What are the components that go into building and growing high-profile events that attract international brands, celebrity talent, and tens of thousands of engaged visitors?
For me, building and growing high-profile events starts with having a team that shares the same vision. Whether it is operations focused on building the shows, marketing shaping the narrative, or sales driving partnerships, everyone’s singing from the same hymn sheet with a clear end goal for how we want the event to look and how we execute it. Our portfolio, which includes flagship events such as Dubai Active and Dubai Muscle Show, has grown by keeping that vision consistent.
Relationships are equally important. We’ve built strong, trusted connections with brands, talent managers, federations and associations, and the show has reached a point where it’s a staple in the international fitness calendar. It comes down to the team’s shared vision and those trusted partnerships.
Why partnerships with government entities and global fitness names are key to brand growth in the Middle East and how does this conform into larger governmental plans for the health of citizens?
I’d say it comes down to trust and brand recognition. Partnering with Dubai Tourism for the past four or five years has given Dubai Active great credibility and positioned it as part of a larger initiative. The same is true for the Muscle Show through our work with bodybuilding federations and the Dubai Sports Council. Having these organisations on board makes it easier to attract brands, and in turn, celebrity talent, because they know the event is globally recognised rather than just domestic. We also partner with many UAE-led initiatives like Dubai Fitness Challenge, which helps drive local awareness and recognition. While we have a strong international presence, our core audience is still local, and being connected to these communities and associations definitely draws a crowd.
What do on-ground activations bring in terms of ROI, and how do they connect with diverse audiences across the region?
Return on investment is an interesting one. Our show is very content-led and feature-led, so we don’t necessarily generate the biggest ROI directly from the square meters allocated to sports and federations. The value comes from bringing in the communities, driving footfall, and introducing new sports and sectors. That increased engagement then allows us to sell commercial floor space, booths, and sponsorships to brands who want to reach those audiences. It’s a snowball effect where we bring in the sport and the communities, we grow the visitor numbers, and in turn, we can guarantee our exhibitors access to their target audience.
The region, due to geographic specificities, ends up having more sports enthusiasts as spectators as opposed to participants, how does one remediate to that?
It’s true there are more spectators than competitors, largely because of the type of sports and features we have. Some are high level, but we’re making a conscious effort to introduce more accessible sports that anyone can try. HYROX is a great example – it’s booming because it’s open to all, and our smaller-scale format at the show lets people get a taste for the full event. This year we expect over a thousand competitors and three to four thousand spectators through families, friends and supporters. We’re also adding a padel court with demos, classes and a tournament, plus accessible formats across features like boxing, including kids’ sessions. The goal is to work with globally recognised brands like HYROX and bring in new communities, making it easier for people to participate rather than just watch.
Statistics indicate that women’s interest in sports is rising, in some sports exponentially. Yet paradoxically, women suffer in high numbers with obesity. How can one challenge such a situation which is endemic to the region?
When it comes to encouraging more women into sport, I think it starts with education. At the Dubai Active stage, we bring in headline talent as well as respected experts to speak on topics like body positivity, confidence and nutrition. Last year, for example, headliner Leana Deeb’s session drew huge attention, and hearing these messages from trusted, well-followed voices can inspire women to take part. The XPRO Summit stage also hosts classes from leading trainers and coaches in the region, including those focused specifically on women’s training. Across our features, we aim to create inclusive opportunities – HYROX, for example, saw a roughly 50-50 male to female split, and we run female-only categories and varied weight classes where possible. Ultimately, it’s about giving women the knowledge, confidence, and accessible pathways to participate, and in Dubai, we’re seeing a growing openness to that.
