Aaron Keay has spent his life in high-performance environments, first as a professional athlete and later as an entrepreneur and investor. Based in Vancouver, BC, Keay’s journey began on the soccer field, where he represented Canada at multiple levels and played professionally for the Vancouver Whitecaps. His competitive drive, discipline, and strategic thinking shaped not only his sports career but also his transition into business, venture capital, and investing.
Today, Keay is the founder of Klutch Financial and Kommunity Fitness and serves as an advisory board member at RX3 Growth Partners, an investment fund co-founded by NFL quarterback Aaron Rodgers. With a focus on consumer brands, health and wellness, and technology, Aaron Keay has been involved in IPOs, mergers & acquisitions, and investments totaling over $5 billion.
His career has been about taking risks, building businesses, and staying ahead of market trends. Whether he’s investing in a new consumer brand, developing a disruptive fitness concept, or helping scale a company through RX3’s network of athletes and business leaders, Keay applies the same competitive mindset that made him a top-tier athlete.
In this exclusive Q&A, Aaron Keay shares insights on business, investing, leadership, and the lessons he’s learned from both sports and entrepreneurship.
What is one principle from sports that has helped you the most in business?
Discipline. In sports, you train even when you don’t feel like it. You push yourself past your comfort zone, and that’s where growth happens. The same applies to business. Success isn’t about big moments or overnight wins; it’s about the daily habits, consistency, and willingness to show up even when things get hard. Whether you’re building a company, scaling a brand, or investing in a new venture, discipline is the foundation for long-term success.
What made you transition from professional sports to venture capital and business?
I’ve always had a competitive mindset—it’s what drove me in sports. But even as an athlete, I was interested in the business side of things. When I retired from soccer, I knew I needed a new challenge. I started in the fitness industry as a partner in Innovative Fitness, which gave me hands-on experience in building a business from the ground up. That led me into finance, investing, and eventually venture capital. I saw an opportunity to take the same strategic thinking, risk assessment, and leadership skills I developed in sports and apply them to business and investing.
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How do you approach investing in consumer brands?
I invest in brands I believe in and personally use. Consumer products, health and wellness, and fitness brands are a big focus for me because they align with my lifestyle and expertise. But beyond that, I look at market fit, scalability, leadership, and execution. A great idea means nothing without the right team and business model. I’ve been involved in some major IPOs and M&As, and the companies that succeed are the ones that execute relentlessly and adapt to market shifts.
What led to your decision to officially join the RX3 Growth Partners advisory board?
I’ve been investing with or alongside RX3 for years because I believe in their unique model—they connect high-growth consumer brands with top-tier athletes and influential investors to create real, scalable momentum. RX3 doesn’t just fund companies; they elevate them through elevated partnerships and visibility.
Joining the advisory board was a natural next step. Now, I can take a more hands-on role in helping select investments, advising founders, and leveraging my own experience to drive value. I also see a huge future for RX3 in social media and engagement with consumers. Particularly integrating some of RX3’s athlete and entertainment network who authentically already use some of the funds investments on a daily basis.
What is one of the biggest lessons you’ve learned from investing?
Market timing matters just as much as a great idea. I’ve seen amazing businesses fail because they were too early or too late. You have to know when to push forward aggressively and when to hold back.
I learned this firsthand in the early cannabis industry, where I helped take OrganiGram public. It was an incredible opportunity, but also a volatile market. The companies that survived were the ones that timed their growth correctly and didn’t overextend. The same lesson applies to consumer brands, tech, and fitness—you need to know when the market is ready for what you’re building.
What excites you most about Kommunity Fitness?
It brings me full circle—back to fitness, competition, and community. Kommunity is a boutique fitness concept that integrates high-quality video content into in-person training experiences. The fitness industry is changing, and we’re creating a brand that blends technology, luxury, and group training in a unique way.
Competitors like Barry’s Bootcamp, F45, and Orange Theory have done a great job establishing boutique fitness as a category, but I see an opportunity to push it further. Kommunity is going to be a brand that not only delivers an elite training experience but also fosters a true community for people who want more than just a workout.
What do you do when you feel overwhelmed or need to refocus?
I get outside. I’m a big believer in movement for mental clarity. Whether it’s golfing at Bighorn, cycling, or training for a Hyrox event, I use physical activity as a way to reset and think more clearly. Some of my best ideas have come when I’m not sitting at a desk but instead out in nature, moving, and away from distractions.
What advice would you give to young entrepreneurs?
Execute and Just try! Show up and execute your game plan. Too many people get caught up in waiting for the perfect moment, overanalyzing, or worrying about failure. But the best way to learn is by doing. Start small, learn fast, and be relentless in execution.
Also, surround yourself with the right people. No one succeeds alone. The best entrepreneurs build great teams, ask for help, and seek mentorship. Whether it’s sports, business, or investing, you need a strong network that challenges and supports you.
And lastly… you must have a positive mindset. If those around you don’t, drop them as negativity prevents success.
Final Thoughts
Aaron Keay’s journey from athlete to investor to entrepreneur is a testament to the power of adaptability, resilience, and execution. Whether he’s helping brands grow through RX3, building Kommunity Fitness, or making strategic investments in consumer brands, Keay brings the same mindset that made him successful in professional sports—discipline, competition, and a focus on results.
“I’ve always believed that success isn’t about one big win,” Keay says. “It’s about stacking small wins, learning from setbacks, and constantly evolving. That’s what keeps me moving forward.”