aramark, Compass Group North America or Delaware North
Companies, which operate food management for concessionaires all throughout North America in
stadiums, arenas and airports on a street plus pricing model, virtually all of the YMCA’s concessions
are run by mom and pop’s, who are often affiliates, or even members of the YMCA. In many cases,
coffee is provided courtesy to YMCA members and guests, and bottles of water are generally $1.00 or
less. The emphasis for concessionaires within YMCA facilities is not as much profit motivated than it
is courtesy motivated. Again, in keeping with the spirit of the YMCA being a service and non-profit
organization centered on the growth of people, the YMCA tends to select local concessionaires for
these slots, who share a similar motive.
Outside of the Vanderbilt and West Side YMCA’s in New York City, which serve three
reasonably priced meals a day, generally, YMCA concessions are limited to a few hundred square feet
of selling breakfast or protein bars, smoothies, chicken and tuna salad sandwiches, fresh fruit, and
protein drinks and bottled water in what resembles a micro-cafeteria. So, price and profit take a back
seat to service for these in-house YMCA concessions (Vanderbilt YMCA, 2010).
The YMCA Sponsorship Pricing Strategy
Much different than a Major League Baseball (MLB), National Football League (NFL), the
YMCA is a true, non-profit and charitable organization. So, having that status, qualifies them for
resources and funding from a variety of sources. First, one revenue stream is obviously memberships.
Secondly, more than 70% of YMCA’s also participate in collaborative regional and national fund
raising campaigns that support the YMCA’s efforts. Thirdly, the Y is attempting to execute national
positioning and thought leadership strategies to increase engagement with the YMCA’s cause. Fourth, the
YMCA is able to secure public resources and drive policy changes to improve the outcome in the
YMCA’s increased advocacy at the local, state, and federal levels (YMCA.net, 2013).

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Therefore, the YMCA can be somewhat flexible with pricing in corporate partners and
sponsorships. However, that is not at all to downplay their importance of corporate sponsors and
funding, as they are massively important to the YMCA’s cause, outreach and also for expanding their
message.
YMCA Sponsorship Inventory and Opportunities
With more than 2,700 YMCA’s in the world, with most concentrated in North America,
corporations have a wonderful opportunity to partner with a such a caring partner that strives to
improve the nation’s health and well-being, gives back to the community and supports its’ neighbors.
The YMCA builds a healthy spirit, mind and body in both individuals and families by instilling the
values of caring, honesty, respect and responsibility through its’ practices, outreach and programs.
Because the YMCA is such a large organization with significant tentacles, national corporate
sponsors can be targeted for at least five different levels of sponsorship giving. For the Bronze level,
sponsors who donate a minimum of $500,000 annually will be given 30% off of normal YMCA rates to
all of their corporate personnel, be affiliated with the YMCA region as a significant sponsor which
would include their corporate name and logo on all YMCA letterhead and YMCA websites in that
region (which maybe close to 200 YMCA’s).
For Silver sponsorship levels, which is annual giving from anywhere from $500,000 to
$2,000,000, sponsors who donate that would be offered 40% off normal YMCA rates, be affiliated with
the YMCA region as a Preferred Sponsor along with their corporate name and logo be affixed to all of
the YMCA’s in that region’s letterhead and websites, and also receive 1 (one) seat on the YMCA
Regional Board of Directors.
For Gold sponsorship levels, which is annual giving from anywhere from $2,000,000 to
$5,000,000, sponsors who donate that would be offered 50% off normal YMCA rates for all of their
personnel, be affiliated with the YMCA region as a Preferred Sponsor along with their corporate name

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and logo be affixed to all of the region’s YMCA letterhead’s and websites, and also receive 2 (two)
seats on the YMCA Regional Board of Directors.
For Platinum sponsorship levels, which is annual giving from anywhere from $5,000,000 to
$10,000,000, sponsors who donate that would be offered 50% off normal YMCA rates for all of their
personnel, be affiliated with the National YMCA, as a significant Sponsor along with their corporate
name and logo be affixed to all of the national YMCA letterhead’s and websites, and also receive 1
(one) seat on the National YMCA Board of Directors.
For Diamond sponsorship levels, which is annual giving over $10,000,000, sponsors who
donate that would be offered 50% off normal YMCA rates for all of their corporate personnel and
employees, be affiliated with the National YMCA, as a Preferred Sponsor along with their corporate
name and logo be affixed to all of the national YMCA letterhead’s and websites, and also receive 2
(two) seats on the National YMCA Board of Directors.
Promoting the YMCA to Create Awareness
For years, the YMCA has been a staple of promoting healthy living throughout the United
States and various regions of the world. The YMCA’s goal has always been to promote healthy living
by encouraging and providing programs for youth and adults in America. These programs and
activities which the YMCA’s create, are established to serve others and engage communities to live a
healthy and spiritual lifestyle. In promoting these activities and services which they provide, the
YMCA often focuses on the areas they feel they can help make the biggest difference. These areas
include:
 Community Integrated Health
The YMCA has created a Diabetes Prevention Program that aims to help prevent, delay or live
better with the conditions of this chronic disease.

