GoodLife Fitness

GoodLife Fitness

Canada fitness club chain with memberships

Overview

GoodLife Fitness runs a chain of fitness clubs in Canada that offer gym facilities, personal training, and group fitness classes through a membership-based model. Members pay monthly or annual fees to access gym equipment and facilities, while additional revenue comes from services like personal training sessions and specialized programs. The product is a physical fitness experience: members check in to the clubs, use workout spaces, join group classes, and book personal training. The company differentiates itself with a broad network of locations in Canada, a focus on accessibility and inclusivity for all members, and a strong sense of community through programs and engagement. Its goal is to make fitness accessible to Canadians, helping people lead healthier lives and feel supported in their fitness journeys.

About GoodLife Fitness

Simplify's Rating
Why GoodLife Fitness is rated
B-
Rated B on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Healthcare

Company Size

5,001-10,000

Company Stage

Debt Financing

Total Funding

$1.2B

Headquarters

Canada

Founded

1979

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Simplify's Take

What believers are saying

  • Apollo's minority investment with $800m financing from Ares and JPMorgan funds expansion.
  • Hyrox Canada title sponsorship until 2030 launches training clubs at 25 locations in 2026.
  • CoverMe partnership reduces 30 weekly class cancellations across 198 locations since November 2025.

What critics are saying

  • $800m debt from Ares, JPMorgan, and prior Penfund loans crushes margins in slowdowns.
  • Hyrox sponsorship diverts members to external events, eroding gym attendance by 2027.
  • Corporate discount reliance triggers mass revenue drops when eligibility ends for 1.5 million members.

What makes GoodLife Fitness unique

  • GoodLife Fitness operates over 450 locations as Canada's largest fitness chain under four brands.
  • GoodLife Fitness provides corporate memberships with 25-30% discounts and waived enrollment fees.
  • GoodLife Fitness Foundation impacts 254,000 kids through free youth memberships since 2010.

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Funding

Total Funding

$1.2B

Above

Industry Average

Funded Over

7 Rounds

Debt funding comparison data is currently unavailable. We're working to provide this information soon!
Debt Funding Comparison
Coming Soon

Benefits

Health Insurance

Free Fitness membership

401(k) Retirement Plan

Stock Options

Hybrid Work Options

Universal Wellness Program

Flexible Work Hours

Paid Vacation

Paid Holidays

Professional Development Budget

Conference Attendance Budget

Family Planning Benefits

Fertility Treatment Support

Phone/Internet Stipend

Remote Work Options

Meal Benefits

Mental Health Support

Gym Membership

Wellness Program

Stock Options

Company Equity

Growth & Insights and Company News

Headcount

6 month growth

0%

1 year growth

0%

2 year growth

0%
Brownsburg Week
Jul 18th, 2026
Sikh trainer accuses Canadian gym of racism after being asked to leave over ceremonial kirpan.

