YMCA OF NEWTON, IOWA, INC.

What YMCA OF NEWTON, IOWA, INC. does

The YMCA of Newton, Iowa, Inc. is a 501(c)-class nonprofit community service organization established in 1874 and headquartered at 1701 S. 8th Ave. E. in Newton, Iowa. It serves Newton and Jasper County residents through a diversified mix of membership-based fitness, aquatics, youth sports, and licensed childcare programs, plus community fundraising and donor-supported subsidized access. Operationally, it runs from a 1976-built main facility containing a gym, 25-meter heated indoor pool (the only indoor public pool in Newton), EGYM-equipped smart strength training circuit, Cybex weight equipment, and group fitness studios, augmented by satellite before/after school care sites at two elementary schools and outdoor programming at Aurora Park and HA Lynn Stadium.

Revenue is generated through six distinct streams: monthly recurring membership dues, program fees (youth sports, swim lessons, personal training, summer camps), before/after school care and full-day childcare subscription fees, annual campaign donations, one-time capital endowment gifts (cumulative $6.55M from the Manatt, Shaw, Diehl, and Mellinger endowments), and guest day-pass fees. Pricing includes youth, adult, senior, and family monthly memberships with income-based financial assistance, and accepts Iowa DHHS Child Care Assistance. Go-to-market is direct-to-consumer via the website (newtonymca.org) and Daxko mobile app for registration, supplemented by school-district partnerships, business sponsorships, and member referrals.

Underlying technology is commodity and vendor-managed: the Daxko platform handles member management, program registration, billing, and facility sign-in; EGYM smart equipment with RFID wristbands auto-adjusts resistance based on user assessments; and standard point-of-sale and payment systems process transactions. Leadership includes CEO George Sorensen (appointed 2024, previously Greater Wichita YMCA) and a Board of Directors with President Chad Kelley. The organization is a freestanding, locally governed nonprofit within the broader YMCA of the USA movement, not a subsidiary of any parent entity.

Name

YMCA OF NEWTON, IOWA, INC.

Legal name

YMCA of Newton, Iowa, Inc.

Website

https://newtonymca.org

Company type

Private

Founded year

1874

Operating status

Operating

Headcount range

11–50 employees

Short description

YMCA of Newton, Iowa is a 1874-founded nonprofit operating the only indoor public pool in Newton and the only IQ4K-rated full-day childcare in Jasper County, offering membership-based fitness, aquatics, youth sports, before/after school care, and summer camp programs to Jasper County residents and supported by local business sponsorships and named family endowments.

Ownership category

akta.pro rank

Product category

Community Recreation Services

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE), Strength & Conditioning / Performance Training (EDALAIAI)

Keywords

• Community fitness services
• Aquatics and recreation
• Youth development programs
• Childcare services
• Nonprofit community center

Headquarters

HQ city

Newton

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Membership Dues: Monthly membership fees providing access to fitness facilities, pool, gym, group fitness classes, and member benefits. All memberships are monthly unless paid in full. Payment plans include credit card, cash, or automatic checking account deduction.
2. Program Fees: Fees for organized programs including youth sports (soccer, volleyball, gymnastics, swimming), summer camps, before/after school care, full-day childcare, swim lessons, personal training, and specialty programs. Fees vary by program and member/non-member status.
3. Annual Campaign Donations: Annual fundraising campaign providing financial assistance for memberships and programs. Donations support free and discounted opportunities for community members including Safety Around Water program, adaptive aquatics, free youth sports, and community events.
4. Capital Endowments: Large capital endowment gifts designated for facility maintenance, building projects, and long-term capital needs. Major endowments include $5 million from Brad & Mary Manatt, $750,000 from EK & Nancy Shaw, $225,044.12 from John Mellinger Fund, and $573,832 from Helen Diehl Trust.
5. Child Care Services: Full-day childcare for children 6 weeks to 5 years, before/after school care, and summer camp programs. Accepts private pay and Child Care Assistance through Iowa Department of Health and Human Services. Income-based financial assistance available.
6. Guest Fees and Day Passes: Daily fees for non-members using facility, including youth ($6), adult ($12), senior ($8), and family passes ($20). Special pricing for Thursday senior visits ($1).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

YMCA of Newton, Iowa, Inc. is a nonprofit community organization operating a health, wellness, and recreation facility that provides membership-based fitness services, aquatics programs, youth and childcare programs, and community activities for individuals and families in the Newton, Iowa area. The organization runs programming aimed at building healthy spirit, mind, and body for all ages, leveraging modern smart-fitness equipment and integrated management software to deliver its services.

