Aaron Keay is not your typical investor. He didn’t start his career in a corporate office or on Wall Street. Instead, he spent his early years playing soccer at the highest levels, representing Canada and competing professionally in Europe and for the Vancouver Whitecaps. But while sports were his first passion, business quickly became his next great challenge.
Today, Keay is a successful entrepreneur and investor. He has helped take companies public, invested in high-growth businesses, and launched new ventures in fitness and consumer products. But through it all, he has stayed true to his roots—hard work, discipline, and a love for competition.
A Life Shaped by Sports
Keay grew up in North Delta, British Columbia, where sports dominated his childhood. He played everything, but soccer and basketball were his best. His talent took him far—he played for Team Canada, went pro in Europe, and later joined the Vancouver Whitecaps. His athletic career also led to an induction into the BC Sports Hall of Fame after helping Canada win gold at the Francophone Games.
Even after retiring from professional soccer, sports remained a major part of his life. “Athletics taught me everything about discipline and perseverance,” Keay says. “That mindset carried over into business.”
He didn’t leave the fitness world right away. In his 20s, Keay became a partner in Innovative Fitness, a successful chain of training studios. This early experience in business sparked something in him. He realized he wanted to do more than just train—he wanted to build companies, invest in ideas, and grow businesses from the ground up.
From Fitness to Finance
Keay took a leap into the world of finance. He started working in corporate finance and quickly developed a passion for investing. Over time, he played key roles in taking multiple companies public, raising capital, and navigating mergers and acquisitions.
One of his biggest moves came in the early days of the cannabis industry. He was one of the first investors in the space and helped take OrganiGram, one of Canada’s first publicly traded cannabis companies, to a peak valuation of $3 billion. But Keay doesn’t focus on this part of his career much. “I saw an opportunity early, made the right moves, and exited before the bubble burst,” he says. “But that’s not what defines me.”
Instead, his true passion lies in consumer products, health, wellness, and technology.
The Next Big Thing: Kommunity Fitness
Keay’s journey has now come full circle. His latest venture, Kommunity Fitness, brings him back to the fitness world—but with a modern twist. It’s a high-end boutique fitness concept that integrates cutting-edge video content into brick-and-mortar gyms.
“We’re seeing a shift in the fitness industry,” Keay explains. “People want immersive experiences, not just workouts. Kommunity blends the best of digital and in-person training.”
With competitors like Barry’s Bootcamp, F45, and Orange Theory, Kommunity Fitness aims to carve out its own niche by offering something fresh and tech-driven.
Investing with Purpose
Along with building businesses, Keay continues to invest in promising brands. He is an advisory board member of RX3 Growth Partners, an investment fund co-founded by NFL quarterback Aaron Rodgers. The fund focuses on high-growth consumer brands, combining celebrity influence with smart investing.
Keay believes in backing companies that align with his passions. “I invest in brands I actually use or believe in,” he says. “If I wouldn’t put my own money into it, I’m not bringing it to RX3.”
Through Klutch Financial, his personal investment firm, Keay also manages his own portfolio. He looks for opportunities in health, wellness, apparel, and tech. “Trends come and go, but strong execution always wins,” he says.
A Balanced Life
Despite his packed schedule, Keay stays highly active. He golfs at Bighorn Country Club in Palm Desert, hikes, and competes in endurance events like Hyrox. He also spends time mentoring young entrepreneurs and giving back through charities like Music Heals and KidsSafe.
“I try to stay balanced,” he says. “Business is important, but so is family, health, and giving back. That’s what really matters in the long run.”
The Takeaway
Aaron Keay’s story is about reinvention, resilience, and smart decision-making. He’s gone from athlete to trainer, from investor to entrepreneur. Through every phase, he’s learned to adapt, take risks, and stay ahead of trends.
“Success isn’t about having one big win,” he says. “It’s about stacking small wins over time and always pushing forward.”
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