Learn Triangle2’s history of learning and innovating to help nonprofits increase mission impact.
Lori Swann’s first job out of college was with a hospital in the communications department. When the hospital was sold and she was laid off, her boss instructed her to go to the YMCA in Nashville, Tennessee, to meet the communications director and she would be hired.
Swann recalled stopping by the library to find out what YMCA even stood for before her interview as she’d never been inside one. Her plan was to take the job with the Y for one year then get back into healthcare. “But like a lot of people who experience the Y, I got sucked in,” said Swann. “I found a cause I could get behind and a career with a lot of opportunities.”
Swann spent 17 years with the YMCA of Middle Tennessee. She worked in membership, marketing, communications, development and even got to project manage new facilities. While she enjoyed all of the experiences, she found being a chief operating officer left her coaching more than playing and she wanted to get back in the game.
“A long-time colleague, Tom Massey, approached me with an idea to start a consulting and professional services company that would serve YMCAs all over the country,” said Swann. “Although I was initially hesitant, he sold me and a group of us started Triangle2 Solutions in 2000.”
Today, Swann operates as the CEO and has led Triangle2 through working with over 200 different YMCAs. “It’s the most rewarding and fun job ever,” she said.
Mission Behind the Name
When trying to come up with a name for the company, Swann recalled someone in a session said, “We want to help YMCAs grow in spirit, mind and body, just like the Ys help their communities. Too bad we can’t use the triangle, too.” From there, Triangle2 was born. Swann added the graphics team changed the ‘too’ to ‘2’ because it looked cooler, but the mission behind the name is always in the back of her mind.
“We’re about nurturing the spirit, mind and body of the organizations we work with,” said Swann. “Our mission is to provide solutions that increase mission impact. That can mean a lot of different things depending on the project.”
Keys to Success
One of the most unique aspects of working with the Triangle2 team is they consider themselves “repurposed” Y professionals. Swann said their direct operational experience allows them to approach projects with an understanding other consultants don’t have. This also includes bringing community-specific data to the issue at hand. “Whether it’s a strategic plan, a financial development opportunity or a plan to build a new branch, having the ability to forecast success is a game changer,” she elaborated.
While most industry professionals know Triangle2 for market research, Swann added most of their work falls in the innovation category these days. “Ys are coming up with creative solutions to serve their markets in this post-pandemic era,” she said. “We can come alongside and provide facilitation and data to help.”
Triangle2 is also excited to have developed Viii Sports, an innovative program that was featured on ESPN 8: The Ocho in August 2023 and will be coming to YMCAs across the country and to YMCA 360 in 2024.
Lastly, Swann’s best advice — and something she said recreation leaders already know — is listening really is the key to success. She elaborated the tricky part with voice-of-customer data is knowing who to listen to and how to find them. “Sometimes we hear from the same people repeatedly and our perception starts to be skewed by that,” said Swann. “So make sure you’re listening to the whole community and not just the same loud voices.”
What the Future Holds
Since the year 2000, Triangle2 has provided solutions for nonprofit organizations that are working to fulfill their mission in their local communities. They know Ys want to make a difference, and they do as well.
“I love getting to be with Y staff and volunteers as they solve problems or prioritize opportunities,” said Swann. “Most of the time now I’m working in the market research area, so bringing data from the community to the table often is like a crystal ball. We can see what the future holds for an organization and help execute the best plan for expanding the mission.”
Produced in partnership with TRIANGLE2
To learn more, call 214.240.6022 or visit triangle2.com.
