Finding your reason Y.
Increase in Memberships
New Markets Nationwide
New Members
In an oversaturated Minnesota fitness market where health clubs compete with identical offers and the same lycra clad models, we created a distinctive campaign that portrayed YMCA of the North as a community where authentic personal motivations became powerful catalysts.
The Challenge
The Y faced a critical business challenge: their health clubs served as the primary funding mechanism for their broader community mission, yet they competed in a category defined by parity in both facilities and advertising. With competitors outspending them 10-to-1 on marketing that emphasized cutting-edge equipment and spa-like amenities, the Y needed to differentiate their gyms while appealing to the broadest range of people of all incomes.
Superficial Sameness
The fitness industry had fallen into a predictable pattern — flashy facilities, generic promises of self-improvement and an endless stream of promotional pricing offers – showcased by perfectly toned models in spandex. This mono-dimensional portrayal ignored the complex, deeply personal motivations that actually get people to join fitness facilities.
Everyone has their own reason Y
Through research, we uncovered a powerful insight: people's motivations for working out were as diverse as the individuals themselves. Whether driven by stress relief, social connection, skill development, kid wrangling, or getting back into a favorite pair of jeans, these personal reasons created motives far stronger than any facility feature or promotional offer.
An integrated creative campaign
Our integrated creative campaign delivered Good Wins by exceeding membership goals by 25.5% in the first year.
- Increased Minneapolis/St. Paul memberships by 24.2% over prior year.
- Expanded from a local effort for 22 YMCA locations to 30 additional markets nationwide — the first time independent Ys had united behind a single campaign in the organization's 100+ year history
- Contributed to recruiting more than 2.8 million new members during our relationship.
- Won 8 Radio Mercury Awards including Campaign of the Year.
“Preston Spire has literally helped us recruit millions of new members. With their help, we have consistently exceeded our membership goals and are the most successful YMCA chapter in the country. Best of all, it's brand work our staff and team is proud of and engaged in.”
Get Results Like This
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