{"id":3000,"date":"2019-06-13T13:28:54","date_gmt":"2019-06-13T17:28:54","guid":{"rendered":"https:\/\/www.artik.com\/toronto-blog\/?p=3000"},"modified":"2025-11-21T01:24:25","modified_gmt":"2025-11-21T06:24:25","slug":"ymca-gym-custom-shirts","status":"publish","type":"post","link":"https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/ymca-gym-custom-shirts\/","title":{"rendered":"Survival of the Fittest&#8230; How the YMCA stays alive in Toronto&#8217;s crowded gym market"},"content":{"rendered":"<p>Have you noticed cheap gyms like Planet Fitness and GoodLife keep opening new locations across Toronto? High-end gyms are doing well too, with sophisticated fitness clubs becoming <a href=\"https:\/\/www.notablelife.com\/the-11-best-luxury-fitness-clubs-in-canada\/\">a luxury trend<\/a>.<\/p>\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/BuXO6hwHSqX\/\" data-instgrm-version=\"12\">\n<div style=\"padding: 16px;\">\n<div style=\"display: flex; flex-direction: row; align-items: center;\">\n<div style=\"background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\">\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div>\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div>\n<\/div>\n<\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display: block; height: 50px; margin: 0 auto 12px; width: 50px;\"><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\"color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;\">View this post on Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div style=\"background-color: #f4f4f4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div>\n<div style=\"background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\"background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div style=\"width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg);\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\"width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\"background-color: #f4f4f4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\"width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\">\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div>\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div>\n<\/div>\n<p style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;\"><a style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;\" href=\"https:\/\/www.instagram.com\/p\/BuXO6hwHSqX\/\" target=\"_blank\" rel=\"noopener noreferrer\">A post shared by Equinox (@equinox)<\/a> on <time style=\"font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;\" datetime=\"2019-02-26T23:13:14+00:00\">Feb 26, 2019 at 3:13pm PST<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async=\"\" src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<p class=\"LC20lb\"><em>\u2b06 That&#8217;s a gym waiting room!<\/em><\/p>\n<p>In this competitive climate, mid-range gyms are struggling to stay open. This chart shows that in 2015, <strong>581 low-cost gyms opened<\/strong> and <strong>278 mid-range gyms closed <\/strong>across Canada.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-3020\" src=\"https:\/\/www.artik.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/canada-gyms-opened-closed.png\" alt=\"\" width=\"598\" height=\"748\" srcset=\"https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/canada-gyms-opened-closed.png 800w, https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/canada-gyms-opened-closed-240x300.png 240w, https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/canada-gyms-opened-closed-768x961.png 768w\" sizes=\"(max-width: 598px) 100vw, 598px\" \/><\/p>\n<h3>The YMCA&#8217;s Problem:<\/h3>\n<p>To put it bluntly, the YMCA isn&#8217;t the cheapest, nor the fanciest gym. It doesn&#8217;t have a niche like a boxing gym or a crossfit studio and it lacks a<em> cool factor<\/em> (most people associate it with a dance from the 70s)<\/p>\n<figure style=\"width: 312px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/thumbs.gfycat.com\/PastelCheerfulClownanemonefish-size_restricted.gif\" alt=\"The Village People dancing to the YMCA\" width=\"312\" height=\"250\" \/><figcaption class=\"wp-caption-text\"><em>It&#8217;s fun to stay at the&#8230;<\/em><\/figcaption><\/figure>\n<p>The Toronto YMCA was facing declining membership, especially with young people who<span style=\"font-size: 16px;\"> &#8220;saw us as the place they took swimming lessons as a kid.