As the New Mexico Goatheads, the newest ECHL team, hits the ice for their inaugural season, they’ll have a fresh new official partner by their side. IGNITE Fitness Holdings announced its official partnership with the Albuquerque-based professional hockey team in the late spring. It was a partnership that IGNITE Fitness felt reflected exactly who it is as a brand.

“It reflects who we are. We’re not just a service in the community – we’re a part of it. Aligning with a local team lets us celebrate the same things our members value: staying active, competing and showing up for each other,” said Dana Rodriguez, senior manager, CRM and growth marketing for IGNITE Fitness. “Supporting a hometown franchise in its very first season is a chance to build something meaningful together and to be there for fans and members alike, on and off the ice.”

The partnership will feature Planet Fitness® commercials that will run at every home game. The commercials will feature the Goatheads’ mascot, Billy, working at IGNITE’s local clubs. It also includes shared branding and co-marketing across all IGNITE’s channels. Most importantly, it will bring real perks to PF® members in the Albuquerque area, including ticket giveaways, special local events and much more.

“It’s a fun, active fit: two organizations focused on energy, community and showing up for Albuquerque,” Rodriguez said.

IGNITE is no stranger to a partnership with professional sports teams. Over the years, it has worked with the Knoxville Ice Bears, Rochester Americans, Hartford Yard Goats, Calgary Stampeders, New Haven United and Hockey Canada. However, the partnership with the Goatheads presents a unique opportunity.

“The New Mexico Goatheads are Albuquerque’s newest ECHL team and an affiliate of the Colorado Avalanche, and their arrival created a natural opening to connect with a passionate, growing local fanbase,” Rodriguez said. “As a fitness brand rooted in the same community our clubs serve, partnering with a brand-new franchise from day one was an exciting way to grow alongside the team and the energy they’re bringing to the city.”

The ECHL season officially begins in October, kickstarting a new chapter for IGNITE’s Albuquerque Planet Fitness clubs.