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NEWS
Fitness First Middle East reveals plans to launch a low-cost brand
POSTED 02 Mar 2020 . BY Tom Walker
The company said it would be revealing more details on the budget chain 'in the coming weeks' Credit: Fitness First

Credit: Fitness First/Youtube
We have looked at the budget sector for a number of years
– George Flooks
Fitness First Middle East is to launch an entirely new budget chain for the region.

Speaking to local media, CEO George Flooks said the company had looked at the budget sector "for a number of years".

He added that the new, as-yet-unnamed brand would make its debut later this year.

A spokesperson for Fitness First Middle East told HCM the company would be revealing more details on the budget chain "in the coming weeks".

The news comes just days after the group announced plans for a "radical new direction" with a range of next-generation club concepts.

According to Flooks, the chain will open 10 new clubs – eight in the UAE and two in Bahrain – which look to cater to a "growing demand for holistic fitness solutions" across the region.
Sign up here to get your choice of the Spa Business and Spa Business insider weekly ezines, breaking news alerts and every issue of Spa Business and Spa Business insider magazines FREE on digital.
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  Fitness First Middle East plans 'radical new direction' and rapid expansion


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DW Fitness First has teamed up with Hollywood film studio Twentieth Century Fox for its first-ever film partnership.
  Fitness First opens Dubai training club


Fitness First Middle East has opened an athletics-inspired club which focuses on fitness programmes in Mudon, Dubai.
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Uniting the world of spa & wellness
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News   Products   Magazine   Subscribe
NEWS
Fitness First Middle East reveals plans to launch a low-cost brand
POSTED 02 Mar 2020 . BY Tom Walker
The company said it would be revealing more details on the budget chain 'in the coming weeks' Credit: Fitness First
Credit: Fitness First/Youtube
We have looked at the budget sector for a number of years
– George Flooks
Fitness First Middle East is to launch an entirely new budget chain for the region.

Speaking to local media, CEO George Flooks said the company had looked at the budget sector "for a number of years".

He added that the new, as-yet-unnamed brand would make its debut later this year.

A spokesperson for Fitness First Middle East told HCM the company would be revealing more details on the budget chain "in the coming weeks".

The news comes just days after the group announced plans for a "radical new direction" with a range of next-generation club concepts.

According to Flooks, the chain will open 10 new clubs – eight in the UAE and two in Bahrain – which look to cater to a "growing demand for holistic fitness solutions" across the region.
Sign up here to get your choice of the Spa Business and Spa Business insider weekly ezines, breaking news alerts and every issue of Spa Business and Spa Business insider magazines FREE on digital.
RELATED STORIES
Fitness First Middle East plans 'radical new direction' and rapid expansion


Fitness First Middle East is preparing for major expansion across the region, after announcing plans for a "radical new direction" with a range of next-generation club concepts.
DW Fitness First partners with 20th Century Fox for Terminator-themed fitness campaign


DW Fitness First has teamed up with Hollywood film studio Twentieth Century Fox for its first-ever film partnership.
Fitness First opens Dubai training club


Fitness First Middle East has opened an athletics-inspired club which focuses on fitness programmes in Mudon, Dubai.
MORE NEWS
Belgin Aksoy prepares to mark 15 years of Global Wellness Day on Saturday 13 June
Global Wellness Day (GWD) will mark its 15th anniversary on Saturday 13 June 2026, with the theme: #JoyMagenta – a celebration of the healing qualities of simple gestures and activities that spark joy.
HUM2N opens longevity clinic at Six Senses London
Global luxury hospitality brand, Six Senses, has partnered with longevity healthcare provider, HUM2N, to launch a clinic at Six Senses London, at The Whiteley.
Mayrlife opens first hotel day clinic in partnership with Rosewood Vienna
As part of its first hotel partnership, Mayrlife – the medical health resort company known for its site in Altaussee, Austria – has launched a day clinic at the Rosewood Vienna.
KX Chelsea invests £15 million to upgrade its wellness offering
Premium London health club, KX Chelsea, will imminently unveil its most significant redevelopment since its launch in 2002 to create an integrated wellness model combining training, recovery and relaxation.
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Le Atelier by C.O.D.E. - bespoke means moving beyond the catalogue to delivering contextual design responses
Le Atelier by C.O.D.E. doesn't offer a standard bespoke service, it provides a highly customised approach to designing massage beds and loungers in high-end wellness environments. [more...]

Glow beyond protection: meet Comfort Zone Hydramemory Hybrid Glow SPF 30
Sun protection is no longer just about shielding the skin – it's about enhancing it. [more...]
+ More featured suppliers  
COMPANY PROFILES
The Wildsmith Collection Limited

Launched in 2018, The Wildsmith Collection takes its name from 19th century botanist William Wildsmi [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

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+ More directory  
DIARY

 

21-23 Jun 2026

Spa Life International (UK)

Midlands (Venue TBA), Liphook, United Kingdom
22-22 Jun 2026

World Bathing Day

Worldwide,
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2026
ABOUT LEISURE MEDIA
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