Lift Brands, the global wellness company behind Snap Fitness, Fitness On Demand and a minority partner in 9Round and Fitstop has reacquired the Snap Fitness master franchise for the United Arab Emirates, with plans to open a significant number of new locations across the country in the coming years.

The news comes as the UAE continues to attract activity from the fitness industry, with brands like UBX, GymNation, Anytime Fitness and UFC Gym looking to make their mark.

Lift Brands’ EMEA support office team, headquartered in London and led by CEO Kevin Yates, will oversee the UAE operation. The deal sees Dubai-based Afshad Mistry appointed as general manager for the UAE, having held the position for the previous master franchise holder.

In the short term, Lift Brands says its immediate focus is on strengthening the four existing Snap Fitness clubs in the region, including modernization projects already underway at its Media City and Motor City clubs. The brand, which underwent a massive rebrand in 2021l, offers members 24/7 access, monthly contracts, digital content via its member app and personal training within its clubs. Recovery zones are found in select locations.

“Reacquiring the master franchise for the UAE is a hugely exciting move for us,” Lift Brands EMEA CEO Kevin Yates said. “The health and fitness club market in the UAE is projected to reach over $5 billion by 2030, and by driving the Snap Fitness brand centrally, it will help us to rapidly capitalize on this.”

“2024 was an incredible year for Snap Fitness, with our global teams enjoying more franchise and membership sales than ever before,” Yates continued. Last year, the brand opened 44 new locations. 

“We’re on a roll right now and we can’t wait to unlock Snap Fitness’ potential in the UAE and significantly grow our presence there,” he added.

The group confirms it has already received strong interest in the region and will soon begin the search for franchise partners in the UAE.

“Snap Fitness has been leading the charge in the industry since its inception, delivering standout holistic wellness experiences and a versatile business model,” Lift Brands global CEO Ty Menzies said. “Our success lies in our ability to provide unparalleled support for entrepreneurs and local communities while maintaining a world-class fitness offering. The UAE is a key market for us, and we’re excited to welcome more people to the Snap Fitness family and make fitness more accessible, enjoyable and rewarding.” 

In the UK and Ireland, Snap Fitness reached the 100-club milestone last year and kicked off 2025 with a new opening in Raynes Park, London. Globally, the gym franchise plans to open more than 60 clubs this year.

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Boxing and strength fitness franchise UBX (pronounced “You-Box”) has opened its first gym in the UAE, a region rapidly emerging as a hotspot for boutique fitness brands, gym operators and wellness brands.

Located in Marina Gate, the new UBX gym is part of its ambitious plan to reach 600 locations within the next five years and comes on the heels of UBX’s recent expansion into Japan last month. The boxing and strength fitness franchise isn’t taking a beat: several other global openings are set for the coming weeks for Tanjong Pagar, Singapore; Old Greenwich, Connecticut; Margaret River, Western Australia; and Greenford Quay, London.

“Dubai Marina is the perfect entry point for UBX into the UAE market,” UBX co-founder and managing director Tim West said. “With its stunning waterfront setting, thriving community, and residents who embrace health and fitness, this location mirrors the vibrancy and energy of the UBX brand. Our combination of boxing and strength training is designed for all fitness levels, offering flexibility and accessibility that resonate with busy, modern lifestyles.”

Last year, UBX had teamed with Adidas Boxing for a co-branded line of merchandise at UBX gyms and, in late 2023, announced a 24/7 access model where UBX members can access the gyms outside of staffed hours with a member tag at select locations. UBX’s emphasis on flexibility extends to its rolling start times, so members can drop in at any time for a 45-minute boxing and strength training 12 round circuit. 1:1 coaching is also available, as well as UBX’s app featuring on-demand boxing and strength training workouts, nutrition and mindset content.

“Boxing is experiencing a golden era, and we’re thrilled to bring UBX to a region with such a strong affinity for combat sports,” said Danny Green, UBX co-founder and four-time world champion boxer. “We’re proud to provide an inclusive, high-energy fitness experience that’s as fun as it is effective. UBX has always been about breaking down barriers and making boxing accessible to everyone.”

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Red light therapy has gained mainstream popularity, particularly among young consumers and especially in the UAE, according to a new trend report from Australia-based wellness tech brand Bon Charge.

The findings, published in the Global Red Light Therapy Trend Report, were based on a global survey of 7,000 adults in the U.S., U.K., Australia and the UAE—where seven in ten adults are actively using red light therapy. The data comes at an interesting time, as the region is also experiencing a fitness boom.

Notably, red light therapy has gained significant traction among those aged 18 to 34, who are the most engaged users across all surveyed markets—77% in the UAE, 53% in the U.S. and Australia and 46% in the U.K.

“This report reflects a global movement toward proactive wellness,” Bon Charge co-founder Andy Mant said. “Red light therapy’s rapid adoption, particularly among younger generations, signals a significant shift. As science continues to validate its benefits, we believe it will become as essential to wellness as nutrition and fitness.”

Moreover, the findings are particularly encouraging for growing the red light therapy segment, considering it is still a relatively new practice for many consumers. In fact, two-thirds of global users report having started red light therapy just within the past two years.

And when it comes to devices, red light face masks are king as the most popular device, according to Bon Charge. The brand carries several products within the sleep, recovery, beauty and wellness categories, including a red light therapy blanket, face wand and mask.

While many red light therapy enthusiasts use the wellness technology for muscle and joint relaxation, Bon Charge uncovered several region-specific insights. In Australia, consumers are leveraging red light therapy for its sleep-enhancing and skincare benefits. In the U.S. users are predominantly male and are motivated by improvements in sleep and mood. Across the pond, the U.K. is trailing in red light therapy adoption but shows promise among 18- to 34-year-olds seeking to improve their skin.

“As consumers become increasingly interested in their overall wellness, they are searching for accessible tools that offer multiple benefits, making red light therapy a game-changer,” Bon Charge co-founder Katie Mant said. “Our research underscores its impact on key areas like skin appearance, sleep, and recovery, showcasing its role in shaping the future of proactive wellness worldwide.”

Mant co-founded Bon Charge with his wife Katie Mant in 2017. Last fall, high-end grocer Erewhon added the wellness tech and beauty brand to its members-only Erewhon Lifestyle Collective.

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