From Pro Athlete to Entrepreneur, How Aaron Keay’s Vision and Grit Helped Shape Industries from Wellness to Finance
Some people chase opportunity. Others create it. Aaron Keay belongs firmly in the second group — a former professional athlete turned entrepreneur and investor whose career has spanned consumer products, technology, and wellness. From his early days on the football pitch in Vancouver to leading companies that have shaped entire industries, Keay’s story is one of persistence, timing, and purpose.
From North Delta to the World Stage
Aaron Keay grew up in North Delta, a quiet suburb of Vancouver, where sports weren’t just a pastime — they were a way of life. “If it involved competition, I was in,” he laughs. “Basketball, football, baseball — it didn’t matter.”
His athletic talent took him far. He represented British Columbia in both basketball and football, eventually earning a spot on Canada’s national football teams. That journey led him to play professionally in Europe and later at home with the Vancouver 86ers and the Vancouver Whitecaps.
Even as he pursued sport at the highest level, Keay never stopped thinking about what came next. While competing, he earned a degree in Business and Human Kinetics from the University of British Columbia. In 1997, he was named CIAU Student-Athlete of the Year, a recognition that, as he puts it, “meant more than any trophy — it was about balance, hard work, and the long game.”
From Athlete to Entrepreneur
After hanging up his cleats, Keay turned his focus to business. His first step was the fitness industry, where he worked as a personal trainer. That hands-on experience gave him a close-up view of how people approach health, motivation, and self-improvement — themes that would later define much of his career.
“I’ve always loved helping people get better,” he says. “Whether that’s in sport, business, or fitness, it’s all about improvement and mindset.”
Keay soon shifted into corporate finance, where he discovered a talent for identifying emerging markets. His early investment in OrganiGram — one of the first publicly listed cannabis companies — proved transformative. The company went on to reach a $3 billion valuation at its peak. But for Keay, it wasn’t just about the numbers. “It was about seeing opportunity before everyone else,” he explains. “The goal was to build something meaningful, then step back once it could stand on its own.”
Building in Consumer Products, Tech, and Wellness
From that success, Keay expanded his focus to consumer products and wellness brands — sectors where he saw both economic potential and human impact. Through his family office, Klutch Financial, and as a board member at RX3 Growth Partners, the consumer fund co-founded by NFL quarterback Aaron Rodgers, he has helped back brands that merge function, purpose, and innovation.
“I’m drawn to businesses that improve people’s lives in some way,” he says. “If a product can make you feel better, perform better, or live better, there’s a future there.”
That vision led him to found Kommunity Fitness, a new boutique group training concept that combines high-quality video-led workouts with sleek design and a sense of belonging. The first location, opened in Kitsilano, Vancouver, has already attracted attention from media outlets like VITA Magazine and CurioCity.
“The idea was simple,” he says. “Create a place where people can train hard, but also connect. Fitness isn’t just about the body — it’s about community.”
Why Community Comes First
For Keay, community has always been at the heart of success. Whether on the field or in the boardroom, his approach is built on teamwork and collaboration. “You can have the best idea in the world, but if you don’t have the right people around you, it doesn’t matter,” he says.
That belief extends beyond business. Over the years, he has supported charities like Kidsafe, Music Heals, and the Canadian Cancer Society. He’s also provided scholarships for student-athletes — a way to give back to the system that shaped him.
“When I was a kid, people helped me,” he says. “Now it’s my turn to help others find their own opportunities.”
A Balanced Life in Motion
Even with his busy schedule, Keay remains deeply connected to sport. He’s an avid golfer, competing in amateur tournaments at clubs like Bighorn in Palm Desert and Shaughnessy in Vancouver. He’s also training for upcoming Hyrox events — a competition that blends endurance and strength training.
“I need that physical challenge,” he says. “It keeps me sharp and reminds me of where I came from.”
That drive — to keep pushing, improving, and evolving — defines everything he does. Whether investing in startups, mentoring young entrepreneurs, or building wellness spaces, Keay’s focus remains on progress. “The game doesn’t really change,” he says. “It’s still about preparation, teamwork, and execution.”
Lessons From the Journey
Looking back, Keay sees a clear through-line in his career: the power of momentum. “Every step, from sports to finance to fitness, taught me something new,” he says. “The key is not being afraid to start again — because every restart brings new energy.”
His advice for anyone building a career or company is simple: “Don’t chase trends. Solve real problems. Surround yourself with good people. And remember, success isn’t about the spotlight — it’s about creating value and leaving something that lasts.”
A Vancouver Visionary
From North Delta’s fields to Vancouver’s boardrooms, Aaron Keay’s journey reflects a balance of grit and grace. He’s built companies, supported communities, and helped shape industries — not through hype, but through vision and follow-through.
As Kommunity Fitness continues to grow and his investments expand across sectors, one thing is clear: Keay’s story is still being written. And like every great athlete-turned-entrepreneur, he’s still finding new ways to win — this time, for everyone around him.
Peyman Khosravani is a seasoned expert in blockchain, digital transformation, and emerging technologies, with a strong focus on innovation in finance, business, and marketing. With a robust background in blockchain and decentralized finance (DeFi), Peyman has successfully guided global organizations in refining digital strategies and optimizing data-driven decision-making. His work emphasizes leveraging technology for societal impact, focusing on fairness, justice, and transparency. A passionate advocate for the transformative power of digital tools, Peyman’s expertise spans across helping startups and established businesses navigate digital landscapes, drive growth, and stay ahead of industry trends. His insights into analytics and communication empower companies to effectively connect with customers and harness data to fuel their success in an ever-evolving digital world.