&#8221; <\/span>So they went to Ontario marketing agency <a href=\"https:\/\/outpost379.com\/work\/ymca-gta\/\">Outpost 379<\/a> for a brand overhaul.<\/p>\n<h3>?Brand Makeover ?<\/h3>\n<p><strong>Sweat For Good<\/strong> is at the centre of the rebrand. It&#8217;s a series of videos, print ads and merchandise that emphasise what makes the YMCA (now simply known as the Y) different from other gyms.<\/p>\n<p style=\"text-align: center;\"><iframe src=\"https:\/\/www.youtube.com\/embed\/L8xKJ7pXV-Y\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-3022\" src=\"https:\/\/www.artik.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/I-Sweat-For-Good-1024x536.jpg\" alt=\"I Sweat For Good Ad Campaign Toronto YMCA\" width=\"642\" height=\"336\" srcset=\"https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/I-Sweat-For-Good-1024x536.jpg 1024w, https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/I-Sweat-For-Good-300x157.jpg 300w, https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/I-Sweat-For-Good-768x402.jpg 768w, https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/I-Sweat-For-Good.jpg 1200w\" sizes=\"(max-width: 642px) 100vw, 642px\" \/><\/p>\n<p><strong>How Sweat for Good rebrands the Y<\/strong><\/p>\n<p>The <em>Sweat for Good<\/em> campaign is meant to connect working out with doing social good. \u201cThe sweat you break at the Y isn\u2019t just for you; it\u2019s for all of us.\u201d The YMCA provides essential immigration services, youth housing services and camps, childcare and employment services. You don\u2019t see other gyms doing all that!<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-3021\" src=\"https:\/\/www.artik.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-13-at-5.37.43-PM.png\" alt=\"Sweat for Good Toronto Gym campaign\" width=\"532\" height=\"299\" srcset=\"https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-13-at-5.37.43-PM.png 1112w, https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-13-at-5.37.43-PM-300x169.png 300w, https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-13-at-5.37.43-PM-768x432.png 768w, https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-13-at-5.37.43-PM-1024x576.png 1024w\" sizes=\"(max-width: 532px) 100vw, 532px\" \/><\/p>\n<p><strong>Diversity and Body Positivity<\/strong><\/p>\n<p>The YMCA also shows that sweat is universal. It is the same for any gender, race, ethnicity, religion, income level, size or shape. This inclusive vibe is different from other gyms who talk about sculpting the perfect body &#8211; instead the YMCA shows real staff and members with all kinds of bodies.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-3010\" src=\"https:\/\/www.artik.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-12-at-5.36.15-PM.png\" alt=\"Sweat for Good Challenge\" width=\"447\" height=\"291\" srcset=\"https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-12-at-5.36.15-PM.png 447w, https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-12-at-5.36.15-PM-300x195.png 300w\" sizes=\"(max-width: 447px) 100vw, 447px\" \/><\/p>\n<p><strong>Welcoming but Cool<\/strong><\/p>\n<p>The heart of the campaign is a warm and friendly energy but the Y didn\u2019t fall into the trap of being too colourful and dorky looking (think comic sans font.) The black and white ads have high contrast photos of badass looking people. This applies to the <a href=\"https:\/\/www.artik.com\/custom-t-shirts.html\">Toronto Y&#8217;s custom printed t-shirts<\/a>, <a href=\"https:\/\/www.artik.com\/drinkware.html\">branded water bottles<\/a> and gym bags too. The YMCA chose black and grey shirts with minimal white text. Where other fundraiser shirts would end up in the discount bin, these screen printed t-shirts are worn and kept.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-3001\" src=\"https:\/\/www.artik.