As trade tensions rise and the “buy Canadian” movement gains momentum, a Toronto-based wellness club is taking the patriotic message into the fitness space.
The Adelaide Club, located in the heart of Toronto’s Financial District, has launched its bold new “Train Canadian” campaign—encouraging Canadians to make a local choice not just at the checkout, but in their workout routines as well.
“Canadians are waking up to the idea that our choices—where we shop, what we eat, and yes, even where we sweat—matter,” said Clive Caldwell, CEO of the Adelaide Club. “If we can do without American liquor and take it off the shelves, surely we can do without American gyms. Especially since there are so many great Canadian alternatives.”
The campaign, which officially launched April 15, is running on social media and out-of-home advertising under the banner “Elbows Up,” calling on Canadians to flex both their muscles and their patriotism. The message is clear: choose Canadian fitness over U.S. chains.
At a time when consumers are increasingly questioning their purchasing decisions, the Adelaide Club is tapping into a growing desire to support local businesses—especially ones with strong community roots and a uniquely Canadian approach to wellness.
“Many of our new members are telling us they’re rethinking all their choices—including where they work out. They want to support local, even when it comes to their health,” said Garth Sinclair, Membership Director at the Adelaide Club.
The “Train Canadian” initiative is a direct response to the influx of American fitness chains in Canadian cities. But Caldwell believes that Canadian-owned clubs offer something different—and deeply meaningful.
“While American chains . . . have made their mark in cities like Toronto, we believe local clubs such as the Adelaide Club offer a more personalized and community-centric experience,” said Caldwell. “Our campaign calls Canadians to recognize the value in supporting homegrown businesses deeply rooted in our culture and community.”
The Adelaide Club positions itself as more than just a gym—it’s a wellness and social sanctuary, offering luxury amenities, elite personal training, and wellness programs sourced locally. Proudly Canadian and fiercely independent, the club continues to evolve while staying true to its roots.
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