Heartline Fitness: Our Social Purpose

Across Heartline Fitness we feel a deep-rooted responsibility to serve others; it’s part of our DNA. We bring this passion for caring and service to our customers every day. And we are dedicated to charitable causes and we recognize, share and reward all year long at company events.

In 2018 Heartline learned about #FirstServeOthers, the Social Purpose effort of our parent company, FirstService Corporation (FSV). It is a simple, yet powerful combination of their deep rooted responsibility to serve others and a natural affinity for charitable good works.

We share the same passion for service and were eager to craft our own Social Purpose. We wanted to combine our fitness knowledge and desire to help others design and manage facilities that encourage and enable a fit lifestyle. The result does that and also incorporates our desire to help children live better lives through exercise. Heartline’s Social Purpose is Childhood Obesity Awareness & Prevention.

We want to encourage, support and enhance our local efforts and inspire others to engage and contribute. The Heartline Fitness family is committed to harnessing our extraordinary culture to drive and affect change in the health of our own community. #FirstServeOthers

About Heartline’s Social Purpose – How It Works

To further our Social Purpose goals – Childhood Obesity Awareness & Prevention – we are focusing on organizations in the local regions where Heartline does business – from Maine to Miami. We will find groups that promote child health and exercise who need the kind of support we can offer. Schools, Boys’ & Girls’ Clubs, just for a start.

Rather than simply replace a broken treadmill here and there, we want to pick facilities where we can really have an impact. Childhood obesity has more than doubled in children as young as six years old. It is a health epidemic in 2018 – and we want to help and enhance efforts to fight childhood obesity, and the conditions related to it. #FirstServeOthers


Student Athlete Recovery & Rehab Center for Lassiter High School (Cobb County, GA)

After hearing about Heartline’s Social Purpose program, Ashley Kirby, a physics teacher and a coach of Lassiter’s Cross Country and Track teams, got in touch with us with a wish. A vision really. She wanted a space where she could provide both rehabilitation and injury prevention training for her runners.

A few weeks later, in July 2018, Heartline found the type of equipment Ashley and her school needed during a complete rehab of a condominium community’s fitness center. BINGO – Lassiter’s new rehab space. When we told Ashley, she replied via email “Thank you so much!!!! This is such amazing news.”

After we cleaned up and did a safety check of the equipment, Heartline delivered and installed the following: an elliptical,  treadmill, and recumbent bike – everything she asked for – PLUS, a FreeClimber, a Rowing Machine, a Peloton Bike and 3 strength pieces including a multi-station gym and some dumbbells, kettlebells and club mats. #FirstServeOthers


Norview & Lake Taylor High Schools, Norfolk County, VA

Another place where we were able to make a real difference was another school system in July 2018. Heartline contacted the purchasing office of Norfolk (Va.)  Public Schools and they shared our offer with their schools. Stephen Suttmiller, Senior Athletics Coordinator, reached out right away. He had two schools in desperate need of both cardo and strength equipment. Theirs were broken and possibly even unsafe to have in the gyms.

Quickly we were able to put together 4 machines for donation to the two schools. Norview High School got the cardio — an Elliptical and a Bike; Lake Taylor High School got the strength equipment – a Lat/low rower machine and a Leg extension /leg curl machine for its athletes.

Both schools were pleased and surprised to get replacements for their failing equipment so quickly. #FirstServeOthers


Women Giving Back – Clothing Drive & Volunteer Force

Heartline also partners with its sister companies and others in the fitness industry to further similar goals.  In June 2018, we joined Ray Tate of FirstService Residential Washington DC Metro, in collecting donations for the Women Giving Back organization. Women Giving Back assists women and children in shelters and transitional programs get back on their feet.

Many Heartliners donated dozens of bags of clothes for women and children. Heartline’s CEO, Bob Burgess spent the day at the distribution center sorting and displaying the items. Watch the video. #FirstServeOthers