31 May 2016
FFME opens first standalone studio
BY Tom Walker
Fitness First Middle East has opened its first ever standalone studio not attached to a traditional health club.
The 800sq m (8,611sq ft) studio in Dubai has a three-in-one concept. XFit (CrossFit-style), X:30 (HIIT) and BoxX (boxing themed) classes – among many others – are offered across three zones: LIFT, BOX and HIIT.
“As a business we wanted to explore new models away from the traditional and standard Fitness First health club concept,” George Flooks, COO for Fitness First Middle East and North Africa, told Health Club Management.
“The market in the Middle East is rapidly growing and evolving and our market data showed us there was a need from consumers for a boutique studio box concept model.”
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