Europe's No1 health club chain establishes MENA operations

"The Middle East and North Africa region will be the first franchised market for Fitness First. We are very excited about the solid opportunities we believe this dynamic part of the world has to offer," said Mike Balfour, deputy chairman and founder of UK-based Fitness First, during his visit to Dubai for the signing of the agreement.

With over 400 clubs and more than one million members worldwide, Fitness First is considered a world-leader in international fitness with operations in more than 14 countries throughout Europe, Asia and Australia. The company's phenomenal success has been attributed to their vast offerings of quality leisure and fitness services at affordable prices and with flexible payment options. Leisure Unlimited is planning to build more than 20 franchised Fitness First clubs in the MENA region over the next three years, focusing initially on the U.A.E and Saudi Arabia.

"We see Fitness First as an excellent product for the Middle East, where high quality - high volume fitness centres have not yet been introduced. Elsewhere in the world such as the US, UK and Asia, these 2,000 - 3,000 square meter clubs which offer the latest trends in staying fit have proved to be a huge hit and we believe we can really bring some excitement into the fitness industry in the Middle East through Fitness First" said Roy Gomez, Director, Leisure Unlimited.

Leisure Unlimited is a joint venture between Global Brands and Saudi retail giant Al Hokair, which owns and operates in excess of 500 outlets and has brought more than 45 international brands including Geant, Marks & Spencer and Zara to Saudi Arabia and other countries.

"I think Fitness First has demonstrated its huge potential for unlimited roll-out of its quality fitness centres offering great facilities at a sensible price. Their fitness centres appeal to a wide cross section of population", said Allan Druce, Director, Al Hokair Group. "Through Leisure Unlimited, we are looking forward to a long and fruitful partnership with Fitness First. We are on a fast track development in the Middle East and will be announcing our timelines very soon."

The Franchise Agreement will be managed out of the Fitness First Asia Headquarters based in Kuala Lumpur, Malaysia. Michael Lamb, the Group Managing Director, will spearhead the push for growth in this region. He will be deputing a number of key staff will be seconded to the Middle East in order to get the business up and running in the shortest possible time frame.