Finding your reason Y.

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.

Award Winning
Services
Results
24%

Increase in Memberships

30

New Markets Nationwide

2.8M+

New Members

Good Wins
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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.

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Spot the Bad

The Enemy—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.

Supercharge the Good Icon
Supercharge the Good

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.

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Score the Wins

Our integrated campaign delivered Good Wins:

"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 work our staff and team is proud of and engaged in."

-
Bob
,
Chief Experience Officer
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