Sport Society DXB

What Sport Society DXB does

Sport Society DXB is a sports mall concept headquartered and operating from a single flagship venue in Mirdif, Dubai, United Arab Emirates. Founded in 2017, the company operates as Sport Society LLC and positions itself as an integrated community destination combining sports facilities, retail, dining, and entertainment under one roof, targeting Dubai residents and visitors—primarily families, sports enthusiasts, health-conscious consumers, and corporate groups. The venue spans multiple categories: Move (ice skating arena, basketball, badminton, paddle tennis, escape rooms and gaming, gyms, bowling, cricket simulators, climbing, soft play), Shop (sports retail and equipment), Refuel (healthy dining, organic supermarket, cafés), Events (tournaments, DJ nights, seasonal festivals), and Beauty & Wellness (facials, hair, nails, yoga, nutrition, dental care).

The underlying infrastructure centers on a state-of-the-art, year-round NHL-standard indoor ice rink combined with multi-sport courts and a modern industrial aesthetic featuring exposed concrete, steel, and polished floors. The venue houses 35+ tenants across retail, F&B, sports, beauty, healthcare, and education categories, including Emirates Skating Club, First SC, Green Sport, FitnGlam, Dr. Nutrition, MUSE Dessert Cafe, Adore Beauty Lounge, Oregano, Burger Stack, Logiscool, Dr. Joy Dental Clinic, and Viva. Revenue is generated through a multi-stream model: recurring tenant rental income from leased retail and F&B space, transactional activity bookings (court rentals, skating sessions, coaching, lessons), event hosting (corporate events, birthday parties, tournaments, DJ nights, the Funtasia Eid Celebration), a points-based loyalty program redeemable across the ecosystem, and data-driven marketing services leveraging customer behavior, purchase history, and geolocation for tenant advertising. Distribution is direct-to-consumer through the physical venue, the sportsociety.com website, a WhatsApp Digital Concierge, social media (Facebook, LinkedIn, YouTube), and event marketing, with self-serve booking for ice skating via ssicerink.com.

Name

Sport Society DXB

Legal name

Sport Society LLC

Website

https://sportsociety.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Sport Society DXB is a Dubai-based sports mall in Mirdif combining a year-round NHL ice rink, multi-sport courts, escape rooms, 35+ retail and F&B tenants, and event programming for families, athletes, and corporate groups.

Ownership category

akta.pro rank

Product category

Sports & Entertainment Venue

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Outdoor Adventure & Action Sports Parks (Ski Resorts, Bike Parks, Skateparks) (MPAKAEAL)

Keywords

• Sports mall operations
• Ice skating arena
• Indoor sports facilities
• Mall tenant leasing
• Recreation entertainment venue

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Tenant Rentals: Sport Society generates revenue by leasing space to retail stores, dining options, beauty and wellness services, and sports equipment outlets. Tenants include fashion brands, sports retailers, health food outlets, and beauty salons.
2. Activity and Facility Bookings: Revenue from booking sports facilities including basketball courts, badminton courts, paddle tennis courts, ice skating arena, escape rooms, and other adventure activities. Fees charged for court rentals, lessons, coaching, and event hosting.
3. Events and Entertainment: Hosting of events including DJ nights at ice rink, corporate events, birthday parties, team building sessions, tournaments, and community gatherings. Events include Funtasia Eid Celebration with 8000 visitors.
4. Loyalty Program: Loyalty card program where customers earn points on purchases both in-store and online. Points can be redeemed for rewards, coupons, and vouchers within the Sport Society ecosystem. New signups receive 1000 points.
5. Data-Driven Marketing Services: Leveraging customer data including online browsing behavior, purchase history, geolocation, and preferences to provide personalized marketing communications and targeted advertising to tenants and partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Sport Society DXB is a sports mall concept in Mirdif, Dubai that operates a unified destination combining sports facilities (ice skating arena, paddle tennis courts, basketball courts, escape room/gaming), curated retail tenants, healthy dining options, beauty and wellness services, and event programming under one roof. The company generates revenue by leasing space to retail, dining, and service tenants and by directly operating sports facilities and hosting events for consumers, families, and corporate groups.

