Lift Brands, the global wellness company behind Snap Fitness, Fitness On Demand and a minority partner in 9Round and Fitstop has reacquired the Snap Fitness master franchise for the United Arab Emirates, with plans to open a significant number of new locations across the country in the coming years.
The news comes as the UAE continues to attract activity from the fitness industry, with brands like UBX, GymNation, Anytime Fitness and UFC Gym looking to make their mark.
Lift Brands’ EMEA support office team, headquartered in London and led by CEO Kevin Yates, will oversee the UAE operation. The deal sees Dubai-based Afshad Mistry appointed as general manager for the UAE, having held the position for the previous master franchise holder.
In the short term, Lift Brands says its immediate focus is on strengthening the four existing Snap Fitness clubs in the region, including modernization projects already underway at its Media City and Motor City clubs. The brand, which underwent a massive rebrand in 2021l, offers members 24/7 access, monthly contracts, digital content via its member app and personal training within its clubs. Recovery zones are found in select locations.
“Reacquiring the master franchise for the UAE is a hugely exciting move for us,” Lift Brands EMEA CEO Kevin Yates said. “The health and fitness club market in the UAE is projected to reach over $5 billion by 2030, and by driving the Snap Fitness brand centrally, it will help us to rapidly capitalize on this.”
“2024 was an incredible year for Snap Fitness, with our global teams enjoying more franchise and membership sales than ever before,” Yates continued. Last year, the brand opened 44 new locations.
“We’re on a roll right now and we can’t wait to unlock Snap Fitness’ potential in the UAE and significantly grow our presence there,” he added.
The group confirms it has already received strong interest in the region and will soon begin the search for franchise partners in the UAE.
“Snap Fitness has been leading the charge in the industry since its inception, delivering standout holistic wellness experiences and a versatile business model,” Lift Brands global CEO Ty Menzies said. “Our success lies in our ability to provide unparalleled support for entrepreneurs and local communities while maintaining a world-class fitness offering. The UAE is a key market for us, and we’re excited to welcome more people to the Snap Fitness family and make fitness more accessible, enjoyable and rewarding.”
In the UK and Ireland, Snap Fitness reached the 100-club milestone last year and kicked off 2025 with a new opening in Raynes Park, London. Globally, the gym franchise plans to open more than 60 clubs this year.
