GMG Partners with DFRE to Drive Dubai’s Vision to Become One of the World’s Most Active Cities
Dubai Festivals and Retail Establishment (DFRE), part of the Dubai Department of Economy and Tourism (DET), has announced a five-year partnership with GMG, the global well-being company and leader in sports, health, and food retail.
Under the agreement, which runs through 2029, GMG joins as an Association Partner of Dubai Run, a flagship event of Dubai Fitness Challenge (DFC). The partnership reflects a shared commitment to promoting active lifestyles and inspiring Dubai’s communities to make fitness a daily habit, aligning with DFC’s vision to transform Dubai into one of the world’s most active cities.
The partnership was formalised by Ahmed Al Khaja, CEO of DFRE, and Mohammad A. Baker, Deputy Chairman and CEO of GMG.
As part of the collaboration, GMG will support Dubai Run with engaging on-ground activations designed to enhance the participant experience and encourage greater community participation. Full details will be announced closer to the event, which takes place on 23 November 2025, transforming Sheikh Zayed Road and Emaar Boulevard into the world’s most iconic running track.
“We are delighted to welcome GMG as an Association Partner of Dubai Run for the next five years, as we continue to grow the 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,” said Ahmed Al Khaja, CEO of DFRE”.
Speaking about the partnership, Mohammad A. Baker, Deputy Chairman & CEO of GMG, said: “We are proud to partner with Dubai Festivals and Retail Establishment for the next five years as Association Partner of Dubai Run. Dubai Fitness Challenge, one of the city’s most anticipated wellbeing events, enables us to showcase 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 focused on empowering communities of all ages and abilities through engaging activities across the city, and we are excited to build on this momentum, inspiring lasting lifestyle changes and supporting the wellbeing of generations to come.”
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 turns the city into an open-air gym every November. The annual campaign encourages residents and visitors to complete 30 minutes of activity daily for 30 days, uniting the community in a collective commitment to health, wellbeing, and movement.
For more information, visit www.dubaifitnesschallenge.com.
