Our Story

This Is Us.


On the day our daughter was born in 2018 we took a leap of faith and began a family-run Regina-based business. After working in the sale-pushing, penny-pinching, soul-crushing confinement of the corporate world for years (maybe you know the feeling), we went out on our own to offer an option that addressed the needs and concerns expressed by the fitness community of Saskatchewan - a carefully curated selection of quality products backed by timely, professional, and responsive service. 

Fast forward to today, with service and sales across Canada and the US, we couldn’t be more pleased with our decision to open 306 Fitness! While the adventure of entrepreneurship is wild and challenging and unpredictable, having the flexibility and freedom to back only the brands and people we believe in, work hours that allow our family to be together, and respond directly to what the community asks for without having to jump through bull$hit corporate hoops makes every obstacle that much more satisfying to conquer! 

Meet Our Main Players

Dayton Martell, Owner & Managing Partner


Dayton is a small town guy with small town values and big ideas. Dayton has nearly 10 years under his belt of experience in commercial and residential fitness service and sales. He has been the muscle, knowledge, and day-to-day managing partner of 306 Fitness since day 1. He has put in tireless hours to create a foundation for a business that 306 Fitness can be proud of.

His greatest weakness is also his greatest asset. Dayton’s genuine nature builds a sense of trust with our fitness community - he is adamant on selling high quality (low margin) products versus low quality (high margin, money-making) products. Dayton is a true matchmaker - he will always recommend the right fit even if it means less money in our pockets. This commitment to value and integrity will always set 306 Fitness apart from others. 

When Dayton isn’t crushing 306 Fitness he is busy having dance parties with his daughter & son, riding his motorcycle, taking his pup outside, and spending time with family. 


Cody Lloyd, Chief Executive Officer


Cody is the go-to if you want to get $hit done and get it done now. She manages the online sales and service platforms, social media platforms, administration and finances, marketing, and the team’s overall wellbeing (HAHA). Without her, 306 Fitness would be crying in a ball on the floor.

Cody has a colourful professional and educational background with a Masters degree in Public Health specializing in Indigenous peoples’ health and over 15 years of sales and supervisory experience. She predominantly worked in community based Indigenous health research, but has worked everywhere from correctional facilities to your local sustainable boutique. Cody has also shared her knowledge as an instructor at First Nations University. 

When Cody isn’t crushing 306 Fitness she is busy baking with her daughter, chasing around her son, dining out locally with her pals, crushing a workout, and volunteering with local dog rescue CC RezQs.


Shane Ashby, General Manager & Commercial Equipment Specialist

 Shane Ashby stands in front of 306 Fitness building with a smile


Shane is the greatest thing to happen to 306 Fitness since joining the team in 2021. Shane is the General Manager & Commercial Equipment Specialist. He takes care of coordinating, scheduling, receiving, delivering, installs and much, MUCH more. Shane consistently goes above and beyond what you could ever expect and we absolutely hit the jackpot when he quit his stable job of 8 years with the YMCA of Regina to join our adventure!

When Shane left the YMCA, people cried. It took less than a week of working with Shane to understand why.

Shane has a sense of humor drier than the desert, which makes any joke he makes 10x funnier. He is up for literally anything and has an absolute heart of GOLD - he will take on any challenge, try any snack you throw at him, and hang with our kids when they pop by the shop. By no surprise at all, Shane is known to volunteer his time as a Certified Personal Trainer at local gyms around Saskatchewan. Shane is also an avid sports enthusiast and player. 

His core values have aligned with ours since day one. He treats everyone he meets honestly and fairly. We are so grateful he took a chance on us and are thankful for every day we get to work with this stellar guy! Not only is he a 10/10 employee, he is an absolute gem of a friend.