GoodLife Fitness, Canada’s largest chain of Canadian-owned fitness clubs, has launched a new marketing campaign as it expands its footprint with 14 additional locations in 2026, including two new For Women clubs.
The campaign, titled Canada’s Gym. Built Here, Built for Everyone., is an evolution of the company’s existing “Canada’s Gym” platform and highlights the growing diversity in how Canadians approach fitness.
Marketing push underscores variety and inclusivity
Anchored by the tagline “One gym. Every journey. Limitless possibilities.”, the campaign features real members and employees, and showcases a range of fitness offerings including weightlifting, functional training, hot yoga, and cycling.
Tammy Brazier, senior vice president of marketing, partnerships and external relations at GoodLife Fitness, said the campaign reflects the company’s strategy of offering flexible, inclusive experiences for members.
“Fitness journeys aren’t one-size-fits-all, and neither are our gyms,” Brazier said. “This campaign celebrates the freedom to move differently from day to day, to try new things and to evolve over time. At GoodLife, you can lift heavy one day, recover the next, join a hot Pilates class, train for a HYROX race, or simply move in a way that feels good. The possibilities are limitless.”
The campaign launch coincides with GoodLife’s expansion plans this year, which will increase the number of clubs in its network.
Creative collaboration and production
GoodLife’s marketing and creative team partnered with director Alexander Sworik and photographer Nicole De Khors to produce the campaign. The shoot took place at the company’s new 60,000-square-foot Calgary Creekside location and featured a cast of GoodLife members and employees.
The campaign launched on January 1 and will run throughout the year across connected TV, digital video and display, digital audio, social media, search, and out-of-home advertising. GoodLife said it is tailoring some creative content to local markets, highlighting the programs and amenities available in areas where the brand has a larger presence.
Ongoing social content
As part of its strategy, GoodLife is also introducing a social media docuseries titled Real Members. Real Stories., which will be shared on Instagram and TikTok.
“’Canada’s Gym’ breaks through the New Year fitness noise,” Brazier said. “This campaign reinforces GoodLife’s position as the most comprehensive and welcoming Canadian fitness brand–built to support every journey, all in one place.”
About GoodLife Fitness
Founded in London, Ont., in 1979 by David ‘Patch’ Patchell-Evans, GoodLife Fitness has grown to the largest chain of fitness clubs in Canada. The company said it aims to give all Canadians the opportunity to live a fit and healthy life, with hundreds of clubs across the country.
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