The Australian boxing fitness franchise UBX is making significant inroads into the United Arab Emirates, planning to establish 18 new locations across the region, starting with Dubai and Abu Dhabi. This strategic move aligns with the growing interest in combat sports in the Middle East and aims to tap into the UAE’s burgeoning enthusiasm for boxing.
UBX, known for its unique blend of boxing and strength training, already operates in eight countries with over 100 locations. With the UAE expansion, UBX’s total contracted locations will surpass 600 globally. The franchise has appointed Mohsan Bari as the master franchisor for the UAE.
“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,” said Tim West, UBX co-founder and managing director. “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.”
UBX offers flexible training options for all fitness levels, including coached hours, extended access hours with coaching screens, and an app for workouts and nutritional support.
Expanding Global Footprint
Over the past year, UBX has expanded into the U.S., U.K., Ireland, and Japan, complementing its presence in Australia, New Zealand, and Singapore.
Danny Green, UBX co-founder and world champion boxer, emphasized the UAE’s passion for boxing. “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 partnered with Adidas for a new campaign, “Boxing is for Everyone,” and released co-branded merchandise, including limited-edition gloves and apparel, available at UBX studios worldwide.
Middle East: A Hotspot for Fitness Brands
The Middle East, particularly Dubai, has become a prime destination for fitness and wellness brands. Jack Thomas, co-founder of The Fit Guide, has dubbed Dubai the “fitness capital of the Middle East.”
Anytime Fitness, under parent company Self Esteem Brands, is also eyeing the Middle East, starting with Dubai. Sander van den Born, executive vice president of international at Self Esteem Brands, noted the region’s innovative and trendsetting market, driven by its diverse expat community. He mentioned that other brands in their portfolio, such as the female-centered barre concept, The Bar Method, have significant potential, especially in Saudi Arabia.
Additionally, boutique fitness brand Barry’s has established studios in Dubai and is exploring further Middle Eastern territories as part of its international expansion. Fitness wearable brand Whoop has also identified the Gulf region as a crucial part of its growth strategy, signaling the increasing importance of the Middle East in the global fitness market.
