Case Study


Case Study


What’s your reason Y?

Over the last 10 years, we’ve helped recruit over 1.4 million Y members in Minnesota. Our work has now been adopted in over 30 markets. It is our poster child Good Wins account.


Convention holds that self-improvement, self-empowerment and a “mantra of me” is the reason most people join a health club. The Y needed to change the conversation from “me” to “we” to compete against the market giants.


Break through the sea of self-improvement sameness and give people lots of good reasons to join their local Y.


What’s your reason Y? became a good conversation starter and challenged people to come up with their own reasons to join. Bears? Alien abduction? Cyclops chasing you in the woods? Better get in shape.


  • The 2017/18 campaign was the 6th consecutive year of sales increases for the Y.
  • 2018 results were 11% over goal following a 15% increase in 2017.
Preston Kelly
222 First Avenue NE
Minneapolis, MN 55413
T: 612.843.4000
F: 612.399.9970
Park free against the back of our building in the 2-story garage. Look for the black PK signs. Ring the bell to the right of the back door.
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