Newsroom

The sports and fitness supplements industry in the Middle East is entering a new phase of maturity and momentum. What was once a niche category for athletes and bodybuilders is now becoming part of everyday wellness routines across the region. Rising health awareness, expanding retail access, and strong economic fundamentals are combining to create one of the most promising growth periods the sector has seen to date. As we head into 2026, the data shows this is a structural shift in how consumers approach health and performance.

His Highness Sheikh Mansoor bin Mohammed bin Rashid Al Maktoum, Chairman of the Dubai Sports Council (DSC), today launched the Dubai Sports Sector Strategic Plan 2033, outlining a comprehensive vision to strengthen the sector’s competitiveness, unlock economic potential and position Dubai as the world’s top sporting city by 2033.

C5 Pre-Workout is now the official platinum sponsor of IFBB, powering global bodybuilding athletes with energy, focus, and intensity through its complete C5 Extreme line.

Newrock, a global leader in sports nutrition, made a powerful impact at Dubai Muscle Show 2025 as Platinum Sponsor. Showcasing its flagship protein range alongside live demos and expert sessions, Newrock reinforced its mission to empower athletes with science-backed supplements and set new benchmarks in sports nutrition.

Basix introduces Clear Beef Protein Isolate in many delicious flavors, refreshing, juice-like protein drink. With 27–28 g of high-quality beef protein per serving, it’s fat-free, sugar-free, and perfect for dairy-free, Paleo, or keto-focused lifestyles.