Building on a decade-long legacy, Dubai Active, Dubai Active Industry and Dubai Muscle Show unite under the new identity of GFX, expanding to four days at Dubai World Trade Centre from 28–31 October 2027.
The UAE Health & Fitness Industry Report 2026 reveals that 71.9% of surveyed non-gym members would consider joining or returning to a gym, highlighting significant opportunities for sector growth.
Commissioned by IEG Middle East, the report was developed in collaboration with the UAE Sports Science and Sports Medicine Center, EBBF and independent research partner Qantara Sports.
Dubai, United Arab Emirates, 29 October 2026: Global Fitness Expo (GFX), the new unified identity bringing together three of the Middle East’s most established fitness exhibition brands – Dubai Active, Dubai Active Industry and Dubai Muscle Show – was officially unveiled alongside the UAE Health & Fitness Industry Report 2026 at the Ministry of Sports in Dubai. In collaboration with Dubai Sports Council (DSC), GFX marks a significant milestone for the region’s health and fitness sector.
The dual announcement took place on Thursday, 29 October 2026, in the presence of Dr. Ziad Saleh Board Member, UAE Sports Science and Sports Medicine Center under the UAE Ministry of Sports and Mohammed Abdulrahim Al Marri, Secretary-General of the Emirates Bodybuilding and Fitness Federation (EBBF) alongside distinguished representatives from the public and private sectors.
Building on a decade-long legacy as the Middle East’s largest health, fitness and wellness exhibition, the three shows have collectively showcased over 2,000 brands in the heart of Dubai, laying the foundations for GFX’s next chapter of growth and international ambition.
The newly unified event will bring together international brands, regional buyers, fitness operators, investors, industry professionals and fitness enthusiasts under one roof for an expanded four-day edition from 28–31 October 2027 at Dubai World Trade Centre, reinforcing Dubai’s position as a premier destination for the global fitness community.
Beyond the exhibition, GFX has a broader ambition to connect international markets with the Middle East and accelerate the growth of the region’s fitness industry. The launch of the UAE Health & Fitness Industry Report 2026 marks the first step in realising this vision, positioning GFX as a catalyst for industry collaboration, knowledge-sharing and sustainable long-term growth.
Francesco Santa, CEO of IEG Middle East, organiser of Global Fitness Expo, said:“GFX marks a defining new chapter for the Middle East’s fitness industry. Building on a decade of success, we are uniting three established events under one powerful identity, connecting international markets with the region’s growing opportunities. This evolution demonstrates IEG Middle East’s commitment to long-term investment in the region and our ambition to accelerate industry growth. Our vision extends far beyond an exhibition. GFX will be a catalyst for international collaboration, commercial opportunities and industry progress, strengthening the Middle East’s position on the global fitness stage.”
Now in its second edition, the UAE Health & Fitness Industry Report 2026 builds on the foundations established by the inaugural 2025 report, offering fresh insights into evolving consumer behaviour, fitness professionals’ perspectives, market performance and emerging opportunities shaping the country’s fitness sector.
The findings reveal significant untapped potential, with 71.9% of surveyed non-gym members considering joining or returning to a gym. Despite regional challenges, 65% of fitness operators anticipate growth in the year ahead, although 47% reported revenue declines over the past 12 months.
The report also sheds light on factors influencing consumer participation, with 38.4% of consumers identifying lack of time as the biggest barrier to exercise. Meanwhile, member retention and workforce satisfaction remain key challenges, with 70% of operators reporting that they renew half their members or fewer annually, and 30% of fitness professionals considering leaving their current employer within the next year.
Commissioned by IEG Middle East through a memorandum of understanding partnership involving the UAE Sports Science and Sports Medicine Training Center under the Ministry of Sports and the Emirates Bodybuilding and Fitness Federation (EBBF) with Qantara Sports as the independent research partner, the report aims to equip operators, investors, government entities and businesses with data to drive informed decisions and sustainable growth.
The UAE Health & Fitness Industry Report 2026 draws on insights from 122 gym and fitness operators across the UAE, with data collected between 17 August and 30 September 2026. Contributors include leading fitness operators including Fitness First Middle East, FitRepublik, StudioRepublik, GymNation and many more.
Speaking about the report, H.H. Sheikh Abdullah bin Hamad bin Saif Al Sharqi, President of the Emirates Bodybuilding and Fitness Federation, said:“The UAE’s health and fitness sector holds tremendous potential. This report provides the insights needed to better understand our market, address industry challenges and identify new opportunities. By combining credible research with stronger collaboration between government and industry, we can continue building a thriving fitness ecosystem that supports businesses, professionals and communities across the UAE.”
Dr. Ziad Saleh, Board Member, UAE Sports Science and Sports Medicine Training Center, added:“Reliable data is fundamental to the advancement of any industry. The UAE Health & Fitness Industry Report provides a clearer picture of the sector’s evolving needs and opportunities, enabling stakeholders to make informed decisions that support sustainable development and encourage greater participation in health and fitness.”
Supported by report sponsors YOUR Personal Training and MaxValue, the dual launch reinforces a shared commitment to advancing the UAE fitness sector through research, collaboration and new commercial opportunities.
