Fitness club chain countersues Steve Nash for allegedly damaging its reputation

• Steve Nash suing to have name removed from B.C. fitness clubs

SNFW Fitness BC Ltd., which runs 21 gyms across British Columbia,has filed a counterclaim in B.C. Supreme Court, asserting that itretained the legal right to use what it calls the "Nashendorsement" after parting ways with its famous frontman in 2014.

"SNFW has and continues to suffer loss, damage and expense, including but not limited to damage to reputation and the cost of rebranding the SNFW business in the context of Nash's public repudiation of the Nash endorsement," says the counter lawsuit, which was filed in late 2016.

Nash's company sues over name

Nash's Arizona-based company, B & L Holdings, filed a lawsuitagainst SNFW Fitness in October, accusing it of illegally usingNash's brand after his relationship with two business partners fellapart two years earlier.

None of the allegations have been proven in court and none of theparties named in the legal actions responded immediately to requestsfor comment.

The original notice of civil claim filed by B & L Holdings saysthe company gave permission in 2006 for the unlimited use of Nash'sname and image to a firm responsible for running a pair of SteveNash Fitness Clubs.

The document says the legal agreement was transferred throughseveral companies, precipitated in part by Mastrov's purchase of anownership interest in the Sacramento Kings. NBA rules regulate theextent to which franchise owners can be in business with players,and Nash was with the Los Angeles Lakers at the time.

Nash, fitness chain split ways

The lawsuit claims that Nash has not received any compensationfor the use of his name and personal brand since he sold his sharesevenly to Mastrov and Schlemm in 2014.

In their response to the notice of civil claim, Mastrov andSchlemm say the company has the lawful and exclusive right by Nashto use his name, voice, signature, likeness and image within BritishColumbia.

The document alleges Nash knowingly sold his stake in the companyand that the rights transferred in that sale included the ability touse the Nash endorsement.

It says B & L Holdings received $1,871,180 in exchange for Nash'sshares.

Both sides are seeking unspecified damages and costs as part ofthe lawsuit.