DUBAI: The success of the recent Dubai Fitness Challenge (DFC), launched by Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council of Dubai, has been reinforced, with research showing its transformative impact on habits and the extent to which the city and the wider UAE embraced the initiative. With momentum boosted by social media amplification, the legacy of the challenge will continue to be seen in more active lifestyles and advocacy for healthier living in Dubai.
The scale of involvement in Dubai Fitness Challenge indicates it was an initiative that truly captured the public imagination.
The total number of registered participants – 786,000 – far exceeded the target of 100,000 set ahead of the challenge, which ran from 20 October to 18 November. Furthermore, with surveys showing that almost half of attendees at the challenge’s marquee events were not registered as official participants, it is believed that the real reach of the initiative was over one million, amplifying its impact and further enhancing its legacy.
Geared towards making Dubai the most active city in the world, in turn boosting collective social wellbeing and happiness, the initiative encouraged participants to commit to a minimum of 30 minutes of daily activity for 30 days.
The commitment was aided by a host of free sports events, 1,500 free exercise classes at 85 locations, pop-up gym sessions at over 75 venues across the city, weekend fitness carnivals and other community-driven activities, complete with support from professional trainers and fitness tips from international experts.
One of the hallmarks of the Dubai Fitness Challenge was its inclusiveness and the way in which it touched the lives of a broad spectrum of society. A survey of registered participants found that 44% were from schools, reflecting strong involvement from children, a crucially important figure as getting kids active becomes increasingly challenging in a modern world, while 33% were individuals or from corporations, with 23% from government entities, underlining the support for the challenge from across the public sector. 45% of participants were female, a significantly higher proportion than in the general population of Dubai, while there was also wide representation across the age groups, with 34% over the age of 40.
This was a clear indication that the challenge offered healthy lifestyle alternatives for older audiences just as much as it did for children and young families. Participation also spanned across people of determination and those with specific health issues, ensuring the drive for fitness did not exclude any part of society.
Among the most important outcomes has been the transformative effect the challenge has had on behaviour when it comes to physical activity. A survey of registered participants conducted before Dubai Fitness Challenge found that 57% of respondents did exercise at least three times a week, putting them in the ‘very active’ category. A corresponding survey conducted after the 30-day challenge found that 71% were ‘very active’, an uplift of 14 percentage points. Meanwhile, the proportion of respondents describing themselves as ‘inactive’ fell from 8% to 2%.
Those who participated in Dubai Fitness Challenge also demonstrated strong commitment to their goals, with 90% achieving their target of at least an average of 30 daily minutes of activity during DFC. Indeed, almost a third (31%) averaged at least 60 minutes and the dedication to meeting the target was reflected across all the age groups. Of those surveyed, 91% said they would be likely or active advocates of another challenge, while 93% said they would themselves participate.
Dubai Sports Council was an official Government Endorsee of DFC and helped organise the packed calendar of events and activities across the city.
Mattar Al Tayer, Vice President of Dubai Sports Council, said: “I would like to thank Sheikh Hamdan Bin Mohammed bin Rashid Al Maktoum for launching Dubai Fitness Challenge, which was undoubtedly one of the highlights of 2017 and has made a valuable contribution to making the city more active. Throughout the challenge, and especially at the events and carnivals across the city, we saw that participation came from all parts of Dubai’s population, regardless of age, gender and background.
“The initiative has proven how people can dramatically change their lifestyles and habits in a short period of time, bringing regular exercise into their daily routines. Also of note has been the way in which it has helped to raise awareness of all the sports and fitness facilities in Dubai, ensuring its legacy lives on well beyond the 30 days of the challenge itself. We encourage all residents to continue to take advantage of the sports and fitness facilities and public parks across Dubai as they build on their achievements during Dubai Fitness Challenge. As Dubai continues on its journey to becoming the most active city in the world, we will continue to work with partners in the public and private sector to ensure that all residents can meet their ongoing fitness goals.”
Helal Saeed Almarri, Director General of Dubai’s Department of Tourism and Commerce Marketing said: “I would like to thank Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum not only for envisioning the Dubai Fitness Challenge and inspiring the entire city to mobilise for it, but also for leading the way and motivating residents through his own participation. When he announced Dubai Fitness Challenge, he set out the aim of spreading a culture of fitness and ensuring physical activity and sports are a part of their people’s daily routines. The success of the Dubai Fitness Challenge has provided overwhelming evidence of the changes in behaviour possible after just a few weeks, with participants changing habits and committing themselves to healthier lifestyles.
“A particular point of distinction of this month long initiative has been its all-inclusiveness and the manner in which it brought people together, regardless of age, gender, background or abilities, creating a real sense of achievement. Residents from across not only Dubai, but the UAE as a whole, embraced it, ensuring its legacy is living well beyond the 30 days of the challenge. With a clear demonstration of what can be achieved in a short period of time, Dubai Fitness Challenge has provided a strong foundation upon which we can build and ensure that Dubai is the most active city in the world.”
With an innovative approach towards encouraging employees to lead a more active lifestyle, Dewa was DFC’s principal Event Partner.
Saeed Mohammed Al Tayer, MD and CEO of Dewa, said: “I thank Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council of Dubai, for his continuous support to sports in Dubai, and for launching the Dubai Fitness Challenge, which has created a positive competition and changed the lifestyle of many people in our society making them healthier and fitter. This was done by encouraging them to engage in physical activities for 30 days in an exciting atmosphere full of activities. We are pleased that DEWA was the main and exclusive event partner in our role as a socially-responsible government organisation, and as part of our efforts to achieve the directives of the wise leadership to make sport a part of the culture of the UAE society. In this regard, I commend our staff who effectively participated in all activities and were role models for active participation in national and sports initiatives.
“We hope that this challenge will motivate all members of society to make physical activities an integral part of their daily lives. Dewa provides a positive and motivating work environment that contributes to achieving a healthy balance between employees’ professional and social lives. We encourage our staff and society as a whole to make physical activities an essential part of their daily lives. Exercise promotes a healthy and vibrant lifestyle and boosts positive energy.”
Overall attendance at the weekend carnivals, including the opening and closing carnivals, was 101,460. Significantly, 48% of these attendees were not registered participants, demonstrating the awareness generated and indicating the far-reaching impact Dubai Fitness Challenge had. With so many people engaging with the challenge unofficially, it is believed that the number of people impacted by the challenge extended well beyond the 786,000 recorded participants, to over one million people. Having likely tried new sports at the events, the curiosity that inspired them to come and visit will hopefully spur them on to make a change in their lives and embrace new activities. A survey of attendees at the carnivals showed that 19% came from another emirate to enjoy and be inspired by the events.
This demonstrates the impact the challenge had beyond Dubai, emphasising its significance on a national level. 88% of attendees at events were either happy or very happy with the events, indicating high satisfaction levels and validating the efforts of organisers, staff and volunteers.
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DUBAI: The success of the recent Dubai Fitness Challenge (DFC), launched by Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council of Dubai, has been reinforced, with research showing its transformative impact on habits and the extent to which the city and the wider UAE embraced the initiative. With momentum boosted by social media amplification, the legacy of the challenge will continue to be seen in more active lifestyles and advocacy for healthier living in Dubai.