UAE-based Al Ahli Holding Group (AAHG), the regional franchise holder of US-based Gold’s Gym, has announced the launch of a new premium global lifestyle brand called Aktive Fit.
The private label, an in-house brand of Al Ahli Holding Group, will have two primary product lines launching initially, the company said.
While the core product category of Aktive Fit will be fitness training apparel and compression gear, the company will also be launching fitness and health accessories, it added in a statement.
“Through Aktive Fit, we will be offering premium quality with international designs for all of our urban consumers’ fitness, sports and lifestyle needs. This business will further enhance and complement our existing business in the space of lifestyle and fitness, where we hold the exclusive largest franchise rights to Gold’s Gym UAE in the Middle East and Africa with our ever increasing member base,” said Mohammed Khammas, CEO, Al Ahli Holding Group.
The Aktive Fit branded apparel and accessories will be available at retail corners inside 15 of Gold’s Gym’s operating concept gyms across UAE, with more to come up as part of aggressive expansion across the country.
With the immediate target audiences for the brand being 60,000 of Gold’s Gym’s already existing members, the brand will also target other fitness gear enthusiasts through its website www.aktivefit.ae.
“Even as the brand and its designs have been conceptualized in a way to cater to all fitness age groups, our market understanding and current research points at a precise age group of contemporary men and women between 18 and 40 years of age. Massive global expansion plans are currently in the pipeline for the brand,” said Zuhair Ayoubi, general manager, Retail and Licensing, AAHG.
The company’s apparel and merchandise are set to be available from this month and will initially cover UAE, Oman, Bahrain and Qatar markets.
Among its portfolio, AAHG owns Dubai Outlet Mall, holds the exclusive largest franchise rights to US-based Gold’s Gym International in the Middle East and Africa and holds licences to publish Marvel, Warner Bros, DC Comics and Sanrio comics and activity books. With around 9,000 employees, AAHG is headquartered in the UAE, with representative offices across 20 countries globally.
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