What Fitness First Middle East does

Fitness First Middle East (legal entity Fitness First LLC) is a Dubai-headquartered operator of premium health and fitness clubs and a wholly-owned subsidiary of Landmark Group. It runs 44+ clubs across 35 locations in the UAE, Bahrain, Qatar, and Kuwait, with 34+ clubs inside the UAE, eight swimming pools, cryotherapy facilities, and ladies-only formats (e.g., Forsan Central Mall). The core product is multi-tier gym membership — Home (single club), Platinum, Titanium, and All Access (which extends to partnered international Fitness First clubs) — augmented by nine GX class categories (HIIT, Kids, Mind and Body, Mixed Martial Art, Signature, Strength and Conditioning, Hydro, Cardio, Dance), one-on-one and small-group personal training, Junior and Senior coaching, and Kids Active Classes for ages 7-12.

The technology layer centers on the Fitness First MENA mobile application (iOS/Android) for class booking, membership management, progress tracking, and rewards access. Built into it is MyCoach, a digital training companion powered by GoXpro that delivers AI-assisted nutrition coaching, personalized programs from human coaches, accountability messaging, session booking, and gamified challenges. Underpinning this is Project Genesis, a large-scale digital transformation that won the CX Technology Implementation of the Year 2025 award and Best Customer Journey Mapping at CX Live Awards Middle East 2025. Equipment partners include Technogym, Matrix, Freemotion, Gym80, Myzone (wearable HR), Wexer (digital content), GoXpro, Bootybuilder, and GXP.

The business model combines recurring monthly subscription revenue (membership tiers), usage-based revenue (GX class credits, non-member guest passes, locker rentals, Kids Active sessions at AED 50 each), professional services (personal training including a 3-session PT Starter Pack at AED 700 and the 60-day Transformation Package), one-time fees (advertising packages, locker rentals), and ecosystem monetization through the Good Vibes Rewards programme with 700+ partner brands. Customer acquisition is direct-to-consumer via club walk-ins, online join through uae.fitnessfirstme.com, the 800 FITNESS phone line, the app, referral programmes, and broad social media presence. Primary segments are general adult fitness consumers, families with children aged 7-12, seniors 60+, and a secondary segment of corporate advertisers leveraging the brand's audience.

Name

Fitness First Middle East

Legal name

Fitness First LLC

Website

https://fitnessfirstme.com

Company type

Private

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Fitness First Middle East is a Landmark Group subsidiary operating 44+ premium health and fitness clubs across the UAE, Bahrain, Qatar, and Kuwait, offering tiered memberships, group exercise classes, personal training, swimming, and digital wellness services via its MENA app.

Ownership category

akta.pro rank

Product category

Health & Fitness Clubs

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industries

General Personal Training (In-Person & Virtual) (HSADAAAA), Online/Remote Personal Training & Programming (HSADAAAM), Small-Group Personal Training (Semi-Private) (HSADAAAN)

Keywords

• Health club memberships
• Group fitness classes
• Personal training services
• Gym facility network
• Fitness centre operations

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Membership Subscriptions: Monthly recurring subscriptions with various membership tiers (Home, Platinum, Titanium, All Access). Monthly payment due on the 1st of each month via credit/debit card. Minimum term requirements apply with open-ended monthly memberships that continue until cancellation requested.
2. Personal Training Sessions: One-on-one and small group coaching sessions conducted by certified Fitness First trainers. PT sessions are bookable via the member app and are non-refundable, non-transferable.
3. GX Class Credits: Credit-based system for specialized group exercise classes. Members purchase credits to book classes, with varying credit requirements based on class type. Credits have expiry dates and are non-refundable/non-transferable.
4. Guest Fees: Revenue from guest passes for non-members visiting clubs. Guests must register and pay current guest fee to obtain access.
5. Locker Rentals: Private locker rentals available for hire at prevailing monthly fees. Extensions must be paid at the front desk before expiry.
6. Advertising Revenue: In-club digital screen advertising, locker room branding, newsletter sponsorships, and website banners offered to third-party brands to reach Fitness First's health-conscious member audience.
7. Kids Active Classes: Paid classes for children aged 7-12 years. Non-members pay AED 50 per session. Includes bootcamp-based and swim activities.
8. PT Starter Pack: Package offering 3 personal training sessions for AED 700, designed for new members to establish fitness foundations within 30 days of joining.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels11 records

