With CrossFit gyms and yoga studios on every corner and Pelotons trending on social, it takes new thinking to sell gym memberships to millennials in 2020.

The South Sound YMCA turned to JayRay for a fresh strategy to acquire new members by positioning the Y in its sea of competitors.

After conducting competitive research, refreshing the brand position and developing a comprehensive marketing plan, JayRay built a new website and launched a membership campaign targeting local millennial families.

The results are in from the January membership campaign: an 18% increase in memberships over the previous year. One-third of new members signed up on the new website. And families accounted for 57% of the new member units compared to just 42% the previous year.