Fitness First’s Mark Buchanan on its expansion, key trends driving the sector
This year is set to be a landmark one for Fitness First, with plans that not only include the launch of six new clubs across Dubai and Abu Dhabi but also a GCC-wide expansion strategy, says the CEO
06 February, 2025
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We speak to Mark Buchanan, the brand’s regional leader, who shares insights on how Fitness First is evolving to meet the growing demand for integrated fitness and recovery solutions, the role of technology in shaping the future of wellness, and the company’s ambitious plans for 2025.
From AI-driven personal training to state-of-the-art club enhancements, here’s how Fitness First is redefining the fitness landscape in the region.
The fitness industry has evolved significantly over the years. From your perspective, what have been the most notable changes in the fitness sector, particularly in the Middle East, and how has Fitness First adapted to these shifts?
The fitness industry in the Middle East has transformed dramatically over the last two decades, moving from basic gym setups to comprehensive wellness hubs. Today, members expect much more than just access to equipment; they seek an immersive experience that combines fitness, recovery, and holistic wellness. Fitness First has adapted by continuously evolving our offerings.
Recently, we announced the opening of six new clubs. These new facilities include state-of-the-art equipment, outdoor gym areas, swimming pools, cold plunges, treatment rooms and infrared saunas, catering to modern fitness and wellness demands.
We’ve also partnered with LXA, a global design agency, to reimagine our existing clubs, ensuring they provide a seamless and enhanced member journey.
The trend towards health and wellness has grown substantially, with many people now focusing on maintaining a fit lifestyle. How has this shift in consumer behaviour impacted the fitness industry and how businesses like Fitness First are evolving to meet these new demands?
The shift towards a ‘fit lifestyle’ has reshaped the fitness landscape. Members now view fitness as a long-term investment in their overall well-being rather than a short-term goal. This mindset has driven demand for more holistic fitness experiences that integrate mental health, recovery, and nutrition. At Fitness First, we’ve embraced this by introducing wellness programmes, digital fitness solutions, and concept classes like reformer Pilates, yoga, sound healing, functional training and special classes and events. This time of year also sees a surge in memberships, as many individuals set New Year’s resolutions to commit to a consistently fit lifestyle.
The first quarter is always an exciting period for us, with a significant influx of members eager to start their wellness journey, and we ensure our facilities and programs are ready to meet this heightened demand. We’ve also introduced features such as ice baths and recovery zones to address the growing focus on wellness recovery and stress relief.
Additionally, our Innovation Hub allows us to test new fitness programs and equipment based on member feedback, ensuring we stay ahead of evolving demands and provide members with the tools and support to maintain their fitness resolutions year-round.
As a leader in the fitness space, you’ve seen the transition from traditional gyms to a more holistic approach to fitness that includes wellness, recovery and mental health. How has this shift changed the way you operate Fitness First in the Middle East?
This transition has been at the core of our strategy. Fitness is no longer just about physical transformation — it’s about mental clarity, emotional well-being, and recovery. We’ve aligned our offerings to reflect this holistic approach. For instance, we’ve introduced dedicated recovery zones with advanced amenities like infrared saunas, cryo chambers, ice baths, and treatment rooms.
Our clubs are also designed with social and community spaces to foster connections among members. Moreover, we offer mindfulness programmes, guided meditation, and mental health-focused workshops, recognising that mental fitness is just as critical as physical health.
Additionally, we are focusing more on fitness activities like yoga, which provides a holistic approach to overall well-being. Initiatives like World Yoga Day, pop-up workout workshops, and wellness events encourage both members and non-members to engage with their communities and explore new ways of integrating fitness into their lifestyles. By fostering these connections and providing diverse experiences, we aim to support members on every level of their wellness journey.
For busy executives and professionals who are juggling high-pressure careers, work-life balance can often take a backseat. What advice do you have for executives who struggle to prioritise fitness in their daily routines, and how does Fitness First help support them in balancing work and wellness?
For executives, fitness often feels like a luxury rather than a necessity. My advice is to treat it as a non-negotiable meeting with yourself. Even 30 minutes of physical activity can significantly improve productivity, focus, resilience and mental health. Fitness First caters to busy professionals by offering flexible options, including virtual classes and digital fitness programmes that can be accessed on the go. Members have the option to access all our clubs, ensuring convenience no matter where members are at work or home.
