‘Sports and fitness events need a shake-up’: New competition for women launches in Dubai

DUBAI: A new fitness competition is set to launch in Dubai on May 14, with organizers looking to shift the focus from elite performance to personal progress and community participation.

The new Dubai-based fitness event, XX Her Edition, has been created for women with the aim of making fitness more accessible, prioritising participation and community.

In partnership with GMG, the debut event will welcome 160 women to take part in a 30-minute functional fitness challenge completed in pairs.

Hannah Hall, CEO of Grassports and organizer of XX Her Edition, has 16 years of experience delivering major sporting events across the UAE; such as the DP World ILT20, Spinneys Dubai 92 Cycle Challenge, Arabian Warrior and Women’s Epic Arabia.

“Sports and fitness events need a shake-up,” she said. “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.”

“We’re also seeing a shift in how brands want to engage with communities,” Hall said. “Our partners understand that investing in real people, real journeys and accessible fitness experiences has far greater long-term impact.”

The event brings together leading home-grown concepts and international brands from GMG’s portfolio — including Geant, Sun & Sand Sports and Supercare — alongside brands such as Built for Athletes and Science in Sport. Hosting the event will be podcast host and radio DJ Rich Hayes.

“We aim to be an enabler for community events by bringing active living-inspired experiences to our customers,” said Florian Huthmair, president