Dubai: Dubai Fitness Challenge (DFC), the flagship fitness initiative launched by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Dubai Crown Prince and Chairman of The Executive Council of Dubai, kicked off its sixth edition on 29 October with a resounding success, thanks to the remarkable support of government and corporate partners and sponsors who support the broader vision of making Dubai the world’s best city to live in, work and visit. Organisers Dubai’s Department of Economy and Tourism (DET) and Dubai Sports Council are spearheading the delivery of the sixth edition of the citywide initiative with the support of organisations who are committed to making Dubai a healthier and happier city. Partners and sponsors have joined forces to deliver a more diverse and inclusive range of fitness activities and events than ever before.

The entities helping DFC strengthen the spirit of the community this year include organisers Dubai's Department for Economy Tourism (DET) and Dubai Sports Council; Presenting Partners DP World, Mai Dubai, and Dubai’s Roads and Transport Authority (RTA); Association Partners Sun and Sand Sports, AVIV Clinics, Emirates Airline, Emirates NBD, Etisalat by E&, Fitbit, Shamal – Kite Beach and Last Exit; Official Partners Aster Hospitals, Clinics and Pharmacy, Arabian Automobiles Co, Dubai Chamber, and Lipton and Sports Society; Media Partner Arabian Radio Network (ARN);  and Government Partners Dubai Corporation for Ambulance Services, Event Security Committee, Dubai Health Authority (DHA), Dubai Knowledge and Human Development Authority (KHDA), Dubai Police, and Emirates Schools Establishment.

Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), commented: “With a packed calendar of events across the 30 days, DFC provides the impetus for us all to embrace a more active lifestyle while having fun with friends and family. For the sixth consecutive year, we are pleased to see the level of engagement and support from key government and private sector partners, all coming together to make Dubai Fitness Challenge a truly memorable experience that will have a positive impact on generations to come. With over 20 partners coming together for this edition, it demonstrates our collective commitment to positioning Dubai as one of the most active cities in the world, and the best city to live in, work and visit.”  

His Excellency Saeed Hareb, Secretary General, Dubai Sports Council, said: “We are delighted to partner with Dubai’s Department of Economy and Tourism (DET), once again to bring the sixth edition of the Dubai Fitness Challenge (DFC) to life. Launched in 2017 by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council, DFC has become a much-anticipated annual event, gaining popularity amongst the city’s communities from all backgrounds, nationalities, and age groups. DFC continues to gain more momentum every year, encouraging everyone to get active and prioritise fitness and physical activity, especially with the presence of state-of-the-art sports facilities and infrastructure across the Emirate.  We continue our remarkable efforts in collaboration with our partners in the different governmental & private entities to enhance the status of sports in Dubai and to provide a convenient environment for the practice of sport across the city.”

“Dubai has raised the bar and set a great example worldwide in organising and hosting sports, social and economic activity while bringing signature events to its doorsteps for everyone to enjoy. We are very much looking forward to this year’s diverse DFC edition and expect higher numbers of participants and engagement, as well as great achievements.” His Excellency added.

Dr Abdulla Al Karam, Director General of the Knowledge and Human Development Authority (KHDA) said, “Nurseries, schools, and universities have once again shown their support for the Dubai Fitness Challenge by registering for 30 days of activities. We’ve all been recently reminded of the importance of health and togetherness, and Dubai Fitness Challenge gives education leaders, teachers, students and parents the chance to come together to have fun, get fit and connect. We’re grateful to our education community for taking part and sharing their enjoyment, and we look forward to visiting them for more activities in the days to come.”

His Excellency Eng. Mohammed Al Qasim, Acting Director General of the Emirates School Education Establishment, emphasised that the participation of the establishment in Dubai Fitness Challenge is part of its ongoing interest in raising awareness on the importance of sports, and motivating students and the educational field to embrace a healthier and more active lifestyle. Physical activity has numerous positive benefits on children, and can positively impact their physical and mental development, improve school performance, and enable them to better handle physical and emotional challenges.

His Excellency also stated that Dubai Fitness Challenge has been incorporated into the annual plans of numerous government and private institutions in the Emirate, in a step that aims to encourage everyone to continue practicing sports on an ongoing basis, especially with the availability of all the elements available across the country, thanks to the support of the wise leadership and its keenness to raise and promote the health standards of citizens and residents of the UAE.

Eman Al Madani, Senior Executive – CSR- Centre for Responsible Business, Dubai Chamber of Commerce

“We are very proud to support the sixth Dubai Fitness Challenge as an official partner and participant. This unique challenge is an ideal opportunity for Dubai Chambers to encourage its employees to prioritise fitness and their overall wellbeing. At the same time, it encompasses many of the important values at Dubai Chambers and encourages the business community and the whole society to come together and position Dubai as one of the most active cities in the world.”

