Dubai, United Arab Emirates – 19th October, 2017: His Highness Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council for Dubai Government and Dubai Sports Council launched the Dubai Fitness Challenge as a step towards making Dubai the most active city in the world, and some of the biggest names in the UAE have stepped up to get involved in what is a world first – getting an entire city moving over the course of 30 days. These major organisations across the public and private sector have signed up as official partners and sponsors for the inaugural Dubai Fitness Challenge. Already fully committed to healthy and active lifestyles for their people, teams and customers, their support reinforces a firm belief and unwavering enthusiasm towards creating an active and happier Dubai.
The supporting businesses will champion the movement with their own programmes delivering innovative and engaging activities for their employees, customers and even their families, motivating the wider community to commit to 30 minutes of daily activity for 30 days from 20th October to 18th November. These partner initiatives will bolster the vast range of fitness activities and events across the city as part of the action-packed Dubai Fitness Challenge, giving every individual access and opportunity to get moving, push themselves harder, try some exciting new activities and ultimately make a commitment to lead a more active and healthy life.
With an innovative approach towards encouraging employees to lead a more active lifestyle, Dubai Electricity and Water Authority (DEWA) prides itself on its forward-thinking approach to employee welfare and is the principal Event Partner of Dubai Fitness Challenge. HE Saeed Mohammed Al Tayer, MD and CEO of DEWA, said, “I thank His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Chairman of the Executive Council of Dubai, and Chairman of the Dubai Sports Council, for his continuous support to sports in Dubai, and for launching this innovative challenge that motivates positive competition and encourages all members of society to adopt a healthy lifestyle. Our goal is to ensure that all DEWA employees take part in this pioneering initiative. To support the directives of the wise leadership to make sport a part of the culture of the UAE society, DEWA provides a positive and motivating work environment that contributes to achieving a healthy balance between employees’ professional and social lives, and encourages staff and society as a whole to make physical activities an essential part of their daily lives. Exercise promotes a healthy and vibrant lifestyle and boosts positive energy.”
Dubai Sports Council (DSC) is a Government Endorsee of Dubai Fitness Challenge and helped devise the packed calendar of events and activities across the city. DSC is committed to developing and improving sports in Dubai, creating a comprehensive sports environment that meets the requirements of the society and paving the way for youth to cultivate their sporting and cultural talents and aptitudes in a way that leads them to achieving national, regional, and international tangible results. HE Saeed Hareb, General Secretary of Dubai Sports Council commented: “Thanks to the vision and support of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President, Prime Minister and Ruler of Dubai, to make sport a lifestyle and a source of happiness and positive energy, and the directives of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of The Executive Council of Dubai Government and Dubai Sports Council, Dubai has been transformed into a vibrant city with an annual sporting calendar of hundreds of events. The Dubai Fitness Challenge, launched by His Highness Sheikh Hamdan last week, is in sync with the government’s Dubai Plan 2021, which considers creating a city of ‘Happy, Creative and Empowered People’ as one of its top objectives.
“We at Dubai Sports Council are proud to partner this initiative to help achieve the lofty goals of Dubai as a city of sport, happiness, physical activity and positive energy. Promoting wellness and a physically active lifestyle has been our principal strategy from the outset. We have been trying to encourage the community to make sports a part of their daily routine. Dubai wants to be an example to the different cities of the world, a model city of health and wellbeing and this pioneering initiative will strengthen Dubai’s status as a city of sports challenges.”
Other Strategic Sponsors include Du, DP World, Dubai Economy (Department of Economic Development - DED), Dubai Health Authority, Dubai Municipality, Dubai Tourism and RTA who will be actively supporting delivery of the initiative and inspiring their own employees and customers to get active through their company programmes.
Arabian Radio Network (ARN), DAFZA/DSOA and Dubai Chamber of Commerce are all official Supporting Sponsors. As the official radio partner, ARN will be promoting all events across the city and broadcasting live from the Weekend Fitness Carnival events with celebrity breakfast host, Kris Fade.
Official supporters for Dubai Fitness Challenge include X-Dubai who will showcase extreme sports and an array of incredible stunts at the Weekend Fitness Carnivals while MaiDubai Water will keep the city hydrated as residents come together to enjoy everything from aerobics to zumba. Other official supporters include Careem, Dubai Film, DWTC and The Emirates Group.
A number of organisations and businesses will also provide official venues across the city for the Dubai Fitness Challenge events including Dubai Muncipality (Safa Park); Meraas (Kite Beach); SkyDive Dubai, Emaar (Burj Park); Al Futtaim (Dubai Festival City); Nakeel; Dubai Holding and Dubai Silicon Oasis.
HE Helal Saeed Almarri, Director General of Dubai’s Department of Tourism and Commerce Marketing commented: “This initiative launched by His Highness Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum aims to make fitness an important tool in creating a healthy and more productive society, and is a step in the direction towards making Dubai the most active city in world. Our fellow partners, sponsors and supporters are integral to making the inaugural Dubai Fitness Challenge a great success. We are all working together to collectively lead the charge and have created an unprecedented line up of fitness related activities, not just for the whole city to enjoy but also to encourage employees to commit to this initiative. We invite everyone of all ages and abilities to join us for this month-long, packed programme of fitness activities and adopt a more active lifestyle choice. We want to get everyone in Dubai active and aware that 30 minutes of activity every day for 30 days can make a real difference to your life.”
Following a recent workshop attended by senior representatives from 45 Government offices, including all partners and sponsors, momentum for Dubai Fitness Challenge has been rapidly building as increasing numbers of organisations sign up to take the challenge. At the workshop, each entity was briefed on the Challenge, given detailed toolkits covering activations, branding, imagery and messaging plus encouraged to motivate their workforce and customers with planned activities and social content encouraging colleagues, families and friends to commit to 30 minutes of activity every day for 30 days.
Dubai Fitness Challenge has been created to motivate everyone across Dubai to boost their physical activity and commit to 30 minutes of daily activity for 30 days. Running from 20th October to 18th November 2017, the Challenge features an action-packed calendar of fitness events taking place across the city. All forms of activity feature in Dubai Fitness Challenge from walking, team sports, paddle-boarding and yoga, to cycling, football, beach cricket and everything in between. All ages and fitness levels are encouraged to participate on their own or with friends, family and colleagues and enjoy new and exciting ways to improve their fitness levels. Participants simply have to track their performance on the Dubai Fitness Challenge App once the challenge starts.