Heart of the Valley YMCA

What Heart of the Valley YMCA does

Heart of the Valley YMCA is a branch location of the YMCA of the Fox Cities, a private 501(c)(3) nonprofit community wellness organization headquartered in Kimberly, Wisconsin. The organization operates six branches (Apple Creek, Appleton, Fox West, Heart of the Valley, Neenah-Menasha, and Ogden YMCA plus Valley Tennis Center) and two resident camps (Camp Nan A Bo Sho on a 40-acre Waubee Lake site and Camp Shioc), serving Outagamie, Winnebago, and Calumet counties. Its core product is a tiered monthly membership ($25-$83/mo, Youth through Family) that provides access to fitness facilities, pools, group exercise, child care centers, gymnastics, racquet sports, summer day camps, disease management programs (including LIVESTRONG at the YMCA), and senior-focused programming such as ForeverWell and chair yoga.

The underlying technology stack is non-proprietary and consumer-grade: YMCA 360 (a national YMCA-licensed digital fitness platform streaming on iOS, Android, Apple TV, Android TV, Roku, and Fire TV with an in-studio InStudio extension), the Kisi mobile-credential system enabling 24/7 access at four wellness center sites (monetized as a $5/month add-on), and the Daxko SaaS platform powering ymcafoxcities.org and the operations.daxko.com online registration system. Revenue is generated through subscription membership dues, program fees (day camps at $219-$299/week, post-rehab at $253-$516 per package, health coaching at $62-$75/session), sports league and court rental fees, child care tuition accepted under Wisconsin Shares, donations (including the Mission In Action Campaign), and targeted program grants (Spierings Cancer Foundation, Basic Needs Giving Partnership).

The go-to-market motion is community-led, with acquisition driven by member referrals, community events, and direct member-services desk enrollment at six branches, supplemented by self-serve online signup through Daxko. The Membership for All sliding-scale financial assistance program (with up to 40% off program and child care costs and waived joiner fees) extends accessibility to low-income households and is itself a brand differentiator supported by charitable giving. Customer segments span infants through seniors, with primary personas in youth/families, working adults 18-64, and low-income families, and use-case segments in cancer survivors, individuals in musculoskeletal recovery, and teens.

Name

Heart of the Valley YMCA

Legal name

YMCA of the Fox Cities

Website

https://ymcafoxcities.org

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Heart of the Valley YMCA is a Wisconsin branch of the YMCA of the Fox Cities, a 501(c)(3) nonprofit operating six branches, two resident camps, and four child care centers that delivers subscription-based fitness, swim, sports, child care, summer camp, and disease-management programming to individuals and families across Outagamie, Winnebago, and Calumet counties.

Ownership category

akta.pro rank

Product category

Community Fitness and Wellness

NAICS

Fitness and Recreational Sports Centers (713940), RV (Recreational Vehicle) Parks and Recreational Camps (7212), Sports and Recreation Instruction (61162), Civic and Social Organizations (8134)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)

akta.pro primary industry

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ)

akta.pro secondary industries

Youth Multi-Sport Camps (General Athletics, Summer Camps) (MPAKAJAA), Multi-Activity Enrichment Camps (Academic + Arts + Sports) (EDAMALAA), Senior/Low-Impact Group Fitness (HSADABAI), Youth Mentoring & Positive Youth Development Nonprofits (BPAGADAD)

Keywords

• Community fitness centers
• Youth development programs
• Childcare services
• Summer camp programs
• Swimming lessons

Headquarters

HQ city

Kimberly

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Membership Dues: Monthly recurring membership fees providing access to all YMCA of the Fox Cities branch facilities. Membership tiers include Youth ($25/mo), Adult ($59/mo), Young Adult ($35/mo), 65+ Adult ($54/mo), and Family ($83/mo).
2. LIVESTRONG Program: Free 12-week cancer recovery program for adult survivors, with participants and caregivers receiving full Y membership benefits during enrollment. Supported by Mission In Action Campaign and Spierings Cancer Foundation.
3. Health Coaching Services: Advanced health coaching sessions offered at Fox West YMCA and Neenah-Menasha YMCA. Y members pay $62/session or package rates; non-members pay $75/session.
4. Post-Rehabilitation Training: Individual post-rehab program offered as 4-week (6 visits) or 8-week (12 visits) formats. Y members pay $253 for 6 sessions or $516 for 12 sessions.
5. Sports League Fees: Adult sports leagues including Golf League, Open Volleyball, Open Basketball, and Racquet Sports. Members receive priority registration.
6. Day Camp Programs: Summer day camps and school age programs. Y member rate: $219/week full-time or $48/day part-time. General public: $299/week or $62/day.
7. Kids Corner Drop-In Child Care: Drop-in child care for children ages 6 weeks to 7 years while parents use the facility. Hourly and monthly draft rates available. Offered at Fox West, Heart of the Valley, Neenah-Menasha, and Ogden YMCA locations.
8. 24/7 Access Add-On: $5 per person per month for 24/7 wellness center access at eligible locations. Physical Kisi fob available for $6.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Heart of the Valley YMCA is a nonprofit community organization operating fitness facilities and youth/family programs across the Fox Cities region in Wisconsin. The organization delivers membership-based health, wellness, and recreational services along with childcare, day camp, swim instruction, and youth development programs through multiple branch locations.

