They are already fitness-training professional racing drivers and sportspeople, corporate executives and kids, and now the team from 'Caveman Fitness', the Dubai-based integrated fitness and training company, has signed new facility management contracts with the Oceana Beach Resort on the Palm Jumeirah, and Emirates Pilots Club in Dubai, as the company moves its focus from the parks, pools and beaches where it has traditionally put its clients through their paces. For hotels, resorts and clubs, this new management approach frees clients to focus on their core business whilst their exercise facilities are professionally managed by experienced specialists, creating profitable fitness centres and adding value to the overall property development.
Under the new agreements, the Caveman Fitness team will establish new 'Fitness Arenas' for the management clients, and develop and deliver tailored training programmes through its experienced team of trainers. For the Oceana Beach Resort, the team will also provide dedicated marketing support to extend the Fitness Arena's reach to a wider catchment area beyond the immediate local residents of the resort.
"Many large scale developments have already made substantial initial investments into gyms but lack the expertise and the experience to make that investment work for them," says Phillip Robson, Managing Director of Caveman Fitness. "Caveman Fitness offers a low risk and high return for these investors, by providing a portfolio of management services with minimal rebranding and active promotion of the new fitness facility through dedicated marketing."
After less than 6 months of operations – and already profitable - Caveman Fitness has other management deals in the pipeline as the company brings its unique brand of training to the market and builds on its successful established private and corporate training programmes.
"Taking the traditional gym concept and turning them into 'Fitness Arenas' involves taking exercise back to basics and injecting a strong dose of pleasure/fun into what can be a mundane gym experience," adds Phillip Robson. "It's a business model and strategy that is radically different in this market. We offer our facility management clients a way of optimizing their investment in expensive exercise infrastructure through the Caveman Fitness programmes and our marketing activities. Our aim is to make the Fitness Arena into an active element of a hotel, residence or resort, proactively building fitness communities around them rather than a passive and under-utilised gym for the occasional hotel guest. We have other contracts pending and we expect to sign two more clients by the end of the year, so it is an approach that is attracting interest."
Caveman Fitness' goal is to change the way that health, fitness and overall well-being is perceived and delivered within the UAE and beyond, making fitness fun and accessible, rather than intimidating and simply a necessary evil. The company offers everything from individual and group fitness programmes, to interactive kids' programmes and corporate seminars. Caveman Fitness aims to create a fun, family, community based atmosphere around its Fitness Arenas.
"We believe for you to truly achieve your health, fitness and wellbeing goals, you must train your mind and body," explains Robson. "We use the biomechanics of the human body to ensure our clients reach their health and fitness goals, using an old style approach rather than a series of static gym machines and monotonous routine. Our specialist metabolic typing service rates all our fitness clients and from this initial assessment, a bespoke plan is developed – something which Dubai's sophisticated market demands."
Caveman Fitness is already training a broad range of professional motor sports racers, including high profile local clients who are competing race drivers in the V8 Supercar, Touring Car and Karting categories. The company is also heavily involved with the F1 Driver Training Programme and is about to start training the female competitors of the Volkswagen Fun Cup, a Dubai based 24hour Charity Event to be held at the Dubai Autodrome. The training will be filmed for a reality TV series called 'Heels and Wheels'.
