YMCA of Roanoke Valley

What YMCA of Roanoke Valley does

YMCA of Virginia's Blue Ridge is a 501(c)(3) nonprofit community wellness association serving the Blue Ridge region of Virginia, including the Roanoke Valley, Botetourt County, Salem, and Rockbridge County/Lexington. The organization operates six owned-and-operated branches — Botetourt Family YMCA (Daleville), Kirk Family YMCA (Roanoke), Salem Family YMCA, Rockbridge Area YMCA (Lexington), YMCA Express at Gainsboro (Roanoke), and YMCA at Tanglewood (Roanoke) — providing fitness centers, pools, gymnasiums, group exercise studios (including hot yoga and LES MILLS Virtual Classes), childcare facilities, and youth sports spaces. It is affiliated with the national YMCA network through YMCA of the USA (Y-USA).

The association's service portfolio is organized around four pillars: wellness/fitness (group exercise, personal training, Fit Start, youth orientations), aquatics (Riptides Swim School, Riptides Swim Team, Masters Swimming, lifeguard certification, and the free Y Splash water-safety program for second graders in public schools), childcare (Stay and Play, summer/spring/winter camps, Y After School Care, YMCA Early Learning Centers, Beacons free after-school program, Y Pass middle-school program), and youth and family programs (basketball, soccer, gymnastics, dance, pickleball, cheerleading, T-ball, birthday parties, cooking classes). Distribution is direct-to-consumer through walk-ins, online registration via sgasoftware.com, corporate membership sales, and school-based delivery for Y Splash.

Revenue is generated from four streams: recurring membership dues (with $5/month 24-Hour Access and After Hours Access add-ons at select branches), one-time program registration fees across childcare, sports, swim lessons, personal training, and events, recurring and one-time donations (Annual Campaign, Monthly Giving at a recommended $19/month, Changemakers at $5,000+, planned giving, and dedicated endowments such as the Steve R. Bailey and Kerry P. Morris Y Splash Endowment), and recurring corporate wellness packages sold to local employers. Marketing is community-based, relying on school partnerships, branch-specific Facebook pages, an Instagram account, email newsletters, seasonal program guides, and member testimonials.

Name

YMCA of Roanoke Valley

Legal name

YMCA of Virginia's Blue Ridge

Website

https://ymcaroanoke.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

YMCA of Virginia's Blue Ridge is a nonprofit community wellness association operating six branches across the Blue Ridge region of Virginia, offering fitness, aquatics, childcare, youth sports, and corporate wellness programs to individuals, families, and employer partners.

Ownership category

akta.pro rank

Product category

Community Health and Fitness Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (611620)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYEDALAIAE

Group Fitness, Personal Training & Wellness Coaching

Education/Student Services & Campus Operations/Athletics, Recreation & Fitness

SECONDARYBPAGADAJ

Arts, Sports & Recreation-Based Youth Development Nonprofits

Business & Public Services/Nonprofit, NGO & Social Services/Education & Youth Development Nonprofits

SECONDARYBPAGACAC

Community Health, Prevention & Health Education

Business & Public Services/Nonprofit, NGO & Social Services/Health & Medical Nonprofits

Keywords

• Community fitness centers
• Youth sports programs
• Childcare services
• Swim lessons aquatics
• Corporate wellness

Headquarters

HQ city

Daleville

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership fees: Individual, family, and corporate membership dues providing access to fitness facilities, pools, group exercise, and program participation.
2. Program registration fees: Fees for childcare (after school, summer camp, preschool), sports leagues (basketball, soccer, gymnastics, dance, pickleball, cheerleading, T-ball), swim lessons, personal training, birthday parties, and other programs.
3. Donations and fundraising: Annual Giving Campaign, monthly giving program, planned giving/bequests, endowed funds (e.g., Steve R. Bailey and Kerry P. Morris Y Splash Endowment), and Changemaker major donor program ($5,000+).
4. Corporate wellness packages: Corporate membership and wellness package offerings sold to businesses, providing employee wellness benefits including fitness assessments, preventative health education, and membership discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

YMCA of Virginia's Blue Ridge operates a regional network of nonprofit community wellness facilities providing facility memberships, group fitness, personal training, aquatics and swim instruction, before/after-school childcare, summer/day camps, youth sports leagues, and corporate wellness packages. Programs are delivered at six branches across the Roanoke Valley and Blue Ridge region and are supplemented by charitable financial assistance, fundraising, and free water-safety outreach to public schools.

Product overview

YMCA of Virginia's Blue Ridge is a nonprofit fitness and community organization operating multiple branch locations (Botetourt Family YMCA, Kirk Family YMCA, Rockbridge Area YMCA, Salem Family YMCA, YMCA Express at Gainsboro, YMCA at Tanglewood). The organization offers a comprehensive portfolio of service programs organized around wellness/fitness, aquatics, child care, and youth and family programming. Core offerings include membership with tiered access options (standard, 24-Hour Access, After Hours Access), various aquatics programs including the Y Splash water safety initiative, diverse child care and camp programs, youth sports leagues, and corporate wellness partnerships. The service architecture combines membership-based access to facilities with a la carte program registration for specialized services like swim lessons, personal training, and youth programs.

