As the Metropolitan YMCA of the Oranges builds the new, state-of-the-art West Essex branch, the Y created a new Legacy Membership for members who have supported the organization for years.
The new offer provides the chance to lock in the Y’s lowest-ever rate before its projected December 2026 opening and is also guaranteed for the life of a membership. Specifically, it provides a 15% discount off the Y’s standard rate and grants access to the new center beginning on opening day as well as all the Y’s branches.
Ed Phillip, the SVP and COO of the Metropolitan YMCA of the Oranges, said the staff recognized the new facility will provide significantly more value and amenities, and that comes with increased operating costs. At the same time, they wanted to honor the loyalty of the members.
“We also saw this as an opportunity to engage people earlier,” said Phillip. “Rather than waiting until the new facility opens, individuals can join now and secure Legacy Membership pricing before the transition. It’s our way of rewarding loyalty while building excitement and momentum for the future West Essex YMCA.”
New Branch Details
The new West Essex Y is being built across the street from the current branch. Existing members will be moving with the Y from a 22,000-square-foot building built in 1969 to a 56,000-square-foot facility designed to meet the needs of today’s families.
Phillip said December is the Y’s current target opening with early January as a possible alternative depending on construction timelines.
The new branch will feature a 12,000-square-foot wellness center and three group exercise studios including a dedicated Pilates reformer studio and a mind and body studio. One of those rooms will include a retractable glass wall that opens onto an outdoor fitness deck, creating a unique indoor-outdoor exercise experience.
Phillip said aquatics will also be a major highlight. The facility will include a six-lane competition pool as well as a separate warm-water teaching and therapy pool, connected to a zero-entry splash pad for families and young children.
Additional amenities will include a full-size gymnasium, child watch area, teen adventure and gaming spaces, multipurpose program rooms and a teaching kitchen.
“Compared to our current facility — which offers approximately 3,000 square feet of wellness space, one pool, and limited programming areas — this new YMCA represents a dramatic expansion in both size and services,” said Phillip. “We’re incredibly excited about the opportunities it will create for our members and the broader community.”
Positive Community Response
Phillip said the community response to the new Legacy Membership has been overwhelmingly positive, and residents are excited to see a major community-focused project taking shape, particularly one that invests in health, wellness, youth development and family engagement.
“Our current members are especially enthusiastic because they know firsthand the limitations of our existing facility,” said Phillip. “They see the new branch as an opportunity to enjoy expanded programs, modern amenities and significantly more space while remaining part of the YMCA community they value.”
He said the Y is also hearing from individuals and families who never previously considered joining the YMCA. The breadth of amenities and programming in the new facility positions us as a compelling alternative to other fitness and wellness providers in the market.
Originally, the Y planned to make approximately 500 new Legacy Memberships available beyond its existing Legacy members. However, demand has been so strong that the Y is nearing that number already, and Phillip says the team anticipates closing the Legacy Membership offering by the end of July due to the ongoing interest of the campaign.
Creating the New Membership
Phillip said determining the Legacy Membership pricing structure involved significant analysis and discussion. The Metropolitan YMCA of the Oranges started with a comprehensive market study that examined household income levels, market conditions and expected pricing within the service area. Then, the team compared those findings against other fitness and wellness providers in the region.
“What we found was even with a planned rate increase reflecting the value of the new facility, the YMCA would continue to offer a significantly more affordable option than many premium competitors,” said Phillip. “That allowed us to strike a balance between recognizing the value of the new building and maintaining affordability for local families.
As the Y transitions to the new branch, standard membership rates will reflect the expanded amenities and services. Legacy Members, however, will continue to receive only annual cost-of-living adjustments, creating a permanent pricing advantage compared to future members.
“The result is a meaningful long-term benefit for our most loyal supporters while ensuring the YMCA continues to provide exceptional value relative to the broader fitness marketplace,” said Phillip.
Benefits and Advice
The Legacy Membership initiative is already benefiting the YMCA by creating excitement and engagement well before the new facility opens. It also supports long-term retention. The initiative is tied to maintaining an active membership, which encourages continuity and strengthens members’ connection to the YMCA.
“We’ve already had conversations with members who were considering cancelling but ultimately decided to remain because they recognized the value of preserving their legacy rate,” said Phillip. “As the new facility opens and membership grows, we believe the program will help us retain a strong core of loyal members while attracting new individuals and families to the YMCA.”
For industry leaders interested in creating a similar, new membership rate, Phillip said to first ensure new innovations should be driven by value, not simply by creating something different.
“Before developing a new membership model, organizations should do their homework,” said Phillip. “That includes conducting market research, understanding competitor pricing and analyzing local demographics and consumer expectations. Just as important is having the right people involved in the decision-making process and being willing to take thoughtful risks. The Legacy Membership concept was unique for us, and any innovative idea requires leaders who are open to new approaches while remaining grounded in sound business principles.”
But most importantly, Phillip said to listen to your members. Throughout this project, the Metropolitan YMCA of the Oranges spent considerable time gathering feedback about what people wanted from the new facility. One of the strongest messages they heard was concern about affordability.
“The Legacy Membership program is a direct response to that feedback and demonstrates how listening to members can lead to creative solutions that benefit both the organization and the community,” said Phillip.
