UAE gyms are anticipating a surge in memberships of as much as 40 per cent in January and February as the season for fitness resolutions gets under way and residents commit to pledges to lose the pounds gained over the holidays.
If you haven’t yet signed up for a new fitness programme, however, you’re not alone – Loreana Acosta, manager of the women-only Curvalicious gym in Dubai, said they are expecting membership to hit its largest increase of 35-40 per cent by the middle of the month. She said: “Families are still travelling, but when schools start again, that will be the peak.
Andy Harper, co-founder and head coach of Dubai’s Iconic Fitness, said: “We see an uptake in the number of people making resolutions for the new year closer to the end of the month (January) rather than the beginning. It takes people a little time to kick start those resolutions.”
“The two peak seasons are January and February, and also September after Ramadan, when people come back from holiday and the kids are back at school.”
In the battle to win over fitness fans, some gyms have pledged to absorb the cost of 5 per cent VAT. As a “New Year’s gift”, YogaOne in Abu Dhabi sent out a promotional email in December promising that “for the month of January we will be absorbing Value Added Tax (VAT), so if you have ever considered committing … January will be the perfect time to buy.”