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Planet Fitness Announces Partnership with Hockey Canada

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  Published in Health and Fitness on Tuesday, October 21st 2025 at 10:27 GMT by Toronto Star
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Planet Fitness Teams Up with Hockey Canada in New Fitness‑Athlete Partnership

In a move that blends Canada’s love of hockey with its growing wellness culture, Planet Fitness announced a strategic partnership with Hockey Canada on Tuesday. The collaboration, detailed in a GlobeNewswire press release, marks the gym franchise’s first official alliance with a national sports governing body and signals a broader push to bring the benefits of fitness to athletes, coaches, and fans across the country.

Why the Partnership Makes Sense

Planet Fitness, with over 1,700 locations nationwide, has built its brand on the “No‑Gym‑Fear” philosophy, offering affordable memberships, a judgement‑free environment, and a full suite of cardio and strength‑training equipment. The company has recently begun to shift its focus from the traditional “fun‑fit” model to a more inclusive, community‑based approach that includes corporate wellness programs, online fitness classes, and targeted outreach to specific interest groups.

Hockey Canada, the national governing body for the sport, oversees the country’s amateur and professional leagues, development programs, and national teams. Its mission centers on providing high‑quality hockey experiences for Canadians of all ages while promoting healthy lifestyles through sport.

The partnership leverages each organization’s strengths: Planet Fitness’s widespread network and cost‑effective fitness model, and Hockey Canada’s deep reach into the hockey community. Together, they aim to deliver a range of resources that support athletes’ training regimes, injury prevention, and overall wellness.

Key Features of the Deal

The press release outlines several concrete benefits that will roll out over the next 12 months:

1. Exclusive Membership Offers for Hockey Canada Members
   - Hockey Canada members—including players, coaches, and volunteers—will receive a discounted rate on Planet Fitness memberships.
   - A “Hockey Athlete” package, featuring 12 months of access at a 30% discount, is slated for launch in spring 2025.

2. Specialized Training Programs
   - Planet Fitness will develop and host “Athlete‑Specific” fitness routines, designed with input from Hockey Canada’s performance coaches.
   - These programs emphasize core stability, agility, and plyometric exercises tailored to the demands of hockey.

3. Joint Community Events
   - The first “Fit for the Game” community event will be held in Toronto, featuring free fitness assessments, live demos of hockey‑specific drills, and guest appearances by national team players.
   - Additional events will rotate across major Canadian cities with large Planet Fitness and hockey fan bases.

4. Co‑Branded Marketing Campaign
   - The partnership will launch a national campaign titled “Stronger on Ice and Out of the Gym.”
   - Campaign materials will highlight success stories of athletes who have used Planet Fitness to improve performance and recovery.

5. Digital Integration
   - A dedicated section of the Planet Fitness app will offer Hockey Canada members access to virtual workouts, nutrition plans, and recovery tools.
   - Hockey Canada’s website will host a “Planet Fitness Hub” featuring educational content on strength training and injury prevention.

Voices From Both Sides

In the GlobeNewswire release, Planet Fitness Vice President of Marketing, Alexandra McCoy, said: “Partnering with Hockey Canada is a natural fit for us. We’re excited to give hockey athletes and fans the same great fitness experience that our members love. By combining our resources, we’re creating an ecosystem where sport and fitness reinforce each other, helping Canadians reach their peak performance.”

Hockey Canada’s President and CEO, Michael D. Phelan, added: “Hockey is an integral part of Canada’s identity, and so is health and fitness. This partnership provides our athletes with reliable, accessible training environments and supports our mission to develop elite talent while fostering a culture of wellness at all levels of the sport.”

A Broader Trend

Planet Fitness’s new alliance is part of a wider trend of fitness brands aligning with sports organizations. In recent years, gyms and health clubs have increasingly sought partnerships that expand their appeal beyond casual exercisers to include athletes, sports teams, and event sponsors. These collaborations not only broaden revenue streams but also strengthen the gym’s brand by associating with well‑known sports entities.

For Planet Fitness, the partnership is a strategic investment in community engagement. The company has already begun experimenting with niche‑market partnerships—such as its “Fitness for Kids” initiative and a collaboration with a local cycling club. By adding hockey to its roster, Planet Fitness positions itself as the go‑to fitness destination for a diverse set of Canadians.

What Comes Next

While the press release provides a framework, the next few months will be critical to translating the partnership into tangible outcomes. Key milestones include:

• Finalizing the “Hockey Athlete” membership pricing and enrolling the first cohort of members.
• Launching the first “Athlete‑Specific” training modules on Planet Fitness’s digital platforms.
• Organizing the inaugural “Fit for the Game” community event and measuring participant engagement.

Both organizations have signaled a willingness to iterate based on feedback. They plan to hold quarterly joint reviews to assess the partnership’s impact on membership growth, athlete satisfaction, and community outreach.

Bottom Line

Planet Fitness’s partnership with Hockey Canada represents an ambitious cross‑industry collaboration aimed at bridging the gap between recreational fitness and competitive sport. By offering discounted memberships, athlete‑specific training, and community events, the partnership seeks to harness the popularity of hockey to promote healthier lifestyles across Canada. For Planet Fitness, it’s a chance to diversify its market and cement its reputation as an inclusive, community‑focused fitness brand. For Hockey Canada, it provides athletes with easy access to world‑class training facilities, supporting the organization’s long‑term goal of cultivating top‑tier hockey talent. As the partnership moves forward, Canadians—whether they’re skating on a rink or walking into a Planet Fitness studio—stand to benefit from a more holistic approach to fitness and wellness.