Remaking a Quebec Legend

An Industry Icon

MAA Club Sportif is located at 2070 Peel Street in the Golden Square Mile, an affluent neighborhood at the foot of Mount Royal. The area is home to McGill University, the Montréal Museum of Fine Arts, and the McCord Stewart Museum. The busy neighborhood is a popular tourist spot, with retailers, hotels, condominium towers, and restaurants.

The club began as the Montréal Amateur Athletic Association (MAAA), when three competitive sports clubs merged. Its hockey team was the first to win the Stanley Cup in 1893, and went on to win again in 1894, 1902, and 1903. It also claimed Canada's first individual Olympic gold medalist, Étienne Desmarteau, who won the hammer throw in 1904. Acknowledging that 35 MAAA members had won gold medals since 1904, the 1976 Summer Olympics were held in Montréal. Who can forget Nadia Comăneci's perfect 10s at those games?

The club moved to its current site in 1905. In 1933, after acquiring adjacent land, it expanded from 40,000 square feet to 90,000. In the early 1970s, it enlarged the dining areas, added more squash courts, and completed a large-scale remodeling. Saved from bankruptcy in 1998 by a group of member shareholders, it was rebranded as MMA Club Sportif, and the fitness and wet areas were modernized. Today, it offers reciprocal access to exclusive private clubs worldwide.

Blending Old and New

When the existing structure was demolished, the front and north historical facades were preserved. The club now occupies three floors, with 31 floors of a condominium above. The management team and board of directors sold the air rights to finance the project and provide for those member shareholders who saved it from bankruptcy, Blanchet says.

The club now spans 50,000 square feet, 40,000 fewer than before. Inspired by the original building, the double-height lobby has a two-level architectural staircase. Blanchet endorses its modern, warm, airy environment. This complete reimagining has focused the club’s offerings in a smaller but smartly designed space, which respects its origins and location on Montréal’s legendary Golden Square Mile.

With high ceilings and more functional areas, the facility feels efficient yet ample. It features a large fitness area and seven studios with exclusive group exercise classes, including PowerWatts, Pilates on Reformer, and circus and aerial classes.

Members enjoy all-new Technogym equipment; a generous free weights section; personal and semi-private training; weight-loss programs; and running, biking, swimming, and triathlon clubs. The Sports Clinic provides physiotherapy and athletic therapy, massage, osteopathy, nutrition, and nursing and medical services. The club also offers squash, pickleball, basketball, aquatics, a 25-meter indoor pool, a whirlpool, steam room and sauna, a relaxation and recovery zone, an outdoor terrace and Restaurant Le 1881.

Since reopening three years ago, the club has attracted attention for its range of offerings. Memberships range from $225 per year, with memberships at $185 for seniors 70+ and student memberships at $195 for students aged 25 and under. About half of the members are executives aged 35 and older, and half are students.

“We often see members of different ages participating in the same classes or workout areas,” Blanchet says. “With the right programming, equipment and communication, we foster intergenerational connections.”

A Bold Move, a Major Investment

Why make such a drastic change to the facility? Since 2005, more than $5 million had been invested, and an additional $5 million to $8 million would be needed to bring the old club up to standards.

“It no longer made sense to invest such a large amount, disturb our members for several years, and not really get what we were looking for,” Blanchet states.

The best solution was to sell the air rights and completely redo the club. It vacated the premises in August 2019, returning in September 2023.

“The new space will allow us to grow and be at the forefront of the industry. For example, while the recovery, spa, and medical services existed in the old club, we have brought them to another level, allowing us to better serve our members and their guests.

“Since we were doing a complete overhaul, we first looked at our branding—adapting the old logo, changing our colors, our tag line, etc.,” he continues. “From there, we had a clear picture of what the club should look like and what our proposition should be.”

The executive team based the project on the experience of the old club and current local fitness needs and trends. Discussions commenced with the board and the architects to develop a facility that could be transformed to adapt with time, if need be.