FITNESS FIRST ANNOUNCES MAJOR EXPANSION PLANS WITH TEN NEW CLUBS SET TO OPEN ACROSS THE MIDDLE EAST THIS YEAR

The region’s leading health & fitness brand set for radical new direction and huge expansion plans across the Middle East with the opening of ten new clubs and more ladies-only facilities on the agenda

Eight new clubs will open in the UAE and two in Bahrain

The new concept clubs are part of robust expansion plans by the brand as it looks to meet demands for more clubs and advanced fitness solutions

Fitness First Middle East has announced major expansion plans across the GCC, with the opening of ten unique clubs, this year.

The fitness chain’s continued growth comes amid the Middle East’s widening interest and knowledge in health and well-being and a growing demand for holistic fitness solutions across the region. The brand will expand its regional footprint across strategic locations, ensuring communities have more access to fitness innovation and programmes, with an aim to have a club within a 5-minute commute from communities in each Fitness First market.

The first of the 10 new clubs is due to open in April at Marina Gate, Dubai, and will be the brand’s thirty-third club in the UAE and twenty-third in Dubai.

Other new locations set to open, include: Silicone Oasis and The Meadows in Dubai, Khalifa City in Abu Dhabi, Al Zahia in Sharjah, Ajman City Centre in Ajman and Oasis Mall and Bahrain City Centre in Bahrain. Current clubs in Dubai Festival City and Sahara Centre in Sharjah will also be relocated with brand new and improved concept clubs set to replace them.

The ambitious regional expansion will see the next generation of club in club concepts and fitness innovation come to life across Fitness First clubs around the region. A host of pioneering exercise and club concepts are set to further energise the brand, including dynamic boxing classes that provide sensory knockout; cubed and wall-less workout studios likened to a silent disco for fitness; and immersive indoor cycling experiences that draw on data visualisation technology and online gaming and Hot Studios, powered by ingenious infrared heating system that warms the body directly rather than heating the air.

The expansion will also mean that women can take advantage of more private ladies-only offerings, which provide a supportive, intimate and comfortable environment to work out in and educate themselves of the importance of wellness and fitness. The new Silicone Oasis, Dubai Festival City, Sahara Centre Sharjah and Bahrain City Centre clubs will all offer ladies-only sections and facilities, in addition for Fitness First’s existing and highly successful 22 ladies only gyms across the region.

The fitness chain gave a glimpse into the future of Fitness First Middle East back in November, with the opening of The Palm club at Nakheel Mall, Dubai which has been a huge success.           

As well as innovation, Fitness First will continue to deliver its renowned first-class facilities, including fully equipped gym floors with specialist zones, including cardio, freestyle, free weights and strength. Members across the GCC will have access to luxurious changing facilities, steam rooms and exclusive lounge areas to unwind and refuel on nutritious food and refreshments. The expansion will also welcome Fitness First’s Good Vibes app, a new member-exclusive lifestyle rewards program that offers users unlimited access to exciting discounts and special offers from 500 brands across the GCC, adding significant value to members, where the savings achieved from the programme far exceed the membership investment.

George Flooks, Chief Executive Officer of Fitness First Middle East, says: “We have entered this year with an enormous sense of pride and accomplishment, not only in the terms of our fitness offerings but also our profound legacy and commitment to our members. We have listened to the fitness community and the region’s ever-growing demand for fitness innovation and now we are tearing up the rulebook and taking the Fitness First brand in a radical new direction. With our club in club concept, we plan to disrupt the disruptors.

“Our strategic expansion plans have been developed with ingenuity, to ensure that we are a spearheading innovation in the fitness industry across the Middle East. With the opening of our ten unique clubs, we are elated that our continued regional growth is being embraced by people across the region with one objective in mind - to provide the best fitness and lifestyle experiences possible to each and every member, helping them to Go Further in fitness and in life.’

The Middle East’s health and fitness industry has seen great advancement over the past twenty years, as the public has become more aware about leading a healthier lifestyle, their knowledge about the fitness industry has grown and so have their demands.

Fitness First Middle East currently has more than 57 clubs across 49 locations, in 6 countries including the UAE, Bahrain, Jordan, KSA and Kuwait and is exploring franchise options in other territories.

With the expansion of its 10 new clubs in the UAE and Middle East, Fitness First aims to provide a new direction of fitness, with leading innovative concepts and studios but also educate its members and future generations on the importance of wellness and fitness.

ABOUT FITNESS FIRST

Fitness First Middle East is one of the region’s leading health and fitness company, owned and operated by Landmark Group, a leading retail organisation in the Middle East and India, with over 57 clubs across 49 locations in the Middle East located in the UAE, Bahrain, Saudi Arabia, Kuwait and Jordan. The brand offers world-class amenities including best in class equipment, free group exercise classes and personal training by internationally accredited fitness professionals.  

Fitness First’s pipeline for the region includes a club in Dubai Marina, Silicon Oasis and Ajman in the UAE; and Oasis Mall, Juffair in Bahrain. Fitness First is committed to providing members with easy access to fitness through establishing new clubs across the Middle East. 

Fitness First is also proud to bring the latest innovation in the fitness industry to its members including XFit, JUMP, TUFF, Fitness First Tri, Swim Academy, MYZONE, Hydro, Pound, Kube, Rush and many more. As well as the best in house equipment such as Reaxing Neuromuscular Training Equipment, Prime, Life Fitness, 3D scanner, BOX, Olympic weightlifting platforms, Wattbike, & more.  

In 2019, Fitness First Middle East was awarded ‘Best Loyalty & Rewards Program’ at the distinguished Customer Happiness Awards and ‘GCC Best Employer Brand Award’ at the 6th Edition of The GCC Best Employer Brand Awards & The Middle East HR Leadership Excellence Awards. Fitness First CEO, George Flooks was also awarded the prestigious ‘CEO with Human Resource Orientation Award’ by the World HRD Congress in the GCC Best Employer Brand Awards, and the Middle East Human Resources Leadership Excellence Awards. Fitness First, Bawabat Mall was awarded Favourite Fitness Club of the Year at the What’s On Awards 2019, and at the FIT Awards 2019, Fitness First staff won two awards, Male Personal Trainer of the Year and the Best Group Exercise Instructor.

Fitness First is a global brand that originated in the UK. Backed by an experience of over 17 years, the fitness chain has grown into a network of over 380 clubs and one million members globally in more than 15 countries worldwide.