Our Corporate Social Responsibility

As a world leader in the fitness industry, Fitness First’s mission and vision capture the importance of being active with our CSR Program. The simplistic passion for helping others drives our CSR engagement.

Our supported charity is the ‘All As One’ charity which we have supported since 2007. ‘All as One’ is dedicated to providing orphaned and destitute children, within Sierra Leone, with a loving home, education, medical care, and a chance for a better future. For every Fitness First community club that opens in the Middle East, funds are provided to ‘All as One’ to ensure that another needy child in Sierra Leone receives the support to secure a better future for themselves. This year Fitness First will have a total of 26 children sponsored through this initiative. We also sponsored and aided in the rehabilitation of a member called Marian. Marian was injured in a diving accident. Fitness First supplied all the equipment she would need in her rehabilitation to her, free of charge.

On a more local level, our management participated in the ‘Cycle the 7 Emirates’ challenge in 2011, in which seven members of our Senior Management took part in a 400KM Cycle ride around the 7 Emirates. During this challenge, we raised AED135,000 for the Al Manar Charity School in Ajman.

In October 2012, Yogathon 2012 was held to raise funds for the Dubai Autism Center. Over 400 members of the community completed 108 Sun Salutations, where we raised AED11,350, which went to this worthwhile charity.

In May 2014, we ran a CSR club-based initiative for staff and members called 'Around the UAE in 30 days'. Staff and members were required to complete predefined circuits with the use of different Fitness First facilities; participants moved from city to city and competed at their chosen Fitness First community club using a Treadmill, Rower, Weights, Cross Trainer and Bike. The journey even incorporated two Group Exercise (GX) Classes, ensuring a varied and exciting experience with a difference. Keeping UAE summers at bay, over 1200 adventure enthusiasts roughed it, completing the 746 km within the allotted 30 days.

As a result, we raised AED52,240 for ‘SENSES Residential & Day Care for Special Needs.’

One Member, One Meal

Apr 3, 2025, UAE: Fitness First Donates a Meal for Every New Member This Ramadan.

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.

Beat Diabetes: Inspiring Communities Towards a Healthier Future

The Beat Diabetes initiative by Landmark Group is a long-standing community health movement that raises awareness about diabetes and promotes healthier lifestyles through education, partnerships, and inclusive events. With a focus on prevention and early intervention, the initiative brings together families, schools, healthcare providers, and corporate partners to encourage active living and regular health checks.

Fitness First is proud to support this impactful initiative each year by delivering energising group exercise sessions and interactive activations that help engage and motivate participants of all ages. Through our presence at the event, we aim to inspire people to move more, have fun, and take positive steps towards a healthier lifestyle.

At the heart of the initiative is the popular Beat Diabetes Walk & Family Fun Day, which engages thousands of participants through physical activities, free health screenings, and wellness experiences. Through its collaboration with Emirates Schools Establishments (Taaleem), Beat Diabetes also supports the Superkidzprogramme—an educational campaign that empowers children to adopt healthy habits from an early age.

Over the years, Beat Diabetes has facilitated hundreds of thousands of free blood glucose tests, engaged tens of thousands of children and families, and helped raise funds for diabetes treatment through its partnership with Al Jalila Foundation. Aligned with Dubai’s health and wellbeing goals and the UN’s Sustainable Development Goals, Beat Diabetes continues to be a powerful platform for driving long-term change and building healthier communities.

Fitness First encouraged the community to ‘Step Around the World’ and complete 50 million steps in support of key workers

1^st June, 2020, UAE: Fitness First Middle East launched its ‘Step Around the World’ initiative, as an act of dedication to the frontline workers who are serving the community and to show when communities come together, great things can be achieved.

The regional campaign started on 1^st May and ended on 31^st May, the ‘Step Around the World’ challenge encouraged people of all ages and fitness levels, to collectively walk the circumference of the world which is equivalent to 50 million steps. A supportive collective of 884 participants signed up to the challenge and together achieved a massive target of 51,526,023 steps.

Fitness First has matched 884 number of participants who took part in the challenge and offered given 884 2-week memberships to frontline workers, to show appreciation for protecting the local community during the Covid-19 pandemic.

Fitness First selected 6 lucky participants who were rewarded with a 6-month Fitness First membership, as a token of appreciation and congratulations on completing the ‘Step Around the World’ challenge.

Fitness First is proud to be involved in supporting a wide range of important events that help those in need in the community.

Such initiatives are an important part of Fitness First's wide-ranging Corporate social responsibility commitments, highlighting the potential to mobilize efforts to make a difference in the lives of people in need, and create a better world by empathizing with others and advancing society.

Corporate Social Responsibility

One Member, One Meal

Beat Diabetes: Inspiring Communities Towards a Healthier Future

Fitness First encouraged the community to ‘Step Around the World’ and complete 50 million steps in support of key workers

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