Landmark Group expands Fitness First operations in Dubai

Emaar Hospitality Group, the hospitality and leisure subsidiary of Emaar Properties, has transferred the operation of its four Hayya! health clubs to Fitness First.

Fitness First, operated in the Middle East under a franchise agreement with the Landmark Group, has taken over the fitness operation of former Hayya! branded clubs at The Lakes, The Meadows, Al Manzil /Town Centre and Downtown Dubai while Emaar continues to run hospitality services at the clubs.

In 2010, Dubai-based Landmark acquired the Fitness First franchise for the Middle East after purchasing a subsidiary of Saudi leisure company Al Hokair Group. Last October it announced plans to spend as much as AED500 million (US$136 million) expanding the chain of gyms across the Middle East, suggesting it will open 100 clubs over five years, including 35 in the United Arab Emirates.

At that time Fitness First Middle East Chief Operating Officer George Flooks told local media "we've got 13 clubs in the UAE at the moment and we've got big plans for Abu Dhabi, Sharjah we're looking at all of the other emirate states to open clubs.

"Over a five year period we will look to get ourselves to 35 clubs in the UAE (while) the broader strategy is 100 clubs in five years across the Middle East."

The new Dubai clubs, now branded as Fitness First Al Manzil, Fitness First Lakes, Fitness First Meadows and Fitness First Town centre have been grouped under the Fitness First Community clubs umbrella, with each offering a different design and range of facilities.

Fitness First Lakes features a lawn area overlooking a lake, with a leisure and childrens' pool, volleyball area, outdoor tennis courts and a play area, while Fitness First Meadows operates a 1,384 metre2 indoor sports hall with seating for 500 people.

The chain also recently opened its 29th club in the region, located in the business park at Dubai Motor City and offering a gym area, group exercise studios and personal training spaces.

18th October 2010 - LANDMARK GROUP ACQUIRES GULF FITNESS FIRST FRANCHISE