YMCA of the Virginia Peninsulas

Name

YMCA of the Virginia Peninsulas

Legal name

YMCA of the Virginia Peninsulas

Website

https://ymcavp.org

Company type

Private

Founded year

1899

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Community Recreation and Youth Development Services

NAICS

Fitness and Recreational Sports Centers (713940), Recreational and Vacation Camps (except Campgrounds) (721214), Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Campus Recreation Centers & Fitness Facilities Operations (EDALAIAD)

akta.pro secondary industries

Youth Multi-Sport Camps (General Athletics, Summer Camps) (MPAKAJAA), Multi-Activity Enrichment Camps (Academic + Arts + Sports) (EDAMALAA), Marina RV & Waterfront Campgrounds (THAMAJAH)

Keywords

• Community fitness programs
• Youth development services
• Nonprofit wellness centers
• Child care services
• Aquatic education programs

Headquarters

HQ city

Newport News

HQ country

United States

HQ region

North America

Offices17 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Membership Dues: Monthly recurring membership dues from individual and family memberships. Includes nationwide YMCA reciprocity and 24-hour access at participating locations.
2. Program Fees: Fees for camps, swim lessons, child care, sports programs, fitness classes, and specialty programs. Pricing varies by program type and member/non-member status.
3. Donations and Grants: Tax-deductible contributions to Annual Impact Fund, capital campaigns for facility renovations, and endowment fund. Tax ID: 54-0524905.
4. Corporate Wellness Partnerships: Tiered corporate membership partnerships providing employee wellness programs with membership discounts and health education resources.
5. Military Memberships: Special discounted membership rates for active duty military (E1-E5) with waived join fees. Includes 6-month outreach memberships for deployed Guard/Reserve, relocated spouses, and Warrior Transition Unit members.
6. Insurance-Based Memberships: SilverSneakers and Renew Active/One Pass programs where Medicare Advantage plans reimburse YMCA membership costs for adults 65+.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

The YMCA of the Virginia Peninsulas operates 15+ community fitness branches, a 97-acre overnight camp (YMCA/APYC Camp Kekoka), licensed child development centers, and aquatic facilities that deliver health and wellness programs, swim lessons and water safety education, youth and teen leadership programs, child care and preschool, and sports and recreation. Revenue is generated through membership dues, program fees, corporate wellness partnerships, insurance-based senior memberships, and charitable donations supporting financial assistance scholarships.

Product overview

The YMCA of the Virginia Peninsulas operates as a multi-facility community nonprofit organization offering a comprehensive portfolio of health, wellness, and youth development programs across the Virginia Peninsula region. The organization provides fitness and aquatic programming through 13+ family YMCA locations, an overnight camp (Camp Kekoka), and specialized child development centers. Core service lines include health and wellness (personal training, group exercise, LIVESTRONG cancer recovery), aquatics (swim lessons, water safety, lifeguard certification), child care and camps (preschool, before/after school, summer camp), youth and teen development (sports, leadership programs, Y Achievers), and membership tiers including military discounts and SilverSneakers senior fitness programs. The organization also operates corporate wellness partnerships, 24-hour self-service access, and fundraising initiatives including a $20 million capital campaign for facility renovations. The YMCA functions as a unified community wellness platform rather than a software product, providing in-person programs and services at physical locations.

Differentiator

Problem solved

Functional benefit

Brands

• Bright Beginnings: Program that provides back-to-school clothes shopping assistance, school supplies donations, and child sponsorship.
• LIVESTRONG at the YMCA
• SMART START
• Y Achievers
• Teen Leaders Club
• NextGen Leaders in Training
• Camp Kekoka
• Annual Impact Fund

Products and services

• Health and Wellness Programs Comprehensive fitness offerings for members and the community including personal training, small group training, SMART START wellness orientations, LIVESTRONG at the YMCA cancer recovery program, InBody body composition assessments, and group exercise classes in cardio, strength, yoga, and Pilates. Targeted at adults and active older adults seeking guided fitness and chronic disease prevention.
• Aquatics and Swim Programs Water safety education, swim lessons for all ages, competitive swim team, aquatic group exercise, lifeguard certification, the Safety Around Water program, and the Test Mark Protect water safety initiative. Targeted at children and families focused on drowning prevention and skill development.
• Child Care and Day Camps Licensed preschool care, before and after-school care, summer day camps, Parents Night Out respite care, and Child Watch/Youth Watch drop-in services during member visits. Targeted at working families needing licensed child care and seasonal programming.
• YMCA/APYC Camp Kekoka Overnight and Sailing Camp 97-acre overnight, weekend, and sailing camp on the Chesapeake Bay offering traditional overnight camp for ages 9-15, Rite of Passage camp, Counselors In Training program, sailing camp at Mathews Yacht Club for ages 8-15, Kekoka Yoga Retreat, and weekend getaways. Targeted at youth and families seeking traditional summer camp experiences.
• Youth and Teen Programs Youth sports, adult programs, sports camps, Teen Leaders Club, NextGen Leaders in Training, Bright Beginnings school supply initiative, and Y Achievers academic and career success program. Targeted at school-age children and teenagers.
• Sports and Recreation Youth sports leagues, adult fitness programs, sports camps, rock climbing, and recreational activities for physical wellness and community engagement. Targeted at youth and adults seeking team and recreational athletics.
• Military Membership Discounted monthly membership rates for active duty military E1-E5 with waived join fees, including outreach initiative providing 6-month memberships to deployed Guard/Reserve, relocated military spouses, and Warrior Transition Unit members. Targeted at junior enlisted service members and their families.
• SilverSneakers and Renew Active Memberships Insurance-reimbursed fitness memberships for adults 65+ through SilverSneakers and Renew Active/One Pass Medicare Advantage programs, including specialized exercise classes such as SilverSneakers Classic, Cardio Circuit, and YogaStretch. Targeted at Medicare-eligible seniors.
• Corporate Wellness Partnership Tiered employer-based wellness partnerships providing employees with discounted fitness center access, group exercise classes, personal training, SMART START orientations, and health education resources. Targeted at local and regional employers seeking employee wellness benefits.
• 24-Hour Facility Access Self-service facility access for members 18+ during non-staffed hours via key-tag scanning with security monitoring, providing extended gym access at participating branches. Targeted at adult members seeking flexible workout hours.
• YMCA Wiley Child Development Center Licensed child care facility offering infant care (6 weeks-12 months), preschool programs (13 months-4 years), before/after school care, and summer camp with the STREAMin3 curriculum. Targeted at working families needing full-day licensed child care.
• Building Our Future Capital Campaign $20 million multi-year capital campaign targeting the Northumberland Family YMCA DynaDome pool enclosure, Victory Family YMCA expansion, Camp Kekoka improvements, and new Surry County Family YMCA construction. Targeted at major donors, foundations, and corporate sponsors.

