Aaron Keay: Leading With Vision Across Sports, Finance, and Wellness

From Pro Athlete to Investor, How Aaron Keay Built Influence Across Industries.

Some leaders are born from the boardroom. Others are forged on the field. Aaron Keay’s career spans both—starting with professional sports and evolving into a track record of building and investing in companies that leave a mark.

From North Delta to the National Stage

Aaron grew up in North Delta, British Columbia, a small suburb near Vancouver. Sports were more than a hobby—they were a way of life.

“I played every sport I could,” he says. “Soccer and basketball were my biggest passions.”

By his teens, Aaron had represented British Columbia in both sports. In soccer, he advanced to represent Canada at multiple levels, eventually competing professionally in Europe and later for the Vancouver 86ers and Vancouver Whitecaps.

Even while playing at an elite level, he earned his degree in Business and Human Kinetics from the University of British Columbia. In 1997, he was named CIAU Student-Athlete of the Year, honoring both his academic and athletic achievements.

The Transition From Athlete to Entrepreneur

After retiring from professional soccer, Aaron’s first step into the working world was as a personal trainer.

“I liked seeing people push beyond what they thought was possible,” he recalls.

But his competitive edge and curiosity led him to corporate finance. There, he learned the mechanics of raising capital, negotiating deals, and spotting market opportunities.

That skill set would become the foundation for his entrepreneurial and investment career.

Early Wins in Emerging Markets

Aaron developed a reputation for recognizing trends before they became mainstream. One of his most notable early ventures was OrganiGram, the second-ever publicly listed cannabis company.

At its height, OrganiGram reached a $3 billion valuation.

“I wasn’t chasing hype,” he says. “It was about understanding where the market could go and building something of real value.”

Aaron exited before the sector’s downturn—a move that reflects his focus on timing and execution.

Building and Backing Consumer-Focused Ventures

Over the years, Aaron has worked across consumer products, health and wellness, and technology. He founded Klutch Financial, his family office, which he uses to invest in companies and ventures aligned with his expertise.

He is also a significant investor and advisory board member at RX3 Growth Partners, a consumer-focused private equity fund co-founded by NFL quarterback Aaron Rodgers.

“I look for companies with strong teams and products people actually need,” he explains. “If a business is solving a real problem, it has a foundation for growth.”

Kommunity Fitness: A New Chapter in Wellness

Aaron’s latest venture is Kommunity Fitness, a boutique group training brand that blends luxury gym environments with high-quality video-led classes.

“This isn’t just about fitness,” Aaron says. “It’s about providing a space where people feel connected, motivated, inspired and supported within their community”

With competitors like F45, OrangeTheory, and Barry’s dominating the market, Aaron sees Kommunity as a fresh alternative—offering a unique mix of technology, design, and community engagement.

Philanthropy as Part of Leadership

Aaron’s leadership extends beyond business. He’s committed to giving back, especially to causes tied to youth development and health.

He co-founded Kidsafe, a nonprofit that supports underprivileged youth in Vancouver. He’s donated to the Canadian Cancer Society, inspired by a close friend’s child who battled cancer, and supports Music Heals, a music therapy charity run by a friend.

When a former Whitecaps teammate, Sven Habermann, faced a cancer diagnosis, Aaron stepped in to help.

“It’s not about headlines,” he says. “It’s about showing up when people need you.”

He also funds scholarships at his alma mater to support student-athletes, believing that sports can open doors in life.

Life Outside the Office

Aaron remains a competitor in spirit. He’s a member at Bighorn Country Club in Palm Desert, as well as Shaughnessy and Point Grey in Vancouver. He’s preparing for Hyrox fitness events, hikes regularly, and still enjoys his poker.

“Staying active keeps me sharp,” he says. “It helps me show up better in every part of my life.”

Most importantly, Aaron is a dedicated father, encouraging his children—both skilled in soccer and basketball—to pursue their passions.

Lessons in Leadership

For Aaron, leadership isn’t about titles or recognition.

“Sports taught me discipline, resilience, and how to work with a team,” he says. “Those lessons apply to every business decision I make.”

His approach blends competitive drive with long-term vision:
“Stay curious. Surround yourself with people who challenge you. And focus on execution—because that’s what turns a good idea into a lasting success.”

Career Highlights

• Represented BC and Canada in soccer and basketball; played professionally in Europe and for the Vancouver Whitecaps.
• Graduated from UBC in Business and Human Kinetics; CIAU Student-Athlete of the Year (1997).
• Founder of OrganiGram, Klutch Financial, and Kommunity Fitness.
• Advisory board member at RX3 Growth Partners.
• Philanthropic supporter of Kidsafe, Music Heals, and Canadian Cancer Society.

Aaron Keay’s journey—from the soccer pitch to high-stakes boardrooms—shows that leadership can be built through competition, adaptability, and a willingness to keep learning. “Big ideas are great,” he says. “But it’s the follow-through that matters.”

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