So nice we did it twice!
In 2024, we brought the design and execution of our January Membership Campaign in-house rather then outsourcing to an agency.

This was my first campaign season after joining the team and the pressure was on to prove that we were capable of developing a compelling concept and exciting visuals. We also needed to contend with other local fitness centers during “resolution season” and, maybe the most challenging obstacle, Michigan’s grey winter skies!

Instead of focusing on “new year, new me” we wanted to let Y members share what the Y means to them all year round.

Framing the member’s quotes with the Y’s joyful and welcoming color palette on a bright white background grabbed attention from miles away and on busy screens.

I’m proud to report that we broke new membership and current member retention records that year. The campaign was so successful that we gave it a little facelift and ran it again in 2025!