Registration Opens, Coffee and Networking


Opening Remarks


The Impact of the Metaverse on the Consumer Experience and an Operator’s Business

Ian Mullane

Founder – Keepme


Fitness in the Middle East: Exploring the trends, challenges and opportunities at the forefront of the fitness industry in 2022 and beyond

  • Exploring emerging trends and strategizing how to make opportunities from them
  • Engaging with customers through wearables and tracking devices to create a personalized experience that drives retention
  • Cultivating a positive, confident community with in-club experiences

Susan Turner

CEO – PureGym Arabia

Sharare Miller

Owner – Embody Fitness

Abdullah Alaskari

Chief Development Officer – UFC Gym Middle East

Nathan Clute

CEO – Pulse Fitness


How to keep winning through the unpredictability of the GCC market

George Flooks

CEO, MENA – Fitness First


Networking Lunch


The rise of female-only gyms in the Middle East

  • Discovering the appeal and the shortcomings of women-only gyms
  • Transforming the landscape of ladies’ fitness in the UAE
  • Exploring equipment and classes geared specifically towards women

Hanaa Yehya

General Manager – FitnGlam

Laila Lallas

Managing Director – In Shape Ladies Fitness Club

Sarah Al-Turkistani

Co-Founder & CEO – LocaStudios

Rima Faour

Founder – MyCore Studio


 – Transforming the fitness experience with cutting-edge equipment and new technology

  • Deliberating the technology strategies that will lower costs and accelerate growth
  • Uncovering the latest trends in gym equipment to enhance customer experience
  • Exploring the potential of AI, gamification, metaverse & virtual fitness within clubs and studios

Fahad Alhagbani

CEO – Armah Sports

Loren Holland

Founder and CEO – GymNation

Ian Mullane

Founder – Keepme

Glen Stollery

CEO – Les Mills, India, Middle East & Africa


The return on experience: putting customer experience at the core of your retail strategy with an experiential, omnichannel approach

  • Exploring the challenges and opportunities of meeting evolving customer expectations
  • Thinking outside the box to create unique in-store experiences that drive footfall
  • Creating a shopping experience that is part of a journey towards a healthy lifestyle
  • Developing a solid omnichannel strategy to leave lasting impressions and drive customer loyalty

Gianni Conti


Adidas MENA


Holger Schwarting


Sport 2000


Tom Foley

General Manager

Go Sport, Courir and NBA


Vicki Fitzsimons

Senior Director Brand

Adidas MENA


Ali Nasser

Managing Director Beauty, Sports & Lifestyle Divisons

Fawaz AlHokair