Fitness First Partners with Wexer to Elevate Member Experience with Virtual Fitness Solutions

Fitness First, the Middle East’s leading health and fitness brand, has partnered with Wexer, a global leader in digital fitness solutions, to bring cutting-edge virtual fitness experiences to its members. With the fast-paced nature of modern life, long work hours, and increasing time spent in traffic, finding the time to prioritize fitness can be a challenge. Recognizing this shift, Fitness First has enhanced its member experience by integrating more flexible workout options that fit seamlessly into today’s demanding schedules. As part of its ambitious expansion strategy, this collaboration will enhance member convenience, optimize club spaces, and introduce new digital workout solutions across its network of clubs in the UAE and beyond. 

The partnership with Wexer is a game-changer, allowing Fitness First to integrate virtual fitness classes into its state-of-the-art group exercise (GX) studios. Members will now have access to premium workouts even during off-peak hours, removing the barriers of time constraints and waitlists for popular sessions. Whether squeezing in a workout before a meeting, avoiding peak-hour traffic, or simply preferring more flexibility, members can enjoy a consistent fitness schedule even when live instructors are unavailable. 

Key benefits of the Wexer partnership include: 

• Maximized GX Room Usage: Group exercise studios will now be active throughout the day, providing more opportunities for members to engage in high-quality workouts at their convenience. 

• Expanded Virtual Class Schedules: Members can now enjoy a variety of virtual  classes, including cycling, HIIT, Pilates, and meditation, without scheduling limitations. 

• Reliable Class Scheduling: Virtual fitness workouts ensure zero cancellations, allowing members to plan their fitness routines and train around their own schedules.. 

• Enhanced Member Experience: Fitness First will also feature exclusive branded content, giving members access to signature Fitness First workouts, creating a differentiated fitness experience for members and reinforcing the brand’s unique fitness identity. 

Mark Buchanan, CEO of Fitness First Middle East, stated: "We are excited to welcome Wexer as part of our expansion journey. Their innovative approach to digital fitness aligns perfectly with our vision of providing world-class experiences for our members. With this partnership, we are ensuring that Fitness First remains at the forefront of fitness innovation in the region, offering unparalleled flexibility, convenience, and quality training options to our community." 

This collaboration is part of Fitness First’s wider expansion and innovation strategy, which includes the opening of six new clubs across Dubai and Abu Dhabi, major upgrades to existing locations, and the introduction of advanced wellness features such as infrared saunas, ice baths, recovery zones, and outdoor training areas. 

With a strong commitment to blending technology and innovation with fitness, Fitness First continues to set new industry standards, ensuring its members have access to the most dynamic, engaging, and results-driven fitness experiences. 

For more information and to find your nearest Fitness First club, visit https://uae.fitnessfirstme.com