University of Guelph
As Matrix celebrates its 25th anniversary, Greg Lawlor reflects on the evolution of the brand.
Sponsored by Matrix Fitness Canada
By Greg Lawlor
President of Matrix Fitness Canada and Johnson Health Tech Canada
Twenty-five years is a significant milestone for any brand. Like most things in life, what we see above the surface pales in comparison to what lies beneath.
Matrix is celebrating 25 years on the heels of Johnson Health Tech’s 50th. When I reflect on it, I immediately think of the foundational support and commitment that must be present behind any successful venture.
In Matrix’s case, Johnson Health Tech provided the runway for manufacturing excellence, superior performance and breakthrough market adoption. Without the 26 years of learning prior to the Matrix launch in 2001, the ride would not have been as impressive.
Back in 2001, no one in the fitness equipment space invested in manufacturing efficiency the way Matrix and Johnson Health Tech did. At the root of their emergence was the initiative to hire their own engineers, design production capacity, manufacture their own parts and serve multiple countries locally through their subsidiaries.
Twenty-five years later, I think of the people behind the brand. Those who took a concept and redefined what it means to successfully launch and sustain a global fitness brand.
The people who believed in the brand early on and its role in the marketplace. The partners who helped us grow. The customers who challenged us to be better. And the relationships that continue to shape our business today.
In Canada, our history with Matrix goes back to STAK Fitness, a company I co-owned and a Canadian business built on entrepreneurship, trust and relationships.
When Johnson Health Tech acquired STAK in 2015, it marked a new business model in Canada: a global manufacturer and brand setting up shop in this country. The investment has been significant, and the results just as impressive for the organizations and people we serve.
We became part of a global organization with remarkable capabilities, expertise and ambition. But we also brought something important to that organization: a deep understanding of the Canadian fitness market.
That combination of global strength and local presence, relationships and expertise has shaped everything we’ve built since.
We have built strong partnerships with Equipements Physika, Fitness Experience, FDF Group, Fitness Factory and Red Tag Fitness to help us connect locally with specific markets. Our own team has established connections with thousands of operators across the country.
In addition, we have certified and work with 32 independent service providers across Canada, each extending their expertise as a support branch to ensure our customers have a local connection and receive consistent operational support.
Matrix in Canada has 52 employees, a 65,000-square-foot office and distribution centre in Montreal, with additional distribution centres in Winnipeg and Vancouver.
Each of these branches is an extension of our connection to the communities we serve. All are part of the commitment Matrix has made, not just globally, but locally.
Strong people are at the root of any meaningful initiative.
Over the years, I have taken the opportunity to visit these community hubs from coast to coast.
I’ve sat with business owners and operational managers discussing the future of their businesses.
I’ve worked alongside service technicians and been on installs.
I’ve met recreation centre employees who understand what those spaces mean to their communities.
I’ve walked through hotel fitness rooms where thoughtful design helps create a better guest experience.
And I’ve stood in expansive university recreation centres, watching thousands of students discover the value of movement and strength.
Different places. Different people. Different needs.
But one thing connects them.
Behind every fitness facility is a group of people working to make someone’s life better.
That’s why I’ve always believed we’re not simply in the equipment business. We’re in the people business.
And that belief comes with a responsibility that extends beyond our own company.
It’s also why supporting the Fitness Industry Council of Canada matters so much to us as a group.
As President of Johnson Health Tech Canada and Matrix, I believe we have a responsibility to contribute to the future of an industry positioned to provide what Canadian communities desperately need: greater access to fitness.
The Fitness Industry Council of Canada does important work advocating for our sector and the millions of Canadians it serves.
Its efforts to have physical activity recognized as an essential part of preventative health, improve access to fitness and give our industry a stronger voice with government deserve our support.
For too long, fitness has often been viewed as a discretionary expense rather than an important investment in health. We know the value of regular movement. We see it in our customers’ facilities and in the communities they serve.
But knowing that value and ensuring it is recognized in public policy are two very different things.
I believe equipment manufacturers have an important role to play in that conversation.
A stronger fitness industry means a healthier Canada. And that’s worth working towards.
As Matrix celebrates 25 years, I’m proud to be part of the innovation, the growth and the global organization we’ve become. But I’m even prouder of the relationships that make it all possible here in Canada.
Matrix employees. Matrix representatives. Matrix service teams. Matrix customers. Our industry partners. The people who show up every day and believe in the importance of what we do.
Matrix’s mission is to contribute to human health. That’s a global ambition, but it’s something we bring to life locally.
Twenty-five years gives us plenty to celebrate.
But I believe our most important work is still ahead.
To everyone who has been part of this story, thank you.
We have built something meaningful together.
And together, we have an opportunity to build an even healthier Canada.
#MatrixFitnessCanada #BuiltTogether #JohnsonHealthTech #FitnessIndustryCanada
