Reimagined and Revitalized: Fitness First Reclaims its Iconic Dubai Media City Location

The Dubai Media City club was once one of Fitness First’s most iconic locations — a space that inspired countless members and professionals in the UAE fitness community, playing a key role in the rise of the fitness culture in the UAE. After closing in 2021, the brand made a deliberate choice to return, transforming this historic site into a flagship wellness destination that symbolises both legacy and renewal.

“Returning to a place that has shaped so many journeys is always special — and when it comes back stronger, fresher, and fully reimagined, the impact is unforgettable,” said Mark Buchanan, CEO of Fitness First Middle East. “This reopening is more than just a new club launch. It celebrates a space that has meant so much to our members and the wider fitness community, while bringing it to life again with innovation, thoughtful design and experiences centred entirely around our members.”

The redesigned Media City club delivers a holistic approach to wellness, blending sleek modern interiors with cutting-edge facilities, including:

• Specialised Studios and Training Zones: A dedicated Reformer Pilates Studio, immersive Cycling Studio with screen technology, Boxing Zone, Multi-purpose Group Exercise Studio, fully equipped Cardio & Strength Areas, Free Weights Section, Functional Freestyle Zone, and an Outdoor Training Area.
• Signature Classes: Unlimited access to Reformer Pilates, Barre, Swing Yoga, HIIT, Zumba, TRX, Les Mills favourites such as BODYPUMP and BODYCOMBAT, plus Fitness First’s exclusive water-based programmes and virtual workouts available on demand.
• Unique Experiences: Indoor Bouldering Wall, a temperature-controlled swimming pool for laps and aqua classes, and complimentary towel service for added convenience.

With recovery as vital as training, the club introduces an Advanced Recovery Zone featuring infrared saunas, cold plunge pools, compression therapy, Hyperice recovery tools, and professional sports therapy services. A Member’s Lounge and nutritious health bar provide space for members to relax, recharge, and connect.

Fitness First’s MyCoach programme further personalises the experience, offering advanced coaching to help members maximise results from day one.

Members who join Media City also enjoy access to every Fitness First club across the region, ensuring seamless flexibility.

“This reopening captures the essence of Fitness First today - honoring our legacy, fostering community, embracing innovation and promoting wellbeing. It is a club built to inspire, to energize and to stand as a beacon for the future of fitness across the Middle East” Buchanan added.

To celebrate the launch, Fitness First is offering an exclusive limited-time promotion, with up to three months complimentary for new members.