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-12-at-5.10.40-PM-e1560373893441.png\" alt=\"Customized shirts designed by the YMCA in Toronto\" width=\"617\" height=\"406\" \/><\/p>\n<p>The campaign goes beyond selling<a href=\"https:\/\/www.artik.com\/custom-t-shirts.html\"> custom t-shirts<\/a> and <a href=\"https:\/\/www.artik.com\/drinkware\/custom-stainless-steel-bottles-toronto.html\">branded water bottles<\/a> for a fundraiser, it represents the start of a new chapter for the YMCA.<\/p>\n<p>I have to admit, this campaign has worked on me. I joined the Y because it is a positive community centre with people of all ages. It&#8217;s a place where I feel super comfortable being myself and working out at my own pace.<\/p>\n<p><strong>What can we learn from the YMCA\u2019s branding?<\/strong><\/p>\n<p>Consider what is special about your brand and lean into it. The Y could have tried to copy another gym\u2019s branding but they focused on their own unique appeal.<\/p>\n<h3>Other Toronto gym brands the Y could have copied (but didn&#8217;t)<\/h3>\n<p>Comparing the YMCA&#8217;s shirt designs with other gyms makes their choices clear. Every gym in Toronto is fighting for membership, here are five other fitness studios with very different design aesthetics.<\/p>\n<h3><strong>1. F45 goes for the Athletic Lifestyle niche<\/strong><\/h3>\n<p>I live across from an F45 gym and I see truly dedicated people go in there every morning at 6am and work their asses off.<\/p>\n<blockquote><p>The concept is simple: our studios all over the world offer a 45 minute High-Intensity, Circuit Training workout class for our studio members. We have developed 27 different 45 minute workouts, with more currently in development. Our studios offer the same class at different times throughout the day. Every day throughout the week offers a different 45 minute workout. The workouts are created by the F45 Athletics and Peak Performance Department from a database of over 3,000 different exercises, so our members never get the same workout twice.<\/p><\/blockquote>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-3008\" src=\"https:\/\/www.artik.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-12-at-5.23.04-PM-e1560374739779.png\" alt=\"Custom printed fitness shirts for F45 gym\" width=\"900\" height=\"572\" \/><\/p>\n<p>The YMCA could have imitated the sporty apparel of F45, but this sporty look better fits with their lifestyle branding. The <a href=\"https:\/\/www.artik.com\/custom-t-shirts\/tank-top-shirts.html\">branded tank tops<\/a> and <a href=\"https:\/\/www.artik.com\/custom-t-shirts.html\">printed t-shirts<\/a> match that high energy brand.<\/p>\n<h3><strong>2. GoodLife Fitness goes for a Bold Canadian brand<\/strong><\/h3>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-3011\" src=\"https:\/\/www.artik.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-12-at-5.59.17-PM.png\" alt=\"GoodLife Fitness Information\" width=\"1141\" height=\"175\" srcset=\"https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-12-at-5.59.17-PM.png 1141w, https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-12-at-5.59.17-PM-300x46.png 300w, https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-12-at-5.59.17-PM-768x118.png 768w, https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-12-at-5.59.17-PM-1024x157.png 1024w\" sizes=\"(max-width: 1141px) 100vw, 1141px\" \/><\/p>\n<p>Reading those facts, I realize that GoodLife Fitness is a MASSIVE brand with a ton of recognition. It makes sense that they went for a bold, instantly recognizable design aesthetic.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-3007\" src=\"https:\/\/www.artik.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-12-at-5.23.09-PM-e1560375569805.png\" alt=\"Custom printed gym bags at the GoodLife Fitness\" width=\"900\" height=\"580\" \/><\/p>\n<p>These <a href=\"https:\/\/www.artik.com\/custom-t-shirts.html\">branded t-shirts<\/a>, <a href=\"https:\/\/www.artik.com\/totes-and-bags\/sport-bags.html\">gym bags<\/a> and <a href=\"https:\/\/www.artik.com\/drinkware\/custom-stainless-steel-bottles-toronto.html\">printed metal water bottles<\/a> say &#8220;We are Canada&#8217;s largest gym and we know it!&#8221;<\/p>\n<p>Despite the size of the company, GoodLife works to keep an intimate, friendly environment at their gyms. I feel like this friendly Canadian energy is present in the merch design as well.