Fitnes expo |
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director , IEG Middle East , tells EW : “ Hosting an exhibition like Dubai Active & Dubai Muscle Show presents new challenges every day but with each new hurdle that comes our way , the event continues to grow and evolve into new verticals that only further enhance the visitor and exhibitor experience . In the time that we have been running the show , the exhibition industry has seen a time of pivotal socioeconomic change and the expectations of visitors have evolved as a result . At the same time , the Middle East fitness industry has continued to boom with more leading international brands moving their core focus to the region , and the objectives of our exhibitors and sponsors have advanced , requiring both enhanced digitisation and scale . |
“ We have had to be continually adaptable and responsive to the needs of our customer base , and think outside the limitations of a traditional exhibition set-up , so we are no stranger to new feature launches , sub brands and sector diversification in each annual show cycle .
“ By enhancing the exhibition into a content-driven event , with numerous stages , summits , conferences , competitions and other features , we have been able to drive a continued growth in visitor numbers and exhibition size each year . We are very excited to host the biggest edition yet in our new venue of Expo City , where the landscape of the event can continue to grow exponentially in line with Dubai ’ s vision for the future of the region .”
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Left : Heavy lifting on the show floor |
Tom Reece adds : “ Being able to adapt is crucial to the success of our events from a marketing standpoint , especially with a large percentage of our brands coming from overseas and professional athletes with changing circumstances . Understanding our audience and community is key .
“ Between Active and Muscle Show , although co-located , we have two separate brands , tone of voice , talent , features and even carpet colour on the show floor . We work tirelessly to ensure these brands are communicated in isolation but come together to form the Middle East ’ s biggest fitness exhibition .
“ Although a change of venue after a sx-year stint at Dubai World Trade Centre will be a challenge , the strategy has always been clear to highlight the opportunity to stakeholders of the potential of the space and the future of the exhibition industry across the city . Dubai Exhibition Centre is the future of exhibitions in Dubai .”
While IEG Group Italy organises Rimini Wellness , one of the biggest health , fitness and wellness exhibitions in Europe , the major focus on the fitness space for the group is apparent , with acquisitions and launches across Dubai , South America and Riyadh , with the launch of the Muscle Show and Active brand coming to the Kingdom of Saudi Arabia in February 2025 .
In terms of visitor and exhibitor numbers , the Dubai show has grown from 25,130 visitors in 2021 , to 33,000 in 2022 and further to 36,010 in 2023 ; while there were 250 exhibiting brands in 2021 , 300 in 2022 and 350 in 2023 .
The show covered 20,000sqm in 2021 , growing to 28,000sqm by the 2023 edition .
This year ’ s target , the organiser says , is for 38,000 visitors ; 400 exhibiting brands and 34,000sqm of space occupied . EW
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