Core offering

Fitness First Middle East operates a network of 44+ owned health and fitness clubs across the UAE, Bahrain, Qatar, and Kuwait, providing members with access to gym equipment, group exercise classes across nine categories, certified personal training, swimming facilities, and cryotherapy services. The core offering is delivered through tiered monthly subscription memberships (Home, Platinum, Titanium, All Access) and is supported by the Fitness First MENA mobile app with the MyCoach digital training companion and the Good Vibes Rewards programme featuring 700+ partner brands.

Product overview

Fitness First Middle East operates a network of 44+ health and fitness clubs across the Middle East (UAE, Bahrain, Qatar, Kuwait), with 34+ clubs in the UAE. The core offering is gym facilities with equipment and group exercise classes (GX Classes), supplemented by personal training services including MyCoach (a digital companion powered by GoXpro within the Fitness First MENA app). The company offers tiered membership plans (All Access, Titanium, Platinum, Home) and the Good Vibes Rewards program with 700+ partner brands. Additional offerings include Kids Active Classes for ages 7-12, cryotherapy services, 8 swimming pools, and programs like activ8 Challenge and PT Starter Pack for new members.

Differentiator

Problem solved

Functional benefit

Brands

• MyCoach: Digital training companion powered by GoXpro, integrated into the Fitness First MENA app, offering AI-powered nutrition coaching, personalized training programmes, and workout tracking.
• Good Vibes Rewards

Products and services

• Fitness First Gyms / Health Clubs Owned and operated fitness and health club facilities offering gym equipment, group exercise classes, personal training, swimming, and wellness amenities for individual members across the GCC.
• Group Exercise (GX) Classes Scheduled group fitness classes across nine categories: HIIT, Kids, Mind and Body, Mixed Martial Art, Signature Classes, Strength and Conditioning, Hydro, Cardio, and Dance. Bookable via the Fitness First MENA app.
• Personal Training One-on-one and small group coaching with certified personal trainers, including specialty training for weight loss, injury rehabilitation, sports training, and core/strength training, plus Junior Coaching and Senior Coaching programs.
• Fitness First MENA App Mobile application for iOS and Android enabling members to book classes, track progress, manage membership, access rewards, connect with trainers, and use MyCoach features. Available on App Store and Google Play.
• Membership Tiers (Home, Platinum, Titanium, All Access) Tiered monthly membership plans offering different levels of club access: Home (single club), Platinum (all Middle East clubs plus partnered international, excluding Titanium and All Access), Titanium (all Middle East clubs plus partnered international, excluding All Access), and All Access (full global club access).
• Kids Active Classes Fitness classes for children aged 7-12 years including bootcamp-based sessions and swim activities, led by qualified instructors in a safe, supportive environment. Complimentary for members; AED 50 per session for non-members. Available at select clubs including BurJuman, Business Bay, Deira City Centre, Dubai Media City, Dubai Silicon Oasis, Ibn Battuta Mall, Marina Gate, Nakheel Mall, and Sharjah Sahara Center.
• Cryotherapy Services Cryotherapy cold therapy services available to all Fitness First members for recovery and wellness benefits.
• PT Starter Pack Introductory personal training package for new members offering 3 personal training sessions for AED 700 and focused on creating a tailored training approach. Available within 30 days of joining.

