Fitness First Middle East recently opened its 31st club in the United Arab Emirates – the first in the region to feature the brand’s vibrant new look with the red logo and fresh colours for the decor.

This is supported by a new brand campaign emphasising the fact that fitness is for everyone, regardless of size, experience, daily schedule, age, gender, nationality or fitness level.

The 21,000sq ft (1,950sq m) platinum club at Business Bay, Dubai, offers a wide range of facilities alongside the Life Fitness-equipped gym. Group exercise classes take place in an outdoor GX studio, as well as an RPM studio. There are also areas for free weight and functional training, an open area for yoga and multifunctional exercises, a Synrgy 360 training system, and an Escape Octagon Olympic lifting platform.

These are complemented by a Core Juice Bar and nutritional advice via the Nutrition by Fitness First programme.

Relaxation areas include saunas and an indoor members lounge with wireless internet and complimentary drinks, and an outdoor members’ lounge to play or watch games.

Fitness First Middle East COO George Flooks says that the demand for quality, effective and complete fitness solutions is on the rise in Dubai. “Our new mixed club will aim to cater to the demand for professional and expert advice with regard to comprehensive fitness regimes,” he adds. “Encouraging everyone to follow a strict exercise regime and diet plan is a realistic goal that we will continue to work towards.”

The next launch is scheduled for September at the Palm Jumeirah, Dubai.