Fitness First

Fitness First

Client: Fitness First


About Fitness First

Fitness First Middle East is one of the world’s leading health and fitness company owned and operated by Landmark Group, a leading retail organisation in the Middle East and India with over 62 clubs across 49 locations in the Middle East located in the UAE, Bahrain, Qatar, Saudi Arabia, Kuwait and Jordan.

We offer world-class amenities including best in class equipment, free group exercise classes, Personal Training by internationally accredited F professionals and the latest innovation in the fitness industry.

Its pipeline for the region includes branches at Sama Mall, Al Agaila – Kuwait and Bawabat Al Sharq Mall in Abu Dhabi – UAE. It is committed to providing members with easy access to fitness by establishing new clubs across the Middle East.

The company is also proud to bring the latest innovation in the fitness industry to its members including XFit, Swing Yoga, TUFF, Queenax, Lifescape, BILT, PurMotion, FIT 4:15, MYZONE and many more.

Its list of awards includes: Best in Woman’s F by Mother Baby and Child Awards, Best Fitness Class/Centre by Ahlan Awards 2014, and first place in the ‘Favourite F Clubs’ category in the What’s On Dubai Awards 2014. Its Mirdif City Centre was also awarded the Best UAE Facility of the year at the 2014 & 2015 Fit Awards and is a proud winner of Retail Middle East’s award for ‘Most Admired Retailer – Spa&Leisure’ in 2015.

It is a global brand that originated in the UK. Backed by an experience of over 17 years, the fitness chain has grown into a network of over 380 clubs and one million members globally in more than 15 countries worldwide.



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Here are some case studies of our work with Fitness First:

Fitness First Events

FF – DMS Launch – 13 April 2016

FF Middle East (FFME), one of world’s leading fitness brands scaled new heights of fitness innovation and expertise with the launch of its brand new 3-in-1 concept Studio.

Providing a unique F experience, never seen before, the boutique Studio brings together three concepts of XFit, X:30 and BoxX along with other exclusive fitness classes. Led by expert fitness coaches with a focus on high intensity interval training in a supportive and social environment for all fitness levels; the studio covers three zones: LIFT, BOX and HIIT, for an exhilarating fitness experience like no other.

Located at Business Central Towers in Dubai Media City, this purpose-built studio offers a variety of fun, high intensity and dynamic exercises aimed at achieving maximum results in a short space of time.

For additional media information, please visit our client page for FF Middle East

FF Media Round Table – 20 October 2015

FF Middle East COO, George Flooks, hosted sport and fitness media at an exclusive roundtable event to announce his participation in the annual Dubai International Triathlon (DIT).

Mr. Flooks also shared, for the first time, his vision to position FF as the fittest company in the middle east and by doing so he nominated 50 other challengers from the company to participate in the 2015 DIT.

For additional media information, please visit our client page for FF Middle East


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