Mark Buchanan On Fitness First's Growth

Mark Buchanan, the regional leader of Fitness First, provides a closer look into how the brand is evolving to meet the growing demand for integrated fitness and recovery solutions, the transformative role of technology in wellness, and the company’s bold plans for 2025.

From AI-powered personal training to cutting-edge club enhancements, here’s how Fitness First is redefining the fitness landscape in the Middle East.

How Fitness First is Adapting to the Evolving Fitness Sector

The fitness industry in the Middle East has significantly evolved over the past 20 years, transitioning from basic gym setups to holistic wellness hubs.

Members today expect much more than a simple workout—they want an immersive experience that merges fitness, wellness, and recovery.

Fitness First has responded by consistently expanding its offerings.

The brand recently announced the launch of six new clubs equipped with state-of-the-art features, such as outdoor gym areas, swimming pools, cold plunges, recovery rooms, and infrared saunas.

Additionally, by teaming up with LXA, a global design agency, Fitness First is reimagining its current clubs to create an optimized and seamless member experience.

The Shift Towards Holistic Wellness

Consumer behavior has shifted, with people increasingly viewing fitness as a lifelong investment in their overall health rather than a short-term goal.

This has resulted in a higher demand for experiences that integrate physical, mental, and nutritional wellness.

Fitness First has adopted strategies to meet this demand by offering wellness programs and activities like reformer Pilates, yoga, sound healing, and functional training.

They’ve also rolled out digital fitness solutions for added accessibility.

Recovery-focused features also play a crucial role in the modern fitness experience. Facilities such as ice baths and recovery zones cater to the rising interest in stress relief and wellness recovery.

Fitness First’s Innovation Hub consistently pilots new programs and equipment based on member feedback, ensuring they stay aligned with evolving fitness trends.

A Holistic Approach to Fitness

The notion of fitness has transformed to encompass physical, mental, and emotional well-being.

Dedicated recovery areas with cryo chambers, infrared saunas, and treatment rooms are offered to help members prioritize recovery. To promote a sense of community, Fitness First also provides social spaces that encourage connections between members.

Their mindfulness programs include guided meditation and mental health workshops, reinforcing that mental health is just as vital as physical fitness.

Events such as World Yoga Day and pop-up workout classes further promote engagement with both members and the broader community, helping individuals explore different ways to integrate fitness into their lives.

Supporting Professionals with Busy Schedules

For executives juggling high-stress jobs, maintaining fitness often takes a backseat. Buchanan emphasizes prioritizing fitness as a “non-negotiable meeting with yourself.”

Fitness First makes it easier by offering virtual fitness classes and digital workout programs accessible on the go.

Their comprehensive personal training sessions and group classes, which range from 30 to 60 minutes, are designed to deliver efficient yet effective workouts for time-crunched professionals.

Setting Fitness First Apart Through Innovation

Innovation has always been a hallmark of Fitness First. The brand has introduced unique offerings, including outdoor gym spaces, reformer Pilates studios, and recovery amenities like infrared saunas and cold plunges.

Beyond launching new clubs, existing facilities are regularly upgraded with advanced equipment, revamped layouts, and improved space design to meet modern fitness expectations.

By listening to member feedback and staying ahead of global fitness trends, Fitness First continues to deliver cutting-edge services.

Their partnership with LXA further enhances the design and functionality of their spaces, ensuring members always have an inspiring environment to pursue their fitness goals.

Ambitious Goals for 2025

The year 2025 stands out as a milestone in Fitness First’s growth strategy.

The brand plans to open six new clubs in Dubai and Abu Dhabi, expanding into the broader GCC market.

This growth is anchored in a collaboration with LXA, which ensures well-planned layouts and inspiring workout spaces.

These new clubs will feature advanced technology, functional training areas, and dedicated spaces for group exercise, cycling, and reformer Pilates.

Fitness First is also committed to upgrading its current clubs to elevate the member experience. Enhancements include advanced features like infrared saunas and ice baths, as well as improved layouts to optimize space and functionality.

Another exciting initiative is the introduction of a “concierge coach program” that will guide members through their fitness journeys, ensuring they feel empowered and supported from the start.

Additionally, members can anticipate new fitness assessment tools to monitor their progress and modernized concept-driven classes tailored to fitness enthusiasts.

By expanding its footprint and refining its offerings, Fitness First is set to strengthen its position as a leader in fitness and wellness across the region.

Building the Future of Fitness

Through its focus on innovative technology, holistic wellness, and community engagement, Fitness First is redefining the way fitness is experienced in the Middle East.

With bold plans for expansion and a continuous commitment to member satisfaction, the brand is setting the stage for the future of fitness.

The Future Vision for Fitness First in the Middle East

What lies ahead for Fitness First in the Middle East? Are there emerging fitness trends or technologies that could define the next chapter of the business while enhancing the member experience?

By 2025, we see Fitness First taking the lead in blending fitness with cutting-edge technology.

With advancements in artificial intelligence (AI) and tech-driven innovations, developments like AI-powered personal training, wearable technology, and virtual reality workouts are set to transform the fitness landscape. While we are already exploring the adoption of AI at Fitness First, it remains a key focus area for the future.

Harnessing AI has the potential to strengthen our operational efficiency while giving members more tailored and data-based fitness experiences.

Beyond technology, we are committed to fostering a sense of community, supporting mental health, and prioritizing recovery.

Our goal is to ensure that our facilities go beyond traditional gyms by providing spaces that promote overall wellness.

With continuous expansion, creative fitness programs, and a strong emphasis on delivering meaningful experiences for our members, the future of Fitness First in the Middle East is both promising and innovative.

Our commitment remains steadfast in shaping a new era of fitness and wellness across the region, with our members’ needs always guiding our efforts.

Source: gulfbusiness

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.