GoodLife Fitness and Dairy Farmers of Canada Encourage Canadians to Keep Fit and Eat Well

Recharge with Milk becomes the Official Recovery Partner at GoodLife Fitness

MONTREAL, Sept. 6, 2011 /CNW/ - GoodLife Fitness (GoodLife) and Dairy Farmers of Canada's (DFC) Recharge with Milk (RWM) are proud to announce a partnership and sponsorship agreement to launch in September 2011 and run until January 2013 to encourage Ontarians and Maritimers to maintain an active and healthy lifestyle. GoodLife will be promoting chocolate milk as the official recovery beverage of GoodLife Fitness Clubs in Ontario and the Maritimes.

This strategic partnership provides RWM with the opportunity to deliver the post workout recovery message within GoodLife Fitness Clubs.  The fully integrated long-term partnership includes year-long visibility in over 160 GoodLife clubs through the sponsorship of group exercise studio spaces and brand visibility throughout the clubs.

Presence on GoodLife online properties, newsletter content, advertising, sponsorship of GoodLife initiatives are some of the great benefits of this exciting new partnership.

"At GoodLife, it is a priority for us to support our members in achieving their health and fitness goals," David Patchell-Evans, GoodLife Founder & CEO. "One of the main factors in leading a healthy lifestyle is great nutrition, so we are really happy to be partnering with DFC to champion the benefits of chocolate milk.  Given the fact that chocolate milk has been shown in recent studies to speed up the recovery process and recharge the body for its next workout after vigorous activity makes this partnership a natural fit for GoodLife."

"At DFC, we know healthy eating and an active lifestyle are both equally important to the health and well-being of Canadians," said Ian MacDonald, national director marketing and nutrition at DFC.

The evidence to date indicates that both white milk and chocolate milk may play an important role in sports nutrition.  Research to date suggests that milk (white and chocolate) has many properties that could make it an effective recovery beverage after endurance and resistance training exercise.  Experts agree that the two-hour window for optimal recovery is important and yet often neglected by those who are planning an intense workout the next day.  The best way to build muscle is to have a good training program and consume protein and carbohydrates to meet your needs.  Chocolate milk contains both protein and carbohydrates, while most sport beverages do not contain protein.

Chocolate milk's combination of carbohydrates, high-quality protein, fluid and electrolytes first made researchers take notice of a potential post-workout recovery benefit.  Chocolate milk has all of these nutritional attributes to help refuel and repair exhausted muscles.

GoodLife and DFC agree that this partnership will benefit the many GoodLife Fitness members in Ontario and in the Maritimes, and encourage them to continue to include physical activity in their daily routines and to make a commitment to active, healthy living which includes drinking milk!

About Dairy Farmers of Canada

Dairy Farmers of Canada (DFC) promotes the wholesome goodness of dairy products as part of a healthy balanced diet and encourages good nutrition and physical activity for all Canadians.  DFC is completely funded by dairy producers.

About GoodLife Fitness

GoodLife Fitness is Canada's largest and most successful fitness club chain and the 5th largest in the world. GoodLife has almost 300 clubs from coast to coast in Canada. In 2011, GoodLife Fitness received Platinum Status, Canada's 50 Best Managed Companies and achieved Platinum Level with Canada's 10 Most Admired Corporate Cultures.

The GoodLife Fitness vision is to help all Canadians lead an active and healthy good life. 1 in 45 Canadians is a GoodLife member.

SOURCE Dairy Farmers of Canada (DFC)

For further information:

Solange Heiss
Assistant director, Marketing and Nutrition Communications
Dairy Farmers of Canada
514-284-1092, ext. 233

Krista Maling
Senior Public Relations Manager
GoodLife Fitness
519-661-0190, ext. 302

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Dairy Farmers of Canada (DFC)

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