How a strategic partnership with NinjaZone helped the YMCA of Greater Cleveland diversify offerings, attract new families and drive program growth.
Youth programming is a vital component of community recreation centers, but it can be difficult to offer something to engage every child. That’s why the YMCA of Greater Cleveland partnered with NinjaZone.
Through NinjaZone programming — which combines martial arts, gymnastics and obstacle training — along with supportive teams and partners, the YMCA of Greater Cleveland reached new facilities and diversified its youth program offerings.
Discover what led to the partnership and how NinjaZone enhanced the Y’s offerings below.
The Growth of the Partnership
The team at the YMCA of Greater Cleveland began working with NinjaZone over the last year to create a turnkey solution to engage more children who may not gravitate toward traditional youth programming.
“We needed to become more fun and do it in a big, highly visible way,” explained Joe Cerny, the VP of properties and district executive director at the YMCA of Greater Cleveland. “NinjaZone provided a branded, curriculum-based solution emphasizing movement, confidence and skill development while fitting well within our existing facilities and mission.”
Erica Barnes, the director of business development at NinjaZone, said what sets this partnership apart is the intentional integration by the YMCA of Greater Cleveland.
“Cleveland didn’t simply add NinjaZone as another youth offering,” she said. “They integrated it intentionally into their family engagement goals, leveraged their internal marketing team alongside our launch resources and ensured strong leadership buy-in from the beginning.”
The integration was successful with heavy support from NinjaZone itself. Barnes said the organization provides strategic launch plans aligned with specific organizational goals, space design guidance and a structured 10-level curriculum from the start.
Even after launch, NinjaZone remains committed to its partners by offering ongoing training, updated marketing campaigns and strategy support. “We’re not just a licensing partner,” explained Barnes. “We’re a strategic partner committed to helping organizations build sustainable, high-impact youth programming.”
Strong Engagement and Impact
The partnership’s success speaks for itself, with the YMCA of Greater Cleveland enrolling almost 100 children into NinjaZone programming within the first three months of integration. It quickly became the center’s third-largest youth program in terms of enrollment and revenue.
For the Y overall, Cerny said the programming has helped to diversify youth offerings, attract new families and drive incremental program revenue. “NinjaZone’s defined curriculum and instructor standards also support operational consistency and reduce internal program development burden,” he explained.
Families strongly benefit from the programming as well.
“Members benefit from access to an engaging program that builds strength, coordination, confidence and discipline in a safe, instructor-led environment,” said Cerny. “NinjaZone creates an entry point for youth who may be new to fitness while offering a clear progression that keeps participants engaged over time.”
Cerny noted how NinjaZone’s structure and brand recognition have helped to generate enthusiasm and conversation among members, quickly turning the Y into a go-to place for families.
“In Cleveland’s case, NinjaZone programs became more than a class,” said Barnes. “They became visible, high-energy entry points for families and a catalyst for deeper engagement within the Y.”
Lessons for Other Community Rec Leaders
Rec centers across the country are searching for innovative ways to engage children and families, maximize existing space and retain participation long-term.
Barnes said many families today are looking for structured progression and clear skill development, while kids want challenge, identity and belonging — needs NinjaZone addresses completely.
Cerny described how NinjaZone is an effective solution for rec center leaders looking to expand their youth programming without reinventing programming. “It’s especially effective for attracting non-traditional sports participants and strengthening family engagement,” he said. “Adding NinjaZone has directly contributed to program and membership growth.
Overall, the YMCA of Greater Cleveland’s partnership with NinjaZone offers a strong example of the power of intentional collaboration and consistently looking for new ways to innovate.
“Together, we’ve created a model that other YMCA associations can look to,” said Barnes. “It demonstrates what’s possible when strong local leadership and proven program systems unite with clarity and purpose.”
