Five-year renewed partnership reflects shared commitment to inspire Dubai’s communities through active lifestyles, with a focus on Dubai Run and supporting the broader goals of Dubai Fitness Challenge to transform Dubai into one of the world’s most active cities.
Dubai, United Arab Emirates – 6 October 2025: Dubai Festivals and Retail Establishment (DFRE), part of the Dubai Department of Economy and Tourism (DET), today announced an extended five-year partnership with GMG, a global well-being conglomerate. to serve as an Association Partner of Dubai Run, a flagship event of Dubai Fitness Challenge (DFC), through to 2029.
The announcement highlights GMG’s long-term commitment to promoting active lifestyles and inspiring communities to make fitness a daily habit, aligning with the vision of DFC to transform Dubai into one of the world’s most active cities.
The partnership agreement was signed by Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), and Mohammad A. Baker, Deputy Chairman and CEO of GMG.
As part of the agreement, GMG will support Dubai Run through engaging on-ground activations designed to enhance the participant experience and encourage community participation. Dubai Run will take place on 23 November 2025, transforming Sheikh Zayed Road and Emaar Boulevard into the world’s most iconic running track.
Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), commented: “We are delighted to welcome GMG as an Association Partner of Dubai Run for the next five years, as we continue to grow Dubai Fitness Challenge and inspire people across the city to embrace healthier lifestyles. Partnerships with leading organisations such as GMG are instrumental in amplifying DFC’s impact, and together we will create even more opportunities for the community to get active, stay engaged, and celebrate the spirit of Dubai as one of the world’s most active cities.”
Speaking about the partnership, Mohammad A. Baker, Deputy Chairman and CEO of GMG, said: “We are proud to renew our partnership with Dubai Festivals and Retail Establishment for the next five years as Association Partner of Dubai Run. The Dubai Fitness Challenge, one of the city’s most anticipated wellbeing events, reflects our long-term commitment to making fitness a way of life in Dubai and beyond. At GMG, we believe in the power of movement to inspire healthier, happier communities. Over the years, we have worked to empower people of all ages and abilities through engaging activities across the city, and we look forward to building on this momentum – driving lasting lifestyle changes and supporting the wellbeing of future generations.”
Launched in 2017 by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence of the UAE, and Chairman of The Executive Council of Dubai, Dubai Fitness Challenge is a month-long initiative that transforms the city into an open-air gym each November, encouraging residents and visitors to complete 30 minutes of activity daily for 30 days.
For more information on the Dubai Fitness Challenge, please visit www.dubaifitnesschallenge.com.
ENDS