The Dubai Active and Dubai Muscle Show 2024 officially opened on October 25 at Expo City Dubai, with His Highness Sheikh Mansoor bin Mohammed bin Rashid Al Maktoum — Chairman of the Dubai Sports Council — presiding over the launch of the Middle East's largest fitness and bodybuilding exhibition.
Record Turnout at Expo City Dubai
Billed as the biggest sports show in the Middle East, the 8th edition drew more than 38,000 visitors — health enthusiasts, professional athletes, buyers, and industry decision-makers. The event hosted exhibitors from 400 companies spanning 40 countries, reinforcing Dubai's growing reputation as a global hub for sports business and wellness.
The three-day showcase ran through October 27 and covered fitness and bodybuilding brands, training equipment, and sports nutrition. Officials in attendance included His Excellency Khalfan Belhoul, Vice-President of the Dubai Sports Council; His Excellency Saeed Hareb, Secretary General of the Dubai Sports Council; Francesco Santa, CEO of Italian Exhibition Group Middle East; and Rachel Chatham, Managing Director of IEG Middle East.
Sheikh Mansoor's Tour of the Show Floor
During his visit, Sheikh Mansoor met with industry professionals and explored the latest innovations in fitness technology and equipment. His Highness highlighted the Dubai Sports Council's success in fostering collaboration between the public and private sectors, describing sports as one of Dubai's most economically productive industries.
"Such events are instrumental in developing new facilities and thus promoting job creation and sustenance of the local economy," Sheikh Mansoor said.
Dubai Muscle Talks: Legends on Stage
One of the headline attractions at Dubai Active 2024 was the Dubai Muscle Talks, featuring bodybuilding icons Hadi Choopan, Ronnie Coleman, and Phil Heath. The Mr. Olympia champions shared insights on training methodology, nutrition strategies, and the mental discipline required to compete at the highest level.
The Dubai Muscle Classic, presented by Optimum Nutrition, offered AED 70,000 in prize money and 13 IFBB Pro Cards, making it one of the most competitive regional bodybuilding events of the year.
Competitions and Challenges for All Levels
Beyond the main stage, the event featured a strong programme of competitive events:
- FMG International Ladies Competition — spotlighting women in bodybuilding across Bikini, Wellness, and Figure categories. - HYROX 365 Challenge brought by GymNation — a functional fitness challenge open to all levels. - Forge Grappling Challenge — targeting combat sports enthusiasts.
Free Entry for UAE Students
To encourage youth participation in sport, the Dubai Sports Council partnered with the Knowledge and Human Development Authority to offer free tickets to UAE students throughout the three-day event.
The initiative reflects Dubai's broader strategy of investing in grassroots sports culture alongside elite competitions — positioning the emirate firmly on the global fitness and wellness calendar.
