Dubai Active

What Dubai Active does

Dubai Active operates the Middle East's leading annual health, fitness and wellness exhibition, held at the Dubai Exhibition Centre at Expo City (next edition 30 Oct – 01 Nov 2026). Founded in 2016 and organized by IEG Events Middle East L.L.C. — a Dubai-based subsidiary of IEG Middle East (Italian Exhibition Group) — the company runs a single annual three-day show co-located with Dubai Muscle Show and endorsed by the Dubai Sports Council. Across 35,000 sqm it brings together more than 450 exhibiting brands and over 45,000 attendees, comprising fitness enthusiasts, retail buyers, distributors, gym operators, and industry decision makers.

The core product is the Dubai Active Show itself, comprising the main Exhibition, the Active Arena, Main Fitness Stage, Dubai Active Talks, Yoga & Pilates Studio, combat sports competitions (Team Nogueira Future Champions), fitness competitions (HYROX 365 powered by GymNation, GO Sport Battle of the Brands), and instructor training (ZUMBA, STRONG Nation). Supporting services include the Exhibitor Portal for booth management, a B2B Matchmaking App for networking, VIP Buyers Lounge, CEO Forum, and the UAE Health & Fitness Industry Report. Underlying technology is described as an event management and exhibition platform; no proprietary AI, software products, or data flywheel are disclosed.

Dubai Active monetizes through four one-time revenue streams: direct consumer ticket sales (via dubaiactiveshow.com and Virgin Megastore), exhibition stand bookings (standard and premium), bespoke sponsorship packages (Wellness First, The Beemine Lab, Seissense, SWEAT, REPZERO, Going All In, G8TS, Bluewater, Battle Cancer), and premium networking functions. GTM is event-driven, hybrid B2C/B2B, targeting both fitness consumers and fitness/wellness brands across the GCC.

Name

Dubai Active

Legal name

IEG Events Middle East L.L.C

Website

https://dubaiactiveshow.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Dubai Active operates the Middle East's leading annual health, fitness and wellness exhibition, organized by IEG Events Middle East L.L.C., serving 45,000+ attendees, 450+ exhibiting brands, retailers, distributors, and gym operators across the GCC.

Ownership category

akta.pro rank

Product category

Fitness & Wellness Events

NAICS

Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Health, Wellness & Fitness Expos (MPAGAFAF)

akta.pro secondary industries

Consumer & Public Shows (B2C) Organizers (THAHABAC), Retail, Consumer Goods & Lifestyle Shows Organizers (THAHABAJ), General Consumer Expos & Trade Shows (MPAGAFAA)

Keywords

• Fitness exhibitions
• Wellness events
• Trade show services
• Exhibition management
• B2B event networking

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Direct consumer ticket sales for attendance to the fitness and wellness exhibition, including access to workouts, competitions, exhibitions, and educational sessions
2. Exhibition Stand Bookings: Revenue from brands booking exhibition space to showcase products and services to attendees, including standard booth placements and premium positions
3. Sponsorship Packages: Bespoke sponsorship packages offering brand visibility, VIP networking access, and various activation opportunities at the event
4. Networking Functions: Premium networking events including CEO Forum, B2B Matchmaking App access, VIP Buyers Lounge, and Official Networking Party for exhibitors

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Dubai Active organizes and hosts the Dubai Active Show, an annual large-scale fitness and wellness exhibition held at Dubai Exhibition Centre, Expo City. The company sells consumer tickets for event attendance, exhibition stand space and bespoke sponsorship packages to fitness, wellness, and lifestyle brands, and provides premium B2B networking functions (CEO Forum, VIP Buyers Lounge, B2B Matchmaking App) connecting exhibitors with C-Suite executives, retailers, and distributors across the Middle East.

Product overview

Dubai Active is the Middle East's leading health, fitness and wellness event—a large-scale exhibition and experiential show rather than a software product. The core offering is the Dubai Active Show itself, a three-day event held at Dubai Exhibition Centre featuring the main Exhibition (400+ brands across apparel, nutrition, technology, equipment, wellness), the Active Arena, Main Fitness Stage, Dubai Active Talks, Yoga & Pilates Studio, combat sports competitions (Team Nogueira Future Champions), fitness competitions (HYROX 365, GO Sport Battle of the Brands), and instructor training programs (ZUMBA, STRONG Nation). Supporting services include the Exhibitor Portal for booth management, B2B Matchmaking App for networking, VIP Buyers Lounge, CEO Forum, and the UAE Health & Fitness Industry Report. The show attracts 45,000+ attendees, 2,000+ competitors, and 450+ exhibiting brands across 35,000 sqm.

