One Member, One Meal

A plate to lift, a plate to gift – Turning fitness into a force for good

In the spirit of giving during the Holy Month of Ramadan, Fitness First launched a regional CSR initiative - A Plate to Lift, A Plate to Gift. The concept was simple but powerful: for every new member who joined a Fitness First club in the Middle East during Ramadan, one meal was donated to someone in need. 

Rolled out across all Fitness First clubs in the region, the initiative transformed new memberships into acts of generosity. What started as a symbolic gesture grew into a large-scale donation drive, made possible through the collective support of our growing community. 

"Ramadan is a time to reflect, connect, and give back. This initiative allowed us to turn every new membership into something more meaningful - supporting the communities we are proud to be part of,"said Mark Buchanan, CEO of Fitness First Middle East. "Fitness isn’t just about personal progress; it’s about collective well-being."

The meals were distributed in partnership with a local charity, reaching labour camps and lower-income communities in Dubai, ensuring that the donations made a real impact where they were needed most. 

As one of the region’s most established health and fitness brands, Fitness First continues to go beyond the gym floor—using its platform to inspire not just healthier individuals, but a stronger, more compassionate society.