Italian Exhibition Group continues to make its mark across global markets, bringing together industries and communities through carefully orchestrated events that span continents. With over 70 years of experience organizing trade shows, events, and congresses worldwide, IEG has built a reputation for creating meaningful business opportunities and fostering connections that drive economic growth.

Among their impressive portfolio of events, Dubai Active stands out in the Middle East’s growing prominence in the fitness and wellness sector. This October 24-26 gathering will welcome 40,000 attendees across 35,000 square meters of exhibition space, featuring over 400 exhibiting brands and more than 1,000 competitors. The scale speaks to IEG’s expertise in event management and the region’s appetite for fitness excellence.

Dubai Active: The Middle East’s Fitness Powerhouse

Dubai Active has turned into the region’s largest international fitness community, drawing professionals, enthusiasts, and brands from across the globe. The three-day event combines competition, education, and commerce in a format that serves multiple audiences simultaneously. Attendees can participate in free workouts, attend specialized talks and workshops, witness elite competitions, and explore the latest innovations from hundreds of exhibiting brands.

“Dubai Active and Dubai Active Industry have become the key meeting points for the Middle East’s health and fitness sector. For US brands, it’s more than just exposure; it’s direct access to buyers, leading operators, and high-growth distributors across the region. With the market expanding rapidly and demand for international products on the rise, this is the platform to build real commercial partnerships. If you’re serious about international growth, Dubai is where it starts,” shared Gavin Baxter, Commercial Director at IEG Middle East. 

The event’s growth demonstrates the broader change across the Middle East fitness industry. Dubai’s position as a regional hub has attracted international attention, with brands recognizing the market’s potential for expansion and connection. The UAE’s location bridges European, Asian, and African markets, making events like Dubai Active valuable touchpoints for global business development.

What sets Dubai Active apart is its comprehensive approach to the fitness experience. Rather than focusing solely on trade show elements, the event integrates competitive athletics, educational programming, and hands-on experiences that engage industry professionals and fitness enthusiasts. This multi-layered format creates opportunities for meaningful interactions across different segments of the fitness community.

Ready to experience Dubai Active 2025? Join 40,000+ fitness professionals, enthusiasts, and industry leaders at Dubai Exhibition Center this October 24-26. Register now to secure your place in the region’s biggest fitness gathering and discover the opportunities waiting in this dynamic market.

Kathleen Ferguson: Bridging US-Middle East Connections

IEG Middle East’s appointment of Kathleen Ferguson as US Ambassador is a smart move to strengthen international partnerships and expand Dubai Active’s global reach. Ferguson brings over 15 years of experience in business development and strategic partnerships across the health, fitness, and wellness space.

Her recent founding of Coach360, a digital platform supporting health and wellness professionals, demonstrates her understanding of current industry challenges and solutions. The platform addresses critical issues like staffing turnover while connecting coaches with career opportunities at top clubs and studios. This hands-on experience with industry pain points positions Ferguson to identify meaningful connections between US brands and Middle East opportunities.

Ferguson’s appointment comes at a crucial time for international expansion in the region. Her expertise in bringing together brands, people, and purpose aligns with Dubai Active’s mission to create lasting business relationships. “I’m honored to be named the U.S. Ambassador for IEG Middle East, representing Dubai Active Industry,” Ferguson stated. “The UAE is rapidly emerging as a dynamic hub for innovation and growth in our sector. I’ excited to help bridge connections between international brands and the expanding community of owners and operators across the region.”

Ferguson will help shape partnerships and programming that reflect both US market perspectives and Middle East opportunities, ensuring Dubai Active continues to serve as a meaningful bridge between these critical fitness markets.

Final Thoughts

Dubai Active exemplifies surpassing geographical boundaries to create meaningful shared experiences to drive the industry forward, creating a space where diverse cultures and business approaches converge around common health and wellness goals. Ferguson’s role as US Ambassador adds depth to this international dialogue, bringing proven expertise in community building to an already dynamic event.

The Middle East has secured itself as a fitness destination, representing a market expansion and shift in how the global wellness community approaches collaboration and growth. Events like Dubai Active serve as catalysts for these connections, converting brief encounters into lasting partnerships that benefit entire regions and industries.

About Elisa Edelstein
Elisa is a curious and versatile writer, carving her niche in the health and wellness industry since 2015. Her lens is rooted in real world experience as a personal trainer and competitive bodybuilder and extended out of the gym and on to the page as a writer where she is able to combine her passions for empowering others, promoting wellness, and the power of the written word.