Differentiator

Problem solved

Functional benefit

Products and services

• Dubai Active Show (Consumer Tickets) Consumer tickets providing access to the annual Dubai Active Show featuring competitions, free workouts, talks, workshops, and exhibition across 35,000 sqm with 450+ exhibiting brands. Targeted at individual fitness enthusiasts and health-conscious consumers.
• Exhibition Stand Bookings B2B service enabling fitness, wellness, and lifestyle brands to book exhibition space (standard booth placements and premium positions) at the Dubai Active Show to showcase products and services to 45,000+ attendees including consumers, retailers, distributors, and gym owners.
• Sponsorship Packages Bespoke sponsorship packages offering brand visibility, VIP networking access, and various activation opportunities (Platinum, Gold, Main Stage tiers) for brands seeking premium exposure at the Dubai Active Show.
• GO Sport Battle of the Brands Live pitch showdown where top performance brands compete for a retail partnership with GO Sport, including a 6-week activation space at GO Sport stores, activation investment, and mentorship from GO Sport Leadership Team. Winners receive placement at Mall of the Emirates, Dubai Mall, and online retail.
• B2B Matchmaking App Networking tool enabling exhibitors to connect directly with key decision-makers, retailers, distributors, and C-Suite executives through premium networking functions at Dubai Active.
• VIP Buyers Lounge Exclusive networking space providing quality attendance with C-Suite Executives and key decision makers in the fitness and wellness industry.
• CEO Forum Premium networking function connecting exhibitors with CEO-level executives and key industry decision makers at Dubai Active.
• Dubai Active Exhibitor Portal Online portal for exhibitors to access the Exhibitor Manual, supporting documents, and order forms for their stand at Dubai Active.
• ZUMBA Instructor Training Introductory ZUMBA instructor training session led by Zumba Education Specialist Ana Georgez, teaching the ZUMBA formula and four basic rhythms.
• STRONG Nation Instructor Training STRONG NATION instructor training led by Lead Master Trainer Ai Lee Syarief and Special Guest Master Trainer Umar Syarief.
• UAE Health & Fitness Industry Report Comprehensive industry report providing detailed analysis of KPIs, market trends, and participant feedback from each edition of Dubai Active.

Quantifiable outcome

• 250,000 AED in product sales at single event for exhibitors
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core and minor.