Sikh trainer accuses Canadian gym of racism after being asked to leave over ceremonial kirpan. Advertisements A confrontation at a GoodLife Fitness club in Windsor, Ontario, has ignited a wider debate about the balance between religious freedom and public safety after a Sikh personal trainer accused the gym of racial and religious discrimination for asking him to leave while wearing a ceremonial kirpan. Holidays & Seasonal Events Discover more Holidays & Seasonal Events Campaigns & Elections Gurpartap Singh Khalsa, a personal trainer and TikTok content creator, shared videos online after the July 15 incident at the GoodLife Fitness location on Dougall Avenue in Windsor, claiming he had been "racially singled out" because he was wearing the kirpan, a ceremonial dagger carried by many initiated Sikhs as one of the faith's Five Ks. The videos quickly attracted widespread attention across social media, with supporters arguing that Khalsa had been subjected to religious discrimination while others defended the gym's decision as a reasonable response to safety concerns inside a private fitness facility. In footage recorded during the encounter, Khalsa questioned why staff believed he represented a danger. "You're kicking me out of the gym right now because you are scared that I'm going to take my religious symbol and kill somebody?" he asked a female employee. The employee responded that another member had alerted staff after noticing the blade. "What I'm saying is you have a weapon on your person," she replied. "A member has brought it to my attention, and for the safety of me and everybody else in the gym, I'm asking you to leave." When Khalsa challenged the decision, the employee added that the business was privately owned and could refuse entry. According to Khalsa, the situation was particularly upsetting because he had already purchased a day pass and been admitted without objection. Discover more Politics (Right) Government City & Local Guides In a follow-up TikTok video recorded outside the gym, he said he felt "heartbroken" by what had happened. He explained that staff had initially allowed him into the facility while he was wearing both his turban and kirpan before later approaching him during his workout after another customer raised concerns. Khalsa said he attempted to explain that Canadian law recognises the religious significance of the kirpan and provides legal protection for Sikhs who wear it as an article of faith. According to his account, the employee questioned why others could not similarly carry firearms if religious daggers were permitted. Khalsa argued that the comparison was inappropriate because firearms are heavily regulated while the kirpan has long received legal accommodation in Canada under freedom of religion protections. He also claimed staff threatened to call police if he refused to leave. Law Enforcement Khalsa said he remained at the gym waiting for officers to arrive, but ultimately left after police did not attend. Following publication of the videos, online opinion quickly split. Some commenters argued that gym operators have a responsibility to maintain an environment in which members feel safe, particularly when exercise equipment, crowded spaces and heavy weights are involved. Others maintained that the kirpan is fundamentally misunderstood outside the Sikh community and should not automatically be viewed as a weapon simply because it contains a blade. The incident has become another example of the difficult questions businesses sometimes face when religious practices intersect with workplace or customer safety policies. GoodLife Fitness promotes diversity and inclusion as a core corporate value. Its publicly available diversity, equity and inclusion statement says the company is committed to creating a community where "everybody - and every BODY - feels welcome," describing diversity, equity and inclusion as "non-negotiable." As of the latest reporting, the company had not publicly released a detailed statement addressing Khalsa's allegations specifically. The kirpan occupies a unique place within Sikhism. It is one of the Five Ks - five articles of faith traditionally worn by initiated Sikhs. Alongside uncut hair, a wooden comb, a steel bracelet and special undergarments, the kirpan symbolises the duty to defend justice, protect vulnerable people and stand against oppression. Discover more Travel Guides & Travelogues Geographic Reference People & Society For practising Sikhs, the kirpan