Anytime Fitness Eyes Middle East Expansion

Anytime Fitness is gearing up for its Dubai debut.

What’s happening: The US gym chain will open its first club in the emirate later this year.

Undertaken by a master franchisee group including Mark Mobius, John Ninia and Anytime Fitness Philippines franchise operators, the brand is targeting rapid growth in the region.

Growth spurt. Upping its footprint to 43 countries and territories, Anytime’s UAE entry follows expansion into France and Austria earlier this year.

On the heels of its parent company Self Esteem Brands (SEB) merging with Orangetheory Fitness, this move aligns with plans to open 10K properties globally by 2030.

Running a proven playbook, Anytime will leverage local values and community to scale, joining Orangetheory Fitness in entering Dubai.

Prime Real Estate

With the Middle East emerging as a fitness hot spot, international brands are using Dubai as a wedge into the wider market.

• Since entering Dubai in 2017, Barry’s has scaled to three sites, adding properties in Abu Dhabi, Bahrain and Qatar.
• Mayweather Boxing + Fitness boasts three studios in the city, with efforts to accelerate across major UAE cities currently underway.
• Targeting 130 gyms across the MENA region by 2027, the UK’s PureGym launched its  first club in Dubai last year.
• After debuting its fitness race in Dubai in 2023, HYROX is headed to Saudi Arabia, Qatar and Kuwait throughout 2024 as well as signing affiliate gyms in the region.

Home turf. Staking their claim in the region, GymNation, Fitness Time and Wellfit are also bulking up.

Looking ahead: The Middle East’s fitness scene is heating up. For now, Dubai is leading the way, but as Abu Dhabi, Saudi Arabia and other territories close the gap, brands are racing to capitalise on untapped markets.