UAE: Wednesday 17th October 2012: Since launching the Sport of Fitness campaign in January 2012, international sport and fitness brand Reebok has been talking about empowering everyone to be fit for life.
Now Reebok have brought the message even closer to the Middle East with the launch of the first Reebok CrossFit Gym in the region.
Located at Jumeirah Lake Towers, in the heart of new Dubai, the Reebok CrossFit LifeSpark Gym, owned by CrossFit Asian Games champion 2011, Candice Howe and Affiliate Owner and Coach Benjamin Ford, is a place where people can maximise their fitness and experience the unique culture of community, competition and camaraderie that CrossFit builds.
The idea of fitness as a sport is embodied through Reebok’s partnership with CrossFit and the LifeSpark Gym is a haven to anyone looking to achieve ‘total life fitness’, whether their performance goal is to win a triathlon or be fit enough to chase their children.
Commenting on the opening of the gym Mark Greiner General Manager for RBK Middle East said; “Reebok has been in partnership with CrossFit since 2011 during which time the brand has been supporting the Reebok CrossFit Games and rolling out CrossFit gyms around the world with the aim of changing the way people perceive and experience fitness. CrossFit in the Middle East is becoming extremely popular as people discover the great health benefits that it brings. The opening of the gym at JLT comes shortly after the re-design of the Reebok retail stores to Fit Hub concepts and brings Reebok one step closer to immersing consumers in the total Reebok fitness experience.”
Under the enthusiastic dedication of CrossFit Croaches Candice Howe and Benjamin Ford, the Reebok CrossFit LifeSpark Gym runs strength and conditioning fitness programmes based upon performing functional movements from real life such as picking up objects and climbing up stairs, pull ups and sprinting with routines include running, rowing, power-lifting and Olympic weightlifting techniques. Participants also use dumbbells, gymnastics rings, pull-up bars, kettlebells, and many bodyweight exercises. Quick intense workouts that are universally scalable so participants are never out of their depth, but always challenged.
“At LifeSpark we believe that fitness is essential to a great life. The key difference between us and most other fitness programs is in our all-inclusive approach to health, fitness, vitality and life,” Said Candice Howe. “To us this is ‘Total Life Fitness’ – something which has less to do with what you are doing and more to do with how you are able to do it. Once you change your focus to performance, you will be stronger, faster, and more flexible and have better endurance. This also means you will lose fat, become more muscular and toned, have more energy, sleep better and find that activities that were once difficult will become easier. I encourage anyone looking to be fit for life to come and visit us at the gym, no matter what their age or ability.” Candice commented.
When people join the Reebok CrossFit LifeSpark they will be guided on a journey to great fitness. With workouts for adults from Sunday – Saturday (except Friday) and for CrossFit kids on Monday and Wednesday, prices vary according to length of CrossFit course.
For more information visit www.reebokcrossfitlifespark.com, or email firstname.lastname@example.org.
About RBK ME
Since 1999, RBK Middle East is the sole distributor for the Reebok brand in the GCC. Headquartered in UAE, RBK ME has distribution and sales offices in all the six GCC countries. The company has 14 company owned outlets in the region and also looks after distribution of Reebok products to the various multibrand stores throughout the GCC.
About Reebok International Ltd.
Reebok International Ltd., headquartered in Canton, MA USA, is a leading worldwide designer, marketer and distributor of sports, firmness and casual footwear, apparel equipment. A subsidiary of Adidas Group, the company operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division.
For more information, visit Reebok www.reebok.com