Planet Fitness and BGC Canada Unite for Nationwide Kindness Campaign

TORONTO, ON – February 16, 2026 – In a significant move blending corporate social responsibility with community health, Planet Fitness has announced a nationwide partnership with BGC Canada (formerly Boys & Girls Clubs of Canada). The collaboration, which kicks off today and runs until February 27, aims to raise funds and awareness in support of Pink Shirt Day, leveraging the timing of Family Day celebrations across several provinces to promote kindness and inclusivity.

From coast to coast, all Planet Fitness clubs will serve as fundraising hubs, encouraging members and the public to donate to BGC Canada. The initiative is designed to directly support the youth organization's programs, which are dedicated to providing safe and supportive environments for young Canadians.

A Partnership with Purpose: Combating Bullying Beyond the Gym

The campaign is strategically timed to culminate with Pink Shirt Day on February 25, a powerful grassroots movement with Canadian origins. The day traces its history to 2007 in Nova Scotia, when two high school students mobilized their peers to wear pink in solidarity with a younger student who was bullied for his choice of shirt color. It has since evolved into a national symbol of anti-bullying, promoting kindness and acceptance in schools and communities.

This ethos aligns directly with the core philosophy of Planet Fitness, which has built its global brand on the concept of the “Judgement Free Zone®.” The company's philanthropic arm, the Judgement Free Generation®, has a well-established history in the United States of combating bullying and fostering kindness, primarily through a long-standing partnership with Boys & Girls Clubs of America. This Canadian initiative represents a natural and significant extension of that mission.

“At Planet Fitness, we’ve had a longstanding commitment to expanding access to fitness for youth,” said McCall Gosselin, Chief Corporate Affairs Officer at Planet Fitness, in a press release. “Partnering with BGC Canada for Pink Shirt Day allows us to bring our judgement free, community-first approach beyond our clubs and into our communities. All fitness levels are welcome in our clubs and meant to feel welcomed and like they belong.”

All donations collected will fuel BGC Canada programs that help youth develop confidence, build positive relationships, and experience new opportunities. The synergy between the two organizations is clear, as both strive to create spaces where individuals, particularly young people, feel safe, respected, and supported.

“Partnerships like this allow us to turn shared values into meaningful community action,” stated Carrie Wagner, Interim President & CEO of BGC Canada. “Through this Pink Shirt Day activation with Planet Fitness, we’re able to strengthen programs that support youth and families, and help to create inclusive, positive spaces where they feel connected and supported.”

The Strategic Side of Social Responsibility

Beyond its philanthropic goals, the partnership is a savvy strategic move for Planet Fitness. By aligning with a widely recognized national day of awareness like Pink Shirt Day and the provincially celebrated Family Day, the fitness giant enhances its brand image as a community-focused and socially conscious corporation. This deepens its connection with Canadian consumers, tying the brand not just to physical wellness but to the broader social well-being of the nation's youth.

This campaign is not an isolated act but part of a larger, well-defined CSR strategy. Planet Fitness has contributed over $10.7 million to Boys & Girls Clubs in the U.S. since 2016 through its Judgement Free Generation® initiative, funding scholarships, building mini-gyms in clubs, and providing anti-bullying resources. This track record lends authenticity to its Canadian efforts, positioning the BGC Canada partnership as a credible commitment rather than a fleeting marketing ploy.

The initiative also includes compelling membership promotions designed to drive engagement and growth. A free Family Day Open House from February 16-22 invites families to experience the clubs together, while a $1 down membership offer from February 17-27 lowers the barrier to entry for new members. These promotions are a staple of the Planet Fitness marketing playbook, proven effective at boosting membership numbers. By linking these offers to a charitable cause, the company creates a powerful incentive: new members can improve their own health while simultaneously contributing to the health of their community.

More Than Just a Donation: Engaging Communities and Families

The campaign's strength lies in its multi-faceted approach to engagement. It moves beyond a simple request for donations and invites active participation. Inside the fitness clubs, team members from both Planet Fitness and BGC Canada will be wearing branded pink shirts, creating a visible wave of support.

One of the key engagement activities involves prompting members and staff to share their personal motivations for supporting the cause by responding to the phrase, “I wear a pink shirt because…” This simple yet powerful exercise aims to transform the abstract concept of kindness into personal, relatable stories, fostering a deeper sense of community and shared purpose within the clubs.

The Family Day Open House is particularly noteworthy. Coinciding with the statutory holiday in five provinces, it provides a constructive and healthy activity for families looking to spend quality time together. It makes the gym environment accessible and welcoming to a broader demographic, including children and teens, reinforcing the campaign's youth-focused message.

The Broader Impact on Canadian Youth

The ultimate beneficiaries of this partnership are the nearly 150,000 young people served by BGC Canada across its 600 locations nationwide. BGC Canada is the country's largest child and youth-serving charitable organization, providing essential out-of-school programs that focus on everything from academic support and physical activity to mental wellness and leadership development.

Funds raised through the Planet Fitness campaign will support evidence-based programming. BGC Canada's “Learning & Impact Project,” one of the largest studies of its kind, meticulously tracks the outcomes of its clubs. Data from thousands of youth across the country consistently shows that BGC programs lead to positive outcomes in building healthy relationships, improving mental health, and fostering a sense of belonging. In a post-pandemic era where youth are facing increased challenges with mental health and social connection, these programs are more critical than ever.

By facilitating this fundraiser, Planet Fitness is not just writing a check; it is activating its extensive network of members and locations to become a force multiplier for BGC Canada's vital work. Canadians are encouraged to participate by visiting their local club to donate, giving online, or simply taking part in the Family Day activities to help spread the powerful message that kindness matters.