Dubai, United Arab Emirates : 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. 

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For more information see www.dubaifitnesschallenge.com
www.facebook.com/dubaifitnesschallenge 
Instagram: @dubaifitnesschallenge
Twitter: @dxbfitchallenge
Hashtag: #Dubai30x30

Partner and Sponsor quotes: 

Sultan Ahmed Bin Sulayem, Group Chairman and CEO, DP World: “HH Sheikh Mohammed has said that the quality of life is related to the quality of our health and levels of achievement depends on how energetic and active we feel. Not only do sports develop our muscles, they develop the mind’s muscles as well. Wise words and something we embed in our corporate culture across the world. Fitness comes in many forms and the well-being of our family of 36,000 people is at the heart of everything we do - from informal sports clubs and societies and competitions, to providing a corporate gym, driving hydration and nutrition campaigns and supporting major lifestyle events such as this campaign. You can be certain that a DP World employee will now be doing a fitness activity in some form across the world in any one of our 78 marine and inland terminals in 40 countries, night or day. Long may it continue.”

Osman Sultan, Chief Executive Officer, du said: “At du, we have always been passionate about engaging our colleagues in wellness activities – so much so that we have made wellness a strategic pillar in our corporate DNA. Hence, our support of the Dubai Fitness Challenge is paramount as it is aligned with our own vision as a much needed initiative in today’s times. A healthy employee makes for a happier, more productive and more engaged employee.  The Dubai Fitness Challenge demonstrates that physical activity need not be a chore – it can be an engaging and challenging activity, and we pledge to take this challenge on with our employees.”

HE Hussain Nasser Lootah, Director General of Dubai Municipality, said: “It is a great honour to be a strategic sponsor for the inaugural Dubai Fitness Challenge and we are looking forward to hosting the opening weekend Fitness Carnival at Safa Park.  As Dubai’s most popular park, Safa Park is the ideal location for all kinds of fitness activities under the spectacular backdrop of the Dubai skyline and we welcome everyone to take part in this incredible event and get active with the huge range of sports on offer.”

H.E. Hamad Buamim, President and CEO, Dubai Chamber of Commerce and Industry commented: “We are delighted to lend our support to this landmark initiative that will help make Dubai the most active city in the world.  Dubai Chamber continues to encourage its staff, members, and the wider business community in Dubai to adopt a healthy lifestyle as there is a clear connection between improving employee wellness, happiness, and productivity.”

“This unique and interactive challenge will also provide an opportunity to raise awareness about serious health issues impacting our society. I am confident that businesses in Dubai will rise to the occasion and accept this challenge as a first step to enhancing the health and well-being of their employees. Judging by the overwhelming response that the challenge has already seen, I am confident that it will be an immense success and inspire other cities around the world to take a similar approach.”

HE Humaid Al Qutami, Chairman of the Board and Director-General of the Dubai Health Authority, added: “Dubai Health Authority wholeheartedly supports this initiative which will act as a catalyst to encourage the community to make exercise a part of their daily routine. There is no doubt that being active and good health go hand-in-hand. Simple steps such as exercise and healthy eating can keep a host of lifestyle diseases at bay. Health is a major component for happiness and wellbeing and a consistent approach to a healthy lifestyle provides a foundation for better health.”

Edris Al Rafi, Chief Executive Officer, Dubai Holding commented:"Promoting healthy lifestyles, and combating sedentary behaviours have long been core to our culture at Dubai Holding, and a priority for internal and external audiences alike. Our corporate wellness programme, which celebrates its first decade of age this year, is a mere testament of our endeavour towards physical and mental wellbeing, and a natural fit within this inclusive initiative. We are very excited about this Challenge, and are delighted to dedicate mobile fitness spaces and partnered sessions at some of Dubai’s Holding most prominent communities. We are confident that this Dubai-wide initiative will have tremendous results on each individual’s physical and mental wellness, productivity and social cohesion that will contribute to Dubai’s positioning as the most active city in the world."

Dr Abdulla Al Karam, Director General of Knowledge and Human Development Authority (KHDA) said: "The best medicine we have to enable us to live happy and healthy lives is regular exercise. The Dubai Fitness Challenge brings together people of all fitness levels to start and continue good habits that will benefit them for the rest of their lives. By working (and playing!) together with the education community, we will ensure that Dubai is known equally for being ‘the fittest’ as it is for ‘the tallest’ and ‘the biggest’. We’re grateful to our friends in Dubai Government for bringing the Dubai Fitness Challenge to all residents in Dubai, and to making our city even happier.”​

Yousef Al Rida, CEO of Corporate Administrative Support Services Sector, Roads and Transport Authority (RTA) said: “RTA is taking part in the organisation of the ‘Dubai Fitness Challenge’ initiative as a Strategic Sponsor. Thus, it contributes effectively to the success of this sporting challenge, in manifestation of its established role and corporate responsibility towards various events including sports events.

In its capacity as a Strategic Sponsor of the ‘Dubai Fitness Challenge’ initiative, RTA will provide promotional ads on mass transit means comprising ad stickers on 200 taxis, 50 public buses, and one tram. Promotional ads will be displayed on screens in metro & tram carriages and public buses.

The RTA will continue to support all sports, social events among other activities capable of enhancing the image of Dubai as a cosmopolitan city that cares for the happiness of residents, visitors and tourists descending on the city from all over the globe. The Executive Director of Corporate Administrative Support Services Sector urged all RTA employees to make an active participation in the ‘Dubai Fitness Challenge’ as it is associated with positive implications as well as physical & psychological benefits that would have positive bearings on participants in terms of maximising their satisfaction and happiness.”

For further information, images and the full list of Dubai Fitness Challenge events, please contact: ASDA’A Burson-Marsteller on Dfc@bm.com  / +971 4 450 7600 or contact mediarelations@dubaitourism.ae

Dubai Fitness Challenge partners, sponsors supporters and official venues:

Event partner – DEWA

Strategic Sponsors – DP World, Du, Dubai Economy (Department of Economic Development - DED), Dubai Health Authority, Dubai Municipality, Dubai Tourism and RTA

Supporting Sponsors – ARN, DAFZA/DSO and Dubai Chamber of Commerce

Official Supporters – Careem, Dubai Film, DWTC, Emirates, Mai Dubai and XDubai

Official Venues – Al Futtaim, Dubai Holding, Dubai Municipality, Dubai Silicon Oasis, Emaar, Meraas, Nakheel and Skydive Dubai

Government Endorsements – Dubai Sports Council, Events Security Committee, KHDA, Ministry of Education, The Executive Council and Year of Giving.

About Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism)
With the ultimate vision of positioning Dubai as the world’s leading tourism destination and commercial hub, Dubai Tourism’s mission is to increase the awareness of Dubai among global audiences and to attract tourists and inward investment into the emirate.

Dubai Tourism is the principal authority for the planning, supervision, development and marketing of Dubai’s tourism sector. It markets and promotes the Emirate’s commerce sector, and is responsible for the licensing and classification of all tourism services, including hotels, tour operators and travel agents. Brands and departments within the Dubai Tourism portfolio include Dubai Business Events, Dubai Calendar, and Dubai Festivals and Retail Establishment.

© Press Release 2017