What adv+ does

adv+ is a UAE-based lifestyle membership platform headquartered in Dubai that aggregates access to 110+ partner clubs, beaches, gyms, and leisure venues under a single annual subscription. The platform targets individual consumers, families, and corporate clients in the UAE, with tiered pricing of AED 3,695 per year for single memberships and AED 6,695 per year for family memberships, plus quote-based corporate plans. The company serves more than 5,000 members across all 7 Emirates and supports a catalog of 300+ partner offers designed to increase membership utility and venue footfall.

The platform is delivered through a member-facing digital portal/app that handles registration, venue discovery, and partner-offer redemption, with Tabby integrated as a buy-now-pay-later payment option to reduce upfront cost friction on annual plans. The business model is fundamentally a two-sided aggregator: adv+ monetizes through consumer subscriptions while generating partner-side value through member traffic directed to a curated venue network, which underpins negotiating leverage as the member base scales. Operations are run by a lean team of 11-50 employees covering partnerships, business development, customer service, and corporate accounts, and the company claims recognition as the No. 1 Family Membership in the UAE by What's On.

Revenue is primarily subscription-based and distributed across a long-tail of D2C members, with the Corporate Membership tier representing an early-stage B2B growth vector. No external funding rounds have been disclosed, suggesting an organic or near-bootstrapped operating posture, which shapes the pace of marketing and partnership expansion relative to venture-backed subscription peers.

Name

adv+

Legal name

adv+

Website

https://advplus.ae

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

adv+ is a Dubai-based lifestyle membership platform that aggregates access to 110+ UAE clubs, gyms, and leisure venues under annual subscriptions, serving individuals, families, and corporate clients across all 7 Emirates.

Ownership category

akta.pro rank

Product category

Lifestyle & Fitness Memberships

NAICS

Fitness and Recreational Sports Centers (71394), Amusement Parks and Arcades (7131)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)

akta.pro primary industry

Premium/Upmarket Membership Clubs (CRAEADAG)

akta.pro secondary industry

Travel & Services Membership Clubs (Ancillary Services-Led) (CRAEADAK)

Keywords

• Lifestyle membership platform
• Fitness club access
• Beach club network
• Corporate wellness benefits
• Family leisure membership

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

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain

Revenue model

1. Individual Membership Subscriptions (Single & Family): Annual membership fees charged per person or per family. Single membership starts at AED 3,695/year; Family membership at AED 6,695/year. Revenue is recognized upfront as a 12-month commitment. Payment options include credit/debit card, bank transfer, and Tabby BNPL instalments.
2. Corporate Membership Packages: Customized corporate wellness plans sold to businesses for groups of employees. Pricing is by request/quote. These are annual subscription packages tailored to company size and needs.
3. Guest Fee Revenue: Members can bring guests at discounted day rates set by individual partner clubs. These fees are collected by the partner club, with adv+ acting as the access/booking intermediary.
4. Referral Rewards Redemptions: Members earn rewards for referrals (AED 150 cashback, free month, or an additional club for three referrals). This drives retention and reduces churn while cost of referral rewards is offset by lifetime membership value.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

adv+ sells annual lifestyle memberships that grant members unlimited access to 110+ partner gyms, beach clubs, health clubs, and leisure venues across the UAE. Memberships are offered in Single, Family, and Corporate tiers, complemented by a digital member platform, a mobile app, digital cards, and a network of 300+ partner offers. The company also provides a Junior membership add-on for dependents.

Product overview

adv+ is a lifestyle membership platform offering access to a network of 110+ partner clubs (gyms, beaches, and leisure venues) across the UAE. The core product portfolio consists of Single, Family, and Corporate Membership tiers, with supplementary offerings including Junior Membership add-ons, a Digital Membership Card for mobile access, a Member Portal for real-time club availability tracking and offers management, and a Referral Rewards Programme. Members can access venues on a first-come-first-served basis with 300+ discount offers at partner locations spanning F&B, Spa, and Emaar offers.

Differentiator

Problem solved

Functional benefit

Products and services

• Single Membership Annual lifestyle membership for a single individual that provides unlimited access to 110+ partner gyms, beach clubs, health clubs, and leisure venues across the UAE, along with 300+ partner offers and a digital member experience.
• Family Membership Annual lifestyle membership covering multiple family members that provides access to the full adv+ network of gyms, beach clubs, health clubs, and leisure venues across the UAE, plus partner offers and a digital member experience.
• Corporate Membership Annual corporate lifestyle membership that gives employees of a sponsoring company access to 110+ partner gyms, beach clubs, health clubs, and leisure venues across the UAE, designed as a turnkey employee wellness and lifestyle benefit.
• Junior Membership Add-on Optional add-on to a primary Single or Family membership that extends adv+ lifestyle access to dependents or junior members, allowing families to cover children within a single subscription.

