Bringing the Virtual Y to mobile
devices across the country.

We helped YMCA get their virtual wellbeing platform into the hands of members across the country.

As the leading YMCA association in the country, Y of the North was looking to develop a model to deliver whole-person wellbeing, content, and services to their members and eliminate health disparities. YMCA turned to Livefront to build a growth engine aimed at strengthening their communities beyond the North. Recognizing the saturation of the fitness industry, we focused on identifying and validating opportunities to expand their reach while crafting a strategy that combined their hyper-local presence with impactful nationwide initiatives.

Our contributions

Vision & Strategy

  • Product Strategy & Vision
  • Concepting & Prototypes
  • Design Sprints

Product Management

  • Roadmapping
  • Project Management

Product Design

  • User Research
  • Native Mobile Design
  • Motion Design
Questionnaire screen asking about mobility concerns a user may have.

Driving equity with personalization.

YMCA's mission of providing access and inclusivity is essential to enriching local communities. However, the rise of digital fitness solutions presented challenges in fulfilling this mission in the competitive landscape. With over 52,000 health and fitness apps available, YMCA needed to translate its unique value proposition into the digital world effectively.

To address this, we used concept testing and usability studies to understand consumer behavior and identify what drove engagement. We discovered new weekly content drops and personalized recommendations aligned with users' personal goals, significantly boosting interest. Our strategy emphasized education and inclusivity, enabling YMCA to stand out against industry giants like Peloton and Tonal, while leveraging the strength of its national brand. By prioritizing these themes, YMCA differentiated itself with a holistic approach that resonated with diverse user demographics, from aging members to younger, digital-native audiences.

Balancing the mission and business.

YMCA has historically succeeded by offering physical gyms and swim services, positively influencing local communities. However, this approach limited YMCA's potential to expand and compete with its digital competition as a conduit for growth. We created a set of product principles that protected YMCA's unique value proposition while establishing shared metrics to evaluate ideas, empowering the team to make business decisions that align with their public service mission.

We also integrated insights from content testing to craft a product roadmap that prioritized user engagement. By doing so, we positioned YMCA for sustainable growth while upholding its mission-driven ethos. Our validated vision activated a test-and-learn culture across the organization, supporting strategic decision-making that balanced member needs with financial viability.

Four cards representing the steps from introduction to mobile all the way to building connections in the physical world.
Two screens showing the different types of workouts available.

Embracing wellbeing without pushing folks away.

Holistic wellness plays a key role in enhancing the well-being of individuals and communities. However, there are misconceptions about non-scientific practices and discomfort with unfamiliar approaches that can cause resistance. To address this, we advised the team to introduce complementary content gradually, broadening users' perspectives without overwhelming them. By aligning content with personal goals, members were encouraged to explore diverse activities—such as movement, reflection, social connection, and meditative practices—at their own pace. This method allowed users to naturally engage with the new experiences without pushing them away and fostering a well-rounded sense of wellbeing.

Map with markers showing different YMCA locations.

Supporting associations, nationwide.

As a key innovator for the broader YMCA network, Y of the North set out to develop a digital content platform that other associations within the network could utilize, extending their community-based mission. Knowing how important it was to extend the Virtual Y experience beyond the North, we designed a content management strategy that could adapt to the needs of other YMCA associations across the country, whether or not they had the technical expertise. Collaborating closely with YMCA leaders, we mapped out the integrations, developed APIs, and created a versatile solution that balanced a world-class digital experience with practical, scalable administrative tools. This technical foundation empowered Y of the North to launch Virtual Y successfully and expand its impact within the YMCA ecosystem.