Martinsville-henry County Family Ymca

What Martinsville-henry County Family Ymca does

The Martinsville-Henry County Family YMCA is a non-profit community branch of the national YMCA network, headquartered at 3 Starling Avenue in Martinsville, Virginia, and serving Martinsville, Henry County, and Collinsville. The organization delivers a comprehensive suite of community wellness programs structured around three pillars: youth development, healthy living, and social responsibility. Core offerings include facility membership with access to an indoor pool, heated therapy pool, gymnasium, indoor track, wellness center, sauna, and steam room; aquatics programming such as swim lessons, water aerobics, and the Marlins competitive swim team; childcare and education services including preschool, after-school care at five elementary school sites, summer camp, and supervised Kids Zone; and fitness programs including personal training, aerial yoga, and adult sports leagues. Operational technology is standard for the sector, built on a Daxko membership management platform with online enrollment, YMCA 360 for virtual classes, and Canva-hosted digital forms and schedules; no proprietary AI or advanced technology stack is evident.

The business model is membership- and program-based subscription recurring revenue, with seven named revenue streams: membership dues (monthly/annual fees ranging from $22/month for youth to $63/month for families), program fees, child care services, facility rentals (birthday parties, bounce houses, pool parties), guest fees, merchandise sales, and charitable donations. Pricing is tiered by age and household composition, with a People Helping People financial assistance program providing flexible payment options. GTM motion is direct-to-consumer with multi-channel acquisition: walk-in enrollment, online Daxko registration, 30+ employer workplace wellness partnerships (including Bridgestone, Hooker Furniture, and Sovah Health), and integration with six health insurance carriers (SilverSneakers, Renew Active, Silver & Fit, Active & Fit, Prime, FitOn Health) that may cover senior memberships. Customer segments span four primary personas — Children/Youth, Adults, Seniors, and Families — with senior and family segments highlighted as primary given insurance partnerships and Kids Zone integration.

Name

Martinsville-henry County Family Ymca

Legal name

Martinsville-Henry County Family YMCA

Website

https://martinsvilleymca.com

Company type

Private

Founded year

1844

Operating status

Operating

Headcount range

1–10 employees

Short description

Martinsville-Henry County Family YMCA is a non-profit community branch offering fitness memberships, aquatics, childcare, and youth development programs to residents of Martinsville and Henry County, Virginia.

Ownership category

akta.pro rank

Product category

Community Fitness and Wellness

NAICS

Fitness and Recreational Sports Centers (713940), Child Care Services (6244), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Community Centers & Neighborhood Support Services (BPAGAEAL)

akta.pro secondary industry

Senior/Low-Impact Group Fitness (HSADABAI)

Keywords

• Community fitness center
• Youth swim lessons
• Childcare services
• Aquatic programs
• Nonprofit wellness

Headquarters

HQ city

Martinsville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Others, Marketing or Sales

Revenue model

1. Membership Dues: Monthly and annual membership fees charged to individuals, couples, and families for facility access including pool, gym, track, sauna, and fitness equipment.
2. Program Fees: Fees for programs including swim lessons, swim team, youth and adult sports leagues, personal training sessions, aerial fitness classes, water aerobics, after-school care, preschool, and summer camp.
3. Child Care Services: Fees for after-school care, preschool programs, and summer camp services.
4. Facility Rentals: Rental fees for birthday party venues, pool parties, bounce houses, and sports party packages.
5. Guest Fees: Daily guest fees for non-members visiting the facility, with additional fees for members bringing guests.
6. Merchandise Sales: Sales of YMCA branded merchandise including water bottles, bags, and apparel.
7. Donations: Charitable donations from community members supporting the YMCA's mission.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels9 records

Core offering

The Martinsville-Henry County Family YMCA is a non-profit community wellness organization that sells facility memberships and program services. Its core offering is access to a fitness facility featuring an indoor pool, gymnasium, wellness center, indoor track, sauna, steam room, and childcare (Kids Zone), bundled into tiered monthly/annual memberships. It also sells standalone programs including swim lessons, Marlins competitive swim team, water aerobics, preschool, after-school care, summer camp, personal training, adult/youth sports leagues, and birthday party rentals.

