A new fitness competition is launching in Dubai with a focus on participation over elite performance — a deliberate shift from the industry norm.
XX | HER EDITION is a female fitness event created specifically for women who are new to functional fitness or returning after time away. The debut event takes place on May 14, in partnership with GMG, and will welcome 160 women to a 30-minute functional fitness challenge completed in pairs. The format is designed to offer the energy of competition within a supportive, inclusive environment.
The event brings together brands from GMG’s portfolio — including Géant, Sun & Sand Sports, and Supercare — alongside Built For Athletes and Science in Sport, all aligned around supporting women’s health and fitness at a grassroots level. Rich Hayes, podcast host and radio DJ, will host the competition.
Behind the event is Hannah Hall, CEO of Grassports, an event designer with over 16 years of experience delivering major sporting events across the UAE, including the DP World ILT20, Spinneys Dubai 92 Cycle Challenge, and Women’s Epic Arabia.
“Sports and fitness events need a shake-up,” said Hall. “There has been too much focus on elite performance for too long. XX | HER EDITION is about creating a platform for everyday women — those starting out, returning, or simply looking for a new challenge in a supportive environment. Participation should be celebrated just as much as performance.”
Florian Hüthmair, President of Everyday Goods at GMG, added: “Through partnerships like XX | HER EDITION, we’re helping create welcoming spaces where women can show up, try something new, and feel supported — whether they’re just starting out or returning to fitness.”
Following its launch, XX | HER EDITION is planned to expand into a four-event series, including indoor summer editions and a trail-based event scheduled for winter 2026.
Source: Dubai Launches Women’s Fitness Competition Aimed at Everyday Participants