Organiser IEG Middle East has brought its Dubai Active, Dubai Active Industry and Dubai Muscle Show shows together under the new identity of GFX, and expanded the event to four days at Dubai World Trade Centre, 28–31 October 2027.

The announcement, on 29 October, came at the Ministry of Sports in Dubai where the UAE Health & Fitness Industry Report 2026 was also unveiled, revealing that 71.9% of surveyed non-gym members would consider joining or returning to a gym, highlights significant opportunities for sector growth. Commissioned by IEG Middle East, the report was developed in collaboration with the UAE Sports Science and Sports Medicine Center, EBBF and independent research partner Qantara Sports.

The dual announcement took place on in the presence of Dr Ziad Saleh Board member, UAE Sports Science and Sports Medicine Center under the UAE Ministry of Sports, and Mohammed Abdulrahim Al Marri, secretary-general of the Emirates Bodybuilding and Fitness Federation (EBBF).  

Francesco Santa, CEO of IEG Middle East, said: “GFX marks a defining new chapter for the Middle East’s fitness industry. Building on a decade of success, we are uniting three established events under one powerful identity, connecting international markets with the region’s growing opportunities. This evolution demonstrates IEG Middle East’s commitment to long-term investment in the region and our ambition to accelerate industry growth. Our vision extends far beyond an exhibition. GFX will be a catalyst for international collaboration, commercial opportunities and industry progress, strengthening the Middle East’s position on the global fitness stage.”

The report, which drew on insights from 122 gym and fitness operators across the UAE, also shed light on factors influencing consumer participation, with 38.4% of consumers identifying lack of time as the biggest barrier to exercise. Meanwhile, member retention and workforce satisfaction remain key challenges, with 70% of operators reporting that they renew half their members or fewer annually, and 30% of fitness professionals considering leaving their current employer within the next year.

Download the UAE Health & Fitness Industry Report 2026

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