Over the course of the summer Dubai Sports World became a vibrant sporting hub for people of all ages in the emirate.
Offering a diverse programme, the World Trade Centre facility provided a sporting haven during the hottest months of the year.
With more than 175,000 people flooding through the gates in just 70 days it is little wonder that academies, clubs and sporting organisations made it their summer headquarters.
One such company was Technogym.
Championing technology and innovation in training, the Italian firm has been around for 25 years with a presence in the UAE since the early 1990s.
Their association with the Middle East, and the UAE in particular, was made official in 2005 (What does this mean?), and they opened their first branch in the country five years ago.
There are now four Technogym fitness clubs and two hotel gyms in the UAE, all in Dubai.
Managing Director Michele Moro explains that the region has become integral to their future blueprint with the UAE’s flourishing fitness industry at its heart.
“The UAE is a strategic part of our business plan with it being the hub of the Middle East and one of the top cities in the world. It is the most advanced and sophisticated market in the region,” Moro told Sport360.
Entering its second year in partnership with Sports World, Moro feels the venue provides an ideal setting to attract new customers and bestow Technogym’s philosophy on the widest possible range of people.
“We had a huge influx of people from different age brackets, background and nationalities,” Moro continued.
“DSW is an attractive venue because it is the perfect place to be in summer for sport lovers in Dubai.
“But at the same time we also wanted to help the organisation attract children, families, schools and other segments of the population that are not necessarily sport-oriented, less active and therefore more in need to have an active lifestyle.”
According to Moro, this year’s stint at Sports World was a huge success, commanding huge numbers and promoting a new initiative – MOVES – a scheme which allows gym-goers to fund the installation of Technogym facilities in schools all over the world the more they train.
Moro added: “From the commercial point of view, the number of enquiries we have received has been remarkable.
“And you can measure our success simply by the smile of the participants when they use our equipment and technology while they are training.
“Not to mention the level of satisfaction from our partners and the interest of different stakeholders who want to team up with us to do more, and better, next year.”
