FIRE FIT To Heat Up UAE Fitness Scene

ABU DHABI, UAE - Media OutReach^[1] - 28 November 2021 - Partners Walid Khoury and Ahmad Alhonjol today announced the completion of an agreement that will bring FIRE FIT's new and exciting boutique fitness experience to the United Arab Emirates, which is sure to set the local fitness scene alight. Scheduled to open its doors at Marina Square, Reem Island in the first quarter of 2022, the two-studio boutique gym will offer a number of Signature programmes across several modalities including boxing, strength and HIIT training in addition to a specialist personal training studio.

FIRE FIT makes its debut in Abu Dhabi as a result of a licensing agreement between Evolution Wellness Group^[2] (Evolution Wellness), Asia's leading fitness and wellness group, and Messrs. Khoury & Alhonjol. The agreement provides exclusive rights to open FIRE FIT boutique gyms throughout Abu Dhabi, beginning with the initial development of a flagship location on Reem Island.

Walid Khoury said: "We are delighted to partner with Evolution Wellness Group in this venture and begin our fitness business aspirations. The UAE fitness landscape has experienced substantial growth especially in the last decade, owing to growing awareness and consciousness about the need to lead an active lifestyle not just for good health but for overall quality of life, and we feel that there is a lot of opportunity to add vibrancy to the Abu Dhabi fitness scene." Ahmad Alhonjol added: "Having been on the lookout for the right experiential boutique fitness concept for some time, the FIRE FIT brand was the only option that ticked every box for us, because it allows us to deliver a range of specialist classes in dedicated studios, all at the one location, meaning we have maximum market appeal. Along with the personal training option, we feel these unique selling points are the perfect opportunity for Abu Dhabi."

"Evolution Wellness is proud to be continuing our growth plans through the realization of licensing strategies for our premium boutique brand by partnering with such a great team in the UAE. The unique FIRE FIT proposition and extensive support structure allows us to successfully scale around the world at rapid pace. The conclusion of our agreement with Ahmad and Walid is just the start of our Middle East expansion," said Nad Myan, Director of Growth & Innovation, Evolution Wellness.

FIRE FIT Abu Dhabi will introduce fitness fans to a number of proprietary Signature programmes, namely:

• FORCE

• STRIKE

• REVOLUTION

For more information about FIRE Fit Abu Dhabi, please visit https://www.firefitstudios.ae/^[3].

For more information about the FIRE Fit licensing programme, please visit https://bit.ly/FIREFITInvest2021^[4].

References

1. ^{^} Media OutReach (www.media-outreach.com)
2. ^{^} Evolution Wellness Group (www.evolutionwellness.com)
3. ^{^} https://www.firefitstudios.ae/ (www.firefitstudios.ae)
4. ^{^} https://bit.ly/FIREFITInvest2021 (bit.ly)