Aaron Keay is a Vancouver-based entrepreneur, investor, and former professional athlete who has built a career spanning venture capital, consumer products, health and wellness, and technology. As the founder of Klutch Financial and Kommunity Fitness, he has led multiple successful ventures, played a critical role in IPOs exceeding $5 billion in Market Cap creation and sits on the advisory board of RX3 Growth Partners, co-founded by NFL quarterback Aaron Rodgers. A former professional soccer player for the Vancouver Whitecaps and Canada’s national team, Aaron has seamlessly transitioned from the sports world to the boardroom while maintaining his passion for fitness, competition, and investing in high-growth businesses.
In this interview, Aaron shares insights into his daily routine, lessons from his career, and the habits that drive his success.
What is your typical day, and how do you make it productive?
I start my day early, with a coffee and planning out my day and touching base with all the key people in the businesses i am involved with. Then I embark on some form of exercise— most often a Kommunity Fitness Class, hiking, or Personal training session or a competitors Group Fitness Class.. Fitness has always been foundational for me, both physically and mentally, and I find it sets the tone for productivity. Mornings are for strategy: reviewing investments, making key decisions, and ensuring the companies I’m involved with are moving forward. Afternoons are often dedicated to meetings, whether that’s working with the team at Klutch Financial, reviewing opportunities for RX3, or refining the vision for Kommunity Fitness. I try to keep evenings for family, personal time, and reflection. Productivity isn’t about being busy—it’s about being intentional. I focus on what moves the needle.
How do you bring ideas to life?
I believe in surrounding myself with smart, driven people and constantly evolving ideas through collaboration. An idea starts as a spark, but the real magic happens when you put it through the fire of execution. I take a sports mentality into business—game plans need to be tested, refined, and executed. Whether it’s launching a new business or scaling an investment, I take a build, test, refine approach and lean on my network to push ideas forward.
What’s one trend that excites you?
The intersection of fitness and technology is something I’m deeply invested in. With Kommunity Fitness, we’re pioneering a model that integrates high-quality video content into luxury boutique fitness spaces. The hybrid model of digital and in-person fitness is the future, and it’s exciting to be at the forefront of this shift. Another trend I really like is niche based or targeted AI and the predictive outcomes that can come from refined data collection and algo’s. Especially in sports, injury management and general performance.
What is one habit that helps you be productive?
Consistency in fitness. It’s not just about staying in shape—it’s about discipline. Whether I’m training for a Hyrox event or hitting the gym, maintaining a routine translates directly to how I approach business. If you can push yourself physically every day, you’re training yourself to handle challenges in other areas of life.
What advice would you give your younger self?
Enjoy the journey more. I was always ultra-competitive, both in sports and business, and while that drive has served me well, I’d tell my younger self to take more time to appreciate the wins along the way. Success isn’t just about getting to the next milestone; it’s about building something meaningful and enjoying the process.
Tell us something you believe almost nobody agrees with you on?
Poker is one of the best training grounds for business. A lot of people see poker as a game of luck, but it’s actually about strategy, reading people, decision-making under pressure, and risk assessment—all of which are critical in venture capital and business. Playing at a high level has sharpened my ability to analyze situations, control emotions, and take calculated risks.
What is the one thing you repeatedly do and recommend everyone else do?
Invest in self-awareness. Know your strengths, but more importantly, know your blind spots. Surround yourself with people who challenge you and be open to adjusting your approach. The best leaders aren’t the smartest people in the room—they’re the ones who know how to bring the right people together.
When you feel overwhelmed or unfocused, what do you do?
I get outside. Whether it’s going for a round of golf at Bighorn or taking a long bike ride, I find that stepping away from the desk and getting into a different headspace allows me to reset. Some of my best ideas have come when I’m not staring at a screen. Most of my best ideas, best decisions have come during golf, a hike or an uninterrupted Kommunity Class.
What is one strategy that has helped you grow your business or advance in your career?
I’ve always believed in controlling the controllables. There are always going to be market shifts, unpredictable factors, and setbacks. But if you focus on execution, relationships, and adaptability, you’ll always be in a position to capitalize on opportunities.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
Early on, I underestimated the importance of timing in business. I was ahead of the curve in some investments, and while that sounds great, being too early can be just as problematic as being too late. I learned that market readiness matters just as much as having a great product or service. Now, I factor in market adoption more carefully before scaling.
What is one business idea you’re willing to give away to our readers?
There’s a huge opportunity in hybrid fitness gear that integrates seamlessly with digital coaching platforms. The at-home fitness market exploded, but the equipment and technology still don’t sync as well as they should with personalized coaching. Whoever cracks this will own a big piece of the future fitness space.
What is one piece of software that helps you be productive? How do you use it?
Notion. I use it to organize everything—from investment due diligence to daily notes and fitness tracking. It’s an all-in-one tool that keeps me structured across multiple businesses.
Do you have a favorite book or podcast you’ve gotten a ton of value from and why?
“Shoe Dog” by Phil Knight. It’s the ultimate entrepreneur story—grit, vision, setbacks, and ultimate success. I love stories that highlight the real grind behind building something massive.
What’s a movie or series you recently enjoyed and why?
I rewatched “Billions.” It’s fascinating from a business strategy standpoint, and while it’s obviously dramatized, there are some great insights on negotiation, power dynamics, and what it takes to play at the highest level.
Key learnings
- Self-discipline fuels success – Whether in sports, business, or life, consistency and discipline are key to sustained success.
- The best leaders focus on execution and adaptability – Market timing and execution matter as much as the idea itself.
- Your environment impacts your mindset – Whether it’s fitness, surrounding yourself with great people, or getting outside, your surroundings shape your ability to perform.