LONDON, Ontario—January 15, 2020—GoodLife Fitness is standing behind its country’s values of diversity and inclusion, and pushing aside perfection-obsessed imagery with a bold new brand campaign: Canadian Strong.

Developed alongside Toronto-based agency FCB, Canadian Strong breaks down common barriers of intimidation at the gym and focuses on being an inclusive and welcoming place. The spot champions different races and genders, ranges of body types as well as often concealed intimate body image moments and proves that we can all become stronger, regardless of our differences.

“No other fitness club has used this type of imagery in their advertising,” says Jeff Hilts, Chief Creative Officer at FCB Toronto. “It is risky, bold and provocative. It showcases the great Canadian fabric of our country.”

As Canada’s largest fitness chain—with 228 Clubs from coast-to-coast, over 12,000 highly-trained and motivated employees, and numerous amenities available—GoodLife is uniquely positioned to be able to help anyone reach their fitness goals and achieve optimal health.

“The message behind this campaign is that GoodLife is well-equipped and highly-motivated to look after you as an individual,” said CEO and Founder David Patchell-Evans. “Canadian Strong is real, authentic and a true representation of what we see in our clubs every day, and in our country. While fitness may look and feel different for every person, everyone can be a champion of their own health and fitness.”

‘Champion’, the musical soundtrack for the new campaign, was written and recorded by Canadian hip hop artist Haviah Mighty. The lyrics and attitude of the song speak to the champion mindset embodied by GoodLife’s member base. The highly-acclaimed Toronto rapper made history in 2019, becoming the first black artist, and first hip hop artist, to win the esteemed Polaris Prize, for her album 13th Floor.

“When I wrote ‘Champion’, I was in search of my inner strength, and trying to channel that energy through composition,” said Mighty. “Before I go to the gym, I need my mental state to support what my body is about to go through, and this song gets me right in the zone.”

Canadian Strong is the first campaign overseen by GoodLife’s Chief Marketing and Technology Officer, Sander van den Born, who worked closely with David Patchell-Evans and FCB Toronto on the vision and execution of the project. Bringing a wealth of experience in digital innovation and leadership to this new role, van den Born leads the strategic direction for GoodLife’s Marketing, Digital and Information Technology areas as the company works to deliver the best combined live and digital experience to its members.

‘Canadian Strong’ launched nationally on December 30. This integrated, multi-media campaign includes 30-second television spots, digital videos, long-format online videos, social and radio. Throughout the duration of the campaign, GoodLife will share ‘Champion’ stories from Members and Associates who have overcome unique obstacles through fitness.

The new television spots can be viewed on the GoodLife Fitness YouTube channel.

About GoodLife Fitness

Proudly Canadian since 1979, GoodLife is the largest group of fitness club chains in Canada and the fourth largest overall in the world. With almost 500 Clubs from coast-to-coast, over 12,000 employees and more than 1.5 million members, GoodLife is helping to transform the health and fitness of 1 in 25 Canadians every day. The GoodLife group of clubs includes: GoodLife Fitness, Fit4Less, ÉconoFitness and Oxygen Yoga & Fitness.