Wexer & Fitness First Partner To Elevate Middle East Fitness 

Wexer & Fitness First Partner To Elevate Middle East Fitness xer, the leading digital wellness platform, is excited to announce a global digital wellness content partnership with Fitness First, a brand dedicated to enhancing physical, mental, and overall well-being.

Digital innovation and technology now plays a pivotal role in shaping how gym-goers engage with their workouts. This digital collaboration with Wexer is a key part of Fitness First’s ambitious expansion strategy, which includes launching new clubs across Dubai and Abu Dhabi, renovating existing locations, and integrating technology-driven solutions to enhance member engagement and satisfaction.

“With Wexer, we’re delivering more accessible and engaging fitness options that meet the evolving needs of our members.”

~ Robert Louw, Chief Growth Officer at Wexer ~

Partnership Benefits

1. Maximizing GX Room Usage and Member Engagement

One of the most significant benefits of this partnership is Wexer’s ability to maximize the usage of group exercise (GX) rooms during off-peak hours. Traditionally, GX rooms remain empty when live classes are not in session, resulting in underutilized space. With Wexer’s virtual class solutions, these rooms can now be activated throughout the day, providing members with access to high-quality workouts at their convenience.

By keeping these spaces engaged, Fitness First is not only improving facility efficiency but also creating a stronger fitness community, encouraging members to participate in more classes and form lasting fitness habits.

2. Reducing Wait Times with Expanded Virtual Class Schedules

One of the biggest challenges in premium fitness clubs is long waitlists for instructor-led sessions. High-demand classes often reach full capacity, leaving members unable to attend their preferred sessions. Wexer’s virtual class integration solves this problem by offering an expanded class schedule, ensuring members have access to a wide variety of fitness sessions without delays.

Whether it’s cycling, HIIT, Pilates, or mindfulness sessions, members now have greater freedom to train on their own terms, reducing frustration and improving overall member retention.

3. Cost Efficiency Through Virtual Integration

Virtual fitness also brings financial benefits by optimizing instructor costs. Instead of relying exclusively on live classes, Wexer allows Fitness First to implement a hybrid model, supplementing live classes with virtual options. This approach provides:

• A consistent class schedule, even when live instructors are unavailable.
• Reduced labor costs, leading to significant operational savings.
• A seamless, high-quality fitness experience across all locations.

With Wexer’s technology, Fitness First can reinvest these cost savings into other areas, such as new equipment, facility enhancements, and member-focused initiatives.

4. Strengthening Brand Identity with Exclusive Content

Another key advantage of Wexer’s platform is the ability to showcase Fitness First’s own branded content in GX rooms. This means that members can access Fitness First’s exclusive workouts, creating a unique and differentiated fitness experience.

By integrating Wexer, Fitness First is reinforcing its position as a leading fitness innovator, offering a personalized and high-quality experience that members won’t find elsewhere.

5. Reliable Scheduling and Member Satisfaction

Live class cancellations can be a major pain point for gym members. Wexer’s virtual classes provide a reliable solution by ensuring that workouts always go on as scheduled—even if an instructor is unavailable. This means members can plan their fitness routines with confidence, leading to greater satisfaction and loyalty.

Fitness First’s Bold Expansion Strategy

The partnership with Wexer is just one part of Fitness First’s broader expansion strategy, which includes six new club openings in Dubai and Abu Dhabi and significant upgrades to existing locations.

1. New Clubs in Prime Locations

As demand for premium fitness services continues to grow, Fitness First is expanding its reach with six state-of-the-art clubs in 4 key areas of Dubai and Abu Dhabi. Two additional locations will be announced soon, marking the beginning of an exciting period of growth and innovation for the brand.

2. Fitness First Partnering with LXA for Enhanced Club Design

To create the ultimate member experience, Fitness First has enlisted global design agency LXA to revamp its new and existing clubs. The focus is on optimizing:

• Space efficiency to enhance workout flow
• Aesthetic improvements to elevate the gym environment
• Member-centric layouts that prioritize comfort and usability

By reimagining club design, Fitness First is reinforcing its commitment to offering the best-in-class fitness facilities.

3. Cutting-Edge Enhancements to the Fitness Experience

The expansion goes beyond physical spaces, with a strong emphasis on digital innovation and advanced wellness amenities. Key enhancements include:

• Fitness assessment programs to track progress
• Virtual and digital fitness solutions powered by Wexer
• Specialized training zones for boxing, Pilates, and cycling
• Infrared saunas, ice baths, swimming pools, and outdoor training spaces

These high-tech innovations set a new benchmark for the fitness industry, ensuring that Fitness First continues to lead in member experience and engagement.

The Future of Fitness First & Wexer

With a clear vision for the future, Fitness First is not only expanding within the UAE but also exploring new opportunities across the GCC. By leveraging Wexer’s virtual fitness technology, the brand is well-positioned to deliver scalable, high-quality fitness experiences to an even broader audience.

“As the largest operator in the UAE, our new clubs and enhanced facilities reflect our commitment to providing our members with the best possible environment to achieve their fitness goals. With these initiatives, we are not just expanding our footprint; we are redefining what it means to be a leader in health and wellness across the GCC”

~ Mark Buchanan, CEO of Fitness First ~

Wexer & Fitness First Fitness Expand Fitness Experiences

The partnership between Wexer and Fitness First represents a powerful fusion of technology, innovation, and strategic growth. By integrating virtual fitness solutions, Fitness First is enhancing member engagement, optimizing facility utilization, and ensuring a seamless, high-quality fitness experience.

As Fitness First continues its expansion and renovation journey, Wexer will remain a crucial part of its digital transformation, helping redefine what’s possible in the world of fitness.

Want to learn more about how Wexer’s virtual solutions can transform your gym? Contact us at info@wexer.com to get started today!

 Mark Buchanan, CEO, Fitness First LinkedIn

 Ivana Sargic, Head of Health and Fitness at Fitness First  LinkedIn