MARSHALLTOWN YMCA-YWCA

What MARSHALLTOWN YMCA-YWCA does

Marshalltown YMCA-YWCA is a 501(c)(3) nonprofit community recreation and youth development organization founded in 1875 and headquartered at 108 Washington Street in Marshalltown, Iowa, with a secondary Cultural Center facility at 705 S. Center Street. Operating as a joint YMCA-YWCA entity, the organization delivers a multi-vertical program portfolio spanning youth development (state-licensed preschool, Fit Kids afterschool, summer camp, dance school, youth sports leagues, Blue Wave competitive swim team), aquatics (progressive swim lesson curriculum from Water Discovery through Stroke Mechanics, adult swim lessons), and health & wellness (EGYM smart fitness circuit, CrossFit 641, group exercise, personal training, Rock Steady Boxing for Parkinson's, Foreverwell senior programming, LIVESTRONG at the YMCA, TruGolf MultiSport Simulator).

The technology stack is primarily vendor-supplied rather than proprietary: an EGYM system with 11 RFID-enabled motorized strength machines, a TruGolf Vista 10 MultiSport Simulator supporting 9 sports, and the YMCA 360 digital member experience platform for on-demand workouts, scheduling, and challenges. Membership management and program registration run on the ReClique core platform.

Revenue is generated through a diversified mix of monthly membership subscriptions (Adult $57/mo, Senior $52/mo, Family $81/mo, Youth $22/mo, College $47/mo, Prime Time $42/mo), program fees differentiated by member vs. non-member status, state-licensed child care and preschool at $95-$120/week, facility rentals and birthday party packages, and tax-deductible donations through the Annual Campaign supported by an institutional sponsor network (Union Pacific Foundation, Community Foundation of Marshall County, Mechdyne, Theisen's, 100 Women Who Care). Financial assistance is available to ensure access regardless of ability to pay. The flagship community program, Teach Them to Swim, has graduated over 1,000 students since 2012 through a partnership with Lenihan Intermediate School following local drowning tragedies.

Name

MARSHALLTOWN YMCA-YWCA

Legal name

Marshalltown YMCA-YWCA

Website

https://ymca-ywca.org

Company type

Private

Founded year

1875

Operating status

Operating

Headcount range

1–10 employees

Short description

Marshalltown YMCA-YWCA is a 501(c)(3) nonprofit, founded in 1875 in Marshalltown, Iowa, delivering youth development, aquatics, health & wellness, and licensed child care programs to local families, adults, and seniors through diversified membership, program, and donation revenue streams.

Ownership category

akta.pro rank

Product category

Community Fitness and Recreation Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Aquatic Centers & Swimming Facilities (MPAKAEAF)

Keywords

• Community fitness center
• Youth development programs
• Swim lessons aquatics
• Licensed child care
• Senior wellness programs

Headquarters

HQ city

Marshalltown

HQ country

United States

HQ region

North America

Offices3 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 Subscriptions: Monthly recurring membership fees including various tiers (Adult, Senior, Family, Youth, Prime Time) ranging from $22-$81/month. Joining fees vary by membership type.
2. Program Fees: Revenue from youth sports, swim lessons, dance classes, CrossFit, fitness programs, and summer camps. Pricing differentiates between members and non-members.
3. Child Care Services: State-licensed child care and preschool programs generating revenue through weekly fees ($9-$120/week depending on program and age).
4. Facility Rentals & Party Packages: Birthday party packages (pool, bounce house, multisport simulator), room rentals, and overnight rentals for community use.
5. Donations & Annual Campaign: Tax-deductible donations through Annual Campaign supporting financial assistance, Heritage Club planned giving, and general operations.
6. Program Participant Passes: Free membership tier for program participants who pay only for registered programming without facility access.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Marshalltown YMCA-YWCA operates a community recreation center delivering tiered membership access to fitness facilities (including the EGYM smart strength circuit, CrossFit 641, group exercise, personal training, senior wellness, and a TruGolf MultiSport simulator), progressive swim lessons and a competitive Blue Wave swim team, licensed preschool and school-age child care, youth sports leagues, a dance school, summer camp and afterschool programs, Lifeguard certification, and the Teach Them to Swim community water-safety initiative funded by donations and grants.

