Lift Brands – parent company of Snap Fitness – has reacquired its own master franchise for the United Arab Emirates as it looks to accelerate growth of Snap gyms in the region.

The operation of Snap Fitness in the UAE will now be overseen by Lift Brands' EMEA support office team, headquartered in London and spearheaded by CEO, Kevin Yates, CEO of Lift Brands EMEA.

“Reacquiring the master franchise for the UAE is a hugely exciting move for us,” said Yates. “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 to rapidly capitalise on this.

“2024 was a record year for us across EMEA, with more club openings and new franchise sales than ever before. We’re on a roll right now and we can’t wait to unlock the potential of Snap Fitness in the UAE and significantly grow our presence there.”

As part of the acquisition, Dubai-based, Afshad Mistry, has been appointed as general manager for the UAE, having held the position for the previous master franchise holder.

“With his knowledge of the region and being involved with Snap Fitness for more than seven years, we’re delighted to have Afshad on board to lead operations in the UAE, as well as leveraging the support of our EMEA support team,” says Yates.

As well as a commitment to opening 20 more clubs in the EMEA region this year, Lift Brands’ is refurbishing its four existing sites in UAE, ahead of searching for new franchise partners.

Snap Fitness reached the 100-club landmark across the UK and Ireland last year and launched a club in Raynes Park, London early this year.

This is the second time Lift Brands has reacquired rights due to slow growth. In 2020 it also took back the rights to UK and Ireland markets after slower than expected development.