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
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
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. www.goodlifefitness.com
SOURCE Dairy Farmers of Canada (DFC)
For further information:
Assistant director, Marketing and Nutrition Communications
Dairy Farmers of Canada
514-284-1092, ext. 233
Senior Public Relations Manager
519-661-0190, ext. 302