Goodlife Fitness, Canada Basketball Strike Wide-ranging Partnership

Ahead of the 2028 Olympics, Canada’s national governing body for basketball will team up with the country’s largest fitness operator to grant complimentary gym memberships to athletes and stage joint activations

Canadian basketball’s visibility will get a boost thanks to a collaboration with GoodLife Fitness, the country’s largest fitness operator.

Canada Basketball, the national governing body for the sport, will enter a multiyear partnership with GoodLife to both support athlete performance and increase Canadians’ engagement with basketball and professional athletes.

As part of the deal, GoodLife is granting complimentary memberships to Canada Basketball athletes and key partners, extending full access to its gyms across the country.

Members will also benefit from the new partnership, with joint events at GoodLife facilities including high-performance training sessions and recovery-focused experiences with the professional athletes.

“Through this partnership, Canada Basketball athletes will have access to high-performance training and recovery spaces across the country, helping them perform and recover at their best,” said GoodLife Fitness senior vice president of partnerships, marketing and external relations Tammy Brazier. “Our hope is that this new partnership inspires more people across the country to step onto the court and get involved in the game.” 

Additionally, GoodLife will hold interactive activations and promote digital storytelling that highlights wellness journeys and Canadian basketball culture, while running contests that offer winners exclusive access to senior team training camps and Canada Basketball games.

GoodLife’s investment in basketball will be fueled by its recent funding from Apollo Global Management, a deal that values the fitness operator at roughly $1.46 billion USD. 

The partnership builds upon GoodLife’s standing role as the official gym and fitness studio partner of Team Canada, running through 2029 and supporting Canada Basketball through the 2028 Olympic Games in Los Angeles, the FIBA Women’s World Cup 2026 in Berlin and FIBA Men’s World Cup Qatar in 2027.

The NBA and WNBA are also increasingly integrating with fitness and wellness brands. The NBA recently invested in AI-powered sleep headband Somnee, while Bay Club also partnered with the WNBA Players Association to offer training hubs to its athletes in the off-season.

Basketball in general might be enjoying a renaissance at gyms. Earlier this month, LA Fitness partnered with Shoot 360 to convert some of its locations’ courts into AI-powered, gamified experiences in a new pilot program.

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