Anytime Fitness Opens First Dubai Club and Plans UAE Expansion
Krissy Vann | Host, All Things Fitness and Wellness
The purple lights are officially on in Dubai. Anytime Fitness has announced the grand opening of its first club in the United Arab Emirates, signaling the brand’s formal entry into one of the world’s most dynamic fitness markets. The flagship location opens November 1 in the Arjan district of Al Barsha South 3, offering members personalized wellness plans, Technogym’s state-of-the-art equipment, and full access to the brand’s SmartCoaching ecosystem.
Franchising rights for Dubai are held by Purple Fitness LLC. “We are thrilled to bring the Anytime Fitness brand to UAE and officially open the first club’s doors in Dubai,” said Faheem Essop, CEO of Purple Fitness. “Every detail, including the full suite of world-class Technogym fitness equipment and the SmartCoaching ecosystem via the AF App, has been built to meet the global standards set by this world-class fitness brand. We are here to deliver accessible, personalized coaching, nutrition and recovery services for the people of Dubai—anytime, anywhere they need them—and we have ambitious plans to open additional locations in Dubai in the near future.”
The Arjan club offers members a full Technogym suite of connected smart equipment and access to the brand’s SmartCoaching ecosystem, enabling tailored programs that integrate training, recovery, and nutrition. The partnership between Anytime Fitness and Technogym reinforces both brands’ commitment to combining design, innovation, and connected wellness solutions.
“On behalf of the entire Technogym team we are really proud of our partnership with Anytime Fitness, that is not only contributing to elevate the level of innovation in the industry but also shares with us the social mission of promoting wellness as an opportunity to create a better world based on people's health,” said Nerio Alessandri, founder and CEO, Technogym. “This partnership means a lot to us as Anytime Fitness offers its members unique and personalized experiences for fitness, sport and health.”
The launch coincides with the annual Dubai Fitness Challenge (DFC), also known as Dubai 30x30, a month-long initiative encouraging residents to complete 30 minutes of activity daily for 30 days. As an official DFC App Partner, Anytime Fitness Arjan is offering free three-day gym passes through its app throughout November, along with exclusive training program offers.
“We applaud initiatives that promote healthier lifestyles, and we are so pleased that the Anytime Fitness brand is arriving in UAE at this moment for the people of Dubai,” said Stacy Anderson, global president, Anytime Fitness. “Our relentless focus on member outcomes means that we are uniquely positioned to help people live longer, healthier lives. Together with our partner in Anytime Fitness Dubai, we’re here to make accessible fitness, health and wellness services a reality for people across Dubai.”
With the addition of the UAE, Anytime Fitness now operates in 49 countries and territories, offering members global access to more than 5,600 clubs. The UAE joins Qatar and Kuwait as part of the brand’s growing Middle East network, with additional countries expected to follow.
“We’re thrilled to see the expansion of our world-class fitness brand into the UAE,” said Sander van den Born, executive vice president, international, Purpose Brands. “We are focused on nonstop growth for Anytime Fitness, capturing a greater share of the fast-growing global wellness economy and helping more people than ever with access to personalized health and wellness services.”
