Positive move for Virgin Active

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Sir Richard Branson has teamed up with the Dubai-based Sharaf Group to launch Virgin Active in the UAE.

Entrance of major health club chain to the UAE is seen as a step forward for fitness industry.

The recent announcement that Virgin Active Health Clubs is set to rollout clubs in the UAE has been welcomed by other operators in the country's fitness industry.

"Increased competition in the UAE is healthy and most welcomed, as this will increase the service offering and facilities provided by health and fitness clubs, as well as increase customer choice," said Socrates Alvaro, general manager, Hayya!

"Overall by having a more competitive market, health and fitness issues will be raised and the use of clubs should increase," he said.

"Health clubs, irrespective of the brand name under which they function, play a complementary role in enhancing health.

"The choice of world-class health club facilities is limited in Dubai at present, and by giving customers more options, there will be further improvement in all-round service delivery," added Alvaro.

Virgin Active already operates clubs in South Africa, the UK, Italy, Spain and Portugal and has partnered with the Dubai-based Sharaf Group - which has an existing partnership with Virgin Atlantic, Virgin Galactic and Virgin Nigeria - in order to launch in the UAE.

"We are delighted to partner with Sir Richard Branson's group again, this time to introduce the Virgin Active brand to Dubai and the Middle East," said Ibrahim Sharaf, chairman, Sharaf Group.

"The new exercise and wellness clubs will offer exceptional service, innovation, value for money and of course, in true Virgin style, fun to the people of the region," added Sharaf.

Virgin Active is confident that the fitness industry in the UAE is ready for a new health club chain, according to its new UAE country manager Rick Jaffe.

We just think that the UAE is such an exciting place; there's so much happening here. We believe the market's ready for it and we want to be here," said Jaffe.

The new clubs will be something unique for the UAE, based on existing Virgin Active models, added Jaffe.

"What we're hoping to do in the UAE is to bring the best of breed, to really have a look at what's working around the world and combine that into something really special in the UAE," he said.

The clubs are expected to feature cardiovascular and resistance equipment areas, dedicated group exercise studios, a 25-metre swimming pool, thermal areas for relaxation, a café and free internet stations and Wi-Fi.

The clubs will also offer child-minding facilities.

"The Virgin Active clubs will feature a unique child-minding concept known as Club-V, giving the clubs an edge and making exercise and wellness accessible to just about everyone, including parents of young children," said Virgin Active CEO Matthew Bucknall.

Virgin Active's plans are in the early stages but it is currently looking for sites in Dubai and Abu Dhabi, with the aim to open its first club by the end of the year.

It will be the second international health club chain to open clubs in Dubai, following the launch of Fitness First two years ago.

Fitness First CEO Gary Knill declined to comment on Virgin Active's plans.

For more information, see a full interview with Rick Jaffe on page 18.

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