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At Fitness First, we believe our responsibility goes beyond fitness. As a leader in the health and wellness industry, we are committed to making a positive difference through meaningful Corporate Social Responsibility initiatives. Over the years, we’ve supported global and local causes that focus on children, education, health, and community wellbeing. From long-standing partnerships with charities that provide vital care for underprivileged children, to local fundraising challenges and member-led initiatives, our CSR efforts reflect our passion for helping others live better lives.
As we look ahead, we remain dedicated to expanding our impact through new initiatives that empower communities, promote active living, and create lasting change.
In April 2025, Fitness First Donated a Meal for Every New Member During 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.
In April 2022, Fitness First embraced the spirit of Ramadan by launching a series of charitable initiatives to support families in need, labourers, and the less fortunate across Dubai. As part of the nationwide OMO & Comfort “Share a Touch of Love” campaign, we encouraged members and staff across our 21 clubs to donate old and unwanted clothes. With donation boxes placed in every club, our network provided one of the largest collection points in Dubai — contributing significantly to a Guinness World Record attempt for the largest collection of clothes for donation. All items were cleaned and distributed to families in need in partnership with Emirates Red Crescent. In addition, Fitness First supported the Al Jalilah Foundation’s “Basma” campaign by providing over 2,000 nutritious iftar meals to workers living in Jabel Ali labour camp. Each meal pack included water, laban, and a wholesome biriyani dish, with part of the proceeds going directly to support children suffering from life-threatening illnesses. Staff members also volunteered their time to help distribute meals and donated old uniforms to the workers. Through these initiatives, Fitness First reaffirmed its commitment to community wellbeing, spreading compassion, and ensuring that the Holy Month was marked by generosity and care for those who need it most.
In June 2020, Fitness First 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 1st May and ended on 31st 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.