Dufitt ready to flex its muscles for aggressive Middle East expansion

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Strategy focuses on gym-goers seeking less expensive fitness centres.A big deterrent for gym goers in the region is that 80 to 90 per cent of these facilities are based in hotels or malls, and tend to put a premium on their services, according to Dufitt.Image Credit:

Dufitt ready to flex its muscles for aggressive Middle East expansion
Strategy focuses on gym-goers seeking less expensive fitness centres

By Aya Lowe, Staff Reporter
Published: 00:00 September 21, 2010

A big deterrent for gym goers in the region is that 80 to 90 per cent of these facilities are based in hotels or malls, and tend to put a premium on their services, according to Dufitt. After a period of inactivity, the fledgling marketplace for fitness centres is once again flexing its muscles. This has been the prompt for Dufitt, Dubais leading fitness consultant and health club development company, to work out an aggressive expansion programme throughout the region.

"The fitness industry here is very fragmented with very few big players," Faisal Hammude, managing director of Dufitt, said.

"We're looking to encourage people to start their own homegrown brands where there is a big void of facilities."

According to Hammude, a big deterrent for gym goers in the region is that 80 to 90 per cent of these facilities are based in hotels or malls, and tend to put a premium on their services.

As of now, the heavy lifters in the local fitness industry are international chains such as Fitness First, Next Generation and Virgin Active.

Different approach

The new wave of facilities that Hammude has in mind will take a slightly different route.

Dufitt's network will be split between the large and high-end facilities and much smaller — and competitively priced — ones located in areas such as Sharjah and Al Ain, among other places.

"If you go to a place like Los Angeles in the United States, the gym facilities are on a different level — they are equipped for every need," Hammude said.

"I want to introduce something like that here."

The economic downturn meant that 2009 was a challenging year for the fitness industry with a lot of the smaller gyms struggling to retain clients and stay in business.

However, Hammude predicts the coming months will see a lot of activity in the fitness industry due to a return of favourable conditions.

"A lot of the international franchises previously put off by the high rental rates will start looking at starting up here," he said.

"Similarly, a lot of investors will start their own homegrown brands."

The return to growth mode for the fitness industry could not be better timed. A stream of health care-related data has been sending out alarm signals that all is not well where the fitness levels of residents are concerned.

Recent studies found that only 34.6 per cent of Dubai residents engage in any form of physical activity.

The likes of Dufit and others are intent on tilting the scales to more favourable points.

"The Gulf and the wider Middle East warrant a closer look today," Abdul Rahman Falaknaz, chairman of International Expo-Consults (IEC) told Gulf News.

"With sports-related tourism rated as one of the fastest-growing sectors in the region, we expect new players to enter the market in the coming days."

Building on strengths

Dufitt is bringing in specialised knowledge and facilities from Canada to offer ISSA accreditation, gym design and layout advice, as well as gym management services. In line with the expansion plan, it has struck up strategic partnerships with Anonymous Architects, a New York based fitness and lifestyle facilities architect, and Icon Fitness, a regional leader in fitness equipment distribution.

Have you purchased any new fitness equipment? Has getting in shape always been a priority to you? Or have you recently become more health conscious?