Go Fly (styled and trading as Go) was the name of a British low-cost airline, founded by British Airways (BA) in 1998. It operated flights between London Stansted Airport and destinations in Europe. The airline was purchased from BA in a management buy-out backed by the private equity firm 3i in 2001. In 2002 it was bought by its rival EasyJet, and was merged into the airline's operations. Its head office was in the Enterprise House in London Stansted Airport in Stansted Mountfitchet, Essex.

Bob Ayling, CEO of British Airways, approached EasyJet founder, Stelios Haji-Ioannou, to ask whether he could visit claiming that he was fascinated by how the Greek entrepreneur had made the budget airline formula work. Haji-Ioannou not only agreed, but allegedly showed Ayling his business plan.

In November 1997 BA announced that, under the project name of Operation Blue Sky, it would launch its own low cost airline in order to meet the changing demand for air travel in Europe. According to Ayling, the new airline would, "quickly become a favourite with the budget traveller" via its pricing scheme and available flights. The new airline would be run separately from British Airways as a wholly owned subsidiary and would compete in the European low-cost carrier market, dominated by Ryanair, EasyJet and Debonair.

Barbara Cassani, who had been British Airways' General Manager in New York and had been credited with turning around the airline's flagging fortunes on the transatlantic market in the early 1990s, was chosen by Ayling to set up the new venture. The airline was named Go Fly Limited in February 1998 following a lengthy debate over how to choose a name that would best suit the positioning of this new airline, which was already facing challenges from EasyJet and Virgin Atlantic, among others.

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