Quantifiable outcome

• Unlimited access to 110+ clubs across UAE
• +4 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

30 partnerships are on record, tiered core and minor.

• Riva Beach Club (The Palm, Dubai)coreOthersRiva Beach Club is a premier beachfront destination on Palm Jumeirah, Dubai. adv+ members receive unlimited access (subject to availability) as part of their membership. It is one of the flagship partner venues featured prominently on the website.
• Dubai Polo and Equestrian ClubcoreOthersLuxury sports and events venue at Arabian Ranches, Dubai. One of the premium partner venues in adv+'s network, offering members access to polo, equestrian, and social facilities.
• Al Habtoor Grand Resort (JBR, Dubai)coreOthersLuxury beachfront hotel resort in Jumeirah Beach Residence. Partner venue providing pool, beach, and wellness access to adv+ members.
• DoubleTree by Hilton Hotel Dubai (Jumeirah Beach)coreOthersOceanfront hotel with wellness centre on Jumeirah Beach. Partner venue for adv+ members seeking beach and fitness access.
• Natural Elements (Le Meridien Dubai Airport & Conference Centre)minorOthersHealth club and wellness facility at Le Meridien Dubai Airport hotel. Provides gym and fitness access to adv+ members.
• Zabeel House by Jumeirah (The Greens, Dubai)minorOthersBoutique lifestyle hotel in The Greens, Dubai. Native Club gym and functional training facilities accessible to adv+ members.
• Sharjah Golf & Shooting ClubminorOthersPremier sports venue in Sharjah offering golf and shooting facilities. Represents adv+'s reach beyond Dubai into the Northern Emirates.
• Radisson Blu Al AinminorOthersHotel and resort in Al Ain providing family-friendly leisure and wellness facilities to adv+ members.
• Fluid Beach Club (The8 Hotel, Palm, Dubai)minorOthersTrendy beachfront lounge at The8 Hotel on Palm Jumeirah. Partner venue for adv+ members seeking a modern beach club experience.
• Cove Beach (Bluewaters Island, Dubai)minorOthersLuxurious beachfront restaurant and pool venue at Bluewaters Island. Partner venue for adv+ members seeking premium beach experiences.
• 247 Gym – The Fitness District (Abu Dhabi)minorOthersAbu Dhabi-based group classes and full-service fitness centre. Represents adv+'s presence in the Abu Dhabi market.
• Marriott Resort Palm Jumeirah (Dubai)coreOthersLuxury beach and pool resort on Palm Jumeirah. High-profile partner providing premium beach club access to adv+ members.
• Fairmont AjmanminorOthersLuxury beachfront resort in Ajman with spa, dining, and beach activities for adv+ members.
• Fairmont Bab Al Bahr (Abu Dhabi)minorOthersBeach and pool venue in Abu Dhabi with views of the Grand Mosque. Partner venue providing beach and leisure access.
• Kai Beach (Saadiyat Island, Abu Dhabi)coreOthersLuxury beachfront escape on Saadiyat Island, Abu Dhabi. Premium partner venue for adv+ members seeking a high-end beach experience.
• Khalidiya Palace Rayhaan by Rotana (Abu Dhabi)minorOthers5-star luxury family resort on the Abu Dhabi Corniche. Provides beach, pool, and wellness access to adv+ members.
• BodifyminorOthersFitness studio partner venue accessible through adv+ membership. Listed among the partner club network.
• Champs Sports Club (Festival Plaza, Jebel Ali)minorOthersSports hub at Festival Plaza in Jebel Ali Village. Partner venue offering sports and fitness facilities to adv+ members.
• Surf House DubaiminorOthersSurfing and beach lifestyle venue in Dubai. Partner venue in adv+'s network.
• Dubai Marine Beach Resort & SPAminorOthersLuxury beachfront resort in Jumeirah 1, Dubai. Partner venue for beach, pool, and spa access.
• Generation Iron (Business Bay, Dubai)minorOthersPremier gym and training facility in Business Bay, Dubai. Partner venue for adv+ members.
• IGNITE Water Sports (RIVA Beach Club, Palm Jumeirah)minorOthersTop water sports centre at RIVA Beach Club on Palm Jumeirah. Partner venue for water sports experiences.
• MMA Live Gym Dubai (Al Boom Tourist Village)minorOthersPremium MMA and fitness gym at Al Boom Tourist Village. Partner venue for martial arts and fitness training.
• Prana House Yoga Center (Dubai)minorOthersWellness and community yoga centre in Dubai. Featured in adv+'s blog and partner network.
• Shangri-La Dubai Hotel LLCminorOthersFive-star luxury hotel in Dubai. Partner venue providing premium fitness and leisure access to adv+ members.
• The Retreat Palm Mgallery by Sofitel (Dubai)minorOthersFamily-friendly wellness resort on Palm Jumeirah. Partner venue for beach and wellness access.
• Trident Wellness Centre (Dubai Marina)minorOthersIntegrated wellness centre with yoga studios in Dubai Marina. Partner venue for yoga and wellness classes.
• Yoga Ashram (Studio JLT, Dubai)minorOthersYoga studio in JLT, Dubai, offering yoga classes and teacher training. Featured in adv+'s blog and partner network.
• Jump Boxx Trampoline Parks (Mirdif Mall, Dubai)minorOthersFamily indoor trampoline park at Mirdif Mall, Dubai. Partner venue offering kids (ages 3–15) one complimentary 2-hour access per week.
• Emaar PropertiesminorOthersadv+ members can access exclusive Emaar offers as part of the 300+ offers available through membership. This partnership extends the value proposition beyond physical venue access to retail and lifestyle discounts.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Urban Sports Club: Urban Sports Club is a European (Germany, France, Spain, Portugal) subscription-based sports and wellness aggregator offering access to thousands of partner fitness studios, swimming pools, and wellness venues. It directly mirrors adv+'s subscription model and multi-venue access approach, though focused on European markets.
• Wellhub (formerly Gympass): Wellhub is a corporate wellness platform providing employees access to gyms, fitness apps, and wellness services via employer-subsidized subscriptions. It is comparable to adv+'s corporate tier and broader aggregator model, with a similar two-sided business model (corporate buyers + venue supply) and global scale.
• ClassPass: ClassPass is a global subscription-based aggregator offering access to a network of fitness studios, gyms, and wellness experiences via credits. It is the most direct peer to adv+, with an established UAE presence, comparable multi-venue aggregator business model, and similar target customer (urban professionals seeking flexible venue access).
• Multiply (UAE): Multiply is a UAE-based employee benefits and lifestyle platform offering discounts and access to gyms, wellness, and lifestyle services via corporate and individual subscriptions. It is one of adv+'s closest regional competitors, particularly in the corporate wellness and B2B segment.
• ResortPass: ResortPass aggregates day-pass access to hotel pools, beach clubs, and resort amenities. It is highly comparable to adv+'s premium beach club and hotel pool access offering (Riva Beach Club, Kai Beach, Cove Beach, etc.), with the same model of providing flexible access to premium hospitality venues.

