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More and more people prefer to choose a specific workout based on a variety of factors, rather than just hitting the gym and exercising
Pictures are for illustrative purposes only
A veteran golfer MS decided it was time to hang up his clubs when he started experiencing pain and loss of strength at the age of 70. However, he ended up signing up for golf lessons with Richard Dunsby.
“Within six weeks, his pain was gone and his swing started to improve,” says Richard, who runs his program at Optimal Fitness. “He went on to win a game at his club and got all the money to travel to Germany. He completely changed his life. It’s one of the most rewarding things about being a coach.”
Richard is one of several fitness professionals targeting a niche market of UAE clients. From targeting specific demographics to offering sport-specific workouts, the fitness industry in the UAE is increasingly becoming a niche market. More and more people prefer to choose a specific type of exercise based on a variety of factors, rather than just going to the gym and exercising.
Another niche fitness option is offered by Dubai-based trainer Georgie Ricks, founder of Its a PCOS Party, a custom coaching program for women battling polycystic ovary syndrome (PCOS).
“There are so many generic workouts and programs out there, it’s all copy and paste work,” she says. “The fitness world is so saturated, it’s hard to know who to trust. Having a niche like PCOS helps women feel heard, seen and understood. They know I can understand what they’re going through and my treatment It will be detailed and personalized according to their goals and needs.”
Increase in demand
Since launching her project earlier this month, Georgie said she has received unprecedented interest. “At first I started taking some clients,” she said. “Very quickly I hit my maximum capacity and actually had to start the waitlist. It really confirmed to me how big this problem is and how many women are suffering on their own.”
Richard Dunsby also said he has a packed schedule, meeting at least 30 golfers a day. “I know golf is very popular in the UAE, with over 14,000 active golfers in the country,” he said. “So when I moved here, I found out that there was a niche here and I catered to it. I’m very happy with my decision.”
According to other industry experts, the demand doesn’t just stop with fitness classes. Raj Pagarani, founder of athleisure apparel brand Iron Tribe, says people are also looking for niche products in fitness fashion.
“Earlier people would wear anything to the gym,” he said. “But not anymore. There are specific materials developed for activewear. Shoppers want specific features in their clothing based on the type of workout they’re doing. Like, if they’re doing CrossFit, they need support. If they’re lifting weights, they want to make sure the clothes aren’t restricting movement.”
Experience with pattern discovery
One of the greatest benefits of fitness professionals working in a niche is that, thanks to their experience, they are able to spot problems before they even occur.
Sports physiotherapist Anil Daniel Prasad, who works extensively with runners at Bedaya Polyclinic, says he works very hard to get his clients into strength training because he knows how important it is.
“Runners are not big fans of strength and conditioning training,” he says. “However, it’s important for them to lift weights because running is an impact activity. They need to equip their bodies for it. Plus, strength training helps reduce injuries.”
Likewise, Richard knows which areas to handle for a client based on the client’s profile. “For example, if it’s a youngster, then I have to work on developing strength and stability to develop strength,” he said.
“If a client is between the ages of 40 and 60, they are likely to spend a lot of time at a desk, which can cause mobility issues. So in this group, I focus on improving strength and balance, and reducing injuries Opportunity.”
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