Leveling The Playing Field: How Rocky Health Is Tackling Men’s Wellness—One Team @ A Time

From the stands to the locker room, men’s health is getting a much-needed spotlight thanks to Rocky Health—Canada’s leading digital men’s wellness platform. In a bold new move, Rocky has partnered with the Toronto Argonauts to break down stigmas, promote proactive care, and redefine what it means to show up for your health.

In this Q&A, we speak with CEO Aba Anton about how Rocky is using sports to start deeper conversations, the future of digital care, and why this moment marks a cultural shift in how men across Canada connect with their well-being. —Noa Nichol

How did the partnership with the Toronto Argonauts come together, and what does it mean for Rocky Health’s mission?

This partnership was built on shared values – resilience, leadership, and showing up for ourselves and others. From the start, it was clear that the Toronto Argonauts weren’t just open to the conversation around men’s health; they were eager to help lead it and change its narrative. As the team’s Official Men’s Health Provider and jersey patch partner, Rocky Health is proud to be embedded into the heart of the CFL, using this national platform to break down stigma, normalize help-seeking behaviour, and encourage proactive care.

This marks your third major sports collaboration. Why is the world of sports such a powerful platform for men’s health advocacy?

Sports are deeply embedded in the Canadian identity, and they’re a place where men show up consistently. Whether they’re in the stands, watching from home, or on the field, sports connect and build communities. For Rocky, it’s a natural place to meet men and start important conversations. By integrating into major leagues, we’re shifting perceptions of health from something clinical or reactive to something men engage with proudly and proactively.

What are some of the biggest stigmas or misconceptions surrounding men’s health today, and how is Rocky Health working to break them down?

One of the biggest misconceptions is that prioritizing your health is a sign of weakness, or that help-seeking is something men should delay or avoid. We’re dismantling that mindset. True strength isn’t just physical, it’s about showing up for yourself, your family, your team and your future. By prioritizing areas that men struggle with – like ED, hair loss, weight loss, mental health and more – we’re making care easier to access and talk about. Men’s health is often misconceived as being solely about physical health, but it goes far beyond that. True wellness includes mental, emotional, and social well-being—areas that are just as critical but too often overlooked.  Through partnerships, honest storytelling, and an accessible platform, we’re reframing health as strength, not a setback.

How does Rocky aim to meet men “where they are”—and what role does digital access play in removing traditional barriers to care?

Meeting men “where they are” means showing up in their routines, in their culture, and through tools they already use, and most importantly, in their day-to-day lives. For many men, sports are a key point of engagement, whether watching a game at home, supporting their favourite team or participating themselves. By partnering with iconic sports teams, we’re able to connect with men in these familiar settings, opening the door to conversations about health and wellness. Alongside this, our fully integrated platform, combining clinical care, pharmacy, and digital tools, removes barriers such as long wait times, multiple appointments, and awkward handoffs. The result is frictionless healthcare with doctor-trusted solutions, personalized to you.

What kind of feedback have you received from male users engaging with Rocky through sports partnerships like this one?

The response has been overwhelmingly positive. We’ve heard from men who say they felt seen for the first time, or who reached out because they saw Rocky at a game and finally felt comfortable taking the first step. Interestingly, we’re also seeing a significant number of women reaching out on behalf of their partners -which speaks to the role loved ones play in supporting men’s health journeys.

Can you share how Rocky Health’s platform is redefining what the healthcare experience looks like for men in Canada?

We’re simplifying and modernizing the experience – no waiting rooms, no unnecessary steps, no judgment. From digital consults to at-home delivery of medications, everything is streamlined. But it’s more than convenience, it’s about reimagining care as something men engage with on their terms, and on their timeline, with support from trusted professionals every step of the way.

What do you believe still needs to change—within the healthcare system or culturally—to better support men’s well-being?

Culturally, we need to normalize vulnerability and dismantle outdated expectations around masculinity, including the idea that strength is purely physical. True strength includes being proactive about your health and open about your needs. Within the system, we need more accessible, integrated care, especially for preventative and mental health services. Rocky Health is working to fill that gap and lead the charge.

Tell us about Rocky Health’s founding vision. What gap in the market were you aiming to fill, and how has that evolved since launch?

Rocky was founded by three childhood friends who saw firsthand how the healthcare system often fails men, through disjointed services, long delays, and a lack of personalized support. With a background in medicine and pharmacy, we saw the gap and launched with a mission to create stigma-free, streamlined care for men. Since then, the vision has evolved to become even more proactive, holistic, and culturally engaged through partnerships, storytelling, and community.

How do you plan to continue expanding Rocky’s presence across Canada—especially within the sports and wellness space?

We’re just getting started. Sports will continue to be a key part of our strategy, not just for visibility but for meaningful engagement. We’re looking to build out more local partnerships, amplify health education through athletes and teams, and expand our reach across all provinces and territories. At the same time, we’re growing our service offering to better support men across every stage of their health journey – there’s a lot more to come.

What’s your ultimate hope for how Rocky will influence the next generation of men when it comes to taking charge of their health?

We want the next generation to view health as a core part of who they are, not an afterthought. Our goal is to help young men grow up in a world where asking for help is a sign of strength, not weakness; where care is part of their everyday life, not something they only think about when there’s a problem. If Rocky can play a role in building that future, we’ll have done our job.