Fitness First is fully committed to the UAE.
What’s happening: The global brand, which is operated regionally by Landmark Group, has announced six new clubs in Dubai and Abu Dhabi, with more in the pipeline.
I got fired up. In addition to the new location, Fitness First Middle East will renovate all 56 existing locations, upgrading their facilities and adding new facilities for fitness screening, outdoor and functional areas, ice baths, saunas, boxing, Pilates and cycling. Add a studio.
CEO Mark Buchanan is reinvesting in experience and believes this change will reshape the sector.
“We are not just expanding our footprint, we are redefining what it means to be a leader in health and wellness across the GCC.”
fitness thirst
Dubai’s fitness market is predicted to reach $1 billion by 2030 as it races to become the world’s new wellness capital. Also, that premium sector is taking shape.
Warehouse Gym plans to expand from 10 to 40 clubs over four years. Wellfit will open its fourth luxury Dubai center in the fourth quarter of 2024. Equinox has developed two luxury wellness resorts in Saudi Arabia, and in Dubai, SIRO, which focuses on fitness and recovery, opened this year.
Meanwhile, as self-esteem brand Anytime Fitness opens its first club in Dubai this year, multiple chains, including the amenity-rich Gymnation and the no-frills Pure Gym Arabia, are shutting out people in the high price range. and plans to grow.
Bottom line: The line between premium and HVLP is blurring as carriers reevaluate formats to meet the needs of exercisers. For Fitness First and other luxury brands in the GCC region, continued growth requires making their value undeniable.