Maha Al Qattan, Chief People Officer at DP World,said:“At DP World the health and wellness of our colleagues is a key focus and something we are very passionate about. A healthy body is a healthy mind, which translates into everything we do. We are therefore incredibly proud to once again partner with Dubai Fitness Challenge in 2022. It is an event that echoes our values of inclusivity and holistic wellbeing, delivering great impact for the overall health and liveability of Dubai.

We look forward to working with organisers and other partners. We hope that more members of our community will take up the 30x30 challenge than ever before, and we look forward to seeing people of all ages and backgrounds engage with the DP World Fitness Village at Kite Beach, the free golf lessons at Jumeirah Golf Estates and Dubai Ride presented by DP World.”

Alexander van ’t Riet, CEO of Mai Dubai, said: "We are thrilled to once again support the Dubai Fitness Challenge, one of the most anticipated events of the year, as a hydration partner, in an effort to inspire the city's residents to adopt an active lifestyle. Mai Dubai has always supported athletic endeavours and we are delighted to have the chance to continue encouraging active lifestyles through such sporting events. We invite all to benefit from this event and achieve their fitness goals by participating in various physical events, activities, and wellness-centric classes during the 30-day-long Dubai Fitness Challenge.”

Adel Shakeri, Director of Planning and Business Development, Public Transport Agency, RTA said: “Since 2017, RTA has been keen to participate in the Dubai Fitness Challenge (DFC)by engaging employees across all categories, because fitness has become a way of life.

This year's edition of DFC includes a diverse and comprehensive schedule of sporting events, which is the largest of its kind since the launch of the initiative within the "RTA Village at the Last Exit Fitness", and many events and free fitness classes".

Shakeri added: “RTA supports various sports and social events that enhance Dubai’s reputation and consolidate its position as a global city keen on the happiness of its residents and visitors. Last February, RTA launched a special bike track in Jumeirah Beach, sixteen kilometres long, connecting the existing path on Jumeirah Street at the Dubai Water Canal with the track on King Salman bin Abdulaziz Al Saud Street at Dubai Internet City. It is also linked with the currently implemented network of bicycle tracks, which extends from the Etihad Museum to the Dubai Marina area, passing through various areas in the Emirate of Dubai, to the Al Qudra area. A total length of about 540 km.

Mohammad A. Baker, Deputy Chairman and CEO, GMG said: “GMG is at the forefront of creating and nurturing healthy communities in the UAE and the Dubai Fitness Challenge serves as a great platform for us to realise this vision. Inspiring good health and well-being is part of our DNA at GMG and through opportunities such as these, we aim to empower active lifestyles across the nation. As part of our strategic partnership with Dubai Festivals and Retail Establishment (DFRE), GMG is proud to be associated with Dubai Fitness Challenge, one of the most sought-after events in UAE's sports calendar, for the second year in a row.”

Mike Frayne, CEO of Aviv Clinics Dubai, said: “At Aviv, we are thrilled to be taking part in the Dubai Fitness Challenge once again. Maintaining an active lifestyle is integral to good health, and DFC has provided an inspirational platform to encourage the Dubai community to do just that. It’s a great opportunity for us to engage with the people of Dubai and help them get a better understanding of the relationship between physical and cognitive health.

“The Aviv Medical program is based on a proprietary protocol that applies Hyperbaric Oxygen Therapy (HBOT), cognitive and physical training along with nutritional coaching. The principles between the work we do at Aviv and what DFC sets out to achieve are clear, and we look forward to once again being part of such an incredible initiative to help people get active, become more aware of physical, and cognitive health, and ultimately lead fuller and more enriching lives.” He added.

Adil Al Ghaith, Senior Vice President Commercial Operations, Gulf, Middle East & Central Asia, at Emirates said: “The Emirates Group proudly accepts this year’s Dubai Fitness Challenge (DFC). We’re especially thankful to His Highness Sheikh Hamdan bin Mohammed Al Maktoum, Crown Prince of Dubai, for initiating this 30-day challenge which highlights the importance of incorporating sports and physical activities in one’s daily routine to establish long-term positive habits. Our employees always look forward to participating in DFC. As in previous years, we are hosting free fitness classes for all employees, sharing online fitness videos for our staff worldwide, as well as incentivising their month-long participation to ensure they are supported throughout the Dubai  Fitness Challenge. We want to enable our employees to continue  to raise their shared voices to encourage those around them to accept the challenge, which will help create fitter and more active communities. The Emirates Group is a major force in advocating for the wellbeing of societies and communities and through our participation in this challenge, we hope to raise awareness on the importance of maintaining a healthy and balanced lifestyle.”