is regarded as a sacred religious symbol rather than an offensive weapon. Most are worn in a sheath and secured close to the body. However, because they are bladed objects, kirpans have periodically generated legal disputes in countries attempting to balance religious accommodation with public safety. Canada has long recognised significant legal protection for the kirpan. One of the country's landmark rulings came in 2006 when the Supreme Court of Canada decided Multani v Commission scolaire Marguerite-Bourgeoys. The case involved a Sikh student prohibited from wearing his kirpan to school. The Supreme Court ruled that an outright prohibition unjustifiably infringed religious freedom protected under the Canadian Charter of Rights and Freedoms. Instead, the court concluded that reasonable safety measures - such as ensuring the kirpan remained secured and concealed - could address legitimate concerns without imposing a complete ban on religious practice. That decision has since become one of Canada's leading precedents on balancing constitutional rights with safety considerations. Even so, legal protection does not necessarily require every private organisation to permit kirpans in every circumstance. Questions often depend upon the particular environment, applicable provincial human rights legislation, workplace health and safety obligations, and whether restrictions can be justified as reasonable and proportionate. Those issues have periodically arisen in schools, court buildings, airports, sporting venues and private workplaces. The Windsor dispute also arrives during heightened international discussion surrounding ceremonial blades following the widely reported murder of British teenager Henry Nowak. That case prompted renewed political debate in the United Kingdom after offender Vickrum Digwa claimed connections between larger ceremonial-style blades and Sikh tradition. Numerous Sikh organisations and legal commentators strongly rejected attempts to link the crime to mainstream Sikh religious practice, emphasising that the fatal weapon was distinct from the small ceremonial kirpan typically worn as an article of faith. They argued that criminal misuse of a blade should not be conflated with lawful religious observance practised by millions of Sikhs worldwide. That broader context has inevitably shaped public reaction to the Windsor incident. For some observers, any visible blade naturally raises concerns about safety regardless of religious significance. For others, assuming danger based solely on the presence of a kirpan risks reinforcing stereotypes and undermining long-established protections for religious minorities. Legal experts frequently note that liberal democracies face recurring challenges when constitutional freedoms intersect with practical security considerations. The answer rarely lies in treating either value as absolute. Instead, disputes often revolve around whether a particular restriction is genuinely necessary, proportionate and based on objective evidence rather than fear or misunderstanding. Khalsa has maintained that he was treated differently because of his appearance and faith, arguing that the incident left him feeling humiliated despite complying with Canadian law. Supporters have described the encounter as an example of inadequate understanding of Sikh religious practices. Others, however, believe the employee acted appropriately after responding to concerns raised by another customer, noting that businesses routinely intervene whenever members report behaviour or objects they perceive as potentially dangerous. The debate illustrates how a single encounter inside a local gym has evolved into a much broader conversation about multiculturalism, religious accommodation and public confidence. Canada is home to one of the world's largest Sikh populations outside India, and legal protections for Sikh religious practices are generally well established. At the same time, businesses continue to navigate practical questions about customer expectations, risk management and workplace safety in increasingly diverse communities. Whether the Windsor incident ultimately leads to formal legal action remains unclear. For now, it has become another prominent example of the ongoing challenge faced by institutions across many democratic societies: respecting deeply held religious beliefs while ensuring that policies designed to protect public safety are applied fairly, consistently and without discrimination.

