Fitness First, the largest and most trusted health and fitness brand in the GCC, has unveiled a bold and forward-thinking expansion strategy, marking a new chapter in its commitment to revolutionizing the fitness landscape in the region. This move comes as the brand celebrates the 50th anniversary of its parent company, Landmark Group, making it a momentous occasion in the brand’s history. The strategy not only includes opening four new cutting-edge clubs but also enhancing existing facilities to align with the brand’s fresh vision and strategy. This comprehensive approach solidifies Fitness First’s position as the leader in the health and fitness industry across the GCC.
Expanding the Fitness First Footprint in the GCC
As part of its ambitious plan, Fitness First will open four state-of-the-art clubs by the end of the year, with two more scheduled for 2025. These new clubs will be located in prime urban locations, catering to the growing demand for premium fitness services in the region. Dubai will see two flagship clubs opening in Business Bay and Dubai Media City, while Abu Dhabi welcomes new clubs at Al Wahda Mall and Forsan Central Mall. The remaining two locations, set to be revealed in 2025, will further solidify the brand’s presence in the region’s most sought-after destinations.
Each new club is designed to offer a superior fitness experience, featuring cutting-edge fitness technology and an extensive range of advanced equipment, ensuring that everyone, from beginners to seasoned athletes, has access to top-notch facilities. With dedicated studios for boxing, Reformer Pilates, cycling, and Group Exercise classes, alongside functional training areas and outdoor gym spaces, members can enjoy a dynamic and diverse workout experience. The Dubai clubs will include swimming pools, cold plunge pools, and treatment rooms focused on recovery, while the Abu Dhabi clubs will provide exclusive ladies-only facilities, catering to the unique needs of female members.
Beyond the new clubs, Fitness First is also enhancing its existing facilities, incorporating the latest design concepts to ensure a cohesive, premium environment across all locations. These updates reflect the brand’s commitment to providing a unified and elevated fitness experience for all members.
Collaborating with Global Design Agency LXA for an Enhanced Member Experience
In line with its new strategic direction, Fitness First has partnered with the globally renowned design agency, LXA, to lead the transformation of its clubs. This collaboration is central to the brand’s vision of offering an unparalleled fitness experience that places the member at the heart of every decision.
LXA’s expertise and extensive industry experience have been instrumental in shaping the new look and feel of Fitness First’s clubs, ensuring that the design and atmosphere reflect the brand’s elevated standards. This new approach is focused on enhancing the member journey, making each visit more engaging, comfortable, and enjoyable. From the moment members step into the club, they will be greeted by a modern, cutting-edge environment, tailored to meet their fitness goals and lifestyle needs. Every element, from lighting to layout, is designed to create an inviting and motivating space, encouraging members to stay active and committed to their wellness journey.
Pioneering the Fitness Industry in the GCC and Beyond
As the leading fitness brand in the GCC, Fitness First has established itself as a pioneer in the industry, setting the benchmark for excellence in health and wellness. With nearly two decades of experience in the UAE and the broader GCC, Fitness First has consistently evolved to meet the changing needs of its members and the growing demand for premium fitness services.
The brand’s expansion strategy is not limited to the UAE. Fitness First is actively exploring new sites and acquisitions beyond the GCC, with a focus on further enhancing its presence in the region and beyond. This includes strategic partnerships and acquisitions that will allow the brand to continue delivering world-class fitness solutions to an even larger audience.
Mark Buchanan, CEO of Fitness First, shared his excitement about the brand’s future, stating, “As the largest operator in the UAE, our new clubs and enhanced facilities reflect our commitment to providing our members with the best possible environment to achieve their fitness goals. With these initiatives, we are not just expanding our footprint; we are redefining what it means to be a leader in health and wellness across the GCC.”
Innovative Features That Set Fitness First Apart
One of the key factors that distinguish Fitness First from its competitors is its dedication to offering innovative features that enhance the overall member experience. From state-of-the-art equipment to specialized training programs, Fitness First clubs are designed to provide a holistic approach to fitness and wellness.
Each club boasts a wide array of fitness equipment, from the latest cardio machines to advanced weight training stations. Members can also take advantage of functional training areas, outdoor gym spaces, and specialized studios for boxing, Pilates, and more. Additionally, Fitness First offers a variety of Group Exercise classes, ensuring that members have access to diverse and engaging workout options.
Recovery is also a top priority at Fitness First, with clubs in Dubai offering cold plunge pools and treatment rooms designed to support muscle recovery and overall wellness. These features, along with personalized training options, make Fitness First a one-stop destination for all fitness needs.
For female members, the ladies-only facilities available at the Abu Dhabi locations provide a safe and comfortable environment to pursue their fitness goals. These exclusive areas are designed to cater to the specific needs of women, offering privacy and access to female trainers for a more personalized experience.
A Future-Focused Vision for Fitness in the GCC
As Fitness First continues to expand its footprint across the GCC, the brand remains committed to its core values of innovation, excellence, and community. The new clubs, enhanced facilities, and partnerships with industry-leading experts reflect Fitness First’s dedication to providing an unparalleled fitness experience for its members.
Looking ahead, Fitness First is poised to lead the next chapter of growth in the region’s fitness industry. With a strong focus on member satisfaction, cutting-edge technology, and world-class facilities, the brand is well-positioned to continue setting new standards for health and wellness in the GCC and beyond.