Additionally, Fitness First offers state-of-the-art personal training sessions, eliminating the guesswork for members who may not know where to start. These sessions provide tailored guidance, ensuring that even those with limited time can make the most out of their workouts. For those who prefer group settings, our clubs feature a variety of fitness classes ranging from 30 minutes to an hour, which are perfect for quick, effective workouts.
These classes, provide an excellent alternative, making it easier than ever to stay fit while managing a busy schedule.
Fitness First has always been known for its innovative approach. Could you share some of the unique concepts or offerings that have set Fitness First apart from other fitness brands in the Middle East, and how leadership has played a role in driving this innovation?
Innovation has always been a cornerstone of Fitness First’s success. We’ve consistently introduced new concepts that redefine the fitness experience. Recent innovations include outdoor gym spaces, reformer Pilates studios, digital fitness solutions, and the integration of recovery-focused features like infrared saunas and cold plunge pools.
In addition to launching new clubs, Fitness First is committed to enhancing its existing facilities to provide members with an upgraded and seamless fitness journey. These enhancements include revamped layouts, improved space management, and the addition of advanced amenities to ensure a premium experience across all locations.
Our leadership team plays a pivotal role in fostering this innovation by listening to member feedback and staying ahead of global trends.
Initiatives like our Innovation Hub allow us to experiment with new equipment and programmes, ensuring we bring the best to our members.
Additionally, our partnership with LXA ensures our clubs are not just functional but also inspiring environments that members love to visit, creating spaces that truly cater to their evolving fitness needs.
With the fitness industry continuing to grow, what are Fitness First’s plans for expansion and growth in 2025? Are there any new markets or regions you’re particularly excited about entering, and what can members expect from these developments?
This year is set to be a landmark one for Fitness First, with plans that not only include the launch of six new clubs across Dubai and Abu Dhabi but also a GCC-wide expansion strategy. These developments are underpinned by our partnership with the renowned global design agency, LXA, which plays a pivotal role in redefining the layout and design of our gyms. This partnership ensures meticulous attention to detail in space planning and management, creating workout environments that are both functional and inspiring.
A well-thought-out gym layout not only maximises space but also enhances the overall workout experience and fosters a better mindset for members. The six new clubs, strategically located in high-demand areas, will feature advanced technology, functional training areas, recovery zones, and dedicated spaces for group exercise, cycling, and reformer Pilates — an activity that has gained significant popularity in recent years. This aligns with our goal to stay ahead of industry trends and provide members with access to the latest fitness activities.
In addition to new club openings, Fitness First is focused on enhancing its existing clubs to provide upgraded facilities and experiences for its members. From improved layouts to integrating advanced wellness features like infrared saunas and ice baths, these enhancements are designed to elevate the member journey.
A key highlight of 2025 will be the introduction of a personalised member journey, with an exclusive concierge coach programme to guide new members through their onboarding process. This initiative aims to ensure that every new member feels supported and empowered to achieve their fitness goals from day one. Members can also look forward to innovative programmes, including new fitness assessment tools to help track progress more effectively and concept-driven classes that cater to modern fitness enthusiasts.
By expanding our footprint and improving our offerings, Fitness First is committed to bringing its unique blend of fitness and wellness to even more communities, ensuring we remain the leading fitness brand in the region.
What do you envision for the future of Fitness First in the Middle East? Are there any new trends or technologies in fitness that you believe will shape the next phase of the business and enhance the member experience?
By 2025, we envision Fitness First at the forefront of integrating technology with fitness. In this age of advanced technology and AI, trends like AI-driven personal training, wearable tech, and virtual reality workouts are poised to revolutionise the fitness industry. While we are exploring the implementation of AI at Fitness First, it is certainly an area to focus on in the future.
Leveraging AI has the potential to not only enhance our business operations but also elevate the member experience by providing more personalised, data-driven fitness solutions. We’ll also continue to prioritise community-building, mental health, and recovery, ensuring that our clubs go beyond being mere fitness facilities to become holistic wellness hubs.
With our ongoing expansion, innovative programs, and a strong focus on creating meaningful member experiences, the future of Fitness First in the Middle East is bright and transformative. We are committed to shaping the next era of fitness and wellness in the region, keeping our members’ needs at the heart of everything we do.
Read: WHOOP’s Stephan Muller on how wearable tech is shaping the future of wellbeing
