D ubai Exhibition Centre , Expo City will be the new home for Dubai Active , Dubai Muscle Show & Dubai Active Industry , the Middle East ’ s biggest annual fitness and wellness exhibition . Organisers IEG Events , in collaboration with Dubai Sports Council , are bringing the show back to Dubai but to a new venue , 25 – 27 October 2024 , in a move that signifies the first global exhibition to move from Dubai World Trade Centre to Dubai Exhibition Centre . The transition to Expo City , IEG Events tells EW , will allow them to have favourable dates , better show layout and to kick off the Dubai Fitness Challenge , a 30-day long government initiative , annually .
IEG Events anticipate 38,000 visitors for this year ’ s event that will expand to 34,000sqm , complete with an outdoor activation area at the new home , where the space will be concentrated in one huge area .
The organiser has formed a strategic partnership with Dubai Tourism and Expo City , and will join
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them in promoting health , fitness and wellness across the city , with the exhibition acting as a flagship that will be the kick-off point for a major initiative .
Key hub The Dubai Exhibition Centre in Expo City is already well on the way to becoming a key hub with ambitious developments such as the Al Maktoum International Airport underway .
With 30,000sqm of state-of-the-art exhibition space , IEG ’ s new venue will also see the fitness show take over 4,000sqm of outdoor space directly outside the halls and adjacent to the brand-new Metro station .
The outdoor space will host large fitness and calisthenics activations , as well as food trucks for visitors during the show . And there are over 2,000 free car parking spaces on build and show days , free shuttle buses , discounts on taxis and direct access from the Metro .
In collaboration with Dubai Sports Council , Dubai Tourism and Expo City , the 2024 edition of the exhibition will
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Left : IEG is flexing its active show muscles across Dubai |
Above : Fitness celebrity Kayla Itsines gets the Dubai crowd ready to sweat
host 600 athletes and health and fitness influencers from around the globe . Attendees will be offered inspirational and educational talks , meet and greets with some of the fitness industry ’ s biggest names , competitions , group fitness classes and business seminars .
The event will also showcase more than 400 exhibitors representing world-leading sports nutrition , fitness , wellness and bodybuilding brands spanning 40 countries .
Tom Reece , marketing director at IEG Events , said : “ Over the past few years , Dubai Active , Dubai Active Industry , and Dubai Muscle Show have all grown exponentially , and we ’ re delighted to expand our offering . We will continue our commitment to the fitness and wellness industry and ensure that 2024 will be the best year to date , welcoming more visitors than ever at our new home in Expo City .”
Dubai Active 2023 ’ s headliners included Kayla Itsines , Krissy Cela and Kelsey Wells , in addition to James Smith , while Dubai Muscle Show has hosted numerous Mr Olympia champions .
Rachel Chatham , exhibition
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