Global fitness franchisor Lift Brands has reacquired the master franchise rights for Snap Fitness in the United Arab Emirates, as the group moves to accelerate expansion across the region and strengthen its presence in EMEA.
Following the reacquisition, Snap Fitness operations in the UAE will now be overseen directly by Lift Brands’ EMEA support office, which is headquartered in London. The regional strategy is being led by Kevin Yates, CEO of Lift Brands EMEA.
“Reacquiring the master franchise for the UAE is a hugely exciting move for us,” Yates said. “The health and fitness club market in the UAE is projected to reach over US$5 billion by 2030, and driving the Snap Fitness brand centrally will help us rapidly capitalise on this opportunity.”
Lift Brands reported strong momentum across EMEA in 2024, describing it as a record year for new club openings and franchise sales. Building on this performance, the company plans to open 20 new clubs across the EMEA region this year, while also modernising its existing estate in the UAE.
As part of the transition, Afshad Mistry, who previously held a senior role under the former master franchise holder, has been appointed general manager for Snap Fitness UAE. Based in Dubai, Mistry brings more than seven years of experience with the brand in the region.
“With his deep knowledge of the UAE market and long-standing involvement with Snap Fitness, we’re delighted to have Afshad on board to lead local operations,” Yates added.
In addition to new club development, Lift Brands has confirmed refurbishment and modernisation programmes are underway at its four existing Snap Fitness locations in the UAE. The company will also begin the search for new franchise partners as part of its growth strategy.
Globally, Snap Fitness continues to expand. The brand surpassed the 100-club milestone across the UK and Ireland last year and recently opened a new location in Raynes Park, London.
This marks the second time Lift Brands has reclaimed regional rights for Snap Fitness due to slower-than-expected growth. In 2020, the company similarly took back control of the UK and Ireland markets, a move that later supported renewed expansion.
With direct oversight now in place, Lift Brands aims to unlock the full potential of Snap Fitness in the UAE and reinforce its position in one of the world’s fastest-growing fitness markets.
