The New York Times have announced that the long running fitness and community center, the Y.M.C.A. will officially be rebranded as, “the Y.”
“It’s a way of being warmer, more genuine, more welcoming, when you call yourself what everyone else calls you,” Kate Coleman, the organization’s senior vice president and chief marketing officer, told Stephanie Strom from the New York Times.
The transformation of the name will coincide with the organizations efforts to be more of a community affiliate and focus more on youth, healthy living and communities. “We are trying to simplify how we tell the story of what we do, and the name represents that,” Neil Nicoll, the president and chief executive of the organization, told the New York Times.