Product overview

The Marshalltown YMCA-YWCA operates as a community fitness and recreation organization offering a multi-faceted portfolio of programs and services. The core offerings span three main areas: Youth Development (Preschool Program, Dance School, Fit Kids Afterschool, Summer Camp, Youth Sports, Swim Lessons), Health & Wellness (EGYM Smart Fitness Circuit, CrossFit 641, Personal Training, Group Exercise, MultiSport Simulator, Rock Steady Boxing, Foreverwell programs), and Aquatics (swim lessons across all skill levels, Blue Wave Swim Team, Adult Swim Lessons). Additional services include facility rentals for birthday parties and events, the TruGolf MultiSport Simulator, YMCA 360 digital platform for on-demand fitness, and community outreach programs like Teach Them to Swim and Lifeguard Certification. The organization is a 501(c)(3) nonprofit serving the Marshalltown, Iowa community.

Differentiator

Problem solved

Functional benefit

Brands

• Blue Wave Swim Team: Competitive swim team program for youth participants to gain swimming knowledge, experience, and overall health.
• CrossFit 641
• EGYM
• Teach Them To Swim
• Rock Steady Boxing
• YMCA 360
• Foreverwell

Products and services

• Preschool Program State-licensed early care and education program for children ages 3-5 combining preschool and child care into a full-day kindergarten-readiness program focused on character development, diversity, and healthy habits. Tuition runs $95–$120 per week.
• Dance Program (School of Dance) Comprehensive dance education program under director Kimberlee Kups-Benson offering ballet, tap, jazz, pointe, acrobatics, modern, clogging, musical theater, and competitive teams for ages 18 months through adult.
• Fit Kids Afterschool State-licensed school-age child care program providing after-school supervision with healthy lifestyle habit instruction, homework help, reading time, and daily activities for children K-12.
• Summer Camp Full-day summer camp program for children entering first through fifth grade featuring field trips, daily activities, swimming, team-building skills, arts, and games supervised by trained Y staff.
• Swim Lessons Comprehensive swim lesson program with stages from parent-child Water Discovery through Stroke Mechanics, taught by nationally certified YMCA swim instructors using CPR, AED, and First Aid training.
• Blue Wave Swim Team Competitive swim team program emphasizing skill development, sportsmanship, and enjoyment of competition for participants seeking swimming knowledge and overall health improvement.
• Youth Sports Youth sports programs including indoor soccer, tee ball, NFL flag football, basketball leagues, volleyball, and summer sports camps for children ages 4-14.
• Child Care State-licensed on-site child care service for children ages 6 months through 10 years offering supervised play, activities, and care during parent visits to the facility.
• EGYM Smart Fitness Circuit Smart fitness system with 11 motorized strength machines that automatically adjust to personalized weight, range of motion, and cardio settings, guiding members through a full-body workout in under 30 minutes using RFID-enabled wristbands.
• CrossFit 641 Strength and conditioning program at the Cultural Center utilizing varied functional movements at high intensity, combining aerobic exercise, interval training, weightlifting, and calisthenics with Level 1 and 2 certified CrossFit coaches.
• Personal Training One-on-one personal fitness training program pairing individuals with certified trainers to develop personalized fitness programs with private session options.
• MultiSport Simulator TruGolf Vista 10 simulator with MultiSport Camera offering 9 different sports including golf (87 courses), soccer, footgolf, hockey, baseball, disc golf, bowling, wild west shootout, and zombie dodgeball for rental.
• Rock Steady Boxing Specialized boxing program designed for individuals with Parkinson's Disease focusing on improving agility, endurance, balance, hand-eye coordination, and strength through non-contact boxing-inspired exercises.
• Foreverwell Wellness program empowering older adults to stay active and connected through Y programs supporting healthy aging, including EnhanceFitness, pickleball, water exercise, hobby crafts, and social activities.
• Group Exercise Classes Diverse instructor-led fitness classes including Buti Yoga, Cardio Mix, Cardio Pump Fusion, Core, EnhanceFitness, Yoga, Group Power, Tai Chi/Qigong, Pilates, and Rock Steady Boxing for all levels.
• Lifeguard Certification Professional lifeguard training course certifying in Red Cross Lifeguarding, CPR for Professional Rescuer, First Aid, Bloodborne Pathogens, and AED, with full reimbursement available after 6 months of Y employment.
• Teach Them to Swim Community water-safety initiative providing free swimming lessons and water safety instruction to financially needy 5th and 6th grade students in partnership with Lenihan Intermediate School, having graduated over 1,000 students since 2012.
• YMCA 360 Digital member experience platform enabling access to on-demand workouts, workout tracking, Y schedules, challenges, rewards, and messaging features accessible anywhere, anytime.
• Birthday Parties and Rentals Facility rental services including pool party packages, bounce house rentals, bounce and swim combinations, and MultiSport simulator parties with member and non-member pricing tiers.
• Adult Swim Lessons Swim lessons designed for adults ages 18+ to build water confidence and improve technique in a supportive, non-judgmental environment with progressive instruction in strokes and water safety.

