YMCA of Northern Rock County

What YMCA of Northern Rock County does

TheYMCA of Northern Rock County is a 501(c)(3) nonprofit community organization operating two full-service branches in Janesville and Milton, Wisconsin, serving the Northern Rock County region since 1892. It is independently incorporated under Wisconsin state law and affiliated with the national YMCA network of more than 2,700 Ys. The organization delivers a unified service platform spanning youth development, healthy living, and social responsibility, with core products including YMCA memberships, swim lessons, youth sports (soccer, T-ball, volleyball, dodgeball), summer day camp, before/after-school Y-Care at three Milton School District sites, an Early Learning Center, Esports, personal training, health and nutrition coaching, FOREVERWELL senior programming, and the YMCA360 on-demand class platform. Membership tiers range from $30/month (youth) to $75/month (two-adult household), with senior, household, and corporate membership options plus financial assistance subsidized by annual campaign donations.

The business model is a hybrid of recurring subscription revenue (memberships, Y-Care, add-ons such as 24/7 access and HydroMassage) and transactional program fees (swim lessons, personal training, coaching packages, day passes, birthday party rentals, summer camp by week). Go-to-market is community-led and direct-to-consumer, with acquisition driven by branch tours, online registration at ymcanrc.org, employer-sponsored corporate wellness, and a member referral program. Marketing relies on organic social media (Facebook, Instagram, LinkedIn, YouTube), Constant Contact email newsletters, earned coverage from the Janesville Gazette and WCLO radio, and community events including the annual meeting and 135 Community Team listening sessions. No proprietary technology platforms underpin the business; operations run on standard fitness equipment, aquatic facilities, and community program management systems.

The organization is currently in an active capital expansion cycle driven by the 135 & Beyond project ahead of its 135th anniversary in 2027. Strategic moves include the announced purchase of the Boys & Girls Club of Janesville's space at 200 W. Court St., a donated recreational land parcel from the City of Milton at the Parker branch, a Finance-to-Fundraise partnership with First Community Bank, and program diversification into Community Integrated Health (Loaner Cuff Program, WI Coverdell Stroke Partnership) and specialty memberships for military, insurance-sponsored, and pathways populations. The organization employs approximately 30 staff and reports serving nearly 800 youth through after-school enrichment and 263 individuals with special needs through adaptive programming.

Name

YMCA of Northern Rock County

Legal name

The Young Men's Christian Association of Northern Rock County, Inc.

Website

https://ymcajanesville.org

Company type

Private

Founded year

1892

Operating status

Operating

Headcount range

11–50 employees

Short description

The YMCA of Northern Rock County is a 501(c)(3) nonprofit operating two full-service branches in Janesville and Milton, Wisconsin, delivering memberships, youth sports, swim lessons, before/after-school care, summer camp, senior wellness, and coaching programs to community households across Northern Rock County.

Ownership category

akta.pro rank

Product category

Community Fitness and Wellness

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600), Services-Child Day Care Services (8351)

akta.pro primary industry

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

akta.pro secondary industries

Senior/Low-Impact Group Fitness (HSADABAI), Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK)

Keywords

• Community fitness services
• Youth development programs
• Aquatics swim lessons
• Before after school care
• Senior wellness programs

Headquarters

HQ city

Janesville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: Monthly and annual membership fees providing access to fitness facilities, group exercise classes, aquatic centers, and member benefits. Membership categories include youth, young adult, adult, senior, and household plans.
2. Program Registration Fees: Revenue from youth sports, swim lessons, day camps, after-school programs, personal training, nutrition coaching, health coaching, and specialty programs. Member rates are lower than community participant rates.
3. Day Passes: Single-visit passes for non-members: Youth $10, Adult $15, Household $20.
4. Annual Campaign Donations: Charitable donations through annual campaign providing financial assistance for memberships and programs to families in need. Donations are tax-exempt under 501(c)(3) status.
5. Birthday Party Rentals: Facility rentals for birthday parties including Esports, PlaySpace, and Swim party options with party space access.
6. Membership Add-Ons: Additional revenue from 24/7 access ($25 one-time), HydroMassage ($15/month or $5 one-time), and locker rentals (Full $16/month, Half $8/month).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

The YMCA of Northern Rock County is a 501(c)(3) nonprofit community wellness organization operating two branches (Janesville YMCA and Parker YMCA in Milton). It sells membership subscriptions that grant access to fitness centers, group exercise classes, aquatic centers, gymnasiums, and youth/senior programming. The organization also sells individual program registrations including swim lessons, youth sports, summer day camp, before/after school care, personal training, health coaching, and nutrition coaching.