Others

• Les Mills+: Les Mills operates a digital fitness content subscription and global network of partner gyms. While not a direct venue aggregator in the UAE, it competes for the digital fitness and wellness subscription wallet and represents a category-adjacent player in the broader wellness membership landscape.

Broad incumbents

• GymNation: GymNation is a low-cost, high-volume gym chain operating multiple locations across the UAE with simple monthly subscription pricing. It is an established UAE fitness incumbent that competes for the same budget-conscious consumer segment that adv+ targets, but with a single-brand model rather than aggregation.
• Fitness Time: Fitness Time is the largest fitness chain in Saudi Arabia with a growing presence in the UAE, operating hundreds of gym locations under subscription. While not an aggregator, it competes for the same UAE fitness membership wallet share and represents the kind of verticalized incumbent adv+ must differentiate against.

Emerging players

• DayPass: DayPass is a pay-per-day platform providing access to hotel pools, beach clubs, and day rooms. It overlaps with adv+ on the venue-access value proposition but operates on a transaction-based model rather than subscription, making it a partial competitor for casual users.
• JustFit (UAE): JustFit is a UAE-based fitness app and aggregator offering access to multiple gyms and fitness studios under a single subscription. It is a direct emerging competitor in the UAE fitness aggregation space, though adv+'s beach club and premium hospitality network gives it a differentiated position.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/advplusmea
• LinkedInlinkedin.com/company/advplusae

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 adv+