Fitness First is all-in on the UAE.

What’s happening: The global brand, regionally operated by Landmark Group, announced six new clubs for Dubai and Abu Dhabi, with more in the pipeline.

Fired up. Along with new locations, Fitness First Middle East will revamp all 56 existing sites, upgrading equipment while adding fitness screenings, outdoor and functional areas, ice baths, saunas, and studios for boxing, Pilates, and cycling.

Reinvesting in experience, CEO Mark Buchanan believes the shifts 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

Vying to become the world’s new wellness capital, Dubai’s fitness market is projected to reach $1B by 2030. And its premium sector is shaping up.

• Warehouse Gym plans to expand from 10 clubs to 40 in four years.
• Wellfit will open its fourth luxe Dubai center in Q4 2024.
• Equinox is developing two luxury wellness resorts in Saudi Arabia, and Dubai’s fitness and recovery-focused SIRO opened this year.

Meanwhile, multiple chains are attracting those locked out of high prices, with amenity-rich GymNation and no-frills PureGym Arabia plotting growth, as Self Esteem Brands’ Anytime Fitness opens its first Dubai club this year.

Takeaway: As operators reassess formats to meet the needs of exercisers, premium and HVLP boundaries are blurring. For Fitness First and other upscale brands in the GCC region, continued growth requires making their value undeniable.