Global FinTech Edge
Jul 15th, 2026
Fig Financial surpasses $500 million in loans as Canadian fintech expands financial wellness strategy.

Fig Financial surpasses $500 million in loans as Canadian fintech expands financial wellness strategy. Canadian fintech Fig Financial has crossed a significant growth milestone, announcing that it has originated more than CAD $500 million in loans since launching in 2023. Backed by Ontario Teachers' Pension Plan and Fairstone Bank, the company is pairing its lending expansion with new financial education initiatives, including the launch of the FinTalk podcast, as competition intensifies among digital lenders seeking to deepen customer engagement beyond traditional credit products. Fig Financial is broadening its role in Canada's digital financial services market after surpassing CAD $500 million in cumulative lending, underscoring growing consumer adoption of digital borrowing platforms that prioritize transparency, accessibility, and always-on customer experiences. The Toronto-based fintech revealed that it has processed more than 1.2 million loan applications since its launch in 2023, a pace that highlights increasing demand for digital lending solutions as consumers shift away from branch-based financial services. The company also reported maintaining an average 4.8-star Trustpilot rating across more than 1,200 customer reviews, reflecting strong customer satisfaction in a competitive consumer finance market. While the lending milestone demonstrates operational growth, Fig's latest announcements point to a broader strategic objective: evolving from a digital lender into a full-service financial wellness platform. Digital lending evolves beyond traditional banking. Digital lending has become one of the fastest-growing segments of fintech, driven by consumers seeking faster approvals, transparent pricing, and mobile-first financial experiences. Fig reported that approximately 40% of loan applications are submitted outside traditional banking hours, illustrating how consumer expectations continue to shift toward always-available digital financial services. The trend reflects a broader transformation across retail banking, where borrowers increasingly expect financial products to be accessible through mobile devices at any time rather than during conventional branch operating hours. Unlike traditional financial institutions that often rely on legacy systems and branch networks, fintech lenders have built cloud-native platforms capable of automating credit assessments, digital onboarding, identity verification, and loan servicing. These technologies enable faster application processing while improving customer convenience. For financial institutions, the ability to offer seamless digital experiences is becoming a competitive necessity rather than a differentiator. Financial education becomes a growth strategy. Alongside its lending milestone, Fig announced the launch of FinTalk, a financial education podcast designed to simplify complex personal finance topics through conversations with industry experts. The series features executives and specialists from organizations including Neo Financial, Credit Canada, Equifax Canada, Borrowell, ClearScore Canada, Questrade, and Homewise, covering topics ranging from credit scores and homeownership to fraud prevention and financial literacy. The initiative reflects an emerging trend across fintech, where companies are investing in educational content as part of broader customer engagement strategies. Rather than focusing solely on financial products, digital finance providers are increasingly positioning themselves as long-term financial partners by helping users better understand borrowing, saving, investing, and fraud protection. This approach can strengthen customer trust while improving financial outcomes, particularly among younger consumers who often begin their financial journeys through digital-first platforms. Embedded engagement extends beyond lending. Fig is also partnering with GoodLife Fitness to launch a consumer campaign linking financial wellbeing with physical wellness, reinforcing a broader industry shift toward holistic customer engagement. The campaign illustrates how fintech companies are increasingly incorporating lifestyle partnerships into their growth strategies to build stronger customer relationships beyond transactional financial services. Across the financial services industry, institutions are expanding into adjacent offerings - including financial education, rewards ecosystems, budgeting tools, and wellness initiatives - to increase customer retention and lifetime value. The strategy mirrors developments seen globally, where digital financial platforms increasingly blend banking, payments, education, and lifestyle services into unified customer ecosystems. Market landscape. Canada's fintech sector continues to experience sustained growth as consumers embrace digital-first financial services. According to Statista, digital payments and online financial services adoption continue to rise across Canada, supported by growing smartphone usage and increasing consumer comfort with digital banking. Meanwhile, McKinsey & Company has reported that financial institutions worldwide are accelerating investments in digital customer experiences, automation, and embedded financial services to meet evolving consumer expectations. Competition has also intensified as traditional banks, challenger banks, and fintech providers expand offerings across lending, payments, savings, and financial management. Companies such as Neo Financial, Wealthsimple, and Koho continue to broaden Canada's fintech ecosystem with digitally native financial products. Against this backdrop, Fig's expansion beyond lending into financial education reflects a broader industry evolution toward comprehensive financial wellness platforms. As digital finance becomes increasingly relationship-driven, companies capable of combining transparent financial products with trusted educational content and personalized customer experiences may strengthen their competitive positioning in Canada's rapidly evolving fintech landscape. Top insights. * Fig Financial has surpassed CAD $500 million in loans, reflecting strong adoption of digital lending services since launching in 2023. * More than 1.2 million loan applications, with 40% submitted outside banking hours, highlight growing demand for always-on digital financial services. * The launch of FinTalk expands Fig's strategy beyond lending by providing accessible financial education through partnerships with leading Canadian finance organizations. * Lifestyle partnerships, including a campaign with GoodLife Fitness, demonstrate how fintech companies are integrating financial wellness with broader customer engagement initiatives. * Canada's fintech market continues shifting toward digital-first platforms that combine lending, education, and personalized financial management into unified customer experiences. MindBridge strengthens Product and technology leadership to accelerate innovation across finance and audit markets. MindBridge Analytics Inc., the leader in Autonomous Financial Oversight (AFO), today announced the appointment of Mike Maziarz as Chief Product and Marketing Officer. The company also announced Rachel Kirkham, who... HighWater Wealth joins LPL Financial platform, bringing $2.4 billion in advisory assets. HighWater Wealth, a San Diego-based wealth management firm serving high-net-worth families, has joined LPL Financial's broker-dealer and Registered Investment Advisor (RIA) platform, marking another significant advisor recruitment for the independent...

Yahoo Finance
Feb 2nd, 2026
THE GOODLIFE GROUP ANNOUNCES STRATEGIC MINORITY INVESTMENT FROM APOLLO FUNDS

The GoodLife Group ("Company"), Canada's leading fitness company, today announced that it has secured a strategic minority investment led by Apollo-managed funds and affiliates associated with its hybrid strategies to accelerate the Company's ambitious growth plans.

Health Club Management
Dec 15th, 2025
Hyrox launches cruise as part of new Experiences business