• GO SportcoreGTM or Marketing Partner · 1 January 2024GO Sport Battle of the Brands is a live pitch competition where top performance brands compete for a retail partnership opportunity including 6-week activation space at GO Sport stores, activation investment, and mentorship from GO Sport Leadership Team. Winners receive placement at Mall of the Emirates, Dubai Mall, and online retail.
• Dubai Sports CouncilcoreStrategic or Co-development PartnerStrategic partner providing institutional support and endorsement for the Dubai Active event. His Highness Sheikh Mansoor bin Mohammed bin Rashid Al Maktoum launched the Dubai Sports Sector Strategic Plan 2033, positioning Dubai as the world's top sporting city by 2033.
• IEG Middle EastcoreStrategic or Co-development PartnerOrganizer of Dubai Active Show, a leading international events company specializing in fitness, wellness, and lifestyle exhibitions. Manages all aspects of event organization including exhibitor management, venue coordination, and marketing.
• Dubai Muscle ShowminorStrategic or Co-development PartnerCo-located fitness event running alongside Dubai Active, creating a comprehensive fitness and wellness experience for attendees with complementary focus on bodybuilding and muscle-focused fitness.
• Wellness FirstminorChannel Partner/ Reseller/ DistributorPlatinum sponsor of Dubai Active Show, providing wellness-related sponsorship support and brand visibility at the event.
• SeissenseminorChannel Partner/ Reseller/ DistributorOfficial PFAS Free Partner and Platinum Sponsor, showcasing sustainable athleisure at Dubai Active.
• Battle CancerminorChannel Partner/ Reseller/ DistributorStrategic partner collaborating on cancer awareness through fitness initiatives at the event.
• GymfluencersminorChannel Partner/ Reseller/ DistributorCommunity partner supporting fitness influencer engagement and community building at Dubai Active.
• Indian Women in DubaiminorChannel Partner/ Reseller/ DistributorCommunity partner supporting women's fitness initiatives and community engagement.
• REPZEROminorChannel Partner/ Reseller/ DistributorGold sponsor at Dubai Active, showcasing Italian-made activewear and athleisure products.
• Going All InminorChannel Partner/ Reseller/ DistributorMain Fitness Stage Sponsor at Dubai Active, promoting their UAE-based apparel brand.
• BluewaterminorChannel Partner/ Reseller/ DistributorSustainability Partner providing premium hydration solutions through their Flow Station, delivering 99% pure filtered water to reduce single-use plastic at the event.
• Lovin DubaiminorChannel Partner/ Reseller/ DistributorMedia partner covering Dubai Active event and promoting fitness content in the region.
• Dubai Active IndustryminorChannel Partner/ Reseller/ DistributorMedia partner focused on Dubai Active industry news and B2B fitness sector coverage.
• SheRunsminorChannel Partner/ Reseller/ DistributorStrategic partner presenting women's fitness initiative through stand at Dubai Active, spotlighting run and community programs.
• SWEATminorChannel Partner/ Reseller/ DistributorGold sponsor bringing women's fitness app and global community to Dubai Active 2025, featuring Kayla Itsines.
• The Beemine LabminorChannel Partner/ Reseller/ DistributorPlatinum sponsor showcasing CBD dermocosmetics and natural wellness products at the event.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• IWF Shanghai (China International Wellness & Fitness Expo): Asia's leading fitness industry trade show held annually in Shanghai, China. Comparable as a large-scale fitness and wellness exhibition attracting international brands, distributors, and fitness enthusiasts across the Asian region.
• FIBO Global Fitness: The world's leading trade show for fitness, wellness, and health, held annually in Cologne, Germany. Directly comparable as a B2B/B2C fitness and wellness exhibition serving exhibitors, retailers, and consumers, though it operates at significantly larger global scale than Dubai Active.
• FitExpo (Los Angeles): Major US consumer fitness expo held annually in Los Angeles featuring competitions, workshops, and brand exhibitions. Comparable as a consumer-facing fitness exhibition with strong competition and brand showcase components.
• Arnold Sports Festival: Multi-sport expo and competition held annually in Columbus, Ohio (and other locations), combining fitness competitions, expos, and industry networking. Comparable in combining fitness competitions with a large exhibition floor and consumer engagement.
• Olympia Fitness & Performance Weekend: Annual fitness expo held alongside the Mr. Olympia bodybuilding competition in Las Vegas. Comparable as a fitness industry exhibition combining competitions, consumer engagement, and brand showcases.
• BodyPower Expo: UK-based fitness and bodybuilding expo featuring competitions, exhibitors, and consumer fitness experiences. Directly comparable as a fitness-focused exhibition combining consumer workouts, competitions, and brand exhibitions.
• Dubai Muscle Show: Co-located partner event running alongside Dubai Active focused on bodybuilding and muscle-focused fitness. Closely comparable in audience, venue, and format, but distinct in category focus (bodybuilding vs. general fitness/wellness).

Others

• GO Sport: Major French sports retail chain that partners with Dubai Active on the Battle of the Brands competition. Comparable as a retail distribution channel partner rather than a direct competitor; relevant as it provides exhibitors with a downstream retail pathway.

Emerging players

• HYROX: Global fitness racing event brand that partners with Dubai Active to deliver HYROX 365 competitions. Comparable as a fitness competition format provider that integrates into larger fitness events, with overlapping audience of fitness enthusiasts and competitors.

Broad incumbents

• RiminiWellness: Italian fitness and wellness trade show organized by Italian Exhibition Group (IEG), the same parent company as Dubai Active. Highly comparable as a sister event under the same operator, but serving the European market at larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/dubai-active-show

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 Dubai Active