<\/p>\n<h3><strong>3. The JCC embraces Colour and Community<\/strong><\/h3>\n<p>The JCC in Toronto has a bright and colourful branding. It&#8217;s fun loving and diverse, much like the gym itself which has become way more than a Jewish Community Centre in the city. These <a href=\"https:\/\/www.artik.com\/custom-t-shirts.html\">printed t-shirts<\/a> and <a href=\"https:\/\/www.artik.com\/custom-t-shirts\/tank-top-shirts.html\">tanks<\/a> have a sense of community with a focus on special events.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-3006\" src=\"https:\/\/www.artik.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-12-at-5.23.15-PM-e1560375712848.png\" alt=\"Custom printed tank tops and workout shirts for the JCC Toronto gym\" width=\"900\" height=\"735\" \/> <img decoding=\"async\" class=\"aligncenter size-full wp-image-3005\" src=\"https:\/\/www.artik.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-12-at-5.23.23-PM-e1560375763725.png\" alt=\"Custom tees screen printed for the JCC gym special event\" width=\"900\" height=\"526\" \/> <img decoding=\"async\" class=\"aligncenter wp-image-3004 size-full\" src=\"https:\/\/www.artik.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-12-at-5.23.28-PM-e1560375778416.png\" alt=\"Pink shirts for #PinkDay in Toronto\" width=\"900\" height=\"557\" \/><\/p>\n<h3>4. Utkata Yoga has a Modern Look<\/h3>\n<p>The sleek <a href=\"https:\/\/www.artik.com\/custom-t-shirts\">branded tees<\/a> of our friends at Utkata Yoga tells you they are a newer, more agile gym alternative.<\/p>\n<figure id=\"attachment_3003\" aria-describedby=\"caption-attachment-3003\" style=\"width: 900px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-3003 size-full\" src=\"https:\/\/www.artik.com\/toronto-blog\/wp-content\/uploads\/2019\/06\/Screen-Shot-2019-06-12-at-5.23.41-PM-e1560375648918.png\" alt=\"Utkata Yoga made custom t-shirts with a modern style\" width=\"900\" height=\"793\" \/><figcaption id=\"caption-attachment-3003\" class=\"wp-caption-text\"><a href=\"https:\/\/www.artik.com\/toronto-blog\/utkata-yoga\/\">Read more<\/a> about how Utkata brings Yoga to offices.<\/figcaption><\/figure>\n<p>Honestly I respect the way the Y has gone about rebranding. The campaign has worked on me. I can&#8217;t seem to cancel my YMCA membership when I know they are doing such good work!<\/p>\n<p><strong>Read More<\/strong><\/p>\n<p><a href=\"https:\/\/www.artik.com\/toronto-blog\/get-crowd-record-shop-record-store-day-2020\/\">How do record stores get massive crowds in 2019?<\/a><\/p>\n<p><a href=\"https:\/\/www.artik.com\/toronto-blog\/tcaf\/\">How to sell your art at TCAF!<\/a><\/p>\n<p><a href=\"https:\/\/www.artik.com\/toronto-blog\/favourite-booths-toronto-one-kind-show\/\">Our favourite booths at the Toronto One of a Kind Show<\/a><\/p>\n<p><a href=\"https:\/\/www.artik.com\/toronto-blog\/utkata-yoga\/\">Utkata Yoga branded themselves as more than a gym<\/a><\/p>\n<p><a href=\"https:\/\/www.artik.com\/toronto-blog\/promoting-brand-custom-water-bottles\/\">Promoting your brand with custom water bottles<\/a><\/p>\n<p><a href=\"https:\/\/www.nytimes.com\/2010\/07\/12\/us\/12Y.html\">Why did the YMCA change their name to the Y?<\/a><\/p>\n<p><a href=\"https:\/\/www.artik.com\/toronto-blog\/designing-custom-t-shirts\/\">Designing awesome custom t-shirts in Toronto<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Have you noticed cheap gyms like Planet Fitness and GoodLife keep opening new locations across Toronto? High-end gyms are doing well too, with sophisticated fitness clubs becoming a luxury trend. View this post on Instagram&nbsp;[..]&nbsp;&nbsp;&nbsp;<a class=\"moretag\" href=\"https:\/\/artik.smartwebsitedesign.com\/toronto-blog\/ymca-gym-custom-shirts\/\">Read More<\/a><\/p>\n","protected":false},"author":3,"featured_media":3014,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[72,75,4],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Survival of the Fittest... How the YMCA stays alive in Toronto&#039;s crowded gym market | Artik Blog<\/title>\n<meta name=\"description\" content=\"Have you noticed cheap gyms like Planet Fitness and GoodLife keep opening new locations across Toronto? 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