Moadh Bukhash, Chief Marketing Officer, Group Marketing & Customer Experience, Emirates NBD said, “Emirates NBD's partnership with Dubai Fitness Challenge builds on our long-term advocacy for the financial, mental and physical well-being of our customers and the wider UAE community. We are delighted to lend our support to this annual event that has raised so much awareness on the importance of a healthier lifestyle. In addition, we look forward to supporting this year’s edition with the Emirates NBD Unity Run that unites people across all walks of life in the UAE to come together and support a common cause.” 

Abdulla Salem Al Mana, General Manager, etisalat by e&, Dubai, said:  “We at etisalat by e& are proud to support an initiative that encourages individuals from all walks of life to embrace a healthier and more active lifestyle. We laud His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Chairman of the Executive Council of Dubai, for his continuous support to sports in Dubai and for bringing this innovative challenge back in its sixth edition after the great success it achieved last year. As the official telecom partner, etisalat by e& encourages participants to take advantage of the various fitness events and activities during the Dubai Fitness Challenge period, and do their part to make Dubai the most active city in the world.”

Commenting on the long partnership Des Power, VP and Managing Director of Fitbit International at Google, said “We are pleased to partner with Dubai Fitness Challenge for another year to encourage residents to get moving regularly. Just 30 minutes of physical activity a day can help to lower stress and risk of cardiovascular disease, improve your mood, boost your immune system, and a whole host of other wellness benefits – both physical and mental[1]. In this spirit, we look forward to hosting visitors at Kite Beach Fitness Village for a series of workouts designed to empower visitors on their health and wellness journey.”

Alisha Moopen, Deputy Managing Director – Aster DM Healthcare, said: “Aster has been the official healthcare partner of Dubai Fitness Challenge for 3 years in a row. Each year, we have tried to bring in different elements to support the idea of fitness as an ever evolving yet consistent aspect of your lifestyle. This year, while we have our focus on our employees as well as customer fitness and overall health, we are very happy to share that we have an exciting digital innovation being introduced during the Dubai Fitness Challenge. It has been designed to encourage people to really take stock of their health and the health of their families for a healthier and happier tomorrow.”

Salah Yamout, COO of Arabian Automobiles Company, said: “Strategic partners of DFRE since inception, AWRostamani Arabian Automobiles have continuously supported the citywide events and world class experiences that has made Dubai a premier global destination.

This year, we are expanding our relationship by becoming the Official Partner of the Dubai Fitness Challenge. We are proud to be a part of the vision of the country’s leadership which encourages the UAE community towards a healthier future.”

Abhiroop Chuckarbutty, President of Ekaterra Africa, Middle East and Turkey, said:“With obesity on the rise and easy accessibility to processed food and drink, there is a critical need to promote healthy lifestyles among consumers today. At ekaterra, we fully support the Dubai Fitness Challenge initiative and are exceedingly appreciative of the country’s vision to provide means for physical activity and wellbeing among all age groups. Through our flagship and inclusive health-oriented brand, Lipton, our goal is to enable tea drinkers in pursuing a healthier, happier future.”

Samir Tayeb, Managing Director of Leader Group, said: “In line with Leader Group’s commitment, catering the Sporting needs of the community, we are proud to support Dubai Fitness challenge 2022, and encourage everyone to prioritise their health and wellbeing. Our home-grown brands “Leader Sports” & “Healthy Sports” along with “JOMA”, our long-term partner, will continue to provide our community with the best retail, E. Commerce & Omni Channel services as well as the top brands in the sports category. We are also proud to be part of DFC this year through our new SPORT SOCIETY MALL, located in Mirdif, which takes the concept of sport centres to “Unprecedented levels”- being one of the biggest Sports malls in the world with an NHL size ICE RINK, Sports Activity Concepts, Retail outlets, F&B and dining. Dubai Fitness challenge has given us the opportunity to showcase our support to everyone who embarks on the journey to a healthy and happy lifestyle”.

The city’s annual flagship fitness initiative, which began in 2017, was created to champion Dubai’s extensive sports and fitness infrastructure and encourage its multi-cultural society to embrace a more active lifestyle.  The fully inclusive challenge was designed to bring people together to get moving, have fun and experience new sports and activities they may not have tried before.  Last year, 1,650,000 participants took part in the initiative, up by 10 per cent from 2020 and representing nearly half of the population of Dubai.

Running until 27 November, DFC 2022 highlights include Dubai Ride, presented by DP World and Dubai Run, presented by Mai Dubai on Sheikh Zayed Road, two 30 day fitness villages: DP World Kite Beach Fitness Village, and RTA Last Exit Al Khawaneej Fitness Village, 19 Fitness Hubs in easy-to-access communities across the city, EXPO City Dubai Sports and Fitness Weekend, major sporting events throughout the month and thousands of free live and virtual classes with some of the top fitness professionals from across the region.