Lift Brands reacquires Snap Fitness master franchise for UAE

As well as strengthening its existing clubs, Lift is planning to recruit ambitious franchise partners in the region

Leading global wellness company Lift Brands has reacquired the Snap Fitness master franchise for the United Arab Emirates as it looks to accelerate its growth 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.

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.

As well as a commitment to opening a significant number of new locations in the UAE in the coming years, Lift Brands’ immediate focus is strengthening the four existing Snap Fitness clubs in the region. Modernisation projects are already underway at its Media City and Motor City clubs to enhance the member experience.

Following a record-breaking year for Snap Fitness franchise sales across EMEA in 2024, Lift Brands has already received strong interest for development in the region and will soon begin its search for ambitious franchise partners in the UAE.

“Reacquiring the master franchise for the UAE is a hugely exciting move for us,” said Kevin Yates, CEO of Lift Brands EMEA (pictured above). “The health and fitness club market in the UAE is projected to reach over $5 billion by 2030, and by driving the Snap Fitness brand centrally, it 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 Snap Fitness’ potential in the UAE and significantly grow our presence there.

“With his knowledge of the region and being involved with Snap Fitness for over 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.”

Snap Fitness reached the 100-club landmark across the UK and Ireland last year and kicked off 2025 with another opening in Raynes Park, London. It is set to open 20 clubs across the EMEA region in 2025 as it cements its place as one of the world’s largest gym franchises.

Anyone interested in Snap Fitness franchise opportunities in the UAE can find out more here.