Canada Basketball and GoodLife Fitness Team Up to Elevate the Game Nationwide

Today, GoodLife Fitness and Canada Basketball announced a new multi-year partnership designed to power athlete performance, expand community access and bring Canadians closer to the game.

The partnership reflects a shared commitment strengthening Canada’s sport ecosystem, supportingexcellence at the elite level while expanding access at a community level.

“Canadian athletes are competing and winning on the world stage, and they deserve world-class support behind them,” said Tammy Brazier, senior vice president of partnerships, marketing and external relations with GoodLife Fitness. “Through this partnership, Canada Basketball athletes will have access to high-performance training and recovery spaces across the country; helping them perform and recover at their best. Our hope is that this new partnership inspires more people across the country to step onto the court and get involved in the game.”

GoodLife Fitness is extending complimentary memberships to Canada Basketball athletes and key partners, providing full access to GoodLife Fitness gyms across the country. GoodLife and Canada Basketball will also host joint events at the gyms, including high-performance training sessions and recovery-focused experiences with world-class athletes.

Fans will see the partnership come to life through interactive activations and digital storytelling that highlight wellness journeys and celebrate Canadian basketball culture. GoodLife will also run contests offering winners once-in-a-lifetime opportunities to get exclusive access during senior team training camps and Canada Basketball games.

“This partnership with GoodLife Fitness marks an important step in advancing basketball in Canada,” said Michael Bartlett, president and CEO of Canada Basketball. “From our community-level programs to our Senior National Teams, we are committed to creating environments where athletes can grow and perform at their highest level. GoodLife Fitness’ national reach and shared commitment to performance, wellness and community will help us strengthen our elite athletedevelopment while inspiring the next generation of players across the country. Together, we’re building a stronger pathway for Canadian basketball, coast to coast.”

Running through 2029, the partnership will support Canada Basketball’s journey toward the 2028 Olympic Games in Los Angeles, including FIBA Women’s World Cup 2026 in Berlin and FIBA Men’s World Cup Qatar in 2027, building on GoodLife’s role as the Official Gym and Fitness Studio Partner of Team Canada, and now Canada Basketball.

About GoodLife Fitness

GoodLife Fitness started in 1979 in London, ON, and has since grown to the largest chain of fitness clubs in Canada. Founder and Chairman David ’Patch’ Patchell-Evans started the business with one purpose… to give everyone in Canada the opportunity to live a fit and healthy good life. With hundreds of Clubs across the country, GoodLife is helping to transform the health and fitness of people across Canada every day.

About Canada Basketball

Canada Basketball is the national governing body for the sport, recognized by the International Basketball Federation (FIBA) and the Government of Canada. A not-for-profit organization, Canada Basketball leads the growth and development of the game at all levels, from grassroots participation to high performance international competition, including the development of athletes, coaches, and officials across the country, in alignment with its provincial and territorial sport organizations. The organization strives for excellence on the world stage while serving the best interests of Canada by making basketball safer, more accessible, more equitable, and more impactful in communities coast-to-coast-to-coast. Canada’s Senior Women’s, Men’s, and 3x3 National Teams, along with its age-group programs, proudly represent the nation in international play, competing with the best in the world.