Quantifiable outcome

• Member Rewards programme with over 700 partner brands offering discounts and exclusive offers
• +1 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

Feature4 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Prep & CocoreStrategic or Co-development PartnerNutrition partnership offering members meal vouchers and personalized nutrition support. Members who join or renew on at least 6-month upfront membership receive AED500 worth of meal vouchers from Prep & Co. Partnership aimed at revolutionizing member nutrition through integrated fitness and dietary offerings.
• InnermostminorGTM or Marketing PartnerPartner brand featured in the Good Vibes rewards programme, offering exclusive discounts to Fitness First members.
• SquatwolfminorGTM or Marketing PartnerFitness apparel partner in the Good Vibes rewards programme offering exclusive member discounts.
• TechnogymcoreTechnology or IntegrationPremium gym equipment manufacturer providing state-of-the-art fitness equipment across Fitness First clubs.
• MatrixcoreTechnology or IntegrationGym equipment partner supplying cardio and strength training equipment to Fitness First facilities.
• FreemotioncoreTechnology or IntegrationEquipment partner specializing in functional training and cable-based equipment.
• Gym80coreTechnology or IntegrationStrength training equipment partner providing plate-loaded and free weight equipment.
• MyzonecoreTechnology or IntegrationWearable fitness technology partner for heart rate monitoring and workout tracking across clubs.
• WexercoreTechnology or IntegrationDigital fitness content and virtual class platform partner.
• GoXprocoreTechnology or IntegrationTechnology platform powering the MyCoach digital training companion within the Fitness First MENA app.
• Landmark GroupcoreStrategic or Co-development PartnerParent company of Fitness First LLC. Landmark Group is a large retail group operating in the Middle East, Africa, India, and Southeast Asia with diverse portfolio of retail businesses, shopping centres and hospitality brands.
• WellbeingminorGTM or Marketing PartnerWellness partner in the Good Vibes rewards programme.
• SHUAminorGTM or Marketing PartnerPartner brand in the Good Vibes rewards programme offering exclusive member offers.
• 700+ Reward PartnerscoreGTM or Marketing PartnerNetwork of partner brands across fitness, fashion, wellness, and dining providing exclusive discounts through the Good Vibes rewards programme.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Fitness First UK: Parent/sister brand of Fitness First Middle East operating in the UK, Europe, and Asia. Shares the same brand DNA, multi-club membership model, and tiered subscription structure, providing a public benchmark for the business.

Direct peers

• Gold's Gym Middle East: Global premium gym brand operating multi-location clubs across the GCC with tiered memberships and group classes. Directly competes with Fitness First in the UAE and Saudi Arabia for premium fitness consumers.
• GymNation: UAE-based low-cost gym operator scaling rapidly with a high-volume, low-price model. Competes directly with Fitness First on price-sensitive members and represents a structural threat to mid-market gyms.
• Fitness Time: Largest fitness chain in Saudi Arabia with a multi-club membership model very similar to Fitness First Middle East. Both operate subscription-based gym networks with multi-tier memberships and group classes across the GCC.
• Leejam Sports Company: Saudi-listed operator of Fitness Time and a leading gym chain in the GCC. Operates a comparable subscription-based multi-club model and is the closest publicly-traded comparable for Fitness First Middle East's economics.

Emerging players

• F45 Training: Global boutique fitness franchise with significant GCC presence offering team-based HIIT classes. Competes with Fitness First's group exercise categories (HIIT, Strength and Conditioning) and appeals to similar premium-segment consumers.
• Barry's Bootcamp: Premium boutique fitness brand with locations in Dubai and Abu Dhabi. Captures the high-end of the GCC fitness market with a class-pack model, directly competing with Fitness First's premium personal training and group classes.
• Club Pilates: Boutique Pilates franchise expanding across the GCC. Competes with Fitness First's Mind and Body classes and appeals to a similar demographic of wellness-oriented female consumers.

Regional players

• The Warehouse Gym: UAE-based independent premium gym chain operating several locations in Dubai. Targets a similar middle-to-premium fitness consumer with strength-focused facilities and PT-led offerings, providing direct competitive overlap in Dubai.
• NAS (National Automotive Supply) Fitness Operations: Regional fitness operator with KSA-focused multi-club gyms. Comparable in scale and membership model to Fitness First Middle East, though primarily active in Saudi Arabia rather than the UAE.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fitnessfirstme
• YouTubeyoutube.com/user/FitnessFirstME1
• Facebookfacebook.com/fitnessfirstme
• LinkedInlinkedin.com/company/fitness-first-middle-east_2
• Instagraminstagram.com/fitnessfirstme

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 Fitness First Middle East