News DeskDubai: Master developer Arada has unveiled Formative, a new fitness collective that unites four of the UAE’s most prominent fitness brands under a single identity, marking one of the largest consolidations in the country’s wellness sector.
Bringing together Wellfit, FitnGlam, The Platform Studios, and FitCode, the new entity aims to reshape the region’s approach to performance, movement and wellbeing. Collectively, the brands already boast 40,000 members across 18 clubs, with ambitions to expand to 100,000 members at 40 locations by 2027.
Formative was officially launched at a high-profile event held at Dubai’s Emirates Towers on Wednesday. The brand’s debut follows strong industry recognition, with Formative’s portfolio securing eight major awards at the 2025 REPs UAE Industry Awards, including Chain of the Year and Super Club of the Year, along with seven runner-up titles.
Islam Makhachev joins as Brand Ambassador
As part of the launch, Arada introduced Islam Makhachev, the reigning UFC Lightweight Champion, as Formative’s first Brand Ambassador. The Russian mixed martial artist, widely regarded as one of the top pound-for-pound fighters in the world, will make regular visits to Formative gyms for training sessions and fan meet-and-greets.
“Makhachev embodies the focus, discipline and precision that define Formative’s ethos,” the company said in a statement.
Luxury meets performance
Ahmed Alkhoshaibi, Group CEO of Arada, said the initiative redefines the luxury fitness experience:
“Luxury has long lagged behind when it comes to true innovation. With Formative, Arada is merging architecture, technology and experience to create spaces where luxury and performance coexist seamlessly,” he said.
Alkhoshaibi added that the group’s vision extends beyond fitness, aiming to promote healthier and more meaningful lifestyles both in the UAE and internationally.
Expansion and recognition
Arada’s entry into the fitness sector began in 2021 with the launch of Wellfit in Dubai’s Jumeirah Village Circle. The company strengthened its position in 2024 through the acquisition of the Wellness Forward Group, which included FitnGlam, FitCode and The Platform Studios.
Each of Formative’s brands serves a distinct audience:
- FitnGlam — the UAE’s only luxury women’s superclub
- Wellfit — large-scale family-friendly fitness clubs
- FitCode — premium mixed training gyms
- The Platform Studios — boutique studio experiences in Dubai and Abu Dhabi
Rising fitness economy
Brandon Rowberry, CEO of Arada’s medical, wellness and fitness division, said Formative is designed for those seeking long-term transformation.
“Formative was created for those who move with intent — to train harder, recover deeper and stay stronger for longer,” he said.
The launch comes amid a surge in the UAE’s $34 billion wellness economy, which accounts for 5.5% of national GDP, according to the Global Wellness Institute. Industry data from Ken Research shows that gyms in the UAE have recorded a compound annual growth rate of over 12% between 2020 and 2025, reflecting the country’s growing appetite for premium wellness experiences.
