# Hockey-Informed Fitness Collaborations Workout Anytime Celebrates Nashville Predators Partnerships By Kalin Ned | Published 2026-07-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/nashville-predators References: [franchising](https://www.franchising.com/news/20260715_workout_anytime_celebrates_successful_partnership_with_nashville_predators_.html)  Workout Anytime — a premium 24/7 fitness franchise with over 190 locations across the United States — has celebrated the ongoing success of its partnership with the [Nashville Predators](https://www.trendhunter.com/trends/nashville-hot-chicken1). This collaboration essentially combines fitness and hockey fandom through interactive promotions, digital engagement, and in-club activations managed at the corporate level while involving local franchisees in the region. The program features a Shoot the Puck contest where fans can enter for a chance to take a shot on the ice during a Predators home game, with a successful shot earning a $20,000 prize. Entries are collected through digital advertisements, social media, and materials within the gyms themselves. Additionally, consumers receive a promotional code for [discounted memberships](https://www.trendhunter.com/trends/hot-winning-summer) each time the Predators secure a win, directly linking the team's performance to tangible fitness incentives. Image Credit: Workout Anytime ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 13% | Activity: 22% | Freshness: 85% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Sports-fitness Partnerships:** Team-affiliated workout promotions blend fandom with wellness, creating space for fitness brands to convert emotionally engaged sports audiences into recurring members. - **Performance-based Discounts:** Game outcomes tied to membership offers introduce a dynamic incentive model where entertainment moments become measurable drivers of consumer acquisition. - **Interactive Fan Challenges:** On-ice contests and digital entry campaigns extend brand participation beyond spectatorship, opening new value in experiential promotions that connect venues, gyms, and local communities. ### Where This Applies - **Fitness Franchising:** Regional franchise networks can benefit from centrally managed sports collaborations that localize national brand energy while supporting member growth. - **Professional Sports:** Athletic teams gain expanded commercial relevance when partnerships turn wins, events, and fan rituals into everyday lifestyle engagement. - **Digital Advertising:** Social, in-club, and performance-triggered campaigns show how targeted media can link real-time sports enthusiasm with immediate consumer offers. ## Related on Trend Hunter - [Food Brand Partnerships](https://www.trendhunter.com/trends/food-brand-partnership.md) - [Premium Gym Concept Expansions](https://www.trendhunter.com/trends/premium-gym-concept.md) - [Progress-Focused Fitness Partnerships](https://www.trendhunter.com/trends/athletic-clubs.md) - [Cohort-Led Fitness Studios](https://www.trendhunter.com/trends/pakt-toronto.md) - [Strategic Gym-Focused Fitness Partnerships](https://www.trendhunter.com/trends/wodify.md) - [Co-Branded Pilot Basketball Programs](https://www.trendhunter.com/trends/la-fitness.md) - [Healthy Community-Oriented Sports Partnerships](https://www.trendhunter.com/trends/san-diego-padres.md) - [Producer-Supported Fitness Franchises](https://www.trendhunter.com/trends/burn-boot-camp1.md) - [Repurposed Workplace Training Hubs](https://www.trendhunter.com/trends/anytime-fitness.md)