The Middle East's premier annual fitness and wellness showcase, encompassing the Dubai Muscle Show, Dubai Active, and Dubai Active Industry, is scheduled to resume in Dubai from October 25 to 27, 2024. The event, expecting to attract 38,000 attendees, will extend to occupy a 30,000 sqm area, including an outdoor activation zone, at the Dubai Exhibition Centre within Expo City. This new location is set to evolve into a significant hub, especially with ongoing developments such as the Al Maktoum International Airport.

In partnership with the Dubai Sports Council, Dubai Tourism, and Expo City, the 2024 event will spotlight 600 global athletes and health and fitness influencers. Highlights will include motivational and informative sessions, opportunities to meet fitness industry leaders, prestigious competitions, group fitness sessions, and business workshops. Over 400 brands from 40 countries will exhibit top-tier products in sports nutrition, fitness, wellness, and bodybuilding.

Accessibility to the venue will be enhanced with direct Metro access to the exhibition halls, complimentary parking, frequent shuttle services from the World Trade Centre to Expo City, and discounted RTA taxi fares. The event has a reputation for featuring top fitness trainers and industry pioneers. Previous notable guests have included Kayla Itsines, Krissy Cela, Kelsey Wells, James Smith, and Chris Williamson, while the Dubai Muscle Show has welcomed champions such as Chris Bumstead, Ronnie Coleman, Phil Heath, and Kai Greene.