Big-box & Mid-box
Insights

In 2024, Fitness First Middle East experienced remarkable growth, achieved record membership levels and established a forward-thinking approach that will solidify our status as the legacy player in the region. Looking ahead, we are embarking on an exciting transformation for the business, which includes the launch of six new clubs and the initiation of an extensive refurbishment program and product offering for our existing facilities. Behind the scenes, we are also enhancing our digital membership platform and ways of working with staff and communities to strengthen our position as the largest fitness operator in the UAE, while implementing a revamped growth strategy for the broader region. As our ownership, Landmark Group, celebrates its 50th anniversary in the Middle East, the combination of this milestone and fresh investments sets the stage for an exciting 2025 for the company. More generally I feel the industry faces significant challenges that many operators (of all sizes) may find daunting. Rising costs, high staff turnover, and intense competition are creating a landscape where sustainability is increasingly difficult. For many, consolidation may emerge as a viable path forward in 2025, allowing businesses to enhance operational efficiencies and better meet the needs of their clients. I think we will see much more of this in the coming period – it should be exciting for the sector. By coming together, companies can look to share resources and reduce central costs, attract and retain the best talent, and offer a wider array of services. As the industry continues to evolve, those who adapt to these changing conditions through collaboration and strategic partnerships may find themselves better positioned for success and stronger in our dynamic changing markets