UBX Set for UAE Expansion as Middle East Fitness Market Heats Up

UBX is the latest fitness brand to unveil its strategic expansion plans in the United Arab Emirates, which will see the boxing fitness franchise open 18 locations across the region, with initial sites planned for Dubai and Abu Dhabi.

The non-contact Australian boxing franchise is no stranger to global endeavors, with a presence in eight countries and 100-plus open locations. The UAE expansion brings UBX’s contracted locations to over 600 gyms. Mohsan Bari has been appointed UBX’s master franchisor in the country.

“In recent years, the Middle East has become a hotspot for combat sports, and the UAE’s enthusiasm for boxing makes it the perfect next step for UBX as interest in the sport is followed by participation,” UBX co-founder and managing director Tim West said. “We’re bringing our unique combination of boxing and strength training to a market that truly values fitness and innovation. I have no doubt that UBX will become a staple in the UAE fitness scene.”

The boxing franchise provides members with flexible training options for any fitness level with coached hours, extended access hours featuring coaching screens, as well as an app for workouts and nutritional support.

Global expansion plans

In the past year, UBX has entered the U.S., the U.K., Ireland and Japan, following a previous push into Australia, New Zealand and Singapore.

Danny Green, UBX co-founder and world champion boxer, stated that the UAE’s love for boxing is “undeniable,” and he’s excited to see what’s to come.

“The energy and enthusiasm in this region are exactly what makes our concept thrive,” Green said. “Boxing is not just about the physical workout; it’s about building mental resilience and community. Based on growing demand and the proven success of our model, I know we’ll see UBX thrive in the UAE market.”

Earlier this month, UBX and Adidas partnered for a new campaign — “Boxing is for Everyone” — and released a co-branded merchandise line including limited-edition gloves and apparel at UBX studios around the globe.

Middle east market growth

The Middle East has become a hot spot for fitness and wellness, with industry leaders eagerly entering the bustling region. Dubai, in particular, has been referred to as the “fitness capital of the Middle East,” according to The Fit Guide cofounder Jack Thomas.

It’s a notion shared by Anytime Fitness. The big-box gym franchise under parent company Self Esteem Brands has set its sights on the Middle East, beginning with Dubai.

“It’s a market that — due to the expat community and the diversity — is usually leading with a lot of innovation and new trends, and people want to try it all out,” Self Esteem Brands’ executive vice president, international, Sander van den Born, has told Athletech News. “He also indicated that other brands in SEB’s portfolio, such as the female-centered barre concept, The Bar Method, have great potential in the region, particularly Saudi Arabia.

Boutique fitness brand Barry’s also has studios in Dubai, developing new territories in the Middle East as part of its broader international push.

Fitness wearable brand Whoop is also bullish on the region, recently announcing that the Gulf region is a significant part of its growth strategy.