Quantifiable outcome

• 103,965 kids participated in programs in 2024
• +4 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Alexandria Police Youth Camp (APYC)coreStrategic or Co-development Partner · 1 January 2005Partnership formed in 2005 between Alexandria Police Youth Camp and Peninsula Metropolitan YMCA (now YMCA of the Virginia Peninsulas). The partnership created YMCA/APYC Camp Kekoka, a 97-acre overnight camp on the Chesapeake Bay. The camp name 'Kekoka' means 'The center where all good things happen' in Native American language. This 16-year partnership has served youth from 15+ states and two countries (Armed Forces Europe and Austria), with nearly $743,000 in scholarships provided.
• Boys and Girls ClubcoreStrategic or Co-development PartnerCollaboration with Boys and Girls Club to provide free learn-to-swim programming for second-grade students in Northumberland and Richmond Counties. Since 2012, 1,949 students have received free swim lessons.
• PraesidiumcoreStrategic or Co-development PartnerYMCA's national partner for child abuse prevention through the YMCA Guardians for Child Protection initiative. Praesidium provides expertise on prevention practices and the Know See Respond framework for child protection.
• First Tee - Virginia PeninsulaminorStrategic or Co-development PartnerAffiliated youth development program focused on teaching golf and character education to young people, operating at select YMCA locations.
• Tidewater Oyster Gardener's AssociationminorStrategic or Co-development PartnerPartnership since 2009 for environmental education programming at Camp Kekoka, teaching campers about oysters and their effect on the Chesapeake Bay ecosystem.

Scale indicators17 records

Recent moves12 records

Expansion highlights5 records

Emerging players

• First Tee: National youth-development nonprofit already affiliated as a program partner at the subject company's locations; comparable youth character education and sports-instruction programs, with overlap in mission and funding sources.
• Goldfish Swim School: Specialized franchised swim-instruction provider that competes directly with the YMCA's aquatics program (which served 14,915 participants in 2024) for parent-paid swim lesson revenue.

Direct peers

• Boys & Girls Clubs of America: National nonprofit youth development organization already partnering with the subject YMCA on second-grade swim lessons; competes and cooperates in the same youth-development and after-school care space with comparable fundraising and volunteer-driven model.
• YMCA of Greater Richmond: Another Virginia-based regional YMCA association offering similar membership tiers, child care, swim instruction, youth sports, and corporate wellness partnerships; a near-twin operating model in a comparable mid-size metro market.
• JCC Association of North America: Federation of Jewish Community Centers that operate the same non-profit, membership-based community center model with fitness, aquatics, child care, and camp programming; the closest structural analog to the YMCA outside of other YMCA associations.
• Boy Scouts of America: National nonprofit focused on youth character, leadership, and outdoor programming that competes for the same donor dollars, volunteers, and youth/family time spent at programs like Camp Kekoka.
• YMCA of Greater Charlotte: Mid-sized multi-branch regional YMCA association operating a comparable portfolio of family fitness, aquatics, overnight camping, and youth development services — useful benchmark for membership, programming, and capital-campaign economics.
• YMCA of South Hampton Roads: Adjacent regional YMCA association serving the Hampton Roads region of Virginia with the same family fitness, aquatics, child care, and camp service mix; directly comparable in scale, mission, and membership-pricing structure.

Broad incumbents

• Planet Fitness: National low-cost fitness club chain that competes head-on for individual and family membership dollars at a meaningfully lower price point; relevant as the dominant commercial threat to YMCA's core dues-based revenue stream.
• Bright Horizons Family Solutions: National for-profit child care and early-education provider; competes with YMCA Wiley Child Development Center ($180/month infant care, STREAMin3 curriculum) in the regional infant/preschool/after-school market.

Market position

Strengths5 records

Weaknesses6 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCFIjrRrONhKsEfZPOz-gHkw
• Facebookfacebook.com/TheYMCA
• Instagraminstagram.com/ymcavp
• Xx.com/ymcavp

Revenue estimate

Valuation estimate

Number of profiles

Profiles35 records

Subsidiaries17 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about YMCA of the Virginia Peninsulas