GymNation Unveils the World’s Heaviest Billboard to Launch New Strongman Class
Krissy Vann | Host, All Things Fitness and Wellness
Dubai has a new heavyweight attraction, and this time it is not a skyscraper. The Middle East’s largest gym chain, GymNation, has claimed a world first with what it says is the heaviest permanent billboard ever built.
Weighing in at a full tonne, the structure is made from forty weight plates fused together and installed by a team of professional lifters. The billboard, which reads “The Only Billboard That Needs a Spotter,” stands as a literal and figurative tribute to strength.
According to Rory McEntee, Chief Marketing Officer at GymNation, the project was no small feat. “Advertising in the UAE needed a lift so we took that literally,” he said. “The result is the world’s heaviest billboard, built to celebrate strength in every form. It was a massive job, spotters were required to put it up, but thankfully no hernias were reported during the installation.”
The permanent display also doubles as the launch pad for GymNation’s latest offering, its Strongman class, held every Saturday at 10 a.m. at the Mirdif club. Inspired by The World’s Strongest Man competition, the class features high-intensity lifts and events such as Deadlifts, Tyre Flips, Log Press, and the Farmer’s Walk.
McEntee noted that the class was designed in collaboration with GymNation’s expert instructors to challenge both experienced lifters and newcomers. “Members can expect to shift some serious heavy loads,” he said. “It is designed to bring out the inner strong man and woman in all of us.”
GymNation has become known for bold and creative marketing activations. Earlier this year, the brand made headlines with an April Fools campaign announcing the world’s first in-gym hotel, inviting members to “go straight from workout mode to flat out mode.” The concept promoted a “premium recovery station for gym bunnies ready to spring into action,” complete with dumbbell-shaped towels and a “Press for Protein” button delivering shakes straight to the bed. “Every hotel has a gym, but there aren’t any gyms with hotels, until now,” said Loren Holland, Founder and CEO of GymNation, at the time.
From playful campaigns to engineering feats, GymNation continues to find fresh ways to capture attention while reinforcing its brand identity around strength, accessibility, and creativity.
