Purpose Brands is launching its first Anytime Fitness club in Dubai on 1 November, through master franchisor, Purple Fitness.

With the addition of the UAE, Anytime Fitness now operates in 49 countries and territories around the world, with additional countries to be announced soon. The franchise is growing at a pace of 300 sites a year.

The new gym offers Technogym equipment, group classes, personal training and 24/7 access. The launch coincides with Dubai Fitness Challenge, which encourages Dubai residents to complete 30 minutes of exercise daily for 30 days. The gyms is offering free three-day gym passes throughout November, through the Anytime Fitness App, along with exclusive training programme offers.

Purple Fitness CEO, Faheem Essop, says: “We are here to deliver accessible, personalised coaching, nutrition and recovery services for the people of Dubai and we have ambitious plans to open additional locations in Dubai in the near future.”

Sander van den Born, executive vice president, international, Purpose Brands, says: “We're focused on non-stop growth for Anytime Fitness, capturing a greater share of the fast-growing global wellness economy and help more people than ever with access to personalised health and wellness services. We look forward to watching Purple Fitness and Anytime Fitness together contribute in meaningful ways to the overall wellbeing of people and communities in Dubai.”