Product overview

The Newton YMCA is a nonprofit community organization serving Jasper County since 1874, offering a comprehensive suite of programs centered around youth development, healthy living, and social responsibility. The core membership provides facility access to fitness equipment (including EGYM smart strength training circuit), Cybex weight equipment, cardio machines, gymnasiums, and an indoor 25-meter heated pool. Childcare services include the Early Learning Center (full-day care for 6 weeks to 5 years), Before & After School Care at three locations, and Summer Camp. Youth and family programs span aquatics (swim lessons, Penguins Swim Team, Safety Around Water), sports (soccer, tennis, volleyball, gymnastics, pickleball, flag football, track, running), group fitness (25+ class types), personal training, and community events. The organization also operates an online membership management system via the Daxko platform and mobile app.

Differentiator

Problem solved

Functional benefit

Products and services

• YMCA Memberships
• EGYM Smart Fitness Training Smart-fitness strength and conditioning equipment providing guided, personalized strength workouts with automated resistance adjustment, available to members at the facility.
• Aquatics Programs Swimming lessons, lap swim, open swim, and water-based fitness classes available to members and the broader community.
• Youth Development Programs Before- and after-school programs, summer camp, and youth activities that support child care, learning, and healthy development for school-age children.
• Childcare Services Licensed childcare services for young children, providing supervised care and early-learning activities for working families.
• Group Exercise Classes Instructor-led group fitness classes (e.g., yoga, cycling, strength, cardio) offered to members as part of their membership.

Quantifiable outcome

• Only full-day childcare center in Jasper County with IQ4K Rating above Level 1
• +2 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

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

• Newton Community School DistrictcoreStrategic or Co-development PartnerKey educational partner providing facilities (Emerson Hough Elementary, Thomas Jefferson Elementary) for before & after school care programs, and partnership on Safety Around Water program for all 2nd graders.
• Rotary Club of NewtoncoreGTM or Marketing PartnerSponsor of the Safety Around Water program that provides free swim lessons to all 2nd graders in Newton elementary schools.
• City of NewtonmajorGTM or Marketing PartnerMunicipal partner providing community support and resources to the Newton YMCA.
• Jasper County Health DepartmentmajorGTM or Marketing PartnerCommunity health partner supporting health and wellness initiatives at the YMCA.
• Newton Clinic PCminorGTM or Marketing PartnerHealthcare provider and business supporter of the Newton YMCA.
• MercyOne Newton Medical CenterminorGTM or Marketing PartnerHealthcare system and business supporter of the Newton YMCA.
• Newton Cardinals Swim TeamcoreStrategic or Co-development PartnerNewton Cardinals boys swim team uses the YMCA pool as practice site and home meet location. YMCA Penguins swim team competes against swimmers from across the state.
• NCMP AquagirlscoreStrategic or Co-development PartnerHigh school swim team uses the YMCA pool as practice site and home meet location.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Greater Des Moines YMCA: Operates multiple YMCA branches across the Des Moines metro offering fitness, aquatics, childcare, and youth sports under the same nonprofit Y model. Most directly comparable Iowa Y system serving overlapping program categories (memberships, swim teams, before/after school care) at larger scale.
• Marshalltown YMCA: Small Iowa YMCA in a similarly sized central-Iowa city, offering fitness, aquatics, youth programs, and childcare. Closest in scale and operating context to Newton YMCA among Y branches.
• Ankeny Family YMCA: Family-oriented Iowa YMCA offering fitness, group classes, swim lessons, youth sports, and before/after school care. Direct programmatic parallel in a comparable Midwestern suburb.
• Cedar Rapids Metro YMCA: Regional Iowa YMCA offering membership-based fitness, group classes, aquatics, youth sports, and childcare. Same operating model and brand as Newton YMCA, with comparable program taxonomy and revenue mix.

Regional players

• Snap Fitness: 24/7 small-format fitness franchise operating in many Iowa small towns. Competes for the basic gym member dollar in the same Newton-area geography, with no childcare, pool, or youth programming overlap.
• Indian Hills Community College Recreation: Iowa community college in Ottumwa offering public recreational facility access, fitness classes, and youth programs to the surrounding rural counties. Comparable community-serving recreational offering but anchored to an educational institution rather than a Y brand.

Broad incumbents

• Planet Fitness: National low-cost fitness franchise with locations in small and mid-sized Iowa cities including near Newton. Competes on price for basic gym-floor and cardio utilization but offers no childcare, youth sports, or aquatics programming.
• Prairie Life Fitness: Iowa-based for-profit fitness chain offering group fitness, personal training, and family memberships. Competes directly for adult fitness share in the same regional market, but lacks childcare, aquatics monopoly, and nonprofit community programming.
• YMCA of the USA: National federation that sets brand standards, training, and resources for all U.S. YMCAs including Newton. Not a direct competitor but the umbrella incumbent governing network participation, software standards (e.g., Daxko), and program frameworks.

Emerging players

• Boys & Girls Club of Central Iowa: Nonprofit youth-development organization offering afterschool programs, sports leagues, and childcare across central Iowa. Same nonprofit funding model and youth-development mission, but narrower focus (less adult fitness revenue).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ymca-of-newton-iowa-inc.

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 NEWTON, IOWA, INC.