27 Feb 2020
Fitness First Middle East plans 'radical new direction' and rapid expansion
BY Tom Walker
Fitness First Middle East is preparing for major expansion across the region, after announcing plans for a "radical new direction" with a range of next-generation club concepts.
The chain will open 10 new clubs – eight in the UAE and two in Bahrain – which look to cater to a growing demand for holistic fitness solutions across the region.
The new clubs will feature a host of pioneering exercise and club concepts for the region – including dynamic boxing classes that provide a "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.
Another new concept being introduced is Hot Studios, powered by an infrared heating system, which warms the body directly rather than heating the air.
According to George Flooks, CEO of Fitness First Middle East, the new concept clubs are part of a "robust expansion plan to meet demands for more clubs and advanced fitness solutions".
“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," Flooks said.
"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 spearheading innovation in the fitness industry across the Middle East.
"With the opening of our 10 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 first of the 10 new clubs is due to open in April at Marina Gate, Dubai and will be the brand’s 33rd club in the UAE and 23rd 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 expansion will also mean that women can take advantage of more private ladies-only offerings.
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 22 ladies-only gyms across the region.
Fitness First Middle East currently has more than 57 clubs across 49 locations in six countries – including the UAE, Bahrain, Jordan, Saudi Arabi and Kuwait. It is currently exploring franchise options in other territories.
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