Apex Games and Apex Fitness announce strategic partnership to Grow the Middle East Ecosystem
Dubai, UAE – Apex Fitness and Apex Games have announced a new strategic partnership aimed at strengthening the region's fitness ecosystem and creating greater opportunities for athletes, fitness communities, gyms, and event participants across the UAE and wider Middle East.
Having built a strong reputation within the regional fitness community, Apex Fitness has established the Apex CrossFit Challenge as a recognised competitive platform for athletes seeking high-quality competition and opportunities to test themselves against some of the region's best talent.
Through this partnership, Apex Fitness and Apex Games will work together to support participation growth, increase awareness of fitness competition, and create stronger connections between athletes, coaches, gyms, and fitness communities throughout the region.
Apex Games has rapidly emerged as one of the Middle East's newest fitness racing concepts, combining running and functional fitness challenges in a format designed to be accessible to everyday fitness enthusiasts while also providing a platform for elite competition. Following a successful launch season, the series is set to expand to four events across the region in Season 2.
This collaboration reflects a shared belief that the future of fitness participation in the region will be driven by organisations working together to create more opportunities for athletes and communities alike.
What This Partnership Means
Support Participation Growth
Creating more opportunities for people to enter organised fitness competition and engage with the wider fitness community.
Increase Awareness of Fitness Competition
Raising the profile of fitness racing and competitive fitness experiences across the region.
Stronger Community Connections
Bringing together athletes, coaches, gyms, brands, and fitness communities through collaboration.
Future Opportunities
Developing athlete pathways, gym activations, community initiatives, and future event experiences.
Leadership Comments
Nic Cartwright
CEO, CaB Sports & Founder, Apex Games
"Apex Fitness has built a fantastic community and a respected platform within the fitness industry. We are excited to support that growth, work more closely together, and help create new opportunities for athletes and fitness communities across the region. We believe collaboration is one of the most powerful ways to continue strengthening the Middle East fitness ecosystem."
Omar Osman
Founder, Apex Fitness
"We have been working in the market for some time. The impact Apex Games has made has been great and it is really exciting to work with the team there. We share a common ambition to help grow the sport, support athletes, and create more opportunities for people to get involved in fitness competition."
looking ahead
Beyond event collaboration, both organisations see significant opportunities to support athlete development, community engagement initiatives, gym activations, and future participation pathways that encourage more people to take part in organised fitness events throughout the region.
The partnership marks the beginning of a long-term collaboration between the two organisations, with both teams committed to supporting each other's initiatives and contributing to the continued growth of the regional fitness community.
Apex Fitness
Apex Fitness is a UAE-based fitness, events, and community platform dedicated to promoting health, performance, and active lifestyles across the region. Through fitness competitions, wellness initiatives, and strategic partnerships, Apex Fitness creates engaging experiences that connect athletes, brands, and communities while encouraging participation and long-term wellbeing.
Apex Games
Apex Games is the UAE's first dedicated hybrid fitness competition, combining endurance and strength in a mass-participation race format. Designed for individuals, teams, corporate groups, and fitness communities, Apex Games provides a year-round platform that connects athletes and partners through world-class competition experiences and is building the future of hybrid fitness across the MENA region.
Media & Partnership Enquiries
Apex Fitness
Email: help@apexcf.co
Website: www.apexcf.co
Instagram: @apex_cf
LinkedIn: APEX Sporting Events
Apex Games
Email: info@cab-sports.com
Website: www.apexgames.fit
Instagram: @apexgames.uae