Over the last 10 years, we’ve helped recruit over a million Y members in Minnesota. Our work has now been adopted in over 30 markets.


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 to compete against the market giants.


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


What’s your reason Y? became the iconic idea and the platform for people to come up with their own reasons to join. Bears? A cyclops chasing you in the woods? Better get in shape.


  • 2015 Q1 membership was up 16% over a record-setting 2014.
  • Engaged Y employees and consumers have produced content that has raised the Y’s site engagement by nearly 50%.