UAE ranks as the fifth fattest nation in the world, according to a study published by a BMC Public Health journal. Obesity is defined as a condition where there is excess body weight due to an abnormal accumulation of fat. Defined as a Body Mass Index (BMI) of 30 or more, obesity is associated with markedly increased health risks, such as cardiac problems, diabetes and other health related issues. There is an impact on life expectancy also. According to the Wikipedia, obesity is one of the leading causes of preventable deaths in the UAE.
Obesity is a major problem confronting the UAE today. Over 60% of Emirati nationals are overweight and this figure is expected to rise. World Health Organisation (WHO) predicts that there will be over 2.3 billion overweight and 700 million obese individuals by 2015.
Obesity is not only a concern for Emiratis, but for all residents of UAE as life in this fast-paced part of the world is taking its toll. It is a fact that fast food and junk food is replacing home cooked meals for most individuals. Due to the hectic life style that is common today individuals find it difficult to find time to exercise.
Elevation Fitness, which believes in elevating your fitness levels, is all set to launch on March 6, 2014 to join the fight against obesity in the emirates. Elevation Fitness (Elevation), which aims to be in the forefront of the fight against obesity in the region plans to transform lives and promote well being among individuals. Elevation is located on the 28th floor of Omniyat Tower, Business Bay, Dubai.
Elevation is the conceptual idea of a group of fitness enthusiasts who have left their daily jobs for the love of fitness. Their goal is to promote the idea of healthy living, which would be the first step towards spreading a fitness revolution amongst all age groups.
"We want to make a difference in the society - office goers or students, housewives or career professional - everybody needs to see fitness as a way of life. If we can make that tiny difference in the way people perceive fitness, we would consider our mission well done," says Amit Bhojwani, the Managing Director of Elevation Fitness.
To illustrate their point that healthy eating and old-fashioned gymming by itself can work wonders, Boyet Balon, chief instructor, has taken up the challenge of Transforming Samantha in the two weeks prior to their launch.
Samantha is a typical Dubai resident - a hard-working single who rarely gets the time to cook for herself.
As with any other single in such a situation, she got into the routine of ordering takeaways. This had its consequences with Samantha unable to maintain a healthy lifestyle and body weight. Trying to stabilize her lifestyle, Samantha tried various shortcuts, but nothing worked.
Balon is now joining forces with Samantha and will use the next two weeks to sculpt Samantha by overseeing her workouts and her diet, without any fancy gimmicks. Elevation believes that you have to work as hard on your diet as you do in the gym.
Elevation's idea is that if Samantha can transform herself in two weeks and make a lifestyle change, then anyone can do it. This would be Elevation's first step in helping the nation fight obesity that has increasingly become a major concern in the Emirates.
Balon heads the team of personal trainers at Elevation, who believe that fitness is the result of healthy living and that it can be become a lifestyle choice. Steven, Keval Kotecha, Dean Goulding and Dennis Kristensen are the other team members who specialize in Core Training, Strength Training, Postural Alignment, Cardiovascular Training, Toning and various other skill sets.
Elevation is fully equipped to target all kinds of goals such as fat loss, muscle in definition, strength and conditioning and athletic performance. Providing the latest in gym equipment to Elevation is Technogym and their latest product innovation - Omnia - is offered at Elevation.
Omnia is a unique product in Dubai - Elevation is the only stand-alone gym that boasts of such advanced gym equipment in the emirate. A training machine that eight people can use at a time, Omnia offers infinite possibilities in all kinds of training modalities - offering strength, endurance, stability, flexibility, coordination and speed, it satisfies the widest range of user needs, abilities and aspirations.
© Press Release 2014