Differentiator

Problem solved

Functional benefit

Brands

• Botetourt Family YMCA: Family YMCA facility serving Botetourt County area at 115 Shenandoah Avenue, Daleville, VA 24083
• Kirk Family YMCA
• Rockbridge Area YMCA
• Salem Family YMCA
• YMCA Express at Gainsboro
• YMCA at Tanglewood
• Y Splash
• Riptides Swim School
• Keith Willis Endowment Society

Products and services

• YMCA Membership Core membership program granting access to six YMCA branches across the Blue Ridge region, including fitness floors, pools, group exercise, and program participation. Corporate membership options are available.
• 24-Hour Access Membership add-on for members age 18+ providing 24-hour access to wellness floors and restrooms at Botetourt Family YMCA, Salem Family YMCA, and Rockbridge Area YMCA, priced at $5 per adult per month; included at no additional fee for first responder members.
• After Hours Access Membership add-on for members age 13+ providing access at YMCA at Tanglewood on Saturdays 6:00–10:00 p.m. and Sundays 7:30 a.m.–1:00 p.m., priced at $5 per member per month; included at no additional fee for first responder members.
• Wellness Programs Group exercise classes, hot yoga studio, personal training, Fit Start sessions, and LES MILLS Virtual Classes for members of all ages.
• Aquatics Programs Water-based instruction and activities including Riptides Swim School, Riptides Swim Team, Masters Swimming, water group exercise classes, and lifeguard certification training.
• Riptides Swim School Swim instruction program for children offering swim lessons across skill levels.
• Y Splash Free water safety education program delivering six 45-minute instructional sessions to second graders in local public schools, with free follow-up swim lessons for identified non-swimmers (on average 53% of participants).
• Child Care Programs Childcare services including Stay and Play, summer/spring/winter break camps, Y After School Care, YMCA Early Learning Centers (preschools), Beacons After School Program, and Y Pass Middle School Program.
• Youth and Family Programs Youth and family programming including birthday parties, sports leagues (basketball, cheerleading, dance, gymnastics, pickleball, soccer, T-ball, swim team), youth and teen orientations, and cooking classes.
• Corporate Membership Corporate partnership program for businesses offering employee wellness benefits, including fitness assessments, preventative health education, and membership discounts; cited research showing $3–$6 ROI per $1 invested in wellness programs.
• Lifeguard Certification and Training Lifeguard certification and training program preparing participants for lifeguard roles, including Test, Mark and Protect pool safety instruction.
• Summer Camp Seasonal summer day-camp program for children, with separate free Beacons Summer Camp 2026 option.
• Y After School Care Before and after school care program for school-age children.
• YMCA Early Learning Centers (Preschools) Preschool program for young children operated as YMCA Early Learning Centers.
• Personal Training One-on-one personal training services delivered by certified trainers to YMCA members.

Quantifiable outcome

• 53% of Y Splash participants are identified as non-swimmers and receive free follow-up swim lessons
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Carilion CliniccoreStrategic or Co-development PartnerCarilion Clinic is a named Changemaker donor at the $5,000+ level and a corporate wellness partner, providing employees access to YMCA wellness programs and demonstrating a strategic commitment to community health outcomes.
• City of RoanokecoreStrategic or Co-development PartnerThe City of Roanoke is a Changemaker donor supporting the YMCA's community programs, reflecting a municipal partnership to strengthen local community health and youth development.
• American Journal of Prevention Medicine (research cited)minorOthersYMCA cites the American Journal of Prevention Medicine as the source of its wellness program ROI data ($3–$6 return per $1 invested), providing evidence-based credibility for corporate wellness offerings.
• Local Public School DistrictscoreStrategic or Co-development PartnerYMCA partners with local public school districts to deliver the Y Splash water safety program to all second graders, providing free water safety instruction at school sites and free follow-up swim lessons at YMCA facilities.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Carilion Clinic Wellness Centers: Regional health system's own wellness facilities in the same Roanoke market; simultaneously a Changemaker donor/partner of the YMCA and a potential operator of overlapping corporate-wellness services.

Others

• USA Swimming / U.S. Masters Swimming: Governing body for competitive swimming whose Riptides Swim Team, Masters Swimming, and lifeguard certification programs at the YMCA are affiliated; relevant peer for aquatics-program quality and competitive-program benchmarks.
• Salvation Army (local units): Nonprofit social-services organization competing for the same charitable giving dollars and community-outreach partnerships in the Roanoke Valley; relevant peer for fundraising benchmarking rather than service-line overlap.

Direct peers

• YMCA of Greater Richmond: Another regional YMCA association in Virginia operating multiple branch facilities with comparable membership, aquatics, childcare, youth sports, and corporate wellness programming; directly comparable peer for membership-pricing, fundraising, and operational benchmarks.
• YMCA of Greater Charlotte: Mid-size regional YMCA association with a multi-branch footprint offering the same mix of wellness, aquatics, childcare, and youth development programs; useful comparable for scale, branch economics, and corporate wellness growth.
• JCC Association (Jewish Community Centers): Community-center nonprofits operating fitness facilities, pools, childcare, and youth/family programming on a membership model; analogous operating structure, fundraising needs, and program mix.
• Boys & Girls Clubs of America (local affiliates): Nonprofit youth-development organization competing for the same donor dollars, school partnerships, and after-school childcare market; directly comparable in mission, funding model, and community-based programming.

Broad incumbents

• Life Time Fitness: Premium multi-amenity fitness operator with pools, family programs, and group exercise; overlapping member base in some markets and serves as the aspirational comparable for amenity quality and pricing.
• Gold's Gym: Established commercial fitness chain with regional franchise presence; competes for adult fitness memberships and represents the for-profit benchmark the YMCA differentiates against on mission and family programming.
• Planet Fitness: National low-cost fitness club chain with broader footprint and substantially greater capital; competes for the same consumer fitness-membership wallet in the Roanoke region with a different value proposition (no aquatics, childcare, or youth programming).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ymcavbr
• Instagraminstagram.com/ymcavbr
• LinkedInlinkedin.com/company/ymca-of-roanoke-valley

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries6 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 Roanoke Valley