Fitness First Champions Holistic Wellness with Launch of Dedicated Recovery Zones

Fitness First, the region’s leading health and fitness brand, is proud to announce the launch of a new era in wellness-focused fitness with the integration of dedicated Recovery Zones across its clubs. This new direction reflects the brand’s commitment to a more holistic member experience—one that supports physical performance, recovery, and overall well-being.

As part of its commitment to redefining the fitness experience, Fitness First has partnered with Wellbeings Holistic Healing, the region's premier name in integrative wellness, to exclusively operate its in-club Recovery Zones. These zones, already live at the new Fitness First Bay Gate club in Business Bay, offer expertly designed treatments and advanced therapies that extend the benefits of training and support total body recovery.

 “Our goal has always been to lead from the front when it comes to innovation in fitness,” said Mark Buchanan, CEO of Fitness First Middle East. “By incorporating recovery and wellness into the fabric of our fitness offering, we’re not only helping members train smarter—we’re helping them live better.”

Each Recovery Zone features a variety of treatments that cater to both athletes and everyday gym-goers, including:

• Cryotherapy & Infrared Therapy – Designed to reduce inflammation, support healing, and enhance relaxation
• Cold Plunge Therapy – Promoting circulation and muscle recovery
• Sports Massages & Lymphatic Drainage – Delivered by expert therapists for optimal physical rejuvenation
• Hyperice Recovery Technology – Trusted by elite athletes to improve mobility and reduce soreness

“We are thrilled to partner with Fitness First to offer a unique recovery experience that seamlessly blends fitness with wellness,” said Christian Kiefer, CEO and Founder of Spa Wellness Project Management, the operator behind Wellbeings Holistic Healing. “Together, we are creating spaces where individuals can unwind, restore, and elevate their entire wellness journey.”

The Recovery Zones are part of a wider rollout that will be introduced across upcoming Fitness First clubs in Dubai and Abu Dhabi, cementing the brand’s long-term commitment to integrated wellness.

From personalised training to recovery-focused spaces, Fitness First continues to evolve its member experience—proving that fitness is no longer just about training harder, but also about recovering smarter.