Product overview

The YMCA of the Fox Cities operates six branch locations (Apple Creek YMCA, Appleton YMCA, Fox West YMCA, Heart of the Valley YMCA, Neenah-Menasha YMCA, and Ogden YMCA with Valley Tennis Center) offering a comprehensive portfolio of health, wellness, and community programs. The core product is YMCA Membership providing facility access across all locations, with tiered plans (Youth, Adult, Young Adult, 65+ Adult, Family) starting at $25-$83/month. This membership enables access to fitness facilities, pools, and priority registration for programs. The product ecosystem includes Health & Wellness Programs (personal training, 24/7 wellness access, disease management including LIVESTRONG, advanced health coaching, post-rehabilitation); Sports & Recreation (racquet sports at Valley Tennis Center, adult sports leagues, gymnastics); Child Care & Camps (full-time child care, Kids Corner drop-in care, day camps, Camp Nan A Bo Sho overnight camp); and Arts, Music & Education. The digital platform YMCA 360 extends in-person services with streaming fitness classes. Financial assistance is available through the Membership for All program. The Heart of the Valley YMCA location features a 24/7 Wellness Center, gymnastics center, Family Fun Center, Kids Corner, and il Bar Cafe.

Differentiator

Problem solved

Functional benefit

Brands

• YMCA 360: Digital fitness and wellness platform offering on-demand and livestream access to fitness classes, yoga, family programming, and senior wellness content accessible on any device anywhere
• LIVESTRONG at the YMCA
• Camp Nan A Bo Sho
• Valley Tennis Center
• Ninja Quest

Products and services

• YMCA Membership

Quantifiable outcome

• Financial assistance available on sliding scale up to 40% for program and childcare costs
• +3 more outcomes

Named customers4 records

Segments7 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• LIVESTRONG FoundationcoreStrategic or Co-development PartnerPartnership to deliver LIVESTRONG at the YMCA, a 12-week physical activity and well-being program designed for adult cancer survivors. The program is completely free to participants and their caregivers, including full Y membership benefits during enrollment.
• DaxkocoreTechnology or IntegrationWebsite design and online operations platform provider. Daxko provides the website platform (ymcafoxcities.org) and the operations.daxko.com online membership and program registration system.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• LA Fitness: Mid-priced commercial fitness chain with pools, group classes, and family amenities. Competes in the same mid-market tier as the Y's adult and family memberships.
• Planet Fitness: Largest low-cost commercial gym chain in the U.S. Operating in the same Fox Cities geography, it competes aggressively on price ($10-$25/month) against the Y's $59/$83 memberships.
• Life Time Fitness: Large commercial operator of premium fitness centers with pools, group classes, kids' programming, and spa amenities. Competes for the same adult and family fitness member base as the Y, but as a for-profit with different cost structure.
• 24 Hour Fitness: National commercial gym operator with 24/7 access model directly competing with the Y's new Kisi-powered 24/7 wellness centers on convenience and accessibility.
• Equinox: Premium commercial fitness brand offering group fitness, personal training, and wellness amenities. Not a direct competitor in price tier but competes for higher-income wellness members in Wisconsin metros.
• Gold's Gym: Established commercial fitness chain offering memberships, group fitness, and personal training. Competes for adult fitness members in the same regional market as the Y.

Emerging players

• Orangetheory Fitness: Specialty fitness franchise offering heart-rate-based group training. Competes for time-share and discretionary spend from adult Y members seeking results-oriented group training.

Direct peers

• JCC Association of North America: Network of Jewish Community Centers operating fitness facilities, camps, early childhood programs, and senior services on a nonprofit membership model. Directly analogous to the YMCA's multi-service community center structure.
• YMCA of Metropolitan Chicago: Large regional YMCA association with multiple branches, childcare, camps, and community programming. Closely comparable multi-branch community wellness nonprofit model, though at larger geographic scale.
• Boys & Girls Clubs of America: National nonprofit offering youth development, sports, and community programs through local affiliates. Closely comparable to the YMCA's mission-driven, membership-based community wellness and youth programming model, though with less emphasis on fitness facilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ymcafoxcities
• Facebookfacebook.com/ymcaofthefoxcities
• LinkedInlinkedin.com/company/ymca-of-the-fox-cities

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries12 records

Funding overview

Funding rounds1 record

Investors1 record

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 Heart of the Valley YMCA