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 Family Time
The YMCA’s goal has always been to serve the families of their communities. The YMCA is a
place where families can come and separate themselves from their social, economic or
educational challenges. The YMCA has a fundamental desire to build stronger family bonds,
achieve a balance between work and home life, and also give families the opportunity to
become more engaged in their communities.
 Group Interests
The YMCA does a great job of bringing people together who love to learn. Members of the
community are encouraged to become part of a group at their local YMCA. Whether you want
to learn to bake better or learn to speak a new language, the YMCA can provide with these
opportunities.
 Sports and Recreation, Health, Well-Being and Fitness
Not only does the YMCA provide opportunities for people to become healthy through exercise
and sport, but they also provide educational programs to promote healthier living as well. With
a vast array of sports and activities being offered at the Y, there is no limit to the amount of
healthy and fun activities one can enjoy there. Whether you’re a child and a beginner to a
sporting expert, who has been playing for years, the YMCA has something to offer for
everyone.
The strategic aspect of promoting the YMCA’s brand and mission comes from a number of
different areas. The YMCA is often competing with other local gym and fitness clubs. What the YMCA
provides that most other exercise clubs do not is a family environment in which not just exercise is
encouraged. Learning and becoming the best version of you is what the YMCA wants its members to
do.
Having been around for over 100 years now, the YMCA has always been well known. The need

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to advertise has been minimal for local YMCA’s. As times have changed and developed, so have the
marketing strategies for YMCA’s, as a re-branding effort has taken place to change the way that the
public perceives the organization and also to raise money (Tugend, 2013). After recently releasing two
new television commercials, YMCA executives hopes that people will better understand and connect
with this new re-branding effort (Tugend, 2013). While the YMCA has run public service
announcements in years past, this is the first paid national advertising campaign (Tugend, 2013). These
are just some of the early steps that are being taken to help promote the YMCA as a brand. With the
support of local communities, the YMCA can prevail and continue to serve communities like it has for
more than a century now.
YMCA - Places of Distribution – Ideal YMCA Locations, Parking, Restrooms & Concessions
The traditional idea of locating a YMCA in a vertical, downtown building has gone the way of
the dinosaur. Today, YMCA’s are seeking out free-standing locations, with expansive parking lots
where young, growing and vibrant families live (Cato, 2016). The idea that people will walk more than
a block or two, even though they are going to work, is an outdated mindset. Today, people want easy
access to health facilities and health clubs, it’s just as simple as that.
Today, the modern YMCA facility is a one-level building with easy access to parking, within a
twenty minute drive from their home or is positioned on the right hand side of the road on their way
home from work. Restrooms are located near the front door, and other strategic points within the
YMCA, such as adjacent to, or leading into the pool, sauna, steam room or other wet room areas.
Concessions are almost always located within eyesight from the YMCA’s front doors today, which
brings to mind the old adage, “Out of sight, out of mind.”
The YMCA - Public Relations Strategies
Founded in London in 1844, and making its way to the United States in the year 1852, the

SPORT ORGANIZATION PAPER – THE YMCA Murphy, Ortiz & Rodenas 20
YMCA seemingly has withstood the test of time. However, in 2008, the YMCA launched a two-year
study of key influencers and surveyed the general public to gauge awareness and understanding of the
YMCA organization as a whole. The two-year research endeavor involved a review of strategic
materials, communication, competitive and media audits, along with qualitative and quantitative
research. As anticipated, the research results showed that people did not have an accurate idea of what
the organization stood for, or even offered in the more than 10,000 communities in which it is anchored
throughout the United States (YMCA-USA, 2010).
Remaining unchanged since 1967, the trademarked YMCA logo with its red triangle and bent
black bar accompanied the tag line, “We Build Strong Kids, Strong Families and Strong Communities.”
Confused between programs, membership, and activities for varying age groups, consumers confessed
that they, in fact, had no idea what the mission of the YMCA was.
In addition, due to lax guidelines regarding use and formatting of the YMCA’s previous
branding, members and non-members of the organization alike were unable to identify the correct logo
for the organization as thousands of YMCA variations existed at the time of the study. In an effort to
evolve and better reflect the vibrancy of the YMCA and the diversity of the communities it serves, in
2010, YMCA officials used the research results as a springboard from which they could launch a new,
colorful brand identity, referring to the organization as simply “The Y,”with the tagline “For Youth
Development, For Healthy Living and For Social Responsibility,” (YMCA-USA, 2010).
The YMCA’s re-branding was and public relations initiative was a platform for creating greater
understanding among the organization’s constituents about what it stands for, and the impact the
YMCA makes in communities around the world. Managing the YMCA brand effectively drives action,
influencing more people to join, renew, give, volunteer, advocate and champion the Y’s cause (YMCA-
USA, 2010). Without a thorough understanding of the brand as a whole, YMCA’s throughout the
country had been ineffectively using it and, in turn, obtaining less than desirable results.

SPORT ORGANIZATION PAPER – THE YMCA Murphy, Ortiz & Rodenas 21
Honor Code / Academic Integrity
“I have neither given nor received, nor will I tolerate others’ use of unauthorized aid.”
(collectively signed)
Alex Murphy, Christian Ortiz & Michael R. Rodenas
Date: 12-17-16

SPORT ORGANIZATION PAPER – THE YMCA Murphy, Ortiz & Rodenas 22
References
Cato, Jerry. (2016). "Interview with the Director of the Fogelman YMCA." In person meeting in
Memphis, Tennessee. 15 September 2016.
Jankun, Patrick. (2012). "Emergency Action Plan." Suffolk County YMCA. Retrieved from web on
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New York City’s YMCA. (2011). "Frequently Asked Questions." Retrieved from web on 13
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December 2016. http://www.ymca.net/organizational-profile/

SPORT ORGANIZATION PAPER – THE YMCA Murphy, Ortiz & Rodenas 23
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