YMCA CMO 2026 recap: AI, new perspectives, and what's next

This year, there was plenty to talk about. AI and the future of search were at the center of many conversations, especially how YMCAs can make sure people find accurate information about their programs and services. At the same time, Y-USA’s changes to its Website Service raised some pressing questions about what comes next for YMCA websites. We also had the chance to contribute to that discussion as part of the conference panel. We came back from Orlando with a lot to reflect on, and we’d like to share some of those takeaways with you.

AI was easily one of the biggest topics at YMCA CMO 2026. What stood out wasn't how many people were talking about it, but how the conversation has moved beyond generating content and experimenting with tools.

The bigger question now is how AI is changing the way people find YMCAs, explore programs, and make decisions before they ever visit a website.

Several sessions approached this from different angles:

• Google's Matt Bernstein discussed the future of search, changing user behavior, and how Google is adapting its search experience with AI and Gemini.
• Daxko's presentation focused on making YMCA information easier for AI systems to find and understand, from structured website content to accurate Google Business Profiles.
• Search behavior and measurement came up repeatedly, including research showing that many Google searches now end without a website click. That raises questions about how marketing teams should measure visibility when people can get answers directly from search results or AI tools.

One of the most pressing conversations at YMCA CMO 2026 was about the future of YMCA's Website Service, formerly known as Open Y. Five Jars joined a panel discussion on the topic, and the questions from the audience made it clear that YMCA marketing leaders are thinking seriously about what happens next.

Y-USA has announced that it will stop funding and maintaining the YMCA-specific website distribution after 2026. That doesn't mean existing YMCA websites will suddenly stop working on January 2, 2027, but it does change who will be responsible for keeping them secure, compatible, and up to date.

A few important details came up during the discussion:

• Existing websites can continue operating. The open-source code will remain available, and Y-USA still plans to deliver a Drupal 12 update before the end of 2026.
• Ongoing maintenance will need a plan. Drupal itself will continue to receive updates, but YMCA-specific functionality, integrations, and compatibility will need attention from individual organizations and their technology partners.
• The decision goes beyond technology. Marketing leaders need to consider how their website platform will support future campaigns, member experiences, and new capabilities—not just how to keep the current site running.

One of the most interesting questions during the panel was about the future of YMCA websites more broadly. Shrey Kapadia shared our perspective that websites will increasingly need to serve two audiences: people looking for programs, memberships, and services, and AI systems trying to find and interpret that same information.

The discussion was a good reminder that the future of YMCA websites isn't only about choosing a platform. It's also about deciding how that platform will be maintained, connected, and improved over time.

Another theme that came up at YMCA CMO 2026 was the importance of what happens after someone finds your Y online.

People may discover a YMCA through Google, an AI assistant, or its website, but they're usually looking for something specific. They want to know which programs are available, when classes take place, what membership options they have, or how to register.

That means YMCA websites need to do more than provide information. They need to help people take the next step.

A few things make that possible:

• Accurate, connected information. Program details, schedules, and availability should come from the systems where they're already managed, rather than requiring separate manual updates.
• Easier discovery. Visitors should be able to find relevant programs, classes, and membership options without searching through multiple pages.
• Clear paths to action. Once someone finds what they're looking for, registering, joining, or getting more information should be straightforward.

This is something we've been working on through Deyra, our platform for YMCA program, schedule, and membership discovery. Its Program Finder, Class & Schedule Finder, and Membership Finder help connect information from existing YMCA systems with the people looking for it.

As AI changes how people discover organizations, the goal remains the same: help someone go from being interested in what their Y offers to actually participating.

Not every valuable conversation at YMCA CMO 2026 was about technology. One thing that stood out to our team was how much YMCA leaders wanted to hear what other associations were doing, what was working, and what they'd learned along the way.

That spirit of collaboration came through in both the presentations and the conversations between sessions.

• The NorthWing panel brought leaders from YMCA of the North and Metro Atlanta YMCA on stage to share their experiences and perspectives.
• Bruce Ham, President and CEO of YMCA of the Triangle, brought an organizational leadership perspective to a conference focused on marketing.
• Conversations between YMCA teams showed a real interest in exchanging ideas and learning from approaches already tested by other associations.

We see the value of that collaboration in our own work with YMCAs. An approach that works for one association can often help another, whether it's improving a website, connecting existing systems, or making programs easier to find.

And that's one of the things we appreciate most about this conference: the opportunity to bring those experiences together, learn from the people doing the work, and carry useful ideas into the next project.

Some of our most useful conversations at YMCA CMO 2026 happened at the Five Jars booth, where we had the chance to reconnect with longtime YMCA partners and meet marketing leaders from associations we hadn't worked with before.

Many of those conversations returned to the same questions raised during the sessions: how AI is changing online discovery, what the future of YMCA websites looks like, and how to make better use of the systems organizations already have. We also heard about some of the practical constraints behind those decisions. Budgets, competing priorities, and existing vendor contracts can make it difficult to introduce new solutions, even when teams see opportunities for improvement.

It was also an opportunity to introduce more YMCA leaders to Deyra and Screen Pulse, two products we've been developing around challenges we see in our work with YMCAs:

• Deyra provides YMCA program, schedule, and membership discovery tools that help people find relevant activities, explore available options, and take the next step toward registration or membership.
• Screen Pulse offers digital signage software for YMCAs that connects existing systems to screens for program schedules, member communications, fundraising campaigns, and donor recognition.

What we appreciated most was hearing directly from YMCA teams about their priorities, challenges, and ideas. These conversations gave us valuable feedback on Deyra and Screen Pulse, and will help shape how we develop both products to better support the needs of YMCA organizations.

YMCA CMO 2026 reinforced something we've been seeing in our work recently: YMCA websites need to do more than present information. They need to connect systems, make programs and services easier to discover, and help people move from interest to participation.

At Five Jars, we're already building the next generation of YMCA websites with these priorities in mind. We're connecting websites to the systems YMCAs rely on, improving how people find programs and services, and preparing digital experiences for a future where AI plays a growing role in how information is discovered and used.

The conference gave us a broader view of how these priorities are evolving across the YMCA community. Hearing perspectives from Google, technology providers, YMCA executives, and marketing leaders helped put our ongoing work into context. 

We're proud to have contributed to the discussion about the future of YMCA websites and to continue working with associations as their needs evolve. Thanks to everyone who shared their experiences and made this year's conference worthwhile.