GymNation Motor City Expands to Replace Fitness First in Multi-Million Dirham Move
GymNation has revealed more details on plans to open one of the world’s largest, most advanced gyms in Dubai’s Motor City.
The UAE-born operator will oust industry rival Fitness First from their current home in Control Tower, expanding its own site across two full floors.
The perpetually growing brand acquired the real estate last year, starting with the purchase of the full floor of its existing base before gobbling up that of its competitor.
Upwards of AED 70 million has been ploughed into the project, which will see the UAE’s largest Reformer Pilates studio, largest recovery studio, and a HYROX Performance Centre among the facilities constructed.
Speaking during a spoof news bulletin as the signs were switched over, GymNation founder and CEO, Loren Holland, said: “We’ve been capacity constrained here in Motor City for a number of years.
“The reaction to us opening our first gym here has just been phenomenal, and we grew the gym to 8,000 members.
“We’re making a huge investment — the biggest investment ever in the UAE fitness space.
“And as part of that, we’ll be opening the UAE’s largest Reformer studio, the largest recovery studio, doubling the amount of equipment, and introducing more boutique studios as well.”
GymNation Motor City will also feature one of the first indoor uphill running tracks on the planet, alongside bespoke spaces for boxing, wellness, and Blitz HIIT.
“It’s something we’re super excited about,” Holland added. “For us, making this commitment just shows the passion that we’ve got to further expand the UAE fitness market.”
The GymNation Motor City Takeover
The announcement video for GymNation Motor City aimed a number of jabs at Fitness First. Most painful of all, the brand is offering a free month’s membership to Fitness First members who make the switch.
GymNation has become known as “The People’s Gym” by championing affordable memberships and widespread accessibility in the region.
That blueprint has proven a hit across the Middle East.
With the UAE now firmly in its grasp, GymNation is pushing ahead with aggressive expansion plans across the rest of the Gulf Cooperation Council — the alliance encompassing Saudi Arabia, Kuwait, Qatar, Bahrain, and Oman.
It’s targeting over 100 locations — an achievement that would see first-time launches in Kuwait, Bahrain, and Qatar.
The revamped GymNation Motor City site not only raises the benchmark in the Middle East’s fitness scene — it further challenges the status quo of expensive memberships, while laying down one mighty statement of intent.
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