Hyrox launches cruise as part of new Experiences business. Lucid is a new sponsor of Hyrox events in Europe Credit: Hyrox/Lucid Hyrox is taking bookings for its first cruise, next October Hyrox is also collaborating with GoodLife and Lucid Fitness race organiser, Hyrox, is now taking bookings for the Hyrox cruise - the first event from Hyrox Experiences. Billed as the ultimate fitness experience at sea, the cruise will offer the perfect conditions for training, with top athletes and coaches, nutrition designed to support goals and expert care for recovery. There will be panel talks, dynamic classes and the chance to see a new format Hyrox race featuring special athletes. Taking place in October 2026, the four-day cruise on Mein Schiff 4 will leave and return to Palma de Mallorca, calling at Marseille and Barcelona. The Hyrox global competition continues to grow, now staged in over 30 countries, with an expected 1.3 million participants in the 2025/26 season. More Hyrox news + GoodLife Fitness The Canadian operator has been named title sponsor for Hyrox Canada until 2030 to support the expansion of the fitness race across the country. There are already plans for new races in Vancouver, Ottawa and Montreal next season. GoodLife members and employees will have special access to events, including on-site lounges and activations and other promotional programmes. GoodLife will sponsor athlete communications and pre-race check-in, as well as event rankings, individual results and finisher certificates. GoodLife is also launching Hyrox Training Clubs at 25 locations in 2026, with more locations to follow. Tammy Brazier, senior vice president of partnerships, marketing and external relations at GoodLife Fitness, says: "This renewed partnership is a natural next step for us as we continue to champion diverse ways for people in Canada to stay active and connected. It will allow us to fuel the long-term growth of Hyrox in Canada and create more opportunities for competitors and spectators to be part of the movement." + Lucid collaboration Hyrox has also launched its first European automotive partnership with electric vehicle manufacturer, Lucid. The partnership debuted at the Fitness First Hyrox Frankfurt race earlier this month and all remaining Hyrox events of the 2025/26 DACH season will feature Lucid's vehicles.

Fitt Insider
Nov 13th, 2025
Experiencing the GoodLife with CoverMe

Experiencing the GoodLife with CoverMe. Canada's largest health club chain, GoodLife Fitness, has partnered with all-in-one team management app CoverMe Fitness to manage its 1,750 instructors, who are delivering more than 6,200 group fitness experiences every single week across its 198 locations. London, UK / Nov 13, 2025 / CoverMe The CoverMe platform addresses some of the biggest challenges facing fitness operators, streamlining instructor recruitment and subs, team management, compliance and communication. By automating time-consuming tasks, CoverMe helps operators reclaim up to 15 hours every week, saving thousands of dollars each year. According to Nad Myan, GoodLife's VP of Innovation and Corporate Growth, before onboarding CoverMe, managing the team and coordinating class cover through chat groups and phone calls proved a daily headache. He explains: "It was a very manual, laborious and time consuming part of the club management's day-to-day work, taking up to 20% of club operation's time. We needed a time efficient, fit-for-purpose solution to manage subs and decrease the volume of classes that were being cancelled or substituted by an 'on-demand' video. In addition to maximising our team's time, we wanted to improve the in-person member experience in our clubs by ensuring we provide the right cover instructors to deliver expectations." With a robust set of criteria and expectations, GoodLife requested proposals from a number of solution providers in this specific space before partnering with CoverMe. Myan continues: "What really stood out about CoverMe was the extent of the functional considerations that are designed to truly enhance the experience and delivery of group exercise classes, as these are such an essential component of our clubs' offering. Together with the professionalism, accuracy and likability of the entire team, it was not a particularly difficult decision to make." The CoverMe app came at an important juncture for GoodLife, as Myan explains: "We are in the midst of evolving our tech infrastructure, and all decisions or directions that are taken now are considered in the context of a broader ecosystem and longer term plan. CoverMe fits perfectly into that ecosystem. Our expectations have been exceeded. We often find that, given the size and complexities of our business, things take a little longer to land than any of us would like. But with CoverMe, every milestone was achieved on time and the initial plan has been executed perfectly." GoodLife is still piloting the CoverMe platform, but is already feeling the benefits of the efficiencies its offers. Myan says: "Alongside switching to on-demand classes where available, we were having to cancel around 30 classes every week. We're still in the pilot phase, so the improvement has yet to be fully measured, but CoverMe is already improving our class subs and reducing cancellations." About CoverMe CoverMe is the leading fitness team management platform that streamlines operations for fitness operators and provides fitness professionals with more opportunities to work and earn money. CoverMe seamlessly integrates team communication, scheduling and class management, allowing clubs to manage and reward their teams, recruit top talent while also supporting instructor compliance. Built by experienced club operators and backed by top industry experts, the platform is the future of fitness team management. To find out more visit www.covermeapp.co

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