Quantifiable outcome

• Over 1000 students graduated from Teach Them to Swim program
• +1 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Lenihan Intermediate SchoolcoreStrategic or Co-development Partner · 1 January 2012School partnership providing swimming lessons and water safety instruction to 5th and 6th grade students. To date, more than 1000 students have graduated from the program.
• YMCA of the USAcoreStrategic or Co-development PartnerNational organization providing Swim Lessons Grant supporting the Teach Them to Swim program for financially disadvantaged youth.
• MechdyneminorGTM or Marketing PartnerCorporate sponsor supporting the Teach Them to Swim program through financial contributions.
• Theisen's of MarshalltownminorGTM or Marketing PartnerLocal retailer sponsor supporting the Teach Them to Swim program.
• 100 Women Who Care - MarshalltownminorGTM or Marketing PartnerWomen's philanthropy group supporting the Teach Them to Swim program.
• Union Pacific FoundationminorGTM or Marketing PartnerCorporate foundation supporting community programs including Teach Them to Swim.
• Community Foundation of Marshall CountyminorGTM or Marketing PartnerLocal foundation supporting the Teach Them to Swim program through grants.
• Charles City Family YMCAminorStrategic or Co-development PartnerPartnered to share roller skates for the Skate Night at the Marshalltown YMCA-YWCA event.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cedar Rapids Metro YMCA: Iowa-based YMCA with analogous programming mix — group fitness, aquatics, preschool/child care, youth sports — serving a similar community-recreation role.
• Boys & Girls Clubs of America: National nonprofit network providing youth development, after-school programs, sports, and aquatics in similar community settings. Competes for the same youth and family segment in mid-sized cities.
• Quad Cities YMCA: Multi-branch Iowa/Illinois YMCA operating similar memberships, swim lessons, child care, youth sports, and specialty health programs across comparable Midwest markets.
• Jewish Community Center Association (JCC): Community centers operating fitness facilities, aquatics, child care, cultural programming, and senior services under a comparable nonprofit membership-club model.
• YMCA of Greater Des Moines: Iowa's largest YMCA affiliate offering the same multi-segment mix of memberships, youth programs, aquatics, child care, and group fitness. Directly comparable as another Iowa-based, joint-mission YMCA operator.
• Muscatine Community YMCA: Smaller-market Iowa YMCA offering memberships, swim lessons, youth programs, and child care — closely mirroring Marshalltown's scale and operating model.

Emerging players

• Goldfish Swim School: National franchised swim-lesson specialist targeting the same parent-paid youth and adult aquatics market that the Marshalltown Y serves through YMCA Aquatic Program curriculum.

Broad incumbents

• Life Time Fitness: Premium multi-discipline operator offering group fitness, swim, child care, and youth programming. Competes at the higher-priced end for families willing to pay above Y membership rates.
• Anytime Fitness: 24/7 franchised fitness chain operating in many small Midwest markets including Iowa, competing for adult fitness share without aquatics or child care.
• Planet Fitness: National low-cost fitness chain ($10-$25/month) competing for adult fitness memberships; broader portfolio focused on cardio/strength equipment rather than aquatics, child care, or youth development.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCzgaXqw4SJ3wDi15ePXLCnQ
• Facebookfacebook.com/MarshalltownY
• Instagraminstagram.com/marshalltownymca
• TikToktiktok.com/@marshalltown.ymca.ywca
• LinkedInlinkedin.com/company/marshalltown-ymca-ywca

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 MARSHALLTOWN YMCA-YWCA