Dubai Muscle Show, Dubai Active, and Dubai Active Industry 2025: A Hub for Fitness Innovation and Global Champions
H.H. Sheikh Mansoor bin Mohammed bin Rashid Al Maktoum, President of the UAE National Olympic Committee and Chairman of the Dubai Sports Council, attended the ninth edition of the Dubai Muscle Show, Dubai Active, and Dubai Active Industry at the Dubai Exhibition Centre in Expo City Dubai from 24-26 October. This high-profile event, organised by IEG Middle East in partnership with the Dubai Sports Council, continues to be one of the world’s largest specialised exhibitions in fitness, bodybuilding, and wellness, attracting more than 40,000 visitors of diverse nationalities.
Spanning 35,000 square metres, the exhibition hosted over 400 companies representing leading international brands in sports equipment, nutritional supplements, fitness, and bodybuilding. Attendees explored the latest products and innovations, with exhibitors unveiling advancements in training gear, nutrition supplements, clothing, and fitness technology.
H.H. Sheikh Mansoor toured the pavilions, accompanied by Khalfan Belhoul, Vice Chairman of the Dubai Sports Council; Saeed Hareb, Secretary General of the Dubai Sports Council; Mahir Julfar, Executive Vice President at Dubai World Trade Centre; Francesco Santa, CEO of IEG Middle East; and Rachel Chatham, Managing Director of IEG Middle East. He was briefed on cutting-edge developments and diverse offerings from major international companies.
A highlight of the event was the Amateur Bodybuilding Championship, in which more than 2,000 athletes competed for 17 professional cards provided by the International Fitness and Bodybuilding Federation (IFBB).
Sheikh Mansoor commended the organisers and Dubai Sports Council‘s dedication to sports development. He emphasised the importance of such partnerships, stating they, “**play a key role in promoting diverse sports and expanding their following, increasing the contribution of sports to the local economy and creating more job opportunities.**”
This year’s exhibition hosted icons such as Chris Bumstead (six-time Mr. Olympia Classic Physique champion), Ryan Terry, Big Ramy (two-time world bodybuilding champion), Kai Greene (reigning Arnold Classic champion), Flex Wheeler, Jeremy Buendia, Dennis James, and Andre Deiu. These legends actively shared their expertise on training methods, the keys to success, and the champion’s mindset with participants.
Dubai Active Industry united officials, innovators, and renowned brand owners to explore business opportunities and prospects in the fitness sector. A major feature was the first collaborative UAE Health and Fitness Industry Report, offering the most comprehensive analysis to date of brand performance and consumer behaviour trends across the country.
The CEO Forum featured key speakers such as Eisa Sharif Al Marzouqi (Dubai Sports Council), Naif Al Dossary (Saudi Ministry of Sports), Mark Buchanan (Fitness First Middle East), and Loren Holland (GymNation). Also present were Dr. Dimitri Koutsoubakis (KUN Sport), Cedric Betis (Dubai Future Foundation), and Professor Dr. Carl Rohde, who delivered the keynote address. These leaders examined the advancement of the global fitness industry through public-private collaboration, innovative tools, and analytics.
The Summit Series functioned as the event’s intellectual hub, with platforms like the Future Wellness Summit, XPRO Summit, ICREPS Global Standards Summit, and MENA Roundtable. These gatherings facilitated discussion on advancements in anti-ageing solutions, professional standards, and wellness innovation among health, hospitality, and fitness professionals.
The Dubai Active segment showcased global fitness personalities such as Kayla Itsines (Australian trainer), Leana Deeb (bestselling author), James Smith (personal coach), and Bradley Simmonds (personal trainer). Visitors benefited from live workouts, motivational talks, and exclusive meet-and-greet sessions.
Engagement zones like the Active Arena and Going All In Fitness Stage offered interactive activities, while Dubai Active Talks and sessions at the Yoga & Pilates Studio delivered expert analyses and mindfulness experiences.
Additional highlights included the ‘HYROX 365 Challenge’, a unique competition in partnership with GymNation, and the Future Champions Combat Arena organised with Team Nogueira, showcasing rising talents in combat sports.
Dubai’s annual gathering of the global fitness, bodybuilding, and wellness industries reinforced the emirate’s position as a leading hub for innovation, networking, and excellence in the sector.
Team V.4-EM-UAE