Product overview

Sport Society DXB is a sports mall concept in Mirdif, Dubai offering a unified ecosystem of sports, retail, dining, and entertainment experiences. The core offering comprises Move (sports activities including ice skating, paddle tennis, basketball, escape room/gaming, gyms, cricket, bowling, climbing), Shop (sports retail and equipment), Refuel (healthy dining and organic supermarket), Events (tournaments and entertainment), and Beauty & Wellness (healthcare and spa services). Supporting services include a Loyalty Program with points, Digital Concierge via WhatsApp, and event programming like DJ nights and seasonal festivals. The integrated approach enables visitors to move, refuel, shop, and cheer in a single destination.

Differentiator

Problem solved

Functional benefit

Products and services

• Ice Skating Arena A state-of-the-art, year-round indoor ice rink offering public skating sessions, skating lessons, figure skating classes, coaching, group packages for birthdays and team outings, and special events and tournaments. Bookings handled through the ssicerink.com platform.
• Paddle Tennis Padel tennis courts offering programs for kids, adults, and seniors, combining elements of squash and tennis in a social sporting experience.
• Basketball Courts Standard-sized courts with upgraded flooring for casual pickup games, organized matches, and coaching and training sessions for all skill levels.
• Operation Level Up Escape Room & Gaming Immersive gaming experience featuring paintball, laser tag, glow archery, target shooting, themed escape games (Mafia, Zombie), and Terminal experience for team building and entertainment.
• Move Activities Comprehensive sports facilities including badminton courts, gyms, bowling, cricket simulators, climbing walls, arcades, gymnastics, and soft play areas for children.
• Events & Entertainment Regular events, tournaments, and entertainment programming including DJ nights at the ice rink, seasonal festivals, and community gatherings such as the Funtasia Eid Celebration.
• Loyalty Program Customer loyalty card program offering points for in-store and online purchases redeemable for rewards, coupons, and vouchers, with 1000 welcome points for new registrations.

Quantifiable outcome

• 8000 visitors during Funtasia Eid Celebration 2026
• +1 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered minor.

• Leader GroupminorOthersLeader Group is mentioned as the company powering the Sport Society website (footer credit: 'Powered by Leader Group'). This appears to be a technology/website development partnership rather than a core business partnership.
• Ascend SportminorChannel Partner/ Reseller/ DistributorUpcoming tenant at Sport Society offering sports-related retail or services. Listed among upcoming tenants including Ascend Sport, Aqua Leader, On Plan, Dhamaka, Ayur Care, and Wellfit.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Zayed Sports City: UAE sports and recreation complex in Abu Dhabi combining stadiums, sports facilities, and event venues; comparable as a multi-sport destination in the same country.
• Dubai Sports City: Free-zone sports community in Dubai with cricket, golf, football, and tennis facilities; comparable as a multi-sport UAE destination competing for sports enthusiasts.
• Fitness Time (NuYu): Large MENA fitness center chain offering sports facilities, classes, and wellness services; comparable as a regional fitness/recreational sports operator.

Direct peers

• Go Sport: Middle East sports retailer offering sporting goods, equipment, and active lifestyle services; comparable tenant/adjacent to Sport Society's retail mix.
• Sun & Sand Sports: UAE sports retailer with stores in major malls selling sportswear, equipment, and fitness gear; comparable as a sports-focused retail tenant profile in the same geography.
• Hub Zero: Dubai-based indoor entertainment and gaming destination offering immersive experiences comparable to Sport Society's Operation Level Up and event-driven footfall model.
• Adventure HQ: UAE-based sports and adventure retail and activity concept offering climbing, sports, and active lifestyle experiences under one brand.

Broad incumbents

• Majid Al Futtaim (Mall of the Emirates / City Centre): Regional mall operator that owns the adjacent Mirdif City Centre; comparable as a Dubai mall operator competing for sports/family tenants and footfall.

Emerging players

• Just Play (UAE): UAE-based indoor sports and activity facility for kids and families; comparable as a sports-focused activities operator in the same Dubai market.
• IMG Worlds of Adventure: Dubai-based destination entertainment venue combining rides, attractions, and themed experiences; comparable as a single-location, experience-driven draw on discretionary family spending.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@sportsocietydxb
• Facebookfacebook.com/sportsocietydxb
• LinkedInlinkedin.com/company/sportsocietydxb
• Xx.com/SportSociety4

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sport Society DXB