Product overview

The YMCA of Northern Rock County operates as a community wellness organization offering a unified membership-based service model centered on youth development, healthy living, and social responsibility. The core product is YMCA Membership, which provides access to fitness facilities, group exercise classes, aquatics centers, and gymnasiums across two branches. This membership includes complementary programs like YMCA360 (on-demand and livestreamed classes), Child Watch supervision, and access to various fitness equipment. The organization offers an extensive portfolio of program products including swim lessons, youth sports (soccer, T-ball, volleyball), summer day camp, Y-Care before/after school child care, Esports, birthday party packages, personal training, health and nutrition coaching, and FOREVERWELL senior wellness programs. These programs are designed to serve community members across all ages and are available to both members at discounted rates and community participants at standard rates.

Differentiator

Problem solved

Functional benefit

Brands

• YMCA360: On-demand and livestreamed fitness classes accessible anywhere, included with membership.
• KICKSTARTS
• FOREVERWELL
• 135 & Beyond

Products and services

• YMCA Membership Monthly and annual subscription providing access to fitness facilities, group exercise classes, aquatic centers, gymnasiums, and member benefits at Janesville YMCA and Parker YMCA branches. Categories include youth, young adult, adult, senior, and household plans with reciprocal access across both branches and 2,700+ nationwide YMCA locations.
• Swim Lessons

Quantifiable outcome

• Nearly 800 youth served through enrichment programs beyond school day
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• Boys & Girls Club of JanesvilleflagshipStrategic or Co-development Partner · 12 May 2026In May 2026, the YMCA announced purchase of the Boys & Girls Club of Janesville's side of the shared building at 200 W. Court St. The Club is moving to a new home at 925 S. Jackson St. This strategic real estate decision expands the YMCA's downtown Janesville footprint and is a major milestone of the 135 & Beyond project.
• City of MiltoncoreStrategic or Co-development Partner · 9 June 2025The City of Milton donated recreational land to the Parker YMCA, expanding the Milton campus green space. This public-private partnership supports outdoor programming and recreational facilities at the Parker YMCA location.
• Janesville GazetteminorGTM or Marketing PartnerLocal newspaper providing media coverage of YMCA announcements, community events, and the 135 & Beyond initiative. Regular press coverage of YMCA activities, listening sessions, and facility updates.
• WCLO RadiominorGTM or Marketing PartnerLocal radio station providing interview coverage and media attention for YMCA announcements, including CEO interviews and project updates for the 135 & Beyond initiative.
• Forward JanesvilleminorGTM or Marketing PartnerEconomic development organization supporting business retention and expansion efforts. Mentioned in 135 & Beyond communications as a community resource.
• Hedberg LibraryminorStrategic or Co-development PartnerLocal library sponsoring the FOREVERWELL Book Club program for active older adults, providing books and supporting lifelong learning initiatives.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Planet Fitness: National low-cost gym chain directly competing for adult fitness memberships on price in the Janesville market. Comparable fitness-center product, very different membership economics.
• Boys & Girls Clubs of America: The national parent organization for Boys & Girls Clubs. Comparable broad-incumbent youth-development nonprofit network competing for similar youth and family segments.
• Life Time Fitness: Large for-profit fitness operator with clubs offering fitness, group exercise, aquatics, and youth programming. Comparable product mix in the fitness and family segment, but commercial pricing and no nonprofit mission.
• YMCA of the USA (National Council): The national federation of which Northern Rock County is an independent member association. Sets standards, brand, and shared products (e.g., YMCA360); comparable as the parent ecosystem governing similar local Ys.

Direct peers

• YMCA of Metropolitan Milwaukee: Another Wisconsin-based YMCA association operating multiple branches with fitness, aquatics, youth programs, and child care. Closest comparable peer given overlapping geography and identical operating model as a 501(c)(3) community YMCA.
• Boys & Girls Club of Janesville: Direct local peer (and recent real-estate transaction counterparty) providing youth development, after-school programs, and recreation in the same Janesville market. Highly comparable nonprofit youth-serving model.

Emerging players

• KinderCare Education: National child-care provider overlapping with Y-Care before/after-school and Early Learning Center offerings. Comparable on licensed child-care product, but operates a different scale and private-pay model.
• Goldfish Swim School: Specialty swim-lesson franchise with overlapping aquatics instruction offerings. Comparable on the swim-lessons product line specifically, though narrower in scope than the YMCA's full portfolio.
• JCC (Jewish Community Center) - comparable community-center model: JCCs operate membership-based community centers with fitness, aquatics, youth programs, and child care under a faith-rooted nonprofit mission — a structural analog to the YMCA in many US markets.

Regional players

• City of Janesville Parks & Recreation Division: Municipal recreation provider in the same geography offering pools, youth sports, and fitness programming at lower price points or via tax subsidy. Comparable as a regional competitor for the same household recreation budget.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@ymcanorthernrockco
• Facebookfacebook.com/ymcanorthernrockco
• LinkedInlinkedin.com/company/ymca-of-northern-rock-county
• Instagraminstagram.com/ymcanorthernrockco

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Northern Rock County