New Year, 30% Membership Surge

As the New Year draws near, fitness centers in Dubai are experiencing a significant rise in memberships as residents look to shed holiday weight and turn their fitness goals into reality.

Gym chains such as GymNation predict a 20-30% increase in membership sign-ups throughout January, in line with a global pattern of renewed dedication to health and fitness at the start of the year.

“It’s well-known that January is one of the busiest months for gym memberships, both in the UAE and worldwide,” said GymNation's UAE Country Director, William Rasmussen-Dean.

“Motivated by New Year’s resolutions, GymNation typically sees a 20% rise in new memberships compared to an average month.

“The surge doesn’t begin right on January 1st. Many people ease back into their routines, with the highest activity occurring in the latter half of January, which becomes the busiest time for gym visits and memberships,” he added.

This fitness craze is part of a larger wellness trend shaping Dubai’s fitness market, which is currently worth over $700 million and is expected to surpass $1 billion, according to Ken Research.

Dubai’s focus on promoting health aligns with its progressive initiatives, making fitness a central aspect of life for its residents.

Programs such as the Dubai Fitness Challenge, which encourages 30 minutes of activity for 30 days, have further strengthened this trend.

The New Year Fitness Buzz

This growing momentum is now echoed in the New Year fitness rush, as residents prepare to visit gyms and commit to their resolutions.

Sylvie, a Jumeirah resident, shared her perspective on the fresh start. “I indulged a lot over the holidays, and now it’s time to get back on track. This year, I’m determined to make fitness a regular part of my life, not just a resolution.”

Similarly, Venkatesh, a 42-year-old resident, admitted that he struggled to keep his fitness resolution after March last year but is determined to stay on track this time. “I’ve made smaller, realistic goals and planned how to follow through for the entire year,” he said.

Naved Ali, a fitness instructor based in Dubai, pointed out a January trend where gyms sell about 10-15% of their annual memberships, with some gyms experiencing up to a 50% spike compared to other months. “Right now, fitness is top of mind for everyone,” Ali explained. “The real challenge, though, lies in maintaining this motivation beyond the first few months.”

Binous Gym in Al Quoz similarly observed an uptick in enrollments during this period. “December and early January are always exceptionally busy for us,” said Rizzy, a representative from Binous Gym.

“We also roll out special promotions during this time, and many people take advantage of these deals to kickstart their fitness journeys,” she added.

Veo by Emaar Hospitality Group recently launched a New Year promotion, offering an extra month of access to its premium facilities and classes for members who signed up before December 8.

Setting Achievable Goals

For those committed to long-term changes, fitness professionals recommend adopting a realistic approach. “The secret is setting achievable goals,” said Jassi, a physical trainer based in Business Bay.

“Don’t expect to transform yourself overnight—begin with small and consistent efforts. Even 20-30 minutes of daily activity can lead to lasting changes.”

Surveys show that around 50-60% of adults set fitness or weight loss as their primary New Year’s resolution, fueling the surge in gym memberships. However, many struggle to stick with their plans.

Research shows that 50-65% of newly enrolled gym-goers stop attending within three to six months, with only about 20% maintaining their fitness routines by mid-year.

Source: khaleejtimes

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.