Hotworx Marks Middle East Growth With Dubai Studio

Hotworx, the 24-hour infrared fitness studio franchise, has entered the Dubai market, marking its first location in the UAE and second in the Middle East.

The expansion comes as the brand celebrates the eighth anniversary of its flagship studio in Oxford, Mississippi, and builds on its growing international footprint, which includes locations in Ireland and Saudi Arabia.

“The opening of our Dubai studio represents a major step in our mission to make Hotworx accessible around the world,” Hotworx founder and CEO said. “We’re excited to bring our innovative approach to fitness to a market that values both health and technology.”

Looking forward, Hotworx is plotting to open its first location in Canada in Q2 and expand into Mexico by the end of the year.

The franchise recently rolled out a “Scan & Go” studio feature so members can purchase branded Hotworx retail items and other workout products using the brand’s Burn Off app. A state-of-the-art resistance training machine dubbed “Gluteus Max” is also set to debut for glute and lower-body workouts.

“Whether it’s a smarter retail experience or next-gen equipment, our goal is to make every touchpoint with Hotworx convenient, efficient and member-focused,” Smith said. “We’re constantly looking for ways to continuously raise the bar.”