Product overview

Martinsville-Henry County Family YMCA is a community wellness organization offering a comprehensive suite of programs and services centered around youth development, healthy living, and social responsibility. The core offering is facility membership providing access to aquatics (pool, swim lessons, Marlins swim team, water aerobics, therapy pool), fitness (gym, track, wellness center, personal training, aerial yoga), and childcare/education (preschool, after school, summer camp, Kids Zone). Additional programs include sports leagues (youth volleyball, adult volleyball), community events (birthday parties, blood drives, Healthy Kids Day, NASCAR Speediatrics), and support services (English classes, Bike Barn, workplace wellness, financial assistance). The organization operates as a single-location facility with partnerships for specialized services like Therapy Direct physical therapy and health insurance programs (SilverSneakers, Renew Active, Silver & Fit).

Differentiator

Problem solved

Functional benefit

Products and services

• Facility Membership Access Subscription membership tiers (Youth, Young Adult, Adult, Senior, Couple, Family) granting access to indoor pool, gymnasium, indoor track, wellness center, weight room, sauna, steam room, and Kids Zone. Members also receive Nationwide YMCA access and inclusion in workplace wellness and health insurance plans such as SilverSneakers, Renew Active, Silver & Fit, and Active & Fit.
• Youth Swim Lessons Structured swim instruction for infants through teens, including parent-child classes (6 months–2 years), preschool lessons (ages 3–5), youth lessons (ages 6–12), and teen/adult lessons (ages 12+). Covers water safety, fundamental swimming techniques, and endurance building.
• Marlins Swim Team Year-round competitive swim program for children ages 5–18. Members compete in YMCA and USA swimming meets. Operates within the PYSA League and Upper Southeast YMCA Swim Region covering Virginia, Tennessee, North Carolina, and South Carolina.
• Water Aerobics Low-impact aquatic fitness classes including Aqua Aerobics, Aquacise, Aquatic Stretch & Strength, Deep Water Aerobics, and Water Aerobics, offered in early morning, morning, and evening sessions.
• Therapy Pool Program Heated therapy pool providing aquatic physical therapy sessions through Therapy Direct physical therapists. After completing the program, members become eligible for independent use during designated morning and evening hours.
• Early Learning Center Preschool Year-round early childhood education for toddlers through Pre-K (ages 16 months to 5 years). Curriculum covers colors, shapes, numbers, letters, and kindergarten readiness using the Learn Everyday Curriculum. Available at the main facility and at the Collinsville YMCA Early Learning Center.
• After School Program Childcare program operating Monday through Friday from school dismissal until 6:00 PM. Includes STEM experiments, arts and crafts, USDA-approved snack, homework assistance, and structured physical activity. Serves Axton, Carver, Drewry Mason, Mt Olivet, and Stanleytown elementary schools.
• Summer Camp

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

19 partnerships are on record, tiered core, major and minor.

• Nationwide YMCA Membership NetworkcoreStrategic or Co-development PartnerAffiliation with the global YMCA organization providing Nationwide Membership benefits, allowing members to access participating YMCA facilities across the United States with no extra cost. Members must use their home Y at least 50% of the time.
• PraesidiumcoreOthersPraesidium Guardian certification for child abuse prevention and safety protocols. Provides staff training, reporting systems, and compliance oversight for protecting children in YMCA programs.
• Therapy DirectcoreStrategic or Co-development PartnerPartnership providing aquatic physical therapy services in the heated therapy pool. After completing Therapy Direct program, members become eligible for independent use of the heated therapy pool during designated hours.
• SilverSneakersmajorGTM or Marketing PartnerHealth insurance supplemental program that may pay for senior memberships, allowing eligible members to join at low or no cost
• Renew ActivemajorGTM or Marketing PartnerHealth insurance supplemental program that may cover senior fitness memberships at the YMCA
• Silver & FitmajorGTM or Marketing PartnerHealth insurance supplemental program offering senior fitness benefits that may include YMCA membership coverage
• Active & FitmajorGTM or Marketing PartnerHealth insurance supplemental program that may cover fitness memberships at the YMCA
• Prime (Health Insurance)minorGTM or Marketing PartnerHealth insurance supplemental program that may provide fitness membership benefits
• FitOn HealthminorGTM or Marketing PartnerHealth insurance supplemental program that may cover fitness membership costs
• Workplace Wellness Employer PartnersmajorGTM or Marketing PartnerOver 30 local employers including Bridgestone Tire, Hooker Furniture, Sovah Health, and local government entities offering employee membership discounts through various payment arrangements including employer price match, paycheck deduction, or bank draft
• PYSA (Piedmont YMCA Swimming Association)majorStrategic or Co-development PartnerSwim team membership in PYSA League and Upper Southeast YMCA Swim Region, allowing Marlins Swim Team to compete in both YMCA and USA swimming meets against teams in Virginia, Tennessee, North Carolina, and South Carolina
• USA SwimmingmajorStrategic or Co-development PartnerNational competitive swimming organization governing swim meets and providing official training for parent volunteers and swim officials
• Swim Team SponsorsminorGTM or Marketing PartnerCorporate sponsors for Marlins Swim Team including JES, Snyder Orthodontics, Sarver Properties, Martinsville EyeCare Center, Denture Express, Chip Slate Law, Daniels Auto Glass, and Cornerstone Building Brands
• Collinsville YMCA Early Learning CentermajorStrategic or Co-development PartnerPartnership with Smith Memorial United Methodist Church hosting preschool services at 2703 Daniels Creek Road, Collinsville, VA
• Learn Everyday CurriculumminorOthersEarly learning curriculum used in preschool programs to ensure developmentally appropriate educational experiences
• English Classes SponsorsminorGTM or Marketing PartnerSponsors supporting English language learning classes for community members, with logos displayed on the English Classes page
• Bike Barn SponsorsminorGTM or Marketing PartnerSponsors supporting the Bike Barn bicycle lending and education program, with logos displayed on the Bike Barn page
• Peanuts (Snoopy)minorGTM or Marketing PartnerNational sponsor of Healthy Kids Day events, providing brand association and promotional support for the annual community health event
• The NASCAR FoundationminorGTM or Marketing PartnerSpeediatrics Fun Day Festival partnership promoting healthy lifestyles for children through racing-themed activities and programming

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Salem Family YMCA: Neighboring YMCA branch in the Roanoke Valley serving a similar community wellness, childcare, aquatics, and fitness mission under the same national YMCA brand. Most directly comparable operating model and member offering.
• Jewish Community Center (JCC) Association: Network of non-profit community centers offering membership-based fitness, aquatics, childcare, summer camp, and cultural programming. Operates on a similar diversified community-hub model to the Y, though with a different community anchor.
• Roanoke County / YMCA of Virginia's Blue Ridge: Regional YMCA system in western Virginia offering membership, childcare, swim, and youth programs similar to Martinsville-Henry County. Same brand and operational structure with multi-branch scale.

Broad incumbents

• Anytime Fitness: 24/7 franchised fitness center chain with locations likely in or near Martinsville. Competes for adult fitness members seeking convenient, lower-cost gym access without childcare or aquatic programming.
• Planet Fitness: National low-cost fitness chain competing for adult fitness members in the same regional market. Competes on price (~$10/mo) versus the Y's broader programming; does not offer childcare, swim teams, or aquatics depth.
• Gold's Gym: Established commercial fitness chain competing in the broader fitness category. Targets adult fitness and personal training segments that overlap with the Y's wellness and personal training offerings.
• Life Time Fitness: Premium national fitness club operator offering pools, group fitness, family programming, and youth camps under one membership. Closest commercial analog to the Y's family-lifecycle model, though typically in larger metro markets and at higher price points.
• Boys & Girls Clubs of America: National non-profit youth development organization offering afterschool, summer camp, and youth programming on a membership/donation basis. Overlaps with Y's childcare and youth development segments but with a more focused youth mandate versus the Y's full-family wellness scope.

Emerging players

• British Swim School: Franchised swim instruction provider offering lessons for all ages at partner locations. Competes directly with the Y's swim lesson and Marlins swim team revenue stream in markets where both operate.
• KinderCare Learning Centers: National for-profit childcare and early learning operator. Competes with the Y's preschool, afterschool, and summer camp offerings, with potentially more consistent hours and curriculum but less integration with fitness and family programming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/share/g/1GqAuP5cZB
• Instagraminstagram.com/mhc_ymca
• LinkedInlinkedin.com/company/martinsville-henry-county-family-ymca

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Martinsville-henry County Family Ymca