Sharaf Group and Virgin Active announce strategic partnership set to change the face of exercise and wellness in the UAE
Dubai headquartered, Sharaf Group, has announced the introduction of the ‘Virgin Active’ brand to the United Arab Emirates. The announcement is as of a result of a partnership between the Sharaf Group and Virgin Active.
“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. 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.” said Ibrahim Sharaf, President, Sharaf Group.
Much more than just a fitness centre or gym, Sir Richard Branson sums it up well,
“We realize exercise can be hard work, but it doesn’t have to be. Our clubs offer a haven from the hustle and bustle and give members more than just a place to exercise, it’s a sanctuary where they can expect no less than first class treatment all the way.”
With more than 850,000 members across 170 clubs globally, Virgin Active is set to make its mark on the United Arab Emirates commencing with Dubai.
According to Mr. Matthew Bucknall, Chief Executive Officer, Virgin Active health clubs will feature state-of-the-art cardiovascular equipment with entertainment consoles including iPod compatibility, strength and resistance training, free internet stations and WiFi, a trendy café, 25m indoor pool, luxurious changing room facilities, dedicated studios for activities such as V-Cycle, V-Box, Kinesis, Power Plate and more.
Members will be encouraged to totally escape from day to day stress with a variety of relaxation and thermal areas including steam, sauna and Spa Pools.
“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.” he added.
Sharafuddin Sharaf, Vice Chairman, Sharaf Group highlights the importance of health and wellbeing in our day to day lives, explaining the priority to combat the prevalence of obesity and diabetes in the region.
“Studies have shown that as little as 30 minutes exercise each day can reduce obesity and the risk of major health concerns such as heart disease and diabetes, the latter of which is of growing concern particularly in the United Arab Emirates.”
“The Virgin Active brand will provide a fun way for exercise to be incorporated into modern lifestyles. The Sharaf Group is proud to be associated with this new, positive approach to exercise and to be encouraging healthier, more active lifestyles.” he added.
Virgin Active is expecting to roll out clubs in Dubai and in Abu Dhabi during the initial phase with locations in key residential and commercial precincts.
Virgin Active is set to further raise the benchmark for any exercise and wellness offering. The clubs will offer the very best equipment, programmes and facilities and mix it all up with truly exceptional service.
