Homegrown UAE Brands Making a Mark on Fitness

While the global health and fitness industry is dominated by household names, the UAE's entrepreneurial spirit has given rise to an array of homegrown brands that are filling gaps in the market and proving that innovation is endless.

From stylish performance wear to community-focused gyms, here are some regional brands to watch.

Poll

What's your go-to workout time?

Morning

Afternoon

Evening

AllezKit

When a former fashion magazine editor and a bridal fashion designer team up, you can expect style. That's the foundation of AllezKit, a luxury women’s sportswear brand launched this year by Louise Nichol and Barbaranne Heaton.

Nichol, a spinning instructor, and Heaton, a circuit trainer, saw a need for apparel that was both fashionable and highly functional.

"I realized there was a real lack of sportswear that appealed to my fashion aesthetic... but that also performed to a high intensity level," says Nichol. Heaton adds that with the rise of fitness events like Hyrox, "People want to look good for photos and they want to post those looks to social media."

AllezKit focuses on providing elevated performance wear for the 35+ customer who wants to work out hard without compromising on support, coverage, or style.

Mileoff

Launched on International Women’s Day in March 2025 by British expat Alice Bugeja, women's running brand Mileoff has seen "rocket ship growth." Bugeja, a passionate runner, noticed a gap in the market for quality women's running gear.

"My friends and I would say: ‘Why don’t the perfect running shorts exist for women with enough pockets?’" she recalls. This led to her lightbulb moment.

After two years of development, her first collection—featuring shorts, skirts, tops, and accessories—sold 70% of its stock on the first day.

The brand's bestseller is the hydration run vest, made from soft, non-chafing material in bright colors with 12 pockets. "Everything we do is about functionality, performance and style," Bugeja says.

Now shipping to over 33 countries, she credits Dubai's aspiring environment for her success.

Dryp Fitness and Yoga Studio

Founded in 2017, the hot yoga studio Dryp has expanded from a single room to a six-room space in Dubai Marina, complete with a cryo chamber and an infrared sauna.

Studio director Jessica Casalegno notes that anticipating consumer needs has been key to their success in a crowded market.

As one of the first studios to offer hot yoga sculpting, Dryp has since added heated Pilates and barre classes.

"Working out in the heat inside is different to the heat outside," says Casalegno, explaining the benefits like lymphatic drainage and increased calorie burn.

More than just a studio, Dryp fosters a strong community, offering an in-house cafe for clients to connect. "If you’re new to the country, are feeling isolated... Dryp is the place to come," she adds.

Just Therapy

After years in the fitness community, British-Egyptian personal trainer Ashley Galal, 34, identified a need for a gym that was truly welcoming to all.

He and a group of jiu-jitsu training partners decided to open their own space, which evolved into Just Therapy, a gym focused on strength, conditioning, and community.

"The environment is important, as the main thing that stays with you after a gym session is how you feel after," Galal explains.

The gym regularly hosts get-togethers and fosters a supportive atmosphere, especially for younger members. "We encourage them to get to know the others and build their confidence because in us they have eight uncles in the gym."

As for the WWE memorabilia on the walls? It was a gift from Dwayne ‘The Rock’ Johnson, for whom Galal acted as a stand-in for the film Hobbs & Shaw.

Original Culprit

During the UAE's COVID-19 lockdown, British national Deborah Stokoe started drawing. This creative spark led to the birth of her gymwear brand, Original Culprit.

With just over Dh1,000 in savings and no business background, she developed a line of affordable, durable fitness wear for women.

"My thought process with OC was to make it affordable for the average gym-goer and to create a product that’s made to last," Stokoe says.

Bestsellers include the Jenny Long shorts and classic leggings. Two years after launching, she started the OC Throwdown, a competition for women of all fitness levels.

Having hosted events across the UAE, she wants to show that "functional fitness is open to all."

Source: thenationalnews

The opinions shared in the GymNation blog articles are solely those of the respective authors and may not represent the perspectives of GymNation or any member of the GymNation team.