San Diego's New Power Play: 24 Hour Fitness & Padres Team Up for Health

CARLSBAD, Calif. – February 23, 2026 – In a significant move that pairs professional sports with community wellness, 24 Hour Fitness and the San Diego Padres today announced a major partnership, uniting two of the region's most recognizable brands. The collaboration establishes 24 Hour Fitness as the Official Fitness Center Partner of the Padres, launching a multi-faceted initiative aimed at promoting active lifestyles and bolstering youth sports throughout San Diego County.

The partnership goes beyond typical stadium branding, embedding the fitness giant into the core of the Padres' extensive community outreach programs. It signals a strategic push by both organizations to leverage their local influence for a shared mission: building a healthier San Diego.

"Both the Padres and 24 Hour Fitness are rooted in San Diego, and we share a responsibility to show up for this community through sport and movement," said Karl Sanft, President and CEO of 24 Hour Fitness. "This collaboration meets fans where they already are and reinforces that movement is part of everyday life."

A Hometown Double Play for Community Wellness

At the heart of the alliance is a formal commitment to support the San Diego Padres' widely respected youth baseball and softball initiatives. This direct investment will amplify programs designed to increase participation, develop skills, and reduce financial barriers for thousands of young athletes.

A primary beneficiary is the 'Future Padres' program, a cornerstone of the team's community efforts since 2012. The initiative, which has already provided over 200,000 free jerseys and caps to young players, helps keep registration costs low for families and supports volunteer-run leagues. In 2025 alone, the program served nearly 70 leagues and over 2,000 teams. With the backing of 24 Hour Fitness, the program is poised to expand its reach, ensuring more children across the region have the opportunity to play organized sports.

"The Padres are proud to work with partners that share our commitment to the community and to creating opportunities for people to stay active at every stage of life," stated Sergio Del Prado, Padres Executive Vice President of Business Affairs. "24 Hour Fitness understands the role sport plays beyond the field, and this partnership reflects our shared focus on supporting fans, families and youth throughout San Diego."

This integration into established, successful programs like 'Future Padres' and youth day parades demonstrates a focus on tangible impact rather than just brand association. It represents a deeper commitment to fostering a culture of health and activity from the grassroots level up.

Fueling a New Era of Growth

For 24 Hour Fitness, this partnership is a high-profile manifestation of what the company calls the "strongest growth period in its history." This resurgence is heavily credited to the recent return of its founder, fitness industry pioneer Mark Mastrov, who reacquired the company in January 2026 and now serves as owner and executive chair.

The move is a powerful symbol of the company's revival since navigating a Chapter 11 restructuring in 2020. After emerging from bankruptcy, the company focused on strengthening its financial position, culminating in a $305 million secured facility in May 2025 that enhanced liquidity and signaled improved performance. Mastrov's return, backed by fresh capital, is intended to accelerate this momentum.

Under his renewed leadership, the company's strategy is clear: reinvest in the member experience, modernize facilities, and forge strategic brand partnerships that deepen community roots. The collaboration with the Padres is a textbook example of this vision in action. It aligns the fitness brand with a beloved local institution and provides a powerful platform to promote its mission of lifelong health.

This new phase for 24 Hour Fitness also includes a nationwide club remodel program and the introduction of premium offerings like dedicated recovery zones and smart-tech training areas, reflecting a broader industry trend toward holistic wellness solutions. The Padres partnership serves as the public-facing pillar of this internal transformation, showcasing a revitalized brand ready to engage its community in new and meaningful ways.

The Playbook for Modern Sports Partnerships

The alliance between 24 Hour Fitness and the Padres is part of a larger evolution in the world of sports marketing. Gone are the days of simple logo placements. Today, the most effective partnerships are integrated, mission-driven collaborations that create authentic community connections.

This model is familiar territory for Mark Mastrov, who previously pioneered ventures to open NFL team-branded fitness centers with franchises like the San Francisco 49ers and Dallas Cowboys. The industry has followed suit, with fitness brands becoming increasingly common and strategic partners for professional sports teams. EoS Fitness holds partnerships with multiple NFL teams, while Xponential Fitness is the official partner of the Los Angeles Rams—a role 24 Hour Fitness itself has held.

This trend extends across all major leagues, with the NBA embracing digital fitness apps and lifestyle brands to engage fans around health and wellness. By joining forces with the Padres, 24 Hour Fitness is not just following a trend but solidifying its position as a key player in this new landscape. The company has made similar strategic moves in women's professional sports, becoming a founding partner of Angel City FC and expanding its role with the NWSL's San Diego Wave FC.

These partnerships demonstrate a strategic understanding that a fitness brand's reach must extend beyond the four walls of a gym. By aligning with sports teams, they tap into a passionate fan base and a powerful platform for promoting public health, creating a symbiotic relationship where the team gains a wellness-focused community partner and the fitness brand gains unparalleled visibility and credibility. As the season progresses, fans and residents can expect to see additional details on in-market activations and